There are countless ways to promote a business-to-business (B2B) company, including search engine optimization (SEO), social media, direct mail, tradesshows, commercials and more. However, one of the most effective remains email. Whether you sell a B2B product or a B2B service, email is the perfect platform on which to promote your company for the following reasons.
Email is the preferred method of communication for countless business owners and professionals. According to a study conducted by the Radacati Group, approximately 132 billion emails are sent and received per day -- a number that's expected to increase even higher in the months to come. As a result, B2B companies can use email to reach prospects and generate more sales.
Email marketing offers some pretty impressive targeting features. After you've collected a decent number of email addresses from prospective customers or clients, you can create segments based on demographics, interests or other information. With these segmented lists of email addresses, you can then personalize your B2B marketing emails to generate a stronger response.
Of course, email also offers one of the highest return on investments (ROIs) of any marketing channel. According to a study conducted by the Direct Marketing Association (DMA), every $1 spent on email marketing generates an average return of $41 to $51. You won't see such a high ROI in traditional marketing channels.
With more than half of all internet traffic going through smartphones and tablets, it's important for B2B companies to choose mobile-friendly marketing channels. Thankfully, email software allows business owners to create brilliant mobile-friendly marketing messages in minutes. Regardless of the device used for viewing, you can rest assured knowing that your emails will load and function properly.
Email is a less invasive way to promote a B2B product or service. You have to remember that other business owners and professionals are typically busy with their own work; therefore, they don't want to be interrupted with phone calls. Email allows you to reach these prospects without disrupting their workday.
Another benefit of email marketing for B2B companies is the simple fact that it's measurable. It's often difficult for business owners to measure the effectiveness of traditional marketing channels like television commercials, billboards or even direct mail. And because of this, they aren't able to optimize their strategy for a higher ROI. This isn't an issue with email marketing, however. Using email marketing, you can track key metrics like conversions, click-through rate (CTR), open rate, bounce rate and more.