It’s true to say that most business people prefer using email over other channels, making email marketing one of the most effective ways to market an eCommerce business, whether this is done in house, or by external affiliates. B2B audiences love email as a marketing tool as it provides a source of information. Plus, for the sender, it’s a chance to improve their revenue.
They can’t be used the same way as a B2C company would use them, however. The information must be logical, and preferably, backed by facts and data. B2B products are usually more expensive, so tend to require more effort to make a sale. Buyers tend not to buy in the first email they receive. So the focus should be on product features and benefits.
5 Ways to Get More Leads Using Email
1. Build Lists and Segment Your Audience: Start building up a list of emails from previous and current customers, making it appeal to their industry or specific type of business. Have a clear objective in mind, then, when the time is right, send out emails to customers that fit that objective.
Use segmentation to improve revenue, working out whether your customer reaches out to you, or vice versa. Also consider that in B2B selling, many people make the purchase decision, so, think about what each person might consider, and who might be involved. Segment emails by industry to keep your messages relevant and also consider how customers interact with your site, customizing your emails to reflect their activity. For example, which pages do they visit, what content do they download, and how do people discover you?
2. Learn Your Target Market, Be Specific: Knowing your target market well means you can target products that better meet customer needs. One way this can be achieved is by understanding customer pain points, and how you can provide solutions. Gain an understanding of the business you’re trying to target. Plus, gather some information about the person most likely to buy from you. Offer the best buying experience to them by learning how they interact with vendors.
Similarly, don’t be generic with customers. Instead, tailor your message by using segmentation. You should separate your user list into different groups so you can send blogs, announcements and special offers best suited to them.
3. Time it Right and Consider Automation: You shouldn’t just send your emails at any time of the day because they do open better at certain times. The best time to send emails is either between 11 am and 2 pm just before or after lunch, or after 6 pm when people have returned home from work. If your focus is on achieving the best CTR, send emails on a Tuesday. Or if the open rate is more important to you, send on a Friday. Whatever you do, don’t send emails on the weekend! Also, remember that there’s no set formula for success. Find your own peak times by experimenting through sending emails at different times of the day, on different days, and see which ones give you the most success.
Of course, automation is another option that helps you send timely and relevant communication. For example, automated messages can be sent to people who download content from a particular area of your site or complete a form there.
4. Use RSS-to-Email and Email Series: RSS-to-Email is when each time you publish new content to your blog, the customer receives a newsletter. You can choose the frequency they receive this. However, it’s not a substitute for making high quality, relevant content. You’ll still need to invest enough time into blog writing, so the customer is more likely to read it.
You could also use an email series which is not dissimilar to the above. It sends separate emails out over a period of time to prospects to educate them about your products. This keeps your customers curious, keeping you in the front of their minds when they’re next ready to buy.
5. Nurture Leads and Use Welcome Emails: Use lead nurturing to gather interest in your business over a certain period. Nurturing also gets potential customers interested in your offering, particularly those who ‘sit on the fence’. Different types of content can be used for this purpose. However, email is known to be particularly useful.
Similarly, welcome emails are essential, as they help create an excellent first impression with possible customers, showing them you care. Don’t rush your welcome email, as you need to get it right, using your brand voice well. For added impact, you could even offer the customer something of value for free, which forges a great relationship with them.
If you’re looking for other ways to get more leads, there are other things you can do to learn about best practices in the industry.
What You Need to do to Earn New B2B Leads
- Gather customer emails, then send them content they’ll love that’s based on their type of industry.
- Determine everyone who is involved in decision making for purchasing at your target organization, customizing your emails to reflect this.
- Learn your target market and their pain points, providing the perfect solution with products that meet their needs well.
- Always tailor emails you send to customers, so the content remains relevant to them.
- Find the best time to send emails by experimenting with different days and times, to discover which are most popular with your customers.
- Send automated emails based on user activity on your website.
- Consider RSS-to-Email which send customers your blog posts in newsletter format.
- Make use of email series to educate your customers about your products over a set period and improving their chances of buying from you.
- Create a good first impression using a welcome email or offer them a freebie.