![\"Email](\"https:\/\/www.topspot.com\/assets\/files\/resources\/email_marketing.jpg\")
<\/figure>\n\n\n\nEmail marketing<\/a> for B2B and industrial businesses is a chance to send tailored messaging to targeted buyers directly. No other digital marketing tactic is that intimate. <\/p>\n\n\n\n Statista<\/a> estimated between now and 2032, revenue from email marketing will surge by 287% globally. B2B and industrial buying wasn’t excluded from that count. With a more intense and lengthy sales cycle, email marketing contributes to customer nurturing and education.<\/p>\n\n\n\n Let\u2019s look at numbers specifically for B2B:<\/p>\n\n\n\n B2B marketers across various industries are seeing success on the channel. Still not convinced?<\/p>\n\n\n\n To set the record straight, we cover:<\/p>\n\n\n\n Your lead generation doesn\u2019t start with email. Email is one channel in an integrated marketing strategy<\/a> that works with lead-driving channels like SEO <\/a>to nurture leads and boost customer retention. Once another channel brings a user to your email lists\u2014boom. You have a direct line of communication.<\/p>\n\n\n\n A quick note on purchase lists:<\/strong> OuterBox does not purchase lists given privacy concerns. We\u2019re good citizens here and prefer to not be jailed for CAN-SPAM Act violations. Instead, we hype sign-ups on your website, at your tradeshow booth, or on your social channels. With a willing lead, you can nurture them to customer status, then continue communications to create a lifetime customer.<\/p>\n\n\n\n Email marketing as spam comes with thinking about the flood of B2C emails folks receive. It’s important to remember that the emails in your inbox are there because you made a purchase or signed up for their list. You volunteered as tribute.<\/p>\n\n\n\n Spam is irrelevant or inappropriate messages sent to a large group without the recipient volunteering their email address. This is what the spam folder is for. <\/p>\n\n\n\n All campaigns have the “unsubscribe” option at the bottom. You want a clean list of subscribers who genuinely want your marketing content. Someone unsubscribing is a good thing! That means you aren’t wasting your budget on the uninterested.<\/p>\n\n\n\n You should never feel like you are spamming customers. When you think about your customers’ intent and send relevant messages, it\u2019s all good!<\/p>\n\n\n\n Most B2B email marketers see open rates of about 15%. Think that\u2019s low? Think about your daily inbox check. While you don’t open all those emails today, you scan subject lines and submit brands to the brain bank. Unopened emails still have an effect.<\/p>\n\n\n\n We can’t know what an inbox looks like. What we do know is that when the stars align (your subject lines and a recipient\u2019s availability) magic happens. Think about how many campaigns you skipped only to open it later. Open rates take experimentation and constant iteration.<\/p>\n\n\n\n It’s all about opportunities. It\u2019s top-of-the-funnel brand awareness all the way down to retaining customers who have purchased. However, when an email is opened, the value should be near-instantaneous.<\/p>\n\n\n\n The most obvious difference is the audience. <\/p>\n\n\n\n B2B targets other businesses with multiple stakeholders. Products can be super technical requiring research and discussions. This is why the buyer’s journey is long. Most B2C purchases don’t require as much fuss. <\/p>\n\n\n\n This is why we keep bringing up that journey, or extended sales cycle. It\u2019s the key to creating an email strategy that makes sense for your business and your customers.<\/p>\n\n\n\n B2B email marketing utilizes relationship building and industry knowledge to address customer pain points with viable solutions. Just as with other channels, you\u2019re looking to send helpful content.<\/p>\n\n\n\n Here’s what a B2B strategy looks like. To start:<\/p>\n\n\n\n From here, not everyone on your list needs to receive every email. That’s where segmenting comes in. Common B2B segments include industry, role within a company, and product applications. Certain segments need to hear certain messages. For B2B, touchpoints include assets for the research phase. <\/p>\n\n\n\n Next up, keep things going:<\/p>\n\n\n\n Relationship building is the other key. Even after a purchase is placed, you want to keep this customer with:<\/p>\n\n\n\n\n
\n
Email Marketing 101<\/strong><\/h2>\n\n\n\n
Email Marketing isn\u2019t Spam<\/strong><\/h2>\n\n\n\n
Email Marketing is More than Open Rates<\/strong><\/h2>\n\n\n\n
The Big Difference Between B2B and B2C Email Marketing<\/strong><\/h2>\n\n\n\n
Using the Buyer\u2019s Journey for Email Marketing <\/strong><\/h2>\n\n\n\n
\n
\n
![\"Email](\"https:\/\/www.topspot.com\/assets\/files\/resources\/primamat.png\")
<\/figcaption><\/figure><\/div>\n\n\n\n