5 Budget-Friendly Tips for B2B Email Promotion
As a B2B marketing leader, you know b2b email promotion is one of the most powerful methods for generating leads, nurturing prospects, and keeping customers engaged long term. And despite some thought leaders continuing to predict email’s imminent death, it’s only grown stronger.
According to our?B2B marketing trends study, 83% consider email to be their most important marketing channel.?
In fact,?HubSpot?also says that 4 billion people use email at least daily. Of course, much of email’s popularity is due to its consistent success rates and favorable ROI. According to Litmus, every $1 spent on email promotion generates an average of $42.
And yet, it can still be challenging to secure a marketing budget for B2B email promotion.
In this blog post, I’m going to share some insights to help you convince senior decision-makers that B2B email promotion is worth the investment.
B2B email promotion 101: quick refresh
Let’s start with a quick refresher.
Email promotion refers to the use of email to promote products, services, or events.
In B2B, it’s a form of direct marketing where businesses incentivize or encourage an audience to take a specific action, via email. These emails could be sent to current customers, potential customers from an external lead list,?or both.?
B2B email promotion purposes:
So what kind of actions do these emails promote? Examples are
You get the drift. There’s an endless range of actions to promote via emails, which is what makes email promotion a well-loved tactic for B2B marketing.
B2B email promotion formats
In terms of format, promotional emails can take all shapes and sizes, such as:
The common denominator in a high-performing promotion email is well-written copy tailored to the audience segment’s unique needs, challenges, and pain points. These emails also include a compelling call to action that encourages the recipient to act quickly.
When successful, promotional emails drive targeted actions. But beyond that, these emails also ignite engagement, guide prospective customers onto the next phase of the buyers’ journey, and drive revenue.?
Making a case for B2B email promotion: 5 things to highlight
Some senior leaders aren’t fully bought into email promotion, and many are under the false presumption that it’s no longer an effective way to spend marketing funds.?
Effective email promotion requires a small chunk of the marketing budget, whether you’re:
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Here are five talking points to help illustrate that email has withstood the test of time?and is poised to continue driving success into the future:
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1. Email promotion reliably increases awareness of your brand?
As you know, staying in contact means keeping your brand top of mind.
By sending your prospects a regular cadence of emails to their work inboxes, you can ensure they’re well-nurtured and well-aware of what you can help them achieve.
Outreach methods, like ads or cold calls, might be too disruptive, or out of place. In contrast, emails are reliable.
Show senior decision-makers how expertly crafted emails give a helpful glimpse into what it might look like to work with your company, offer you an opportunity to share value, and ensure that you’re on their radar when they’re ready to buy.
Consider providing some examples of powerful brand awareness emails to drive your point home.
Or, even easier, show leadership how emails have worked for your competitors! In this video case study, Mary shares how she uses a regular cadence of email marketing campaigns sent to drive action, like webinar registrations. I’m talking about net-new, targeted prospects.
2. Email promotion sees near-immediate results?
Be clear about how quickly email can drive engagement.
One data point worth mentioning is that most users spend about three hours per day checking their business email accounts, according to Adobe.
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Remind senior leaders that many of us start and end our workdays, communicate with peers, and fill time between meetings by checking our email. Many of us even struggle to resist scrolling through our inboxes after hours.
The bottom line they need to understand is, once your brand sends an email, there’s a good chance the recipient will see it relatively quickly.
In fact, email marketing services like ViB Emails can have a turnaround time of 48 hours, from a campaign set up to the email blast (to tens of thousands of targeted new prospects).
Have an upcoming webinar running low on registrants? Not seeing enough downloads on a time-sensitive piece of content?
Amplify them via email.
These case studies are worth sharing too:
3. Emails require your prospect to take an action
Explain that when a prospect receives an email, they have three options: open it, delete it, or save it for later.?
No matter which they choose, email requires them to do something.?
And if you’re targeting the right people at the right time with the right message, there’s a good chance they’ll at least skim the content. If you include an irresistible offer and a compelling call-to-action, then there’s an even greater chance they’ll click through.
This is another place where an example can come in handy.?
Show your decision-makers an email that leverages captivating copy and an enticing offer to prove how well email can drive action.?
If you need help improving your email messaging, this guide (that’s full of helpful tips and templates) will set you on the right track.
4. Email offers hyper-targeting opportunities
Modern marketers know the days of “spray and pray” marketing are over. Today, buyers not only prefer targeted messaging —?they expect it.
Especially if you’re in a really niche tech industry, many senior decision-makers assume that personalization is extremely expensive or unattainable.
But fortunately, it’s easier than ever to segment, customize, and personalize email messaging to ensure you’re sending the right offer to the right individual.?
And if you work with email marketing experts like the ViB team, you can ensure those emails are also landing in the right, high-tech audiences’ inboxes.
Targeting is a huge part of our email service. And it begins even before we start working with you. Here’s how it works:
In other words, providing you with the budget you need to work with an experienced email promotion partner will generate a healthy ROI and help meet the key organizational goals senior leaders value most.
5. Email is cost-effective
Senior decision-makers are hyper-focused on driving a healthy bottom line. Fortunately, that’s where email promotion thrives.
Compared to other marketing channels, email remains one of the most affordable — especially when you factor in how many people you can reach in one fell swoop.
?? Grab all our pricing specs for ViB Emails, and more.
And because email is highly trackable, it’s easy to get an accurate picture of each campaign’s performance.
Of course, it’s crucial you explain that simply sending promotional emails doesn’t guarantee a healthy return.?Successful email requires high-quality content, a captivating offer, an expert strategy, and?access to the right database.
By securing the budget and buy-in to support those four things, your email promotion will become a revenue-generating machine —?and the company will have you to thank for making it happen.
Take ViB Emails for a test drive with a free trial
For the budget-conscious, here’s one final bonus offer: a free trial.
ViB Emails is one of our most-raved flagship solutions, and we’re excited to have you give us a try too.
Check out the ViB Email free trial specs, and let us know what you think.
And if you ever need extra help to navigate our suite of B2B demand generation services, email promotion, and marketing advice from our specialists, or just a listening ear, we’d love to connect.