B2B Marketing with Emails and Newsletters

Being featured in search engines is a powerful marketing strategy, but does not reach all potential customers. Emails and newsletters are a widely used way to market. Various B2B companies use email marketing efforts to serve various purposes.

* Reaching our to new prospects
* Advertising New Products
* Providing updates on the existing products and services

However how effective your email marketing program depends on how well it is formulated. A recent Marketing Sherpa survey of email recipients found that 58% of those who stop reading, disengage, or unsubscribe cite "lack of relevance" as a key factor. This should not come as a surprise because most of the emails or newsletters are just created by the sales people and contain a generic marketing propaganda. Here are a few things you should know as a B2B marketer to make your email marketing program a success.

Know your subscriber. The content of the email depends should depend on your subscriber. An important factor in determining content is ‘What stage of buying process is the subscriber in’ Is your subscriber interested in new product launches or updates to your existing products. Similarly know what step of the organizational hierarchy your subscriber belongs to. A marketing manager won’t be interested in same things as a Marketing executive.

Add value. It is simple human nature that people will be more apt to read something if it offers them something of value. Uniqueness and Usefulness of the content is what will make your subscriber stay and in fact become more interested in your offerings.

Keep it simple. Adding value to your email is one thing but make sure your email is not bogged down because of the extra graphics or endless paragraphs. The content should be of a digestible size other wise the subscriber would be more likely to simply delete such emails. If email becomes bulky it’s highly probable that it will most definitely find its way to the Junk Box.

Technology. As your subscription list increases it becomes difficult to manage the newsletters with commonly used tools. There are many Email Newsletter tools and services that make the process simpler. These email marketing services provide various facilities to optimize and tune up your marketing efforts.

Measure success. Is your email marketing program producing the desired result? As with other b2b marketing efforts the email marketing programs also needs to be measures and quantified. Most of the email marketing programs offer various tools and reports to measure the effectiveness of the emails. What percentage of people actually clicks on your links, how many subscribers did actually read your email and so on. These statistics help your tune up your emails and newsletters.