Nowadays, one of the best and most used ways to make money is through tools such as social media, email, creating a website and many other similar things that the Internet offers us. Today, email marketing is perhaps one of the most used tools and that has perhaps received the least attention in our country. That is why, in this article, we would like to teach you the methods to effectively use this very useful and beneficial tool in B2B marketing. . Looking at the available statistics, it is easy to see that email in the business world is one of the preferred methods of communication for those who want to grow their business on the Internet. According to an official study, business-to-business emails have a 52% higher click-through rate than business-to-customer emails.
Link open rate and click-through rate are among the most popular methods to measure target market engagement in email marketing. Click-through rate allows you to see the percentage of email recipients who clicked on the link and visited your website. Link open rate, on the other hand, depends more on the performance of the subject line or the quality you have chosen for your email.
Another factor that has been used a lot lately is the percentage of recipients who come to your website after receiving and opening an email from you. This method can be considered as a combination of two other methods explained above and is called click-through rate (CTOR). This method is preferred by those who use email to grow their business because it only measures the number of clicks from those who opened the email. Therefore, if you want to evaluate the effectiveness of your email content, you should pay attention to your CTOR.
If you want to design business-to-business or B2B email newsletters, it is important to remember that the only way for someone to appreciate your company is if you are the recipient of the value of the email and are respectful towards them. In particular, due to the impact of the Corona disease, personal sales of products and extensive advertising on streets and shopping centers do not have the impact they had under normal conditions, unlike commercial newsletters aimed at conversion, targeted marketing - and business. Newsletters for companies that include convincing texts and advertisements should aim to build the brand and support customer relationships.
Therefore, you should first measure your goals when creating the newsletter and check whether you want to communicate regularly with your old, current and future customers or attract new customers (through rewards and promotions that encourage customers to communicate). ). ), inform customers about your latest products or inform them about your product inventory or improve your brand image by others. Once you have defined your goals, you can achieve them by using the following methods.
1. Use stories
To have the desired impact, your newsletter must grow with your audience. This is exactly where the storytelling method comes in. Interesting stories can convey your brand message to customers much more effectively, as they can emotionally engage your audience and, in a way, encourage them to approach your brand. So that the effect of the text you write, the photo placed in the center or any other means you use to attract the audience of your story penetrates the customer's emotions and leads them to a purchasing decision.
Many purchasing decisions, even in the B2B sector, are anything but well-considered decisions. According to research by neuroscientists, purchasing behavior and decisions are often driven by emotions and desires that have little to do with logic and intelligence; Therefore, this method is used in B2B business, which is a general seller and a partial seller. So that the person who buys sex can still be influenced by emotions.
Personal relationships, brand loyalty, and strong emotions when buying can sometimes outweigh logical factors such as price, usefulness, and profitability of the product, leading the customer not to think about these factors at all and simply let themselves be influenced by your emotions of the moment. . . To use this method, try to use stories that make your newsletter more attractive. For example, try to focus on the person themselves, not the company or office where they work.
Remember this golden tip: examples of your successes and failures in your newsletter text can have the greatest impact on people's minds.
2. You don't have to focus all your attention on sales
You won't gain the trust of your customers and audience in no time. B2B newsletters are not the right channel for sales promotion! So, instead of advertising and selling, tell your customers about the photography enthusiasts they can benefit from. Newsletters are meant to open a window of opportunity for the future. So try to open this window to your customers. For example, you can use the newsletter to send your customers a small piece of information, an effective tip, a new perspective and even an idea that you have placed on your website, thus not only increasing their informative content in the long run, but also giving you a more reliable vision to find your brand, which can ultimately lead to a purchase.
3. Build credibility
B2B newsletters are an ideal channel to share and conduct relevant research; try to share the most influential research in your field with your customers. You can also use various audience surveys to improve your services and engage the audience with their opinion about your brand. This will greatly help in building your brand credibility.
4. Use direct and short sentences.
Brevity is a key characteristic of any successful communication. To avoid surprising your audience, limit the content of your text to a few paragraphs and avoid overwhelming it. However, you must make sure to include a link in your email for those who want to know more about your product or topic so that you can satisfy both audiences.
It is very important to remember that you must start your newsletter with a direct link to the main topic. If you have a topic that is useful for your audience, do not hesitate to share it at the beginning of the sentence. Don't try to put topics and practical advice at the end of your text, because if the beginning of the text fails to attract the attention of the audience, the end will never be read.
If you pay attention to this point during the newsletter, you can clearly see how your audience decreases at each stage of your copy. This also applies to links. While links placed at the beginning of the email receive the most clicks, links at the end of the body of the email receive less attention.
5. Have a consistent and coherent schedule
When it comes to collaboration and customer service, it is best to have a consistent and coherent communication plan; However, you should keep in mind that sending promotional emails, if done on a large scale, can have a negative impact on customers and scare them away, which will negatively affect your credibility and market power.
For B2B email newsletters, sending emails containing advertising or services once a month or even every two months is standard and will not cause dissatisfaction among your customers; however, never try to send an email to your customers just because the application is not empty and you have sent something. This can lead to problems such as missing content in the text sent, poor quality of the package offered and similar issues. This makes you lose your customers.
Instead, you can send your customers emails on topics that interest them and empower them to advance in their careers. For example, offering webinars, which are a hot market especially during the coronavirus pandemic, can help you stay in touch with your customers when you have nothing to offer.
6. Draw attention to yourself with the subject of the email.
Finally, choose a subject that will grow your customer base and audience. In B2B email marketing, clickbait and empty promises are completely wrong. Instead, you need to focus on what you can do for your audience.
In many cases, less is more, which means the less you write, the more you earn! So easy! Any content longer than 4-7 words in the subject line can defeat the very purpose of the email and leave the prospect no longer motivated to open the email. Even if the email text contains the most valuable subject line in the world, it doesn’t matter because your subject line is not attractive enough to attract the audience.
Marketing communication is about exchanging values and interests. Therefore, make it clear in the subject line that your newsletter offers the reader new information, useful skills, and new ideas in exchange for their time reading this text. If you have ever worked with website and blog content, you probably know the keyword factor. The advantage of using words or keywords correctly in the field can be of great help when searching on the Internet; Because choosing a word that generates a high search volume on the Internet increases the efficiency of your business. In a word: people find the content they want more easily.
For example, in the Google search engine, you can see which words generate the most traffic to your website. You can also use the Google Keyword Planner tool to analyze previous searches in the sector of your choice and select useful keywords for your topic. Even if your main focus should be on the content, the design of your newsletter is also very important.
A good option is to use a standard layout or what is called a theme for all your newsletters; This means that you have your own site with the same design on your computer and you always store your content in the same format. This can benefit you in two ways: First, by using a standard template, you always save time and can focus solely on writing your text. Second, using a strong and consistent theme can create a positive attitude in the minds of your audience. Design your brand so that your customers feel order in your work.
Diploma
In general, the value and profit of any business-to-business or B2B sale is higher than the sales that can be made in the business-to-consumer (B2C) context, and the overall sale is a long-term sale. Thus, investing in profit-generating goals with a B2B approach can ultimately bring you more profits. It is therefore important to invest enough resources in all marketing channels, especially newsletters. By using best practices, your newsletter provides your B2B audience with useful information that can boost persuasion and conversions. Your preferred newsletter writing strategies will depend to some extent on your niche, but for any B2B marketer, the primary goal should be to build a good relationship with your customer.
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