B2B Email Marketing Can Revolutionise B2B Growth

When 95% of marketers said email plays a large role in their marketing strategy and HubSpot says that AI-driven email marketing can boost conversion up to 85%, you listen. Pairing this data with a Mailmodo study which suggests 59% of B2B marketers saying it’s the top channel for revenue growth and over 30% saying that it’s the best way to nurture leads, you put your pen down and listen.

 So, when we read these reports, stating that email marketing is at the peak of its persuasion it reinforced our stance on B2B email marketing – do it, and do it well.

There are opportunities for B2B businesses to capitalise on one of the most effective and powerful tools in a marketer’s arsenal. 

Diving into the benefits of marketing for businesses, Matt Morray, a Digital Designer and Email Marketing expert at Extramile takes B2B marketers, small business owners and in-house marketing executives on a journey to upping their email marketing strategies to ones that win. 

Why B2B email marketing strategies work

B2B email content focuses on building trust, fostering relationships and guiding decision-makers through the sales funnel. That means email content and strategies tie very closely to B2B social media strategies which can be fantastic for building trust in your industry.

Personalised communications

Personalisation is a real selling point in B2B email marketing. Emails that are tailored to a specific person’s needs, pain points and goals can help to increase engagement and conversions. 

By leveraging data centred around industry, job role, names and interactions, you can deliver content that feels it was created specifically for the recipient. This is much more appealing than a blanket send-to-all campaign. 

Personalisation is the first rung on the ladder to building trust and credibility. 

Access to decision makers

With carefully curated contact lists, you can land right in the inboxes of key decision-makers from businesses you’re looking to target. Speaking to the right people at events and exhibitions, collecting their data and targeting them with bespoke email journeys can multiply the likelihood of getting your sale quicker. 

This kind of direct access is invaluable in B2B marketing, as it allows you to bypass gatekeepers and deliver tailored messaging to the individuals who have the power to approve budgets and make purchasing decisions.

Measurable results

The real power behind email marketing success is driven by data-focused insights and reporting. The granular data that email marketing provides means that you can rework almost all elements of an email based on its performance. 

Tools like open rates, click-through rates, and conversion rates provide clear insights into how your campaigns are performing.

For example, you can see which subject lines resonate most with your audience, which calls to action drive engagement and which types of content generate the most interest. This data enables you to continuously refine your approach, test different strategies, and optimise your campaigns for better performance. 

Scalability through automation

With email marketing platforms like Mailchimp or HubSpot, B2B businesses can set up smart marketing journeys for all types of specific types of customer – no matter their step in the sales funnel. Whether that’s an abandoned basket on a B2B e-commerce site or a welcome journey for a new lead, there’s an automation journey for every one. 

These automations allow you to set up workflows that nurture leads over time, delivering the right content to the right person at the right stage in their journey. So, while the lead time for conversions may be longer, the quality is higher. 

To revolutionise your email strategy and achieve better results, contact Extramile today. Our team of experts can help you create personalised email campaigns, leverage data-driven insights, and optimise your email automation for increased engagement and conversions.