Email marketing remains one of the most effective forms of internet marketing for B2B small businesses. It helps you create a relationship with your customers, build trust and convert traffic/leads into sales. The majority of people will not buy when they first see something because they don't trust the company. Email marketing allows you to promote your product and increase the chance of making those sales.
However, it is important to use this effectively. It is easy to start spamming. Here are some tips to help make B2B email marketing work for you.
1. Don't Make Subscribing Difficult
When people decide they want to be added to your list, they want the process to be easy. Don't make them jump through hoops. Just ask them for a name and email address. That's all the customer has to input and they are added to your list.
Let them know that they are on the list by sending an email out as soon as they sign up. If you offer a bonus for signing up, provide a link for them to download it within the email. The welcome email should encourage the users to mark your emails as safe so they don't go into the junk folder and welcome them to the list.
2. Let People Know What They Get
What will customers get by signing up to your list? Cover the type of emails you will send and how it will help them. This encourages people to input their details and hear what you have to say. At the same time, let them know how often they will hear from you. Will it be every week or month? As long as people know the regularity, there is less chance that they will forget about you.
3. Make the Emails Easy to Scan
Most people won't bother to read the full email. They want to scan it for the most important information so make it easy to do that. Set out the important information in bullet points and ensure there are subheadings and bold headings to draw readers to where you want them to look.
4. Find a Good Balance
You need to determine a good balance for the amount of emails that you send out. This differs between industries and it can be a case of trial and error. You could even ask those on your list to find out if you send too many or too few. Too many emails makes it look like you are spamming and people will unsubscribe. If you don't send enough, people will forget about you and wonder who you are the next time you send something.
5. Segment your audience based on behaviour
Behaviour based segmentation separates your audience based on their patterns. You can use this information to specifically look at their buying decisions. Groupings can be based on spending patterns, use of product, first time buyers, repeat customers, use of website habits or their stage in the buying cycle.
Your email marketing platform can be used for this purpose by creating groups then tailoring your message to each group. By performing these techniques through your email marketing platform you are helping to take out the manual process previously needed to separate an audience. You are also allowing triggered campaigns to be sent as your audience criteria is already within your system and their actions constantly monitored for when they meet the specified criteria.
6. How best to use behaviour based segmentation for an email campaign?
You need data - You need to use a web analytics programme to monitor your website. This is because you need to know who it is that is on your website and what they have been looking at.
Separate your loyal customers from new ones - Delving deeper in to people’s actions allows you to see who frequents your site and who is disappearing without downloading a piece of information. By being able to re-target these people you can remind them of the product that they were interested in and hopefully draw them back to your site.
Separate those engaging with your emails from those who aren’t - Those who are not engaging can be put in to their own sub group to allow you to target them with a different message to hopefully increase engagement. Those who are frequently engaging can be targeted to maintain involvement and to further increase click throughs. This separation will help to make your message more personal to encourage the user to feel valued and to engage. Those who don’t engage with your email need to be encouraged through offers in your subject line whereas those who frequently engage can be used as brand champions to complete surveys and promote your business via social media and word of mouth. The key to all this is to be relevant and timely. Give each segment an impossible to resist benefit that they’ll appreciate and act upon.
Email marketing can really help to turn your prospects into sales. You will build a relationship and trust and encourage them to engage. However, you need to use this form of B2B website marketing effectively and carefully. Don't spam and make it easy for people to sign up to your list.
For more details on how to create amazing emails why not download my eBook from the link below:-