Email marketing best practices are consistent for most any type of email communication, but those of us that do business-to-business (B2B) email marketing know that we have to take a somewhat different approach to our email content. A B2B business relationship is much different than a consumer relationship, and we have to plan our messaging [...]
Delivering the right message at the right time to the right audience has always been at the core of email marketing success. According to a recent BtoB Magazine survey, marketers see “delivering content relevant to a segment” as the most important tactic to improving email marketing performance. Nearly half of all marketers feel this tactic [...]
According to a 2012 study, B2B email conversion rates are higher across the board than those of their B2C peers. The study, conducted by the Email Experience Council and Econsultancy, found strong conversion rates for B2B newsletters for both lead generation and sales. While online sales are important measurements of email success, B2B marketers may choose other indices of conversions. For example, clickthrough to a custom landing page or scheduling an appointment may qualify as conversion for certain marketers.
B2B email marketing is widely considered a great channel for customer nurturing, sales and retention, but it seldom gets its due as an acquisition tactic. But it can be, if executed properly. Email marketing can be an extremely effective channel for lead generation, which is the first step in the customer acquisition process. The steps [...]
There are significant differences between B2B and B2C email marketing. B2B email marketers know they must take a different approach to their email campaigns than B2C marketers. So what are the ways that B2B email marketing is different than B2C email marketing? Here’s 7 differences: 1. Longer sales cycle Converting your contact from a prospect [...]
With the holidays fast approaching, now is a great time to prepare your holiday email marketing campaign. Whether you want to do a full campaign (with email and web content like a game or video) or just a holiday email to your internal staff, planning now will allow you to be ready to deliver on [...]
For many B2B email marketers, determining the proper frequency for their email campaigns is an extremely difficult task. The challenges of trying to deliver relevant messages at the right time while adhering to internal schedules and approval processes can create situations where marketers may not always be able to establish best practices for their B2B [...]
One of the first pieces of advice given to B2B marketers is “determine your goals.” When asked what their goals are, social media marketers usually give lead generation top priority, with brand awareness and customer retention next on the list. Because it’s easier to keep a customer than to get a new customer, marketers may [...]