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Business to Business Email Marketing

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Business to Business Email Marketing

Ever since the internet came into widespread use, email marketing has been seen as an efficient and cost effective way for businesses to promote their products and services to the consumers that they target. But one thing that shouldn’t be forgotten is that email marketing is not only used by Business to Consumer (B2C) companies, but also by companies that sell products and services mainly to other businesses (Business to Business or B2B).


While there is a lot of information available about marketers that use email for B2C campaigns, it would seem as if B2B campaigns are forgotten. But since email is now rapidly becoming the primary means of communication in the business world, it is important to understand the role that it can play for an organization. In the B2B world, there are several different ways in which email marketing can be useful:


  • Lead generation


This involves contacting subscribers to your email list and trying to turn them into someone who will place a request for more information about your products or services. As they would have expressed a stronger interest in what you have to offer, you would then have a better chance at converting them to a paying client.


  • Moving leads through the sales process


Once somebody has expressed more interest in your products, it is time to move them through your sales process and close the deal. Depending on the number of different products that you sell, this could be either very straightforward or a more complicated task. But in any case, email marketing allows you to deliver the right promotional materials in front of the lead’s eyes to make them more likely to choose your company rather than continue shopping around. At this stage, personally sent and hand crafted emails also come into play as you try to close the sale.


  • Engaging “sleeping” leads


Any business will have some leads that just haven’t communicated with you in a while. Sometimes, it is because they just aren’t interested anymore in what you have to offer, or they may have already found something better at another place. But in other cases, they may have been busy or have forgotten about your offer. In this case, email can become a powerful tool that would allow you to engage these leads again and make them pay attention to what you are currently offering. It’s also possible that the lead may not have found your previous offerings attractive enough, but they may be interested in buying something from your new selection.


Just like B2C email marketing, business to business email campaigns need to be conducted correctly in order for them to have the desired effects. There have been a few online studies about business to business email campaigns which shed some light on what is most likely to work in this type of online marketing, as well as some best practices that you can adopt to avoid wasting time and money when you advertise by email.


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