If you’ve been paying attention to business trends over the past few years, you know that digital transformation was well underway; and COVID-19 rapidly accelerated this process. Leaders who rethink their organizations will have a competitive advantage in the long term. Adapting to new strategies can take companies from surviving to thriving.
In order to thrive in this digitally accelerated market, businesses need to engage with their customers where they are: online. Email marketing is a fantastic tool to reach people in real time and future–proof your business. By delivering engaging, useful and relevant content, B2B emails can be incredibly effective for nurturing leads and driving growth.
Still not sure about email marketing’s potential? Here are a few statistics:
59% of B2B marketers say email is their most effective channel in terms of revenue generation.
86% of business professionals prefer to use email when communicating for business purposes.
Click-through rates (CTR) are 47% higher for B2B email campaigns than B2C email campaigns.
Marketing automation refers to the software that aims to automate marketing actions including emails, social media and other website actions. There are several marketing tools available to help make your job (and life!) easier.
HubSpot is a leading growth platform. HubSpot Marketing Hub helps B2B and B2C companies attract visitors, convert online traffic into leads, turn leads into customers, and analyze marketing ROI. The Hub is built to serve both B2B and B2C customers in a variety of industries, including software, technology, accounting, construction, retail, real estate and more.
Key differentiator: Customized content based on segmentation.
Strengths: Easy–to–use interface; scalability; intuitive
Weaknesses: Dashboard could be more flexible
Learn more about Hubspot
Mailchimp is a web-based email marketing service with millions of users worldwide. The application allows users to share newsletters on various social networks and track customer engagements. The application provides tools to create targeted emails, run Facebook ad campaigns, automate follow–ups and monitor campaign progress, among other things.
Key differentiator: Customer journey builder
Strengths: Ease of use; easy staff onboarding
Weaknesses: Lacks available email templates
Learn more about Mailchimp
Marketo Engage, part of Adobe Experience Cloud, offers a cloud-based email marketing platform for companies of all sizes to manage and monitor engaging customer relationships. This solution features integrated applications that deliver a range of capabilities including marketing automation, social marketing, lead nurturing, budget management, analytics, sales insight, and website personalization.
Key differentiator: closed-loop marketing analytics
Strengths: Drag-and-drop interface makes email design easy
Weaknesses: Long learning curve; dated interface
Learn more about Marketo
Pardot, a Salesforce company, is designed for organizations that primarily focus on B2B sales and marketing automation. This email marketing system offers automated support for the longer timespan and multi-step decisions associated with B2B sales.
The Pardot suite includes products with functionality that includes lead management, batch email marketing, a landing page builder, automated drip marketing and real-time sales alerts.
Key differentiator: Owned by Salesforce, CRM leader
Strengths: Built–in list segmentation, functionality
Weaknesses: Long learning curve, tends to be time consuming
Learn more about Pardot
Tips for every email
Looking for some email pointers? Email signatures are an effective touch point that can be included in every email. One of our favourite tools for email signatures is Letsignit, – a simple email signature manager. With Letsignit, you can easily integrate and gain control over your brand’s digital identity with email signatures across your team. Make your emails a low-cost acquisition channel for marketing by adding custom signatures and banners that roll out automatically across your team.
Is email a good way to reach your market?
Yes, when done correctly, email marketing absolutely works. In fact, it’s easily the most effective and profitable online marketing channel out there.
The average return-on-investment for a decent email marketing is 38:1. That’s $38 in return on every $1 spent on email marketing. Not bad!
Using the right tool can help your team make the most of their working hours, freeing up time spent on repetitive tasks. It’s important to do the research to select a software that checks the necessary boxes. We hope this guide helps.
At Transcends, we know lead generation. Are you interested in email marketing campaigns? Check out our services here!