Email marketing is a go-to strategy for B2B marketers as it is one of the best methods for business growth. It is a great tool to incorporate into your digital marketing strategy, but why is it the perfect tool?
Email marketing can be one of the best ways to promote your business: B2B emails have a 47% higher CTR that B2C emails. If you could choose between adding an email subscriber or a new social media fan, it is always best to choose an email subscriber; the average click-through rate (CTR) of an email marketing campaign is an average of 3%, whereas the average CTR of a social media post is 0.5%.
So clearly email marketing is worth the investment! Let’s see why!
Brand Awareness
Developing and implementing email marketing in your digital marketing strategy is a great solution to build brand awareness. Using email marketing allows you to build strong relationships with your target datasets and strengthen your business credibility, positioning you as a leader in your field. People who are subscribed to your data have explicitly given permission for you to keep in contact with them and emailing them gives you increased exposure.
Email marketing is also a great tool for brand awareness if you have purchased data to reach a new target audience. Data is crucial for email marketing to be successful as it can be the difference between generating leads or your emails falling flat.
Lead Generation
Businesses can use email marketing to promote their business, products and services as a successful way to generate leads. Whether it be from subscribed contacts or purchased data, email marketing allows you as a business to generate leads or keep current leads warm. Also, sending out informative emails is a great way to encourage potential leads to reach out to you.
Email marketing can also be used as a powerful lead generation tool when using the method of personalised emails. Many organisations make the mistake of sending generic, boring, untargeted emails to a mass shotgun list of people. This can have a negative effect on you as a business; sending irrelevant content to a broad, untargeted dataset. Using personalised email marketing takes you directly to your customers, every time you have a product or service to sell or a pertinent message to get out there.
Wealth of Knowledge
Using a tool for your email marketing will provide you with a wealth of useful knowledge including open rates, unsubscribe rates, CTR & top recipient activity etc. The statistics provided from your email marketing activities will allow you to create segmented and targeted emails to your email data lists, based on how they reacted to the content in your email. Using information such as CTR’s and link activity will allow you to tailor content to increase engagement and keep interest of the leads in your data list. You could also proactively target interested recipients with direct contact such as phonecalls and letters.
All this information will also prove email marketing’s ROI and whether it is working for you. As in any business, ROI is extremely important; if a marketing activity doesn’t provide the best ROI then your strategy needs to change, or you need to implement another method. However, email marketing has been found to have the best return on investment as for every £1 spend the ROI is £32.28.
It’s now easier than ever to incorporate email marketing into your digital marketing strategy and 45% of B2B marketers say email is the most effective digital marketing channel. With many reliable email marketing tools such as MailChimp and Campaign Monitor, an email marketing strategy can be adopted by any business.
Are you interested in finding out more about email marketing and why it is the perfect tool for your business? Contact us today!