4 email marketing tips to increase your b2b sales

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When it comes to digital marketing, there are many different strategies to generate leads, drive conversions, and strengthen your brand, such as email marketing , for example. You probably already know what your goals are, who you are dealing with, and who your ideal customer is. From there, it is important to know which communication channels to choose to make the most of your marketing strategy.

And this is where a very important piece of information comes in: for the B2B market, for example, social networks only serve as a means of communication, but email is still the most widely used channel for transactions between companies and works both for building relationships and for selling to your customer. This is the most effective channel for documenting negotiations and for placing new orders.

WHY SHOULD COMPANIES CREATE A B2B EMAIL MARKETING STRATEGY?
When well planned and aligned with other marketing whatsapp south africa contact details strategies, email marketing can yield surprising results in terms of new sales and repeat purchases. There are several studies that analyze how much return you can get from email marketing. Let's take a look at the numbers from some studies on the subject:

Email is a very important touchpoint throughout the Customer Journey, 73% of senior-level Marketing professionals believe that email Marketing is essential for business (Salesforce);
Through email marketing, your company has 40 times more chances of acquiring a new customer than through Facebook or Twitter (McKinsey);
Email Marketing can give approximately $40 in return for every $1 spent (Direct Marketing Association);
Over 72% of people prefer to receive promotional content via email, compared to 17% who prefer to receive it via social media (Marketing Sherpa);
Personalized marketing emails increase CTR (click-through rate) by 14% and conversion rates by 10% (Aberdeen Group);
The chances of receiving a click through an email are six times higher than through a Twitter post, for example (Campaign Monitor).

We can see from these reports how important email marketing is and how it should be part of your marketing plan, especially for industries and B2B companies that have long-lasting partnerships with their customers and suppliers.


4 B2B EMAIL MARKETING TIPS
Now let's take a closer look and cover some of the things you need to know before embarking on this journey:

1 – THINK ABOUT YOUR CUSTOMERS AND UNDERSTAND THE DIFFERENCES
In B2B marketing, customers behave differently and make different choices. In this marketing model, you are addressing a more rational audience.

Regular customers are often less informed about what they are buying and are susceptible to whims and impulses. Business customers, on the other hand, know what they need from the start. They do not base their purchasing decisions on their mood or state of mind. They are making rational decisions based on what they need and what is good value for money.

When you talk to corporate clients, you need to take into account the fact that they are different and act differently than regular customers! You should also consider the market that this client operates in, as this way you can personalize the message according to their needs and thus have a much higher conversion rate.



2 – MAKE A SCHEDULE OF ACTIVITIES
Obviously, you already know that content is the main thing, it needs to be elaborate and very attractive, personalized, create a visual identity that arouses interest, it is important to emphasize that it is very valid to create an editorial calendar so that your B2B email Marketing strategy can be validated whenever necessary.

The visual part of your Email Marketing needs to be light, clean and easy to read. It needs to draw your customer's attention in an intelligent way, with a visual aligned with the visual identity of the brand and products. Your editorial calendar can be divided by themes, for example: a message about your company's services and products, a message about various content related to your company's area of ​​activity, even adopting a leaner context, with a unification of messages for those customers who prefer fewer messages.

To help you, check out some tips for creating your Email Marketing:

Create a precise, simple, aesthetically pleasing header and always use your company logo;
Structure the email HTML in an intuitive way that awakens the desire to click on links and CTAs;
To have good rates, we need to have a subject that is attractive enough to make the person open the email, and an interesting title to convince the customer to read the rest of the content.
Make all contact details available to make it easier for anyone who wants to speak directly to your company to resolve any possible queries.


3 – CREATE A CALENDAR
Plan your campaigns with a regular schedule, meet your customers' expectations by sending emails weekly, biweekly or monthly, set days and times for sending emails and get your customers used to always expecting that message from your company.

Several studies indicate that the best days to send email marketing are Tuesdays and Wednesdays, in the morning. However, we recommend that you carry out tests, always analyzing the data to measure the results. Another very useful tip is to send emails with truly relevant content that is relevant to your client's business.

Remember to always communicate in a personalized way with each customer, calling them by name, mentioning the name of their companies and aspects of the market in which they operate. This will help you to have greater engagement with your base and consequently achieve new sales.



4 – USE CALL TO ACTION
Every message sent to your customers requires an action. The call to action is usually in the form of a link. It is very common to highlight the words in bold and in different colors, on a button or banner, for example. The inclusion of a call to action should be “just right” so that it performs the action you want, such as filling out a form, requesting a quote, subscribing to a newsletter, etc., any actions that are part of the previously defined planning objective.

Some ideas for call to action:

Guarantee now;
More information;
Last days of campaign;
Be the first to find out;
Last units;
Buy now.


BEFORE SENDING A MARKETING EMAIL, MAKE A CHECKLIST
Personalize the subject of the email in the title;
Segment your list before sending, you can start for example based on how often a customer interacts with your content, what products or services your customers use or their stage in the Customer Journey, your segmentation possibilities are limitless;
Make your emails compatible with major browsers and gadgets;
Test your submissions with your own emails, and on your mobile devices, do this before sending to your contacts;
Track and measure results, create KPIs for your email marketing strategies and analyze them monthly. The most common KPIs are: increase in the number of engaged emails, open rate, click rate and ROI.