Originally published January 30, 2022

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Email marketing for B2B? That’s so 2001.

Or is it?

Many of you probably think that electronic mail is old news, a thing of the past. But in actuality, they’re still very well alive today.

Sure, we don’t use them like we once did. They were one of the first ways we could communicate with friends and family quickly. But as social media platforms and messenger apps entered the scene, emails were getting pushed out as a social communication tool.

Here’s the thing with social media – there are just so many platforms.

Because of that, there’s so much noise (content, influencer marketing) that if you’re a small business trying to build your brand awareness, your message and content could get lost in the shuffle and may not reach your target audience.

But what if we told you there is a way to cut through the clutter and get your content across? That’s right; it’s using email. 

Many marketers and businesses utilize them as a digital marketing tool, and it has done wonders for them. That’s only one of the many benefits of investing in an email marketing strategy and why you should too.

8 Reasons Why You Should Use Email Marketing for B2B

Still not convinced? Here are eight reasons why you should use emails for your business.

1. They’re cost-effective

Compared to commercials, billboards, and other forms of advertisements, email marketing is pretty cheap. This is a small business owner’s dream scenario where they can reach and advertise to their audience without having to spend a lot of cash. All you need is a copywriter and possibly a graphic designer.

On top of that, email marketing generates a high return on investment (ROI). Per DMA, emails make $42 for every $1 spent. So if you’re looking for an effective B2B marketing strategy, look no further than good ole electronic mail.

2. Reach the right audience at the right time

People have multiple ways of accessing their emails anytime, anywhere – desktop, tablet, but most importantly, mobile (and people check it constantly, especially other business owners). In fact, 21% of emails get opened within the first hour of sending. That is a pretty fast response time.

So if you want to relay your message to your audience at the right time, email marketing is the way to go.

3. Emails are great for driving web traffic

Emails are a great content marketing strategy that shows what else your site has to offer while boosting your SEO in the process. Use it as an opportunity to share any new blog posts or products that your audience may not be aware of. Make sure to include a call-to-action, so readers know what to do and where to go after opening your email.

4. Easy to measure

Another cool thing about emails is that it’s easy to track and measure their success, especially if you use a service like Constant Contact (our preferred email provider). You can get all the metrics you need, including open rates (how many people opened your email), click-through rates (how many people interacted with your email), and unsubscribes. This is helpful because it lets you know which content marketing strategies are working and which ones are not.

5. They can drive conversions

Have you ever noticed when businesses send you emails reminding you that you have items in your cart? These are what are known as abandoned cart emails. According to Klaviyo, these emails help you earn back 3%-14% in lost sales and improve B2C marketing. 

It just goes to show how powerful they are in giving potential customers that extra push to buy. If that doesn’t show how effective emails are, then we don’t know what will.

6. Personalized, custom experiences

Who doesn’t love an email that feels like it was made for them? Exactly. That is why you should do the same.

Crafting personalized messages is a crucial way to not only get customers and business owners to open but also get them to buy. People are very receptive and responsive to these kinds of emails because it makes them feel important and special. Marketers who use personalized messaging indicated that the top 3 benefits include increased open rate, increased click-through rate, and increased customer satisfaction.

Personalization may sound like a lot of work, but there are email automation systems that make it easier to create unique emails that cater to what the person is interested in. It can certainly be worth the effort if you reel in that potential customer!

7. Strengthen your relationship with your customers

Because emails are so personal, each email you send helps maintain and strengthen the relationship you have with your customers. This form of marketing enables you to stay in constant contact with customers and increase B2C sales. Studies show that 49% of recipients said that they want to receive more promotional offers from your business on a weekly basis.

Note that they said they WANT to hear from you.

This is also an excellent B2C marketing strategy to spread brand awareness and keep your business top-of-mind.

8. Emails show better results than social media

You probably think that social media is the absolute rave in today’s society. There’s no way email could do better than social media. Well, you’ll be surprised to learn that emails show better ROI than social media. According to a study from McKinsey, email is 40x more effective at customer acquisition than Facebook and Twitter.

We’re not saying to ditch social media altogether. Each has its special purpose in B2B ecommerce. Social media is better for grabbing potential customers' attention and interest, while email is better at converting leads to sales. These two can work together in your business model to enhance your sales process and grow your business significantly.

Emails Are More Useful Than Ever Before

Email marketing is a powerful addition to your digital marketing strategy. It’s a tool with low costs but very high returns on investment. You would be missing out on tons of sales opportunities if you don’t consider using an email list.

If you want to write emails for your audience but don’t know where to start, we can help! Contact us today to learn about how People First Content can help you write emails that engage your audience and drive conversions.

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