Companies in the B2B industry get the chance to nurture their relationships with both potential and current customers through email marketing campaigns.
In fact, over 30% of companies in this industry found that nurturing leads is the most effective through email newsletters.
Nevertheless, it’s important to note that the frequency of emails, as well as the content of those emails, tends to be a lot different for different companies.
One of the most common mistakes that companies tend to make is to send out emails that include generalized content, and not considering which types of content are going to be relevant to the target audience.
Most consumers in this industry tend to be a lot more interested in pieces of content that are going to help them do their jobs better, instead of simply getting a promotion or a sale.
That means companies should be creating infographics, helpful tips, e-books, or blog posts as part of their content marketing efforts.
Every email that’s created for these types of marketing campaigns needs to have a purpose, and that purpose needs to be highlighted in the subject line, as well as the call to action inside the email.
If a business isn’t sure what kind of content the target audience wants to get through email newsletters, it’s best to conduct a market research survey, or simply send customers an email asking them the same question.
Most customers want to see personalized efforts from companies, and they’re a lot more likely to make purchases from the businesses that provide them with customized content or deals.
That means to create relevant content, as per the last point, companies also need to segment their target audience based on their interest levels. To do that, companies need to break down their email contact list into different segments so they can send out specific and more targeted emails to each group.
By segmenting an email contact list, companies increase the odds that customers are going to be more engaged with the emails they receive.
Tracking their interest levels is relatively easy because most email marketing automation platforms tend to have some sort of audience engagement analytics, where companies can see data on how often specific subscribers open emails, how often they click links, images, or calls to action inside the emails.
Call to Action
The most successful email marketing campaigns always include a clear call to action in them. The call to action is a button or a statement that’s going to tell the reader of that email what the company wants them to do next.
For example, if the business is sending out an email about a brand new product, the call to action might include “buy now”, or even “learn more”. By including a call to action in email campaigns, companies can ensure that their subscribers know what the company wants them to do next, which is also going to keep them moving through the marketing funnel and increase sales.