Email marketing, It’s been around for about 40 years. Yeah, that’s a heck of a long time. In fact, it’s still one of the most effective digital marketing tools to date. Hard to believe, I know. Why has it been so successful? Email marketing benefits remain strong. In short: emails are an easy way to maintain a connection with anyone.

And with automation attached, you can send large-scale campaigns to generate, nurture and convert any contact within your funnel.

What is Email Marketing?

Let’s dive deep into this. Email marketing consists of sending emails to a specific database with different objectives, such as selling a product, interacting with customers, or generating new leads for your company. But to get the best email marketing benefits and not be considered as spam, especially when crafting a cold campaign, your company needs to have a quality list of contacts.

Learn more about quality lists here.

There is no doubt that today, email marketing has become a fundamental channel for any company or business that has an Internet presence. Its effectiveness has led it to be included in all self-respecting online marketing strategies and represents a fundamental action within them.

Email Marketing Benefits

There are a lot of marketers out there who will argue that cold emailing doesn’t work. It’s archaic. It’s spam. Contacts feel preyed upon with unsolicited, over-promoted emails. It baffles me that they think this when these same marketers will run online paid ads via Google, social media, or even some more traditional methods such as billboards or direct mail. Odd to think that cold emails won’t work, but cold marketing on other platforms will. It’s the same concept. It’s no different.

Provided you know who your audience is and your creative or messaging is strong and on-point so you can cut through the clutter, you’ll generate new B2B leads with cold emails and can be successful doing it.

To reap email marketing benefits, you’ll need to stand out in the inbox. If your company has just started with mass emails or is considering capturing the mail of the visitors who come to their website to generate a list of subscribers, pay close attention to these recommendations because they will be beneficial for your brand especially if you are a B2B company.

Increase Lead Generation

Another benefit of email marketing is its ability to drive conversions through conversation. If you have a well-defined strategy that adds value to your recipients, you will generate new leads. For example, it is estimated that email marketing manages to convert 3 times more than if running the same ads through social networks.

The other way to use email marketing, is to nurture leads. If your company does lead scoring, you can always keep track of those leads who have engaged with your email marketing campaigns.

In fact, a study from HubSpot shows that 99% of B2B consumers check their email everyday and it’s by far the preferred way to receive updates from brands. Makes sense.

It’s the easiest way to reach people as they can check their emails from multiple devices. Take advantage of this and make sure you are always on the top of your prospect’s mind.

Generate Traffic to Your Site

If you manage to write an attractive subject line, body message and can effectively engage your users, you’ll be able to increase opens, boost clicks and ultimately get you more clicks to your website – and eyeballs on your offerings.

The amount of email marketing best practices are endless. You must know your audience, have a strong sending strategy in place, create content that engages and entices your recipients to act. By following these guidelines, you’ll likely net a strong return from your campaigns.

Reach Your Sales Goals

A good email marketing strategy can boost your business’ sales exponentially. Now, it is not about sending a mass email campaign to a large list of untargeted contacts to see if you have any luck. It’s all about planning, strategy and execution to personalize and connect with potential customers. Do it well enough and you’ll fill your funnel with not only new leads, but new clients.

In addition to good planning, your email campaign must have clear, realistic, and measurable objectives. After every single email campaign, you will always need to analyze the results obtained to identify trends, and optimizations and perhaps you would want to run some tests in your following campaigns.

In fact, research proves that 64% of B2B marketers say their email marketing strategy was effective for meeting business sales goals in 2021.

This is one of the most important benefits of email marketing for any company. Once you are clear that you are going to use this digital strategy in your business, you should focus on defining your objectives for example:

• What do you want to achieve with your campaigns?
• How are you going to do it?
• What content are you going to include?

Learn more on how to Align Sales and Marketing to Achieve your Company Goals.

Produce Cost-Effective Campaigns

As you likely already know, email is a much cheaper marketing tactic when compared to other types of digital campaigns. All you really need is a targeted list of quality B2B contacts, a well-defined sending strategy and content plan. If sending mass emails, try Clickback and learn why thousands of customers rely on us to get them leads.

Learn more on How to Decrease your cost with an Email Lead Generation Campaign.

Conclusion

Now that you learned the most important email marketing benefits for your B2B company, there is a whole list of good practices that you must consider if you want to be successful. These include:

• Defining your digital marketing objectives and strategy.
• Always keep your list of contacts updated to avoid spam and optimize delivery.
• The subject line is the key to your Open Rate. So, think very carefully about what you want to say, then build on that within your message.
• Segmentation is not just an advantage; it is a key to success.
• Determine the appropriate days to send your mail. Remain consistent to build reputation with your contact’s mail client.

Here is an article where you can find great tips on how to start building your content.

If you need a good Email Lead Generation solution, Clickback can help.  Book a 1-on-1 software demo today.