How Email Marketing is emerging as the most persuasive marketing toolMoumita Chakraborty
In the sea full of spam marketing emails, one captivating email can catch your reader’s attention floating in today’s time. Emails have become excessively important to convey surplus information in one shot, especially when B2B dealings are based on logic rather than emotions. It is, thus, imperative to understand the logic or reasoning behind a purchasing decision when working with another business. B2B email marketing is based on logic and reasoning and using this for the business has proved to be beneficial in generating leads and boosting business. While it takes a longer time to qualify a B2B prospect and turn them into potential prospects, email marketing leaves an effective impact in the longer run.
What is Email Marketing in B2B?
In B2B, Email Marketing is a type of marketing where you send email campaigns to businesses instead of individual buyers. With the help of emails, you engage sales prospects, i.e. the B2B buyers through their work email, educate them about your products, and convert them into marketing qualified leads (MQLs) for the sales team.
Through email marketing, B2B email marketers try to educate the user, move them along the sales funnel, and help the sales team. The entire aim of emails is to reach your prospects and turn them into customers and with an email marketing strategy in place, you go after your objectives in an organised manner.
Effectiveness of Email Marketing in B2B
Everyone who works for an organisation has a work email address and since the majority of official communication takes place over emails at a workplace, employees are bound to check them frequently, more so often, even after work hours. This gives the marketers a chance to reach them via their inbox and get the message conveyed.
Since email is a universal channel, everyone expects to receive marketing messages through them, meaning communicating with known and unknown contacts over email is easy and non-invasive. Thus, sending emails and communicating through them and building relationships with prospects and customers are more effective.
Difference between B2B and B2C Email Marketing
Unlike B2C email marketing, where consumers know the fact that you’re trying to make a sale, in the B2B scenario, emails tend to perform better as they primarily focus on providing information and resources.
Educational content such as trend reports, industry benchmarks, how-to guides, and webinar recordings help prove your brand’s value to a B2B subscriber.
Another difference between the two is that a B2B campaign targets companies or multiple individuals at a company, whereas an individual receiving a B2C email is responsible for every stage of their buying journey.
Why is B2B Email Marketing Strategy still relevant even in 2022?
With its ability to target companies or multiple individuals with an email, with the right tone and words, email marketing can be effective at its core. It is more cost-effective than most other marketing channels and is easy to track and measure your results, and it is also cheaper in terms of expenditure.
What makes the tool still relevant in today’s time is that you can stay in touch with both current and potential clients and giving customers useful information about your goods or services is a great way to achieve this.
Another reason why this tool makes it most relevant today is that B2B email campaigns offer free content which encourages readers to take action. For instance, a free e-book or report offers information which might be useful to the customer and the more effective the content, the more your customer will subscribe to your emails.