Table of Contents
Increase B2B sales with email marketing
Email marketing strategies to increase sales in B2B businesses
Segment and microsegment your database
Don't just focus on the CEO
Take advantage of the countless benefits of cross selling
Integrate an abandoned cart/form recovery strategy
Encourage repeat B2B sales
FIRST OF ALL, CHOOSE THE RIGHT TOOL FOR YOUR EMAIL CAMPAIGNS.
Emailing tools for B2B businesses
Mailchimp
Sendinblue
Mailify
Clientify
Hubspot
Increase B2B sales with email marketing
In this article, we want to share with you the keys to implementing a successful email marketing campaign and the most effective strategies to increase sales of your products or services, especially in B2B environments. But first, it is worth remembering what exactly email marketing is and some of its most revealing data.
Email marketing is, in short, the sending of information to subscribers or customers using digital email as a communication medium. It should be added that hospitals email list it is a direct channel with a lot of potential since it allows the message and content to be adapted to each user and moment of the purchasing cycle.
Email marketing is 40 times more effective at attracting new customers than Facebook, Twitter or LinkedIn. Source McKinsey.
Email marketing has an average ROI of 3800%. Source DMA.
A 2023 HubSpot report highlights that email marketing remains one of the top sources of high-quality lead generation in the B2B sector, with an 81% increase in effectiveness reported by companies implementing advanced strategies.
Email marketing strategies to increase sales in B2B businesses
In the B2B sector, email marketing doubles the percentage of clicks compared to B2C companies. However, the sales process is slower and requires a more exhaustive study by the potential client. Therefore, it is essential that your email campaigns, as well as the rest of your company's marketing actions, are perfectly planned and differentiated from your competitors. At GO2JUMP we offer you some recommendations to achieve this and, consequently, increase the sales of your B2B business:
Segment and microsegment your database
It is a proven fact that the more personalized the content, the higher the engagement rate. Sending emails with content that is 100% tailored to the recipient is a sure way to increase their level of attention and satisfaction and, therefore, to increase the chances of completing the sale. We recommend that you segment your database by both quantitative and qualitative criteria and always look for new groupings and differentiation criteria.
Don't just focus on the CEO
It is obvious that in your emailing strategy you should take into account, mention and address, whenever possible, the CEO of the company. However, in all B2B sectors, there are other managers and middle managers who can have a great influence on decision-making when purchasing products and services. Therefore, it is necessary to create a message that involves and is clear for all managers, as well as maintain coherent and differentiated communication with the different managers of the client company.
Take advantage of the countless benefits of cross selling
Too often, businesses do not contract more than one service from the same B2B company due to sheer ignorance. One of the most effective ways to solve this is to promote cross-selling and sell more to the same client with less effort compared to what it takes to attract new clients.
To do this, start by segmenting your audiences into lists or segments based on the type of products or services contracted. Then, you must identify those complementary products or those that may be of interest to the user and show them in the newsletters in a clear way but trying not to be excessively invasive.
Integrate an abandoned cart/form recovery strategy
Serious usability errors, confusing information, inappropriate timing, excessive landing page leaks, overly long forms… there are many reasons why a user may abandon a purchase or request a quote, sales interview, consultation or free sample from your online platform. By integrating a correct recovery email strategy, you can recover that potential sale or business meeting through newsletters that provide alternative contact options, show interest in resolving any incidents in the form implementation process, or provide new valuable information about your products or services. This way, you can create perfect newsletters that help you achieve your goal.
Encourage repeat B2B sales
To increase the frequency of your customers' purchases, we suggest two tactics with enormous potential for success: Create a loyalty program that rewards loyal customers with exclusive discounts and benefits. Integrate a notification plan about out-of-stock products that are back in stock. In other words, allow customers to subscribe to updates about the inventory of a particular product or accessory.
FIRST OF ALL, CHOOSE THE RIGHT TOOL FOR YOUR EMAIL CAMPAIGNS.
There are multiple valid email marketing tools to increase your B2B sales, with different functionalities, price ranges, ease of use... there is no perfect platform, the key is to know how to choose the most appropriate email marketing tool based on the marketing budget, the size of the database, the training level of the team that will be in charge of launching and managing the campaign, the digital assets your company has and, of course, the B2B or B2C sector in which it is located.
