Why Industrial B2B Companies Need Email Marketing

Email marketing is a B2C thing, right? 

Wrong. B2C doesn’t own the inbox. 

Customers are scanning brands in their inboxes right now. Whether opened or not, that scan is brand awareness. If your brand is missing, it’s been forgotten. 

A B2B operation with a long sales cycle can’t afford to be forgotten.

Email marketing for B2B and industrial businesses is a chance to send tailored messaging to targeted buyers directly. No other digital marketing tactic is that intimate. 

Statista estimated between now and 2032, revenue from email marketing will surge by 287% globally. B2B and industrial buying wasn’t excluded from that count. With a more intense and lengthy sales cycle, email marketing contributes to customer nurturing and education.

Let’s look at numbers specifically for B2B:

• 77% of B2B buyers prefer to be contacted via email over other channels
• 87% of B2B marketers use email for content distribution

B2B marketers across various industries are seeing success on the channel. Still not convinced?

To set the record straight, we cover:

• Email marketing 101
• Email marketing isn’t spam
• Email marketing is more than open rates
• The big difference between B2B and B2C email marketing
• Using the buyer’s journey for email marketing
• How OuterBox can help

Email Marketing 101

Your lead generation doesn’t start with email. Email is one channel in an integrated marketing strategy that works with lead-driving channels like SEO to nurture leads and boost customer retention. Once another channel brings a user to your email lists—boom. You have a direct line of communication.

A quick note on purchase lists: OuterBox does not purchase lists given privacy concerns. We’re good citizens here and prefer to not be jailed for CAN-SPAM Act violations. Instead, we hype sign-ups on your website, at your tradeshow booth, or on your social channels. With a willing lead, you can nurture them to customer status, then continue communications to create a lifetime customer.

Email Marketing isn’t Spam

Email marketing as spam comes with thinking about the flood of B2C emails folks receive. It’s important to remember that the emails in your inbox are there because you made a purchase or signed up for their list. You volunteered as tribute.

Spam is irrelevant or inappropriate messages sent to a large group without the recipient volunteering their email address. This is what the spam folder is for. 

All campaigns have the “unsubscribe” option at the bottom. You want a clean list of subscribers who genuinely want your marketing content. Someone unsubscribing is a good thing! That means you aren’t wasting your budget on the uninterested.

You should never feel like you are spamming customers. When you think about your customers’ intent and send relevant messages, it’s all good!

Email Marketing is More than Open Rates

Most B2B email marketers see open rates of about 15%. Think that’s low? Think about your daily inbox check. While you don’t open all those emails today, you scan subject lines and submit brands to the brain bank. Unopened emails still have an effect.

We can’t know what an inbox looks like. What we do know is that when the stars align (your subject lines and a recipient’s availability) magic happens. Think about how many campaigns you skipped only to open it later. Open rates take experimentation and constant iteration.

It’s all about opportunities. It’s top-of-the-funnel brand awareness all the way down to retaining customers who have purchased. However, when an email is opened, the value should be near-instantaneous.

The Big Difference Between B2B and B2C Email Marketing

The most obvious difference is the audience. 

B2B targets other businesses with multiple stakeholders. Products can be super technical requiring research and discussions. This is why the buyer’s journey is long. Most B2C purchases don’t require as much fuss. 

This is why we keep bringing up that journey, or extended sales cycle. It’s the key to creating an email strategy that makes sense for your business and your customers.

Using the Buyer’s Journey for Email Marketing 

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

Here’s what a B2B strategy looks like. To start:

• Welcome Series: Say hi to new subscribers and set the tone for a beautiful relationship.

From here, not everyone on your list needs to receive every email. That’s where segmenting comes in. Common B2B segments include industry, role within a company, and product applications. Certain segments need to hear certain messages. For B2B, touchpoints include assets for the research phase. 

Next up, keep things going:

• Follow-ups: After calls or in-person conversations, show you listened and go beyond recaps. Provide assets that can speed up that research phase.
• Fill in the gaps: Nurture those leads while they mull things over. Remind them you’re there! Check in for questions and send additional, relevant assets.

• Considerations: There might be other applications a business didn’t consider for your product. Drive the benefits home.
• Thank you’s: A no-brainer! Follow up on the purchase, and take the chance to get feedback via surveys. You can also encourage feedback for Google Reviews and other ratings sites.

Relationship building is the other key. Even after a purchase is placed, you want to keep this customer with:

• Extras and Maintenance: An accessory or product might complement their application. Plus, does the product require maintenance? Be a pal and remind them.
• Promotions and Seasonal Campaigns: Offer exclusive promotions to drive sales and increase awareness.
• Event Invitations: If you offer webinars, workshops, or other events, increase participation with email invites. Going to be at a tradeshow or conference? Let them know!
• Newsletters: Create regular updates and send insights about your business and industry to engage with customers. Share your latest projects, new equipment, or added capabilities to keep your brand relevant and open for future opportunities. 

Once a program is up and running, it won’t be set in stone. Marketing for any industry is a science experiment. Keep testing and optimizing to get the most out of email’s potential.

How OuterBox Can Help

OuterBox has experts specializing in effective email marketing strategies, and who are up-to-date on the latest technology and platforms. They work with your account team to align campaigns with your other digital marketing. Teamwork makes the dream work. This dynamite team can provide your business with an amplified reach to close sales and boost customer retention.

Contact us to learn more about your B2B email marketing potential.