How to get started with full-scale B2B email marketing and key analytical indicators
Posted: Tue Dec 03, 2024 5:46 am
What is Email Marketing?
3 reasons why email marketing is effective for B2B
Types of Email Marketing
4 steps to getting started with email marketing
Email marketing metrics to keep in mind
Examples of effective newsletter content
summary
I'm sure that many companies that do B2B business have experience using email newsletters to promote their products to lead customers.
However, there are probably south africa business email list many companies that say, "I just sent out e-mail newsletters a few times a month, but I didn't see any real results."
So, this time, for companies that have never implemented full-scale email marketing, we will explain " How to get started with B2B email marketing and the analytical indicators that you should keep in mind . "
By reading this article, you will learn the process and ways to improve your email marketing so that you can achieve results that you may not have been able to make the most of until now.
Please be sure to watch until the end.
What is Email Marketing?
Email marketing is a strategy for achieving various business objectives by using email to communicate with potential customers and advertise and promote your company's products and services, attract customers by announcing events, and improve customer loyalty.
In order to achieve these goals through email marketing, it is important not to simply send emails haphazardly, but to think about various aspects such as selecting the recipients, the appealing content, analyzing open rates and click rates, and the timing of delivery.
3 reasons why email marketing is effective for B2B
Email marketing is sometimes considered an old tactic, but it is still an effective method, and if you implement it with a solid strategy, it will definitely lead to results.
The reason for this is that the following three backgrounds and functions are intricately intertwined.
1. Email is still an important communication tool
Although the use of email has been declining in recent years with the spread of business chat, I think email is still often used for communication with people outside the company.
According to the 2023 Business Email Survey report, 99.14% of respondents still check their emails once a day for work.
Source: Japan Business Email Association "Business Email Survey 2023"
Furthermore, according to the "2022 Email Magazine Subscription Survey" conducted by Benchmark Japan Co., Ltd., 91.6% of people in the business world receive at least one email magazine per day. Of these, 79.9% read at least one email magazine.
Source: Benchmark Japan Co., Ltd. "Email Magazine Subscription Status Survey 2022 Edition"
Looking at these statistics, it's safe to say that email marketing is still highly effective.
2. You can follow up with potential customers for a long time and efficiently
In B2B business, there is data that if you leave a lead customer who does not immediately purchase a product, 80% of them will buy from another company. However, in most cases, it is difficult in terms of resources to approach all leads by human wave tactics, such as face-to-face or telephone.
Email marketing, when used effectively, can be used efficiently with limited resources to follow up with leads over a long period of time, so it is still an effective method today.
3. You can change your appeal based on the user's behavior and attributes
Another good thing about email marketing is that you can tailor your appeal to users based on their behavioral history and attributes.
By linking customer data to create segments, such as "users interested in a specific product," "users aged a certain number of years," and "users who have read previous email newsletters," and then approaching them with content that matches them, you can increase the likelihood of them making a purchase.
Types of Email Marketing
Here are four email marketing methods that are commonly used in B2B email marketing .
Mass email distribution
Mass email distribution is the practice of sending the same content to your entire mailing list at the same time.
They are often used for branding purposes and maintaining connections with customers, and generally deliver news-oriented content such as campaign information, new product introductions, and announcements.
Alive also sends out weekly email newsletters containing the latest blog articles and production examples, in order to maintain relationships with lead customers.
Step email
A message sequence is a series of emails that are sent automatically based on a specific action or time.
For example, after sending a "thank you for registering" email to new members, a "product introduction email" is sent a few days later, followed by a "product implementation example email" a few days after that, and so on, in stages.
Rather than suddenly selling a product, this method gradually piques the interest of potential customers as their mindset changes.
Segment Email
Segmented email involves segmenting your potential customer database based on specific attributes or behavior, and then sending emails with content tailored to each segment.
This allows for more personalized communication.
For example, one technique would be to deliver content that encourages purchases to user segments that have a stronger interest in your products, and to deliver content that increases interest in your products to segments that have only just become lead customers.
3 reasons why email marketing is effective for B2B
Types of Email Marketing
4 steps to getting started with email marketing
Email marketing metrics to keep in mind
Examples of effective newsletter content
summary
I'm sure that many companies that do B2B business have experience using email newsletters to promote their products to lead customers.
However, there are probably south africa business email list many companies that say, "I just sent out e-mail newsletters a few times a month, but I didn't see any real results."
So, this time, for companies that have never implemented full-scale email marketing, we will explain " How to get started with B2B email marketing and the analytical indicators that you should keep in mind . "
By reading this article, you will learn the process and ways to improve your email marketing so that you can achieve results that you may not have been able to make the most of until now.
Please be sure to watch until the end.
What is Email Marketing?
Email marketing is a strategy for achieving various business objectives by using email to communicate with potential customers and advertise and promote your company's products and services, attract customers by announcing events, and improve customer loyalty.
In order to achieve these goals through email marketing, it is important not to simply send emails haphazardly, but to think about various aspects such as selecting the recipients, the appealing content, analyzing open rates and click rates, and the timing of delivery.
3 reasons why email marketing is effective for B2B
Email marketing is sometimes considered an old tactic, but it is still an effective method, and if you implement it with a solid strategy, it will definitely lead to results.
The reason for this is that the following three backgrounds and functions are intricately intertwined.
1. Email is still an important communication tool
Although the use of email has been declining in recent years with the spread of business chat, I think email is still often used for communication with people outside the company.
According to the 2023 Business Email Survey report, 99.14% of respondents still check their emails once a day for work.
Source: Japan Business Email Association "Business Email Survey 2023"
Furthermore, according to the "2022 Email Magazine Subscription Survey" conducted by Benchmark Japan Co., Ltd., 91.6% of people in the business world receive at least one email magazine per day. Of these, 79.9% read at least one email magazine.
Source: Benchmark Japan Co., Ltd. "Email Magazine Subscription Status Survey 2022 Edition"
Looking at these statistics, it's safe to say that email marketing is still highly effective.
2. You can follow up with potential customers for a long time and efficiently
In B2B business, there is data that if you leave a lead customer who does not immediately purchase a product, 80% of them will buy from another company. However, in most cases, it is difficult in terms of resources to approach all leads by human wave tactics, such as face-to-face or telephone.
Email marketing, when used effectively, can be used efficiently with limited resources to follow up with leads over a long period of time, so it is still an effective method today.
3. You can change your appeal based on the user's behavior and attributes
Another good thing about email marketing is that you can tailor your appeal to users based on their behavioral history and attributes.
By linking customer data to create segments, such as "users interested in a specific product," "users aged a certain number of years," and "users who have read previous email newsletters," and then approaching them with content that matches them, you can increase the likelihood of them making a purchase.
Types of Email Marketing
Here are four email marketing methods that are commonly used in B2B email marketing .
Mass email distribution
Mass email distribution is the practice of sending the same content to your entire mailing list at the same time.
They are often used for branding purposes and maintaining connections with customers, and generally deliver news-oriented content such as campaign information, new product introductions, and announcements.
Alive also sends out weekly email newsletters containing the latest blog articles and production examples, in order to maintain relationships with lead customers.
Step email
A message sequence is a series of emails that are sent automatically based on a specific action or time.
For example, after sending a "thank you for registering" email to new members, a "product introduction email" is sent a few days later, followed by a "product implementation example email" a few days after that, and so on, in stages.
Rather than suddenly selling a product, this method gradually piques the interest of potential customers as their mindset changes.
Segment Email
Segmented email involves segmenting your potential customer database based on specific attributes or behavior, and then sending emails with content tailored to each segment.
This allows for more personalized communication.
For example, one technique would be to deliver content that encourages purchases to user segments that have a stronger interest in your products, and to deliver content that increases interest in your products to segments that have only just become lead customers.