Believe it or not, email marketing is still used primarily as a consumer-marketing tool than a B2B one. If this is the case with your business, which deals more with B2B clients than consumer ones, it’s about time you had a good re-look at the medium and start delving into B2B email marketing. You can do this by first determining how you will send out this content and how you can track the response rate. The next thing you will need to determine is your email-marketing provider that offers a broader set of features that will help focus on one-to-one conversation.
One thing to take note of before you begin is what information you already have in hand about email marketing in relation to creating B2B connections. For one Google’s most recent research with CEB tells us that large portions of B2B customers are emotionally attached to the brands they purchase and, consequently, the correlation between branding and emotion are the key to success. This information is a strong urge to organizations to fuel the emotional powers of their brands over opting to harp on brand benefits. This is no different with email. The point is to figure out how this thought extends itself to the medium and how you can derive maximum benefit from this region.
Another thing to remember is that you have to be creative! If you are making an effort to create interesting and fun content for your consumer targeted email campaigns, there is no reason not to be doing the same when it comes to B2B. Just keep in mind that your goal is moving forward on a continuous relationship with these readers and don’t be tempted by quick fix solutions like trying to sell a widget which will only bring you a one-off read and very little subscriptions for long term engagement. One simple way to do this is not with the written content at all – why not create a corporate template that isn’t just made to look cool or pretty, but optimized templates that are design driven not merely aesthetically but with better coding and testing.
Making long lasting connections is about ensuring that your business appeal is as sexy as your consumer one. It’s people reading the content irrespective of whether the target is personal or corporate – you just need to understand what works with different people when their business mind-set is switched on.