Guest Post: Achieving Maximum ROI from your B2B Email Marketing

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byEmma Raw, Marketing Executive, DotDigitalGroup

A typical question we get asked all the time is:

“We sell high ticket B2B services, and need to use email marketing to drive lead generation and build a sales pipeline. What advice can you give for getting the most out of email marketing for B2B?”

Of course email marketing can be an extremely powerful and effective tool for any B2B marketer, why? It’s simple really there are 2 key reasons:

1. Getting personal – automatically

Firstly, B2B marketing is so often about relationship building, and gone are the days where we can invest hours and hours getting to personally know all of our prospects. The beauty of Email marketing is how easy it is to send 1-2-1 personalised and highly targeted messages to specific groups without having to individually change each recipient’s message – imagine the old days of doing that on a typewriter!

2. See the results in front of your eyes

Secondly, and what everyone always wants in marketing – the proof in the pudding! All the data you could possibly want*, which allows you to discover leads and carry out follow-ups easily, so you don’t waste your valuable time on the wrong people.

An email address is only the beginning

So you’ve got your email data and you want to send an email campaign about your products, services or offers and ultimately get a purchase. But this “does not a relationship make”.

However you might find the direct sales message is not having a lasting effect. How about taking a different approach by offering more in the way of content and learning, it’s not just about making a quick sale, it’s about building trust which will keep people coming back much further down the line. Think about the type of email you open, the most interesting from B2B marketers usually contain free downloads, reports, guides and information.

Top 3 things your emails need to tell people:

  • Who is it from?
  • What’s in it for them?
  • What do they do next

Let’s dig a little deeper

Who is it from, do I know you?
Research shows B2B emails are more successful when sent from an individual, rather than a company name. You can easily test this rule with your own database, and ensure you send from a branded ‘from address’ e.g. client-team@company-name-news.com

What’s in it for them and what do they do next?

So once you’ve got first hurdle and they’ve opened your email, recipients will be asking “what’s this all about?” and “What do I need to do?” These questions will form your content, your subject line and your calls to action.

Everyone’s hungry for good content that will help them in their day-to-day work and it couldn’t be easier, look for ways to use your internal expertise, experience and existing resources. For example… you could put together a white-paper on all you know about writing a great B2B marketing plan, and add it as a downloadable guide on your website and collect their contact details in return.

Simply create a web-form to capture downloaders’ details and map their info back to your dotMailer address book and send them an automatic triggered follow-up email.

Structuring your content

Use your opening paragraph to tell them what the offer is, how it will benefit them and insert a text and a graphical ‘download this free guide now’ link, through to your web form – make sure it’s above the fold so they snap their eyes on it straight away.

Bullet out the key benefits of using your services and each of the pain points you solve. Show some testimonials and client logos to establish your credibility. Then give them the opportunity to download your free white-paper again.

What do you do next?

Now you have an opted-in database of hot prospects who are interested in what you have to say…don’t let them go cold!

Once won, keep the interest warm

Don’t forget your goal here, you want people who are going to advocate and refer others to your business. This will only happen if you continue to build and nurture the relationship after you have won their custom. This might start to sound very time-consuming, but that’s the beauty of email marketing, using regular or triggered emails will automate your efforts and add value to your clients.

Guest Post by Emma Raw,    Marketing Executive at the DotDigitalGroup  Follow dotmailer on twitter @dotmailer

*The new laws due to be enforced in the EU regarding cookies and data capture may impact the amount of data you can receive.

ESI.info provides qualified lists of professional designers, specifiers and buyers, enabling you to confidently target the right people. So if you’re looking to increase your email marketing activity then talk to our Research Manager,  Liz Robertson  Tel. 01786 407009 to discuss your data requirements.


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