A recently released survey by emarketer.com shows that 68% of B2B marketers intend to increase their budgets for email marketing in 2011 over the previous year. This level of increase was second only to website investment, showing the power that B2B email marketing has.
While marketing managers love email marketing because it is inexpensive, it is also less likely to be read and acted upon. Email marketing, like traditional direct mail marketing, can provide the highest levels of benefits when the messages are targeted to the recipients and contain useful information.
A B2B audience requires a totally different approach than for B2C marketing. When developing an email marketing campaign for a B2B audience, your messages should have the same tone as they would in a face to face meeting; i.e. professional and concise. Graphics should be simple and your message should be clear, so your recipients can quickly glean your intentions from your content “above the fold” in the message.
Embedded hyperlinks for more information will allow your recipients to easily navigate to your website, and you can create targeted landing pages specifically for your recipients to visit. Furthermore, analytics will help you determine what is catching the eyes of your prospects.
One of the trends we saw in 2010 that will continue into 2011 is the integration of multiple marketing media into a cohesive strategy, and email marketing is an important link between direct mail, web marketing, social media, and other advertising methods. Your email approach should mesh with your other media methods in terms of design and feel, as well as message, to avoid confusing your prospects. This particularly applies to B2B email marketing where you already know who you want as your customers, so you can build an approach to develop a relationship with those prospects.
Email is a great springboard for your prospects to interact with you, whether it’s on your website, in person, or through social media channels. People are more interested in doing business with companies they trust, and this is true for B2B relationships as well.