Email remains the Swiss Army knife of B2B Marketing.
It does a lot of things,
and it does them really well.
But email’s performance is only as good as your goals.
Let’s understand the
5 essential B2B email marketing goals,
and learn why you need to focus on each of them.
#1 Connecting with new prospects
Emails are ideal for starting relationships with potential customers.
They enable personalized touches at scale.
That’s why 13% of B2B leads come from this channel.
Related: A B2B Guide to Winning New Customers and Repeat Business [INFOGRAPHIC]
#2 Nurturing leads and opportunities
Emails play a key role in keeping leads engaged throughout the sales cycle.
They help deliver compelling content at each stage of the sales process.
51% of B2B marketers personalize lead nurturing through email segmentation.
Related: Value Your Leads: Lead Nurturing Best Practices to Boost Conversion
#3 Automating response to specific triggers
Emails provide a personalized way to automatically respond to lead activity.
They make your entire marketing automation process run smoothly.
B2B marketers who implement email automation boost their sales pipeline by 10%.
#4 Promoting exclusive offers
Emails work well at promoting free trials, discounts, and special offers.
They let you match relevant offers with an interested audience, boosting conversions.
In fact, 66% of online purchases resulted from an email.
Related: Marketing and Transactional Emails: How to Leverage Both [VIDEO]
#5 Closing sales deals and providing post-sale follow-up
Emails can help sales reps close deals and encourage repeat purchase.
By providing reps with an extra layer of touchpoints, emails shorten the sales process.
Between 31% to 59% of B2B marketers believe emails have the biggest impact on revenues.
Now that you know which goals to focus on, keep in mind that…
a goal without a plan is only a wish.
Related: 4 Email Closing Lines That Close Deals (Backed by Concrete Results)
