From Inbox To Impact: The Value of B2B Email Marketing

Why do B2B companies need email marketing?

Email did far more than replace direct mail for environmentally friendly marketing. This communication changed the game for businesses trying to connect to current and prospective customers, offering a direct message and technologies that could segment audiences and customize content. Email is a strategic marketing tactic that’s not just for B2C brands and has promising success stats. Statista estimated that revenue from email marketing will surge by 287% globally between now and 2032. 

This blog discusses the value of B2B email marketing and how businesses can send impactful messages directly to customers without cluttering inboxes or losing trust. We’ll cover:

• What is B2B email marketing?
• Tips to avoid spamming customers
• What’s the difference between B2B and B2C email marketing?
• How B2B businesses use email marketing
• Measuring email marketing success

What is B2B email marketing?

Email marketing is a powerful part of an integrated marketing strategy, working with SEO, paid search, and other channels toward common business goals. Altogether, these tactics help your business reach your audience in various ways with messaging that resonates with customers by reflecting their place in their buyer’s journey. You want to ensure you’re visible wherever they might be in their decision-making.

Email follows up with quality leads directly, in conjunction with phone conversations, to maintain brand awareness during the decision process. You can share things you may not have time for during visits and calls, or give more detailed information with content such as white papers and case studies. Email also fosters customer engagement with specialized campaigns for service reminders, product applications, or upcoming sales—creating brand loyalty. Email marketing can bring in $36 for every $1 spent or 36 times your ROI.

But… I don’t want to spam my customers

Many still hesitate to utilize email marketing for their B2B business because they worry about spamming or sending electronic junk mail to customers. However, think about what’s in your inbox right now. You likely have many emails from companies you’ve interacted with by either opting in directly or through a purchase. 

While you may not open all those emails today, you may scan the subject lines, inadvertently adding those brands to your memory bank, or a later email campaign might spark your interest. When the stars align (subject lines and user availability), the opener gets value in email content and the next steps toward conversion.

It’s about opportunities—allowing for future consideration and interactions via consistent customer interaction. For B2B, email marketing looks a bit different, aligning with a buyer’s journey, but the same ideas apply.

What’s the difference between B2B and B2C email marketing?

Different business types require email marketing strategies, but the main difference between B2B and B2C emails is the strategies behind managing audiences and their content, plus timing.

Audience: B2B email targets other businesses and the individuals within them versus a solo consumer looking for personal purchases. B2B email marketing must align with longer sales cycles and multiple stakeholders, plus work to build long-lasting partnerships. While just as strategic, B2C emails focus on a faster sales cycle with fewer decision-makers.

Segmentation: Not every lead or customer needs to receive every email. Segmenting means you’re sending emails to select groups. This targeted approach improves the odds of your emails being acted upon.

Segmentation for B2B is often based on industry, company size, role within the company, or the stage of the buying journey. B2C often has broader segmentation based on demographics, purchasing behavior, or interests. Both can look at targets based on user behavior to tailor content.

Content: With more decision-makers and products that may be very technical, B2B emails need to be informative and focused on a value proposition. With the support of data, case studies, white papers, or other resources, they should reveal solutions to solve specific challenges.

There’s less emotional appeal and no instant gratification like B2C campaigns, however, that doesn’t mean your emails have to be super formal or lack emotion entirely. Remember relationship building? 

Frequency: B2C email marketing is often time-sensitive with sales and specials, however, don’t count B2B out. If your business has a sale or special offer, email about it.

Additionally, B2B emails are usually sent during business hours and sent less frequently depending on your offerings and sales needs. Remember, B2B is in it for the long haul, requiring strategy and patience.

How B2B businesses use email marketing 

B2B email marketing utilizes relationship building and industry knowledge to address customer pain points with viable solutions. Just as with other information, you are looking to send helpful content.

• Do your potential buyers use a dated technology you have a solution for? An email campaign about the advantages of upgrading, featuring tangible data from your current customers, could be useful to them.
• Do you have a product that requires routine maintenance? You can set up automated email campaigns as friendly reminders. 

Emails are also a chance to share your latest projects, new equipment, or added capabilities to keep your brand relevant and open for future opportunities. It’s about selecting the right type of email campaign appropriate for a customer segment.

Email Campaign Examples:

• Welcome Series: Welcome new subscribers and set the tone for what to expect from your business and future interactions.
• Newsletters: You can create regular updates and send insights about your business and industry to engage with customers.
• Lead Nurturing: Build that relationship with potential buyers by providing valuable content and information that addresses the challenges at each stage of the buyer’s journey.
• Promotions and Seasonal Campaigns: Offer specific promotions to drive sales and increase awareness.
• Event Invitations: If you offer webinars, workshops, or other events, increase participation with email invites.
• Integration: If you are highlighting a new product or service with a new landing page (SEO) and paid media, you can drive additional traffic to that page via email.

Worried folks aren’t interacting with your emails? There are strategies for that, including re-engagement campaigns that strategically provide content to rekindle their interest.

Still worried about bugging people? Accept that there will be some who “unsubscribe”, which isn’t a bad thing. This lets you know they are not interested and keeps your email list healthy with participants who want your messages.

Measuring email marketing success

Tracking key metrics like open rates, click-through rates, and conversions will help you adjust your email marketing approach and continue to improve performance. Other strategies like A/B testing can also be employed to supply further insights into what resonates with your audience.

Being just one part of your integrated strategy, it helps to have a team in tune with all moving parts to add context to metrics and truly understand success when weighed against your business’ KPIs. That’s where OuterBox comes in.

OuterBox has experts specializing in effective email marketing strategies who can work with your account team to align your campaigns with your other digital marketing and business goals. Leveraging advanced tools and analytics, like LOOP, everything can work together to ensure your business has an online presence and amplified reach.

If you are a TopSpot or OuterBox customer and have questions about email marketing, contact your account team. If new to us, contact us to learn more.