Do you still believe in the power of email marketing in B2B? Yes? Then you’re right. Social media marketing has not replaced email in business-to-business communication. In fact, email marketing has been gaining increasing importance again in the last two years – and for good reasons.
64% of B2B marketers want to increase their Growing importance email marketing this year. And the trend is rising. What motivates B2B companies to increase email marketing? It is their customers who want a regular dialogue between them and their suppliers. Now you could say that this direct dialogue is also possible via Facebook, XING and Co. Yes, that’s right. However, one crucial component is missing – knowledge about information needs and the selection options for delivering content based on interests. This is exactly the knowledge that can be built up and expanded with email marketing!
Independence from B2B email marketing
An important reason for the growing vk database importance of email marketing is its independence from social media channels and the associated inability to plan the reach precisely. When sending newsletters and email campaigns, this reach can be planned very precisely. In addition, target groups can be formed based on various criteria and emails can be delivered based on interests. For example, a software company can send training content to the right target group. A mechanical engineering company can use interests and selection criteria to send targeted invitations to trade fairs and provide information about products in a customer-friendly manner.
By linking email delivery solutions with CRM systems, email marketing also becomes more intelligent in B2B. In this context, intelligent email why marketers are missing out on content people want and how to change that marketing Growing importance means that interests can be recorded more precisely and emails can be better controlled. Intelligent emails also enable them to be better evaluated, better integrated with other marketing measures and automated (keywords: trigger emails, marketing automation).
E-mail marketing in e-commerce
A recent study by Inxmail and Ipsos found that 40% of e-commerce companies want to increase their budget for e-mail marketing in 2014. The most important homework is the individualization of e-mails, the use of transactional emails and the integration into shop and CRM systems. Mobile optimization, which is becoming increasingly important for many companies, should not be neglected either.
After-sales in e-commerce and traditional sales in particular offer a lot of potential for email marketing in B2B. These include opportunities for sales promotion via cross-selling and up-selling, customer loyalty with the help of service and . Growing importance support emails . And communication of specific regular customer discounts and special offers.
Conclusion
Segmented, personalized and, ideally, mobile-optimized frist database emails should be part of the online marketing mix of B2B companies. Independence from other channels, the development of important insights into target group interests . And the potential for direct dialogue and after-sales service make email marketing increasingly interesting in the B2B environment.
