In BtoB, it is common for multiple parties to be involved in the decision-making process, and it takes a long time to reach a purchasing decision. By using email effectively, you can achieve continuous communication, strengthen relationships with customers, and expand business opportunities. In addition, email marketing is very cost-effective, and it is said that you can expect a return of up to $40 per dollar invested overseas , so the importance of email marketing in the BtoB field is immeasurable.
However, simply sending emails can be difficult to achieve the results you expect, and in some cases, it can lead to unsubscriptions and the risk of losing many thailand b2b leads potential customers. This article clearly explains the process from the basics of email marketing to creating and executing an effective strategy, and provides it in an easy-to-understand format for readers.
What is Email Marketing?
Email marketing is a marketing method that delivers information about your products and services via email. Email is an important point of contact with your customers or leads who are interested in your company, and allows you to maintain relationships while nurturing them (increasing their interest) and proposing upselling/cross-selling.
In particular, email marketing is known as a cost-effective measure because it can deliver personalized emails tailored to each individual customer and the sending costs are reasonable. However
, there are many different types of email, such as promotional emails and nurturing emails, and they must be used appropriately according to the purpose and interests of the customer. The characteristics of each type of email will be described later so that you can use them according to your purpose.
B2B email marketing statistics
Email remains a vital B2B channel. Here are some statistics to prove it.
50% of US B2B marketers say email marketing is their most influential channel ( eMarketer )
Nearly half (44%) of B2B marketers say email is the distribution channel that gets the best results ( Content Marketing Institute )
Half of marketers rated the impact of their email spend as "very effective," ahead of native advertising (48%) and podcasts (45%) ( Nielsen )
The most common purpose of email marketing and sales activities is "strengthening relationships with potential customers (72.3%)," while the most common benefit of email distribution is "reducing costs (72.3%)" ( B2B Marketing Co., Ltd. )
As these surveys show, email marketing is considered an important cost-effective measure in B2B. In particular, it is used to nurture leads acquired through owned media, webinars, exhibitions, etc., strengthening relationships with them and handing over high-quality leads to sales.
What is the importance of email marketing? Is email marketing outdated?
With the rise of social media and digital channels, email marketing has become outdated as more and more people connect with their customers. But is that really the case?
Email newsletter subscription status by generation
(Source: Benchmark Japan )
According to Benchmark Japan's "Survey on Japan's Email Magazine Subscription Status 2023 Edition ," 71.3% of respondents receive email magazines, and the subscription rate increases with age. Younger generations collect information through various channels such as social media, but people in their 40s and older, who are often decision makers, collect information through email.
Also, according to Litmus , email has a ROI of $36 per dollar. In simple terms, this means that for every $1 you spend on email marketing, you can get $36 in return. This shows that email marketing is a cost-effective way to directly communicate with your customers and build long-term customer relationships.
These findings suggest that email remains an important communication channel for customers and a cost-effective one for businesses.
