Why email marketing is so vital for b2b plus 3 techniques to optimize email campaigns

Email marketing is one of the most dependable b2b techniques in today’s market. Email marketing has been in existence since a long time. It has gone through a lot of changes in terms of techniques, messaging and objectives over the years only to bring more and more benefits to b2b marketers.

No matter how many new techniques come in the market, email marketing still remains one of the most popular b2b tactics of all times. Let us see why email marketing is a vital part of almost every b2b marketer’s go-to-market strategy.

Email marketing is known for the following advantages-

• Gives a wider reach in the market
• More opportunities to discover new leads
• Reach out efficiently to the new and old leads alike
• Extremely effective in retargeting and remarketing
• Wise use of data and its power
• Brings more leads that convert
• Highly useful and effective in lead nurturing
• Best medium to deliver relevant content
• Excellent way to build relationships with clients
• Best medium to deliver the right message at the right time
• Consistent methods for follow up of nurturing leads
• Emails can be optimized for mobile for better results
• Best method to create personalized communication with prospects
• Dynamic content can be customized through email marketing
• Email marketing facilitates more interactive sales opportunities
• ABM approach can be used to optimize email marketing

According to research almost 70% of audiences aged between 18 and 34 are comfortable with companies choosing email marketing channel to reach out to them.

Email marketing can be a rewarding experience if done strategically and by using different techniques that best align with your business objectives.

Here are 3 quick techniques that will help you to optimize your email marketing campaigns

Segmenting lists-

This may not be amid one of the top most strategies while planning an email marketing campaign, but it can have a great impact on the results. Segmenting email campaigns is empowering it. An email campaign begins with segmenting because you need to know who it is that you are going to communicate with.

Your entire plan and strategy can be built with relevance to the people you are going to choose to communicate with. Hence segmenting plays an important role in email campaigns.

Based on the following factors always segment your emails on priority-

• Demographics
• Job title
• Buying history
• Firmographics
• Website activity
• Social media activity
• Digital footprints
• Email click history

Even though e-mailers are popular, don’t forget that your customers’ inbox is already overflowing with e-mailers day in and day out.

Optimizing emails for mobile-

Have you heard about ‘Go mobile responsive or go home factor?’ It does exist! If you haven’t optimized your email campaigns for mobiles, people will not consider you for your services. Did you know that almost 68% of emails are opened on phones and only 32% are opened on desktops?

Optimizing emails for mobile viewing is all about enhancing your reach and making the most out of your email campaigns. Given the number of people using mobile phones for viewing emails, you can imagine how much business you could lose if you do not optimize your email campaigns for mobile.

Use personalized content-

This is one technique that can up your email campaign game like nothing else. Personalization is the key to email campaign success. Use outstanding content for personalized messages and communicating offers, relevant content and other things that can increase engagement. Personalized content can build relationships and can easily turn good leads in to buying customers.

Conclusion-

Email marketing may change its form and objectives but it will remain as one of the most sought after b2b marketing techniques if done strategically and by understanding the target audience well.