By Karen Taylor
Is your company maximizing the power of email marketing—or are you still undervaluing today’s most powerful medium? Many companies are missing opportunities of what’s been called “the undisputed king of B2B marketing.” Meanwhile other companies are making incredible marketing gains thanks to their well-designed, multifaceted email programs, which typically include a wide variety of email types.
Here are just a few statistics on the power of B2B email marketing in today’s world.
- Email marketing delivers a $40 return for every $1 spent, according to the Direct Marketing Association (DMA).
- Companies are six times more likely to get a click-through from an email than from a tweet, according to Campaign Monitor.
- Email is 40 times more effective at acquiring new customers than Facebook or Twitter, according to McKinsey.
- Over 72 percent of people prefer to receive promotional content through email, compared to 17 percent who prefer social media, according to MarketingSherpa.
With these kinds of benefits, companies are leveraging email to achieve many goals that cover the entire range of the buyer’s journey, such as:
- Better lead generation. According to a survey, 87 percent of B2B marketers use email to generate new leads.
- More effective lead nurturing. Email is the No. 1 channel for driving leads, according to 73 percent of survey respondents.
- Increased subscriber engagement. A study found that 34 percent of businesses say that email marketing is a top priority for engaging subscribers.
- Revenue generation. A survey found that 31 percent of B2B marketers’ cite email marketing as the channel that makes the biggest impact on revenue.
Achieving these business goals and others requires a common email objective: Earning and retaining buyers’ attention. This means crafting emails that speak directly to prospects’ pain points, needs and ideal solutions.
1. Welcome Emails
Welcome emails are typically the first email a lead receives from a company, usually after they subscribe to a blog or newsletter, or sign up for a free online course or lessons. Rather than just sending a bland cookie-cutter “welcome to our blog” email—or, worse, not sending a welcome email—why not use the opportunity to deliver a more powerful message?
First impressions count, and welcome emails are the perfect opportunity to make a good one. Plus, prospects’ response to your welcome email can add vital data to their behavioral profiles, which you can use to conduct behavior-based email marketing.
Here are ideas for making the most of your welcome emails.
- Strike the right tone. Welcome emails should be as warm and inviting as you’d be if you were welcoming someone into your offices.
- Introduce the company. Begin building a strong, informal relationship right from the start.
- Add value. Welcome emails don’t only have to deliver a welcome message. They can add value, such as including links to customer support, to social media sites and to relevant whitepapers or eBooks. All of these options will help build and deepen your relationships.
2. Thank You Emails
Not only should you welcome new leads to your company, but you should also remember to say “thank you” at every opportunity. Thank you emails Go to the full article.