Should your B2B business be using email marketing in 2021? According to HubSpot, there are 4 billion daily email users, with 64% of small businesses using email marketing to reach customers. Email marketing has many advantages- it can leverage sales, generate new customers, and help in customer loyalty and retention. So, if you aren’t using it in your marketing strategy, the time is now.
However, without quality content, your business won’t be seeing the results it desires. Anyone can send out a creative, targeted, and personalised email, but is it giving the audience what they want? If it doesn’t provide value and build relationships with your audience, then you could potentially be wasting time and resources. Quality of the content is what counts.
You also need to take into consideration, that your emails should be GDPR compliant. This relates to only emailing those who have consented, offering an unsubscribe button, and managing your active lists. Our blog post ‘Becoming GDPR Compliant with HubSpot Overnight,’ goes into detail about how to become GDPR compliant.
Still not convinced that email marketing is worth your time? We’ve put together five benefits that your business can gain from having an effective email strategy in place.
- Generate Better Results
Emails generate better results than most marketing channels. According to Statista, during a 2020 survey carried out among marketers from the UK, it was found that the approximate return for every pound spent on email marketing stood at £34.41. Also, according to Campaign Monitor, marketers saw a 760% increase in email revenue from segmented campaigns. Businesses are also more likely to get click-throughs from email marketing than social media, due to the interactive feel of emails such as call to action (CTA) buttons.
- Increase Customer Engagement and Retention
One of the main challenges you may be facing as a business is how to retain and engage your customers, especially taking into consideration in person meetings are becoming a rarity. Emails are a quick way to engage, educate and entertain your existing and new customers. Sending out emails can be the perfect avenue to continuing your relationships with your customers without being too pushy or intrusive. Of course, the effectiveness of these all depend on the content you deliver within them.
- Drive Traffic to Your Site
Most of your followers won’t visit your website or follow your Social Media channels daily, so emails are a great way to remind your audience about the content you are posting. For example, you can send an email to notify your audience about upcoming events, remind them of the blogs you’ve been posting or share a new product or service you are offering. All these email ideas will boost direct traffic to your site. Just remember to limit these to valuable content or information. Too many emails or emails that only offer a limited interest to the reader are more likely to be counterproductive and lead to unsubscribes.
- Improve Brand Awareness
To improve brand awareness, you need to maintain consistent branding throughout your emails to increase recognition and attract customers. This isn’t limited to the visual look and feel of the brand but also includes brand messaging. By sharing advice, the solutions you offer, or what you’ve been up to as a company, you can provide value to your customers on a regular basis. This enables them to get a better understanding of who you are as a company and what you can provide them.
- Integrate with Your Other Marketing Channels
You can easily integrate your social media channels into your emails by placing icons into your emailer’s footer. This is a quick and efficient way to drive traffic to your other marketing channels, as well as potentially gain new followers.
Email marketing does require time and effort, but with an effective marketing strategy in place you can communicate directly and effectively with your customers, generate ROI, and enhance customer engagement.
If you need support in automating your email marketing, then we can help you. We can provide email sequence templates, clearly communicate your brand to your target audience, and help contact manage your prospects, leads, and customers.
