It’s Monday morning, and to start the day, most people reach for their coffee and cell phone to catch up on what was missed overnight. Part of the typical morning routine includes checking emails—something I do each day. Depending on how many hours have passed since the last time I checked my inbox, I may have only a few new messages or I could have several to scroll through. But one thing remains the same—the majority of emails I receive are from companies marketing to me as their consumer.
Some of these marketing emails I receive daily, while others I only receive every other week or once a month. Some seem to target me personally – with a coupon or offer that ties into a previous purchase or website visit – and some are more general, like a newsletter or a blog digest. Each company’s email marketing strategy is different, but they do know this: email continues to be the most effective form of marketing communication.
So, why do marketers love email marketing? Take a look at the stats below to get a better idea:
- For every $1 spent, email marketing generates $38 in ROI
- People who buy products that are marketed through email spend 138% more money on average than those who don’t receive email offers
- 74% of marketers say targeted [email] personalization increases customer engagement
- There are 3x more email accounts than there are Facebook and Twitter accounts combined
- When compared to social media, direct mail and other marketing tactics, email has the highest conversion rate (66%) of purchases made as a result of marketing
Though sometimes I feel bombarded with marketing emails, I must admit they are effective. I frequently browse the latest deals and save online coupon codes in an effort to save a dollar here or there. But would I have even been interested in buying certain products if it weren’t for them? That’s how I know they’re working.
For companies who sell to other businesses (B2B), it could be easy to dismiss the importance of email marketing based on the consumer-focused statistics above. But make no mistake—marketing to other companies is just as important as marketing to the end consumer.
Here are some content examples for B2B marketing emails:
- Announcements and Trials
- Did your company recently add a new service, update its website or win an award? Keep your business interests in the loop with your company’s latest news. Or even better—offer a free trial or consultation to entice your customers and prospects to keep coming back.
- Webinars and Blogs
- Position your company as a thought leader in your industry, and share your knowledge, insight and ideas with others.
- In a world full of digital communication, initiate some face-time with clients and prospects with an invitation to a company event.
- Downloadable Content
- Help potential clients learn about your company and industry by providing them with free content. This could range from articles to infographics to checklists and case studies, each of which should be interesting and valuable to your prospects. This is also a component of inbound marketing, which can include a landing page with a form to capture contact information, helping you send more targeted emails in the future.
Email marketing is the perfect tool to introduce your company to a new contact, remind someone of your company’s value to his business or keep in touch with current clients. So regardless of what you’re marketing—whether it’s discounts and coupons or webinars and white papers—be sure to incorporate email messaging in your marketing strategy.
If you’re looking for more tips on email marketing, check out this list by Fit Small Business!