Email Marketing is one of the most effective ways to drive conversions: in 2019, the average ROI was $42 for every dollar spent on campaigns. It works for all types of audiences and objectives, but this time we will focus on business-to-business (B2B) or business-to-professional (B2P) strategies.
Difference between B2B and B2C
Although it may seem obvious, we have to distinguish between the two most common types of marketing: B2B (“business to business”) and B2C (“business to consumer”). The differentiating factor is the target audience: an end user in the case of B2C and a professional or company in the case of B2B.
For example, if you run an ecommerce store for shoes, your marketing should target individual users who are interested in buying your product. If it is a company that provides services to other companies, your communication efforts should be directed to that audience and their interests.
Benefits of doing Email Marketing with B2B strategies
Email is a tremendously effective channel in B2C sales. But it is also a basic channel in relations between professionals and companies, which has the following advantages:
Educate potential conversions
Companies are often faced with more complex and in-depth products and services than consumers. This means that the purchase decision process takes longer and buyers need to know a lot about your product or service, even if they have the need that your product solves.
Once you’ve shown and told them about yourself through emails, you can explain your product and guide them through the buying process.
Get new clients
As for the previous point, email is a channel that should be used to convert potential customers into new customers who convert. Paid search and other forms of advertising are challenging in B2B, but easy to use to capture contact information. You can then use email marketing to convert the user.
Build a reciprocal relationship
In the B2B world, the relationship between a supplier and a customer is usually long-lasting and reciprocal. This means that email will be a cheaper and less intrusive way to get feedback, suggestions, or problem resolution requests than methods like phone calls. This will allow you to get closer to your target audience by offering valuable content and following up on your conversion funnel.
Increase in customer loyalty
Regular contact with customers will allow you to proactively build a closer relationship and provide that feeling of closeness. It can also lead to long-term relationships, recurring payments, and higher income. You can offer new services or features that increase your revenue to your existing customers.
Email Marketing is the present and the future of companies, regardless of their sector and size. Its effectiveness, proximity and potential are enormous, and if you know how to impact users with valuable messages, you will be able to guide them through their customer journey.