Email marketing is an extremely efficient, and effective method of increasing your sales, and add to your customer base, but as with so many other marketing tools, if you don’t know what you’re doing, it can actually cause more harm than good. When you are trying to establish a business to business email marketing strategy, there might be differences in your approach, then if you were working on a business to consumer campaign.
Here are a few of the major points you want to consider, in order to create a more effective, and profitable email marketing campaign:
- 1. Keep it simple. If you are to meet with a prospect in person, you would make sure, that your pitch is straight to the point. When sending B2B emails, you want to achieve the same, no nonsense, tone. Their time is valuable, and you want to prove to them that you appreciate that fact, by getting right down to business in your email, just as you would if you were talking to them in person.
- 2. Always remember the “WIIFM” (what’s in it for me) approach to your email messages. Make sure you clearly articulate what advantages your company can provide to their company, and why it just makes sense for them to do business with you. You have to structure your email message in such a way, to set yourself apart from the competition.
- 3. Don’t be afraid to ask them for their business. If you don’t have a clear call to action, such as ‘click here now’, for example, they may not do anything. It’s one of the most common mistakes marketers make, they don’t ask the prospect to actually take action, they fail to ask for the sale. Don’t make this mistake.
- 4. To optimize the effectiveness of your email campaign, make sure you take the time to learn more about your prospect’s business, and what you can do to help them. This information can prove extremely helpful, when you are composing your email message. By being able to add specific points to your email, that would only apply to their particular business, you are letting them know that you’ve taken the time to learn about their company, and their needs, which will help you build more trust with them.
- 5. Remember, this is a business, and that they have their own marketing campaigns, and they are familiar with all the tricks. Don’t try too hard to ‘sell’ them. Keep your message short and on point, and then follow up with a firm, and clear call to action.
- 6. Track your results. You want to keep track of open rates, as well as an increase in sales and/or customers. It is important for you to know which campaigns work, and which ones do not. This information will allow you to tweak the ones that work, and reuse them, and start from scratch on some of the less effective campaigns.
Email marketing can be a huge benefit to any business building strategy. Take the time to research your market, before you implement your business to business email marketing plan. This added step will most likely allow you to make more money, and increase your customer base, for a very small investment.
