In today’s digital world, marketing online has both good and bad sides. It can help find the right customers and but it can also make things confusing. For businesses, finding the right customers is important. Email is a great way to do this in B2B. But some wonder if emails really help find good leads.
What’s B2B Email Lead Generation?
Not all email campaigns are the same. They have different purposes in your digital marketing plan. One important goal is lead generation. This means finding and attracting potential buyers (leads) through emails with valuable content.
By doing this, you not only connect with your leads but also build relationships with them, guiding them in their buying process.
With interesting content and personal messages, lead generation campaigns create interest and make people curious, and eventually lead to sales. In the next part, we’ll talk about proven ways to generate leads through email.
Different Types of Email
Even though the main goal of email campaigns is to increase sales, marketers use different strategies to get customers to take action.
That’s why there are different types of emails aiming to make the audience think, feel, or do different things.
1. Welcome email
This is the first email a new subscriber gets. It tells them they signed up successfully and what to expect from future emails.
2. Newsletter
These update subscribers on important events and information. They can also inform about special offers or share industry opinions.
3. Promotional email
Similar to newsletters but used more by online stores for sales. They are short, create urgency, and have a clear button to click.
4. Infographic email
These use visuals instead of lots of text. They are easier to understand and convey complex ideas quickly.
Read also: The Role of SEO in B2B Lead Generation
5. Business email
These are more personal and often for scheduling or planning meetings.
6. Sales email
These are what most people think of with email marketing. They lead to a clear action, like using a coupon.
7. Follow-up email
These are reminders sent after an initial email to increase chances of conversion.
The best email campaigns use automation to send these types of emails in a planned order for the best results.
Generate B2B Leads Through Email Marketing
Strategy is important for any marketing plan.
According to a survey, 60% of B2B marketers don’t have a strategy for email marketing. Having one can give you an edge over competitors.
Here are 5 steps for a good strategy to get the right leads:
1. Make a lead magnet
You need leads to start an email campaign. Offer something valuable, like e-books or webinars, to attract them. Use forms to collect their info, but keep them short for better results.
Some insights:
- 51% of B2B buyers share data for webinars.
- Forms with 2-3 fields work best.
- Landing pages are better than pop-ups for sign-ups.
Create good lead magnets to get subscribers. Then, plan how to guide them through your email sales funnel effectively.
2. Define your goals
While getting leads in the long term is important, you need clear goals to make sure your plan works. These goals must match what your business needs if you want measurable results. So, you should say exactly what you want to achieve. For instance, instead of just saying, “Get leads,” you could say, “Get 200 new leads every month.”
For lead generation, you should keep an eye on your conversion rate. This shows the percentage of people who do what you want, like clicking a link or downloading something. Depending on what platform you use, you should see this in your data.
3. Segment your email list
To make sure more people do what you want, you need to send them content that matters to them. Segmenting your list helps you group people based on what they’re interested in. Then, you can send the right emails to the right group using tags or categories.
In B2B, this might seem hard. You’re not targeting individuals, but the whole company. You need to persuade everyone in the company to do something with content that’s personal to them.
Read also: What Is BANT And How Can It Enable Your Sales Team
4. Plan great email content
Your campaign’s success depends on your content.
Start by sending personalized content. Use segmentation and personalization tools like names. But you can do more.
Here are some ideas:
- Celebrate special events like birthdays or holidays.
- Set up a drip campaign based on what users do, like sending a welcome email when they sign up or a follow-up email after an event.
- Offer different content based on what your subscribers like.
- Remember, you know your audience best. Use this to your advantage and keep them interested with emails that speak their language.
5. Monitor, Analyze, and Improve
Your campaigns give you insights into your audience. Keep getting better by looking at your email data. This helps you adjust to changes in the market and what customers want.
Final Words
Utilizе thеsе еmail markеting tips to mix up thе kinds of еmails you sеnd in your campaigns and еxpеrimеnt with nеw idеas. Howеvеr and kееp in mind that you don’t have to start from scratch.
Succеssful еmail campaigns comе from ongoing tеsting, rеvising, and adjusting parts of diffеrеnt еmails until you discovеr what’s еffеctivе for your businеss.
