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Key Success Factors Of B2B Email Marketing

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Mailings and newsletters are a marketing tool that is often underestimated, but wrongly. This traditional communication channel not only serves end-users, but also creates a dialogue with B2B customers .

Whether it is a measure to support sales or to win new customers, B2B newsletters are a very effective means of communication in the professional field. We have gathered the main information on email marketing B2B and reveal some tips to establish an effective dialogue with your customers.

Email marketing: A B2B customer loyalty tool

Products in the B2B field are often complex, expensive and need to be explained. This is a real challenge for the companies that market them. These products are often characterized by a long purchasing process and it is via a well-written newsletter that we can at best optimize the support of this process. With a lot of relevant information and useful tips, it’s easier to focus on your business and build long-term customer loyalty. These one-to-one emails make it possible to personalize the communication according to the different stages of the purchase process and to send personalized emails with targeted information. Email marketing is the ideal strategy for lead nurturing , because the contact and the relationship with the prospect are maintained continuously, until the act of final purchase and until it is part of the clientele of the company.

Email marketing in B2B and B2C: What differences?

In many cases, the range of products in the B2B field is expensive and requires many explanations and advice before the purchase. In general, companies do not engage in impulse buying , but rather engage in lengthy buying processes . In this case, purchase incentives need to be put in place in other areas. Added to this are the particularities of each target group to which you apply, that is to say, business partners whose time is precious and who do not necessarily have the time to read your newsletter. Also consider these elements when choosing the layout, tone and content of your newsletter. Note thatB2B email marketing campaigns have their own dynamic .

Target group and means of distribution:

In most companies, the B2B mailing service is less extensive than B2C. The challenge is to exploit the potential of this market, which is certainly smaller than in B2C but nevertheless important . For this, the first step is to heal his list of contacts. In the field of B2B as in B2C, each contact is valuable. We must also monitor undelivered messages ( bounce) because the address is wrong or no longer valid. It is also necessary to be constantly looking for new interlocutors, to stay in the radar of companies. With the appropriate B2B newsletters software, you can identify and segment lead and customer groups, ensuring good management of recipient lists.

Technical establishment:

The technical implementation of email marketing in B2B can be complex. With the help of sophisticated tools, marketing managers can manage the automation, localization and precise segmentation of different target groups. But even in the professional field, newsletters often end up in spam folders and a well-honed emailing strategy can not always counter this problem. This is why it is essential to ensure the following:

  • Anti-spam test tools: In the field of B2C, many users use free email services like Gmail or Free. With these providers, anti-spam filtering systems have a less strict mode of operation than in the corporate environment. Emails of unknown senders must meet more security criteria in the field of B2B. Generally, the use of whitelistings, or whitelistsis not authorized. This is why it is essential to perform tests before sending B2B newsletters to check if the email addresses are correct. In addition, most professional newsletters have a built-in anti-spam test tool to help prevent potential problems before sending.
  • Attachments: If you want to contact customers for whom the security criteria are high (banks for example), there are often more protection mechanisms than B2C. Many systems identify attachments as a potential threat and block access to email or identify them directly as spam. One possible solution is to download the attachments via the server and integrate the download link. Even HTML newsletters are sometimes flagged as potential threats for some companies. This is why it is recommended to send either emails with a body of text or multipart (composite messages) or to ask the recipient whether he prefers newsletters in HTML when registering.
  • Optimization for business customers: To optimize your emails, choose professional email clients such as Microsoft Outlook or IBM Notes because free email services are used very little in the field of B2B. Do not forget the mobile friendly approach by opting for an adaptive design for smartphones screens running on iOS, Android or Blackberry systems.
  • Mobile optimization: Many companies ignore the mobile optimization of their newsletters as the number of mobile users continues to grow. Landing pages and content included in external links also do not need to be added. to be forgotten. Ideally, these elements should be in responsive web design.

Legal conditions of email marketing in B2B:

A widespread mistake in the B2B field in email marketing is to believe that the double opt-in (double registration confirmation) is not appropriate. However, the law states that the consent of the user is required to receive emails. This helps to fight against spam and the fraudulent use of email addresses. The double opt-in, as its name suggests, consists of two steps. First, the person must enter his email address in the registration form, then he must in the second step confirm his consent to receive the newsletter.

Determine the right moment:

A very important factor is the time of sending the B2B newsletter. In email marketing, this criterion is decisive for the click and open rate. Rather than relying on theories that have often been repeated (for example, the fact that we should avoid sending newsletters on Friday afternoons), companies should instead rely on their own experiences. That is to say, perform many tests until you find the day and time that are best for sending the B2B newsletter. With the appropriate tools for sending emails, the A / B tests can be easily set up, that is to say offer several variants of the same newsletter to determine which version gives the best results. to consumers. Find out more in ourcomparison of the best emailing software . With B2B emailing, the time of sending is even more important than in B2C because the period of time during which the recipient can open your newsletter is even smaller.

Relevant content:

All too often, B2B newsletters are unattractive and only consist of blocks of text. Many marketers want to integrate as much information as possible, to sell their products and to highlight what they bring more than the competition. It often happens that this leads to passages of texts too long and unclear. This often results in text passages that are too long and unclear. But even in B2B, it is important to create a newsletter with quality content to meet the successand manage to dialogue with the customer. For this, choose concise formulations, catchy texts, which always remain in line with the needs of the customer. As for the layout, it plays a secondary role but still important. Choose newsletter colors that are in harmony with those of the logo, so you will be able to effectively convey the identity of your company (corporate identity). On the other hand, images and videos should only be used if they are relevant and their purpose is to reinforce your message. It is also of primary importance to avoid generalities and banalities.

3 tips for B2B newsletters:

  1. focus on short and concise formulations
  1. highlight the unique selling proposition (USP)
  1. avoid ready-made ideas and generalities

          always keep in mind which target group the newsletter is aimed at

Plan an email campaign effectively:

In order for your B2B email marketing campaign to be successful, it is necessary to plan its implementation. In addition to defining your target group, the segmentation of each group of recipients and the definition of a long-term editorial calendar are essential to organize your campaign step by step . For that, it’s important to juggle long-term planning with the ability to quickly adapt to current trends.