Email marketing has been around for quite a while and remains a solid choice when creating a B2B digital marketing strategy. However, while email marketing is still  part of the conversation, its potential impact and optimization have been overshadowed by trendier and newer options for B2B online marketing. You guessed it – we’re talking about social media and content marketing. While it is a good idea to learn about and capitalize on new opportunities to effectively market your business, we want to remind you not to forget about a tool that has a proven ROI!

b2b marketing

The fact is, sending out digital marketing emails is still a highly effective practice, and one that we maximize for B2B marketing for our Toronto and GTA clients. Like any tool, you have to know how to properly use the power of email marketing in a B2B digital marketing strategy.  Undervaluing the opportunities that exist for B2B marketing using email marketing is a mistake we don’t want you to make! So whether you are new to using digital marketing email or think you’ve got a pretty effective system underway, keep reading for tips and best practices that can boost your B2B online marketing results.

B2B Email Marketing Tips

It doesn’t matter what business you’re in, these tips are universal. The secret to creating effective and engaging digital marketing email campaigns lies in the value you are providing to the reader.

  • Topic. Because B2B marketing is not as straightforward as B2C, you need to gain the interest of readers by providing valuable information. Emails that include tips, thought leadership, or education on a topic related to your industry, products, or services, are what will keep your audience subscribed and engaged.
  • Build A Relationship. One email with a well-crafted topic is not going blow the top off your B2B online marketing efforts!  Building trust and building a relationship with your subscribers takes time.  Don’t give up after a month or two. Take the time to build a long term digital marketing email plan that includes a schedule, topics, subject lines, and targets.  You can always make edits and changes along the way, but only throwing a haphazard effort into the game will not build subscriber relationships that can impact your sales.
  • Purpose. One of the beautiful things about email marketing is its simplicity and versatility.  We highly suggest making use of a variety of emails that each serve a different purpose.
    • Welcome emails.  Not only is this your chance to share more about your business but it is also an opportunity to add value.  Include a white paper, an interesting infographic, or some content that focuses on how your business provides solutions to common pain points.
    • Thank you emails. When is kindness ever a bad idea?  Use thank you emails liberally – for new subscribers, for completing an action on your website, or for something as simple as thanking them for being a repeat or long standing customer.
    • Newsletter. This is the most common type of digital marketing email sent out and as mentioned above, make sure you have a value-adding topic in mind. Don’t just send a newsletter out simply because you think it’s time for another newsletter!
    • Promotional Efforts.  This category can be two-fold.  You can send out clear and simple promotions your business is offering, with a direct call to action, but you can also use email marketing to promote your successes.  Sharing testimonials and client stories is an extremely powerful way to spur others to take action and contact you for that consultation or sales call.
    • Promotional Efforts.  This category can be two-fold.  You can send out clear and simple promotions your business is offering, with a direct call to action, but you can also use email marketing to promote your successes.  Sharing testimonials and client stories is an extremely powerful way to spur others to take action and contact you for that consultation or sales call.

As mentioned, the simplicity of email marketing is one of its strong points, but that doesn’t mean that you can just walk away once a digital marketing email campaign is sent out!  Be sure to examine the analytics that a campaign will provide, and then use that information to improve your future subject lines, segment your audience, and clean up your subscriber list.

If your company wants to get serious about email marketing, contact Measure Marketing and set up a free consultation. We can guide you on how to implement our B2B email marketing tips and help you create stronger, more effective emails. Working on B2B marketing with Toronto, Mississauga, and Oakville clients from all industries, we have experience that can help you build a digital marketing email system that will save you time and help you build positive, profitable results.

 

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