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Member Article
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,…
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