Member Article

For B2B Leads Email Remains the Top Marketing Channel

According to Campaign Monitor's Email Marketing Benchmarks Report, the average open rate in 2021 was 21.5%, up 3.5% from 2020. ), the average open rate in 2021 was 21.5%, up 3.5% from 2020.

Meanwhile, Sopro’s new whitepaper "The State of Prospecting 2023" confirms that email is still the most effective marketing channel for new business prospecting.

In today’s marketing world, companies are increasingly concentrating on modern channels, like social media. Yet, email marketing is a very valuable tool for B2B companies, since it allows them to reach prospects at a place they frequently visit.

Email marketing also enables B2B companies to target and personalise their communications in ways that other channels simply can’t.

A B2B business can benefit greatly from email marketing for a number of reasons:

Email is important for relationship-building

By developing an email strategy based on your customers’ needs, you can better understand and meet their expectations.

When you segment data and deliver targeted communications, you can deliver value that far exceeds the impact of a nontargeted email newsletter.

To truly benefit from customer relationships, it is important to focus on creating not just customers, but brand advocates who can help you spread the word about your product. This means that the goal is for your prospects not only to buy your product, but also to recommend it to others.

In order to create and send emails which encourage sharing and customer advocacy, emails need to speak to the individual, rather than to ‘prospects’ as a group.

This involves creating content that is personalised, tailored, and timely - providing the customer the exact information they need at the right time.

Email creates engaged leads

By sending out a B2B email campaign to the right target market, businesses can reach people who are looking for what they have to offer.

There are a few different ways to reach a motivated target audience, but the most efficient is to buy a targeted email list based on your specific audience from an agency like More Than Words Marketing.

A lengthier, but even more effective option is sharing valuable gated content in exchange for people’s email addresses.

This method of lead generation not only helps to build trust, but is also an effective way to acquire and retain customers.

Email offers measurable outcomes

An effective marketing campaign should be measured in order to identify weak points that must be strengthened for the best campaign outcomes.

Email marketing makes this easy, with a range of trackable metrics, including opens, clicks, user engagement, and deliverability.

By tracking these metrics, you can quickly determine what needs to be improved and how to better optimise your email marketing campaigns for future success.

Email drives site traffic

51% of internet users find new websites through email marketing campaigns.

The most effective email marketing strategy is to develop landing pages that relate directly to the content that is presented in an email. A well-placed call-to-action can help direct readers to this page from your email.

Ultimately, you want to motivate your audience to convert. The more immersed they are within your site, the more likely they are to become customers.

Email is cost-effective and ROI-driven

B2B email marketing is a cost-effective and time-efficient way to reach customers, with high return on investment.

Email marketing software makes it easy to add your list, design your email, and send it automatically, saving valuable time and resources, and allowing you to stay focused on the bigger picture and reach more customers with ease.

Email marketing automation also allows you to create effective and consistent marketing campaigns that reach customers at scale, ensuring a return on investment.

Finally, using B2B email marketing services is another popular way to achieve your ROI goals, gain insights into customer behaviour and improve efficiency, making it an ideal choice for businesses of all sizes.

Create a mailing list

Email campaigns require a targeted potential customer email list of subscribers (also known as leads).

The best way to build a mailing list is to have one or more ways for people to sign up, such as:

1. Using lead magnets - One effective way to get people to opt-in to your mailing list is to offer a lead magnet - such as an ebook, webinar, or whitepaper - that provides valuable, trustworthy content.
2. Invest in a GDPR-compliant, quality B2B email list - UK Data and Marketing Association reports a return of £42.24 for every £1 invested in quality data.

An email marketing campaign conducted using a highly-targeted, up-to-date B2B email database should:

1. Ensure a steady flow of quality leads
2. Reduce the cost per lead, sale, and customer acquisition compared to all other forms of direct marketing.

Final thoughts

Email marketing is one of the most effective digital marketing channels you can use to promote your business.

To ensure a cold email will stand out to a B2B buyer, make sure to pay attention to the most current techniques and trends in your industry, and use them for maximum impact.

**Are you ready to begin marketing via email? **

For B2B, public sector and education marketing campaigns, More Than Words Marketing provides our clients with the assurance that their campaigns are compliant with GDPR regulations. We also guarantee the accuracy of our B2B marketing lists.

Our marketing lists are of the highest quality, ensuring email deliverability and accuracy, and providing you with the peace of mind that you have the right contacts for your campaigns.

Furthermore, our managed B2B email marketing services can help your business maximise its potential and convert leads into sales.

This was posted in Bdaily's Members' News section by More Than Words Marketing .