Email marketing campaigns can be one of the simplest and most effective direct marketing tools at your business’ disposal.
Sending your business name, services and offers straight into the inbox of a prospect allows you to communicate with opportunities in a way that bypasses the more technical challenge that SEO and online advertising involve. Whilst these are vital areas of marketing, direct marketing is important too.
B2B email marketing can be an easy and effective way of marketing your business, but it’s very easy to get wrong. If your emails are poorly targeted, limited in content, or sent too often, it may even be harmful to your reputation and brand identity.
We’ve written this blog to help you hurdle the common stumbling blocks that many don’t, and enable you to create engaging and effective promotional emails.
Know your audience
Email marketing campaigns can be one of the simplest and most effective direct marketing tools at your business’ disposal.
Sending your business name, services and offers straight into the inbox of a prospect allows you to communicate with opportunities in a way that bypasses the more technical challenge that SEO and online advertising involve. Whilst these are vital areas of marketing, direct marketing is important too.
B2B email marketing can be an easy and effective way of marketing your business, but it’s very easy to get wrong. If your emails are poorly targeted, limited in content, or sent too often, it may even be harmful to your reputation and brand identity.
We’ve written this blog to help you hurdle the common stumbling blocks that many don’t, and enable you to create engaging and effective promotional emails.
Nail your Content
This is perhaps the most vital part of succeeding with B2B email marketing. Your content needs to be concise, easy to navigate, and of interest to the list you’re sending to.
Don’t provide every inch of detail to the prospects in your first email, rather prompt them to another platform such as your business website. If you’re providing a free offer, then explain the benefits and insert a strong and clear call to action. That way you can track those who’ve shown an interest and follow up separately at a later date.
Another thing to consider is the benefit you’re providing to the prospect by sending your email. Don’t just use it as a branding opportunity, provide the recipient with value and they’ll be more likely to engage. This value can come in the form of blogs, videos and industry updates they may find useful for their business.
To find out more about useful marketing tools that can be used within your B2B email marketing, click here.
Get your timings right
This may sound simpler than it is and can take time to truly pin down. If you’re emailing another business, then it needs to be sent at a time where the recipient is most likely to read it. This will depend largely on the industry that you’re targeting, but we’ll provide an example…
Say you are trying to contact the Head of Marketing at an IT company; it’s going to be hard to pin them down. Monday tends to be a day of catching up with emails, so if it seems unimportant; it’ll likely be ignored.
Tuesday and Thursday tend to be the most successful times to send something. Either early morning to be read on their commute, or midmorning when they’re most likely to have a coffee break. There’s no exact formula, but it’s important to give yourself and them the best chance!
Whilst this is far from everything you need to know when it comes to B2B marketing, it’s certainly a good start. At Growth by Design, we specialise in all types of marketing solutions for a range of SMEs. To find out more about our effective and structured approach to direct marketing, and more, please click here.
If you’re a company looking to achieve realistic and effective business results through marketing, we are offering a FREE 360 marketing review. Simply click here, submit your interest, and we’ll come back to you to arrange your business’ no-obligation marketing consultation.
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