1. The power of B2B email marketing
There are close to 4 billion daily email users and, therefore, an enormous potential audience out there. However, commanding someone’s attention before you even begin to think about lead generation isn’t always straightforward.
Sending out sales-led emails, nurture funnels or even newsletters is a useful way of generating leads – but the content must be relevant, engaging and contain a snappy subject line.
Bombarding potential leads with emails rarely produces positive results. Potential customers may believe the emails to be suspicious if sent in quick succession so strategic timing and scheduling is key to avoiding emails being lost amongst other marketing emails.
B2B email marketing is also heavily reliant on your list of contacts. Businesses that divide their audience into segments based on set criteria experience a dramatic increase in revenue.
Mailchimp estimates businesses can see up to 88% more revenue when they target specific customers and those most likely to purchase a sale or use your service.
Mailchimp’s user data backs up this theory with segmented campaigns achieving 14.31% more opens and 100.95% more clicks than campaigns with zero segmentation.
Segmentation could be based on the following:
- Geography – separate your local contacts from those from a wider catchment area.
- B2B specific – you may work with and sell products to other businesses and different departments within those businesses. Sending the same email to all at once simply won’t work. Each organization, department and contact requires its own messaging for maximum impact.
- Content – delve into data about your contacts to understand which web pages they visited on your site, what they downloaded and what, if anything, they purchased.
- Behavior – learn about customer habits. How many pages of your site do they view on average? How long do they stay on a page? How often do they purchase items or products?
- Influence – who provides testimonials of your business? Who recommends your products to others? Who praises your service on social media and on which platforms? These people and organizations enhance your brand’s visibility and reputation, so send them an email to thank them for their support.
Breaking contact lists down into smaller sections such as location, industry and company size will enable you to make your email messaging hyper-relevant and more direct.