The short answer is: YES. Key people in B2B organizations still open, click and convert using Email Marketing.
The long answer is: YES, but you need to do it right.
Check how to Impact B2B Key People with Email Marketing
1. First, you need to have the Right People on your B2B Email Marketing List
This means that those key people you’re targeting, need to subscribe to your list.
The way you attract them is very important for the outcome you’re aiming for. You need to use good marketing strategy to collect the right audience for your B2B Email Marketing List.
Here are just a few tactics you may want to use:
- Content Marketing – Create strategic pieces of content to drive the right traffic into your List.
- Invite your Present Client List – Usually, you already have a client list… So, why don’t you ask them to join in?
- Make Partnerships – Search for Brands with similar audiences and make them a proposition or even a campaign to promote your B2B Email Marketing List.
- Advertise it – Accurately target your ads for the audience you wish to acquire and promote your Newsletter.
- Social – Use your network advantage and create shareable moments.
- Referral / Affiliate Program – Pay only per subscriber on your B2B Email Marketing Newsletter.
These are just a few examples. There’s so much more you can also do to collect all these potential customers into your Email Marketing campaign. However, you must keep one important thing in mind: Have the Right People.
To have the right people is halfway there to have the necessary return of your investment. Therefore, having the right people on your list will create better engagement, sender reputation and much more.
2. Second, you need to have them Segmented…
… by sector, interest, source, campaign, etc. Have an email marketing software that “learns” (or registers) what they click or show interest on. This way, you can use that information to improve the next emails to be sent.
Create smart segments or filters in order to make the most of your B2B Email Marketing list. Filters that can be always evolving and improving at each email sent. This is key to send personalized emails based on their interests and other data.
This point is very important for you to be able to do the next one. 😉
3. Third, send them RELEVANT Email Marketing
Use that information gathered in segments to send them Relevant Messages. And I mean relevant for THEM. Not what you think they might find relevant.
Based on what they’ve clicked on, their source, the campaign that converted them into a subscriber. Everything counts for you to be able to customize an email that will be all tailored for that particular person.
In B2B Email Marketing we usually focus on what we’re offering. Our product. Our service. What we have to sell them. However, the focus should be on what makes sense to them. Solve a problem.
4. Fourth, focus on providing VALUE
Not on your product. Give them value first. For instance, show your solution as something from where they’re going to get better results for their business. If you don’t know how to demonstrate how they are going to get better results with your service, product or solution, don’t even bother to send them a thing. Saying in the message that they’re going to have better results, doesn’t count. 😉
As mentioned on the previous point, solve a problem. If you can do that, your branding comes as a aftermath.
Check this video bellow as an example of a company on a very boring market being creative in content. Any person will be interested on this insight. The brand comes as a aftermath of good will, reputation and the notion that this company is always ahead of the competition.
5. Fifth, keep it short
Again, this is all about them. They don’t need to read everything about your company on that email. Make it clear, concise and short. Don’t use two paragraphs to say the same thing.
Also, pictures sometimes speaks more than a thousand words. So use them appropriately.
Keep in mind that pictures are blocked out by default on Email Marketing business accounts. So, you must make use of a good ALT name to substitute temporarily the image itself. The content should be enough for them to explore more and get the juice you’re delivering.
6. Sixth, make it easy to enroll, take action
Humm… I guess this is quite self-explanatory, right? However, let’s explore a bit more since it seems that most businesses fail to do so.
Here’s a little hint. If you’ve done your work in the first place, everyone willing to subscribe to your Email Marketing Newsletter is from your target crowd. This means that you benefit from making it easier for them.
Ask for the minimum amount of data first. You can always ask for more in the future in small batches. For instance, on the thank you page, you can ask for interest topics or whatever. The first thing you must remember though is to ease the enroll process.
7. Seventh, Respect them.
Respect their time, their needs, their trust.
Obviously that there are many nuances and strategies to accomplish this. It’s not a recipe since no business and people are the same. However, if you deliver RELEVANT emails to your audience the outcome usually is very, very positive.
If you see your effort of opening a brand’s email, scroll the first paragraph and get immediate value, you’ll reward that brand with more engagement. The next emails will be more likely to be opened, clicked on or even referred to a friend.
It’s Marketing basics. They also apply to B2B Email Marketing as well. After all, in each business, you’re talking to people to make decisions. It’s not a robot who decides… yet!
How about you? Do you have any experience you would like to share? If you want to enroll on our own Email Newsletter and see the process in action, please, do so here. Thank you!