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Two effective steps to gain more customers via B2B Email Marketing

Last updated: , August 1, 2020

Are you unable to attain desired results with your email-marketing campaigns? Do you have a list of prospects and looking for a result-oriented marketing strategy? If yes, then we have got you covered. B2B email marketing is not just sending emails, but it should contain content that would not only engage your prospects but also convince them to make a buying decision. Here is how.

1. Concentrate on the right target audience

Before everything else, it is highly important to know that you are exactly targeting these emails to. Either the audience is the existing customers who are already familiar your brand and its value or entirely new prospects who have no idea about your brand. This is where you need to differentiate between customer engagement campaigns and customer attaining campaigns.

Customer Engagement Campaigns

This kind of campaigns is directed towards the audience who are already your customers, fans or followers. These individuals understand your brand, the products and the value you offer. For these individuals you would not require introducing your brand. Instead you would have to engage them in a more familiar manner such as membership offers, coupons, newsletters or invitations etc.

Customer Attaining Campaigns

On the other hand, the purpose and target of the Customer Attaining Campaigns is to initiate a relationship with people who are not aware of your brand, products or services. It is more difficult to reach out to new prospects than to your existing customers as you must make them believe in the value you provide to them.

2. Don’t Sell, just tell.

In order to succeed in Customer Attaining, you need to create engaging content and not asking them to buy or subscribe. Engaging content is the key to turn your prospects into leads but with it is not just the content that matters. Emails should be more eye-catching and should have engaging aesthetics and feel to it. Use intriguing subject lines and language but do not over complicate it for the target. In short, keep it simple.

You should hence segment email data so that their communications can be defined according to desired targets. Segmentation is an extremely vital step for effective and result-oriented email personalization.