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Email automation for B2B campaigns is essential in making B2B email marketing a force to reckon with.

Many marketers may believe that email marketing is a dead channel. However, that couldn’t be further away from the truth. The famous saying, “If it isn’t broken, don’t fix it” is entirely applicable when it comes to modern email technology. With social media’s boom in recent years, the B2B email marketing landscape has changed. Thanks to social media networking sites like Facebook and Twitter, marketers across industries are enjoying a world of unlimited possibility.

Naturally, there are still many people who don’t see the power of email. They believe that email marketing is outdated or irrelevant in the growing face of social media platforms. Interestingly enough, email marketing is one of the most direct communication channels between you and your customer or prospect. When it comes to the B2B industry, email marketing is undoubtedly significant and essential.

Recent findings reveal great news for B2B marketers. Marketers who incorporate marketing automation into their email outreach efforts, increase the overall contribution to the sales pipeline by an average of 10% 

 


Email automation for B2B companies enhances the effectiveness of email marketing as a communication channel. In this article, let’s take a look at what email automation encompasses. We’ll look into what it can do for you, and how you can incorporate it within your B2B business’s marketing operations. This article will help you turn your email marketing campaigns into a personal, revenue-generating business channel.

 

What Is Email Automation?

Email automation is used to describe email communication that is triggered by a particular action that your customer takes.

Some email automation sequences that you might be familiar with include –

  • Abandoned cart emails: Emails sent when a customer adds items to their cart but doesn’t complete the process of purchase.
  • Order confirmation or Order update emails: Emails that contain details about a specific order’s placement or updates about any changes in order.
  • Newsletter signup email: Emails sent as a means to confirm when a visitor signs up to your mailing list.
  • Re-engagement emails: Emails sent as a subtle reminder that the customer has not purchased from you in a given period.

Apart from these triggers, there are many actions taken by your B2B customers. No matter what the trigger is, email automation is much different compared to email campaigns. It differs from mail blasts to an entire email list of contacts.

The organization’s actions trigger promotional emails — however, transactional email triggers by something that a shopper does. You certainly have a lot to gain by automating promotional email marketing. But, email automation of transactional emails is equally essential.

B2B Email Automation: An Asset

With every passing day, more platforms are looking for a share in communication ecosystems. In such a scenario, you may wonder if it was possible to handle automated communication on other social channels. But, email automation for B2B markets is a unique and irreplaceable asset in your arsenal. You can’t tweet a demo appointment confirmation to a potential client. Teams can’t use messenger for order details or a subscription confirmation. Marketing or Sales reps can’t post a receipt on a client’s Facebook Timeline.
 
All in all, there are still many occasions where email marketing is still the best channel of communication. Now you understand the importance of leveraging email automation into your marketing communications. Let’s look at the types of email automation that you should be sending out today.

 

Types of Email Automation for B2B Customers

 

Welcome Emails

There is never a second chance to make a first impression on someone. This is applicable even to email. Luckily, in the case of email, you needn’t worry about a lot. You don’t have to spend time perfecting your handshake, eye contact or how you look in a blazer. All you need to do is send a well-written welcome email.
 
Any marketer worth his salt knows the importance of building customer relations. Consumers, prospects or potential customers must see you as a brand that cares about them. They should view you as someone who cares about their experience. Only then are they going to start and maintain a beneficial relationship with the brand.
 
According to ReturnPath’s study on welcome emails, 75% of the top B2C retail companies send welcome emails. This number shrinks to an almost negligible 12.5% when it comes to B2B companies. Evidently, there is a world of difference between B2B and B2C companies. However, the underlying principles of customer experience remain constant.

What Welcome Emails Can Do For You

Studies on the subject show surprising facts. They state that welcome emails receive, around two to four times the engagement rate, as compared to regular promotional emails. Studies also show that welcome emails can cause subscribers to remain a part of your list for longer. Welcome emails can make customers interact more often with your brand. It nudges them to spend more money on your products or services.

In short, the first impression on subscribers made by emails reaps long-term returns. This makes welcome emails a vital part of your email automation strategy. Using email automation for B2B welcome emails has many benefits.

This welcome email from plumbing supplies distributor Ferguson is an excellent example of welcome emails that are warm and friendly. It is essential to use the right language in your email communication, especially in welcome emails. Moreover, you should always try and ask for more information in your email communication. Ferguson’s email is an excellent example of asking for the subscriber’s information to tailor content to the subscriber’s tastes and interests.

 

Product Review Emails

It is a well-known fact that product reviews can impact E-commerce buying decisions. According to this particular Nielson report, 68% of consumers trust online opinions and reviews. However, they must come from other consumers. Marketing has more to it than selling. Profits are the end-goal. But, anticipating and satisfying customer needs are also integral parts of getting there.
 
To ensure a long-lasting relationship with your customers, remain in their good books. Only caring and communication until the moment the place an order, and then forgetting them later is a recipe for disaster. The ideal situation includes staying in touch with your customers, even after they have made a purchase. After they’ve used the product, get in touch again. This is where email automation for B2B communication comes in.
 
The aim in this scenario is to build authentic customer relationships. You can start by asking them if they are happy with the product they have ordered. Find out what their needs were for buying the product. Did the product meet their requirements? Learn what their initial reaction was to the product. Ask them if their experience has changed over time. This investment in communication and value to their experiences show that you care. Use email automation to gather feedback for developing better products. Leverage it for offering a smoother user experience.

There is another advantage for B2B marketers asking for product reviews. With the information and feedback you gather, you have all you need to make your marketing communication effective. Social proof has the power to influence buyers like few other things.

 

 

Thank You Email

As a marketer, your efforts are geared towards making your subscribers or customers do something. Maybe this week you want them to sign up for a newsletter. Last September it was a webinar, and maybe next week you’ll ask them to download an eBook. Sounds familiar?
 
Imagine if you did the same thing in the offline world. If you kept badgering a group of people to do something, the least they’d expect was thanks. Maybe you can’t offer to return the favour, but you can certainly say thank you.
 
The power of thanking someone is immense. Moreover, it isn’t difficult to incorporate within your online communication either. After the customer completes or performs an action, it is best to send them an automated thank you email. This simple, yet effective message works as a positive reinforcement of sorts. If you’d like to make it even sweeter, throw in a coupon code, free delivery, discount coupon or extended warranty. Anything you can do to show how much you appreciate the action taken by the customer goes a long way.

By using email automation for B2B to send thank you emails, you are helping your customer build a stronger relationship with your brand.

 

Order Status Email

When it comes to e-commerce businesses, transaction and order status or confirmation emails are very popular. However, it is rare to see anything else related to the product. Email automation is surely critical to ensure that the customer’s experience is smooth. However, that is not all.
 
In the B2B scenario, you can take this a step ahead by supplying them with relevant content as they wait. Content that helps them understand how to use the product is good. You can talk about maintenance guidelines, or exchange policies, and even service guarantees. These are bound to make the wait even more exciting. Simply speaking, these emails work at exciting them for your product’s arrival – a trailer of sorts.
 
You could also send emails telling them they’ve made the right decision by choosing your brand. Invite them to join discussions or forum with other businesses that have used your product or services. This step is the start of building a brand community that fosters long-lasting consumer relations.

 

Webinar Invitation Emails

Online webinars are awesome. They double up as a way to build authentic relationships with customers, subscribers, and prospects. Webinars are a great way to establish your brand as an authority as well as for making you credible. Most importantly, they do not aim at selling you something. Instead, they help you learn something new, it shows that you care about giving back. By showing audiences that you care about helping and not just selling, it helps build loyalty.

 

The successes of webinar marketing efforts are usually proportional to total registrations. This means that the larger the view population you attract, the more success you’ll find. To draw in the desired large audiences, utilise different marketing channels and tactics that can bring in returns. This definitely includes marketing email automation and paid advertisements. However, collaborations and brand tie-ups also have some value.

 

When it comes to organising webinars, email automation for B2B clients is especially useful. The best part is that you can send emails to anybody interested in being a part of the webinar. No matter if you have a monthly webinar to talk about industry news, a weekly skill-training webinar or an educational series; email automation can help rope in more people.

Webinars offer prospects the opportunity to get familiar with what you have to offer. If they have been delaying the purchase process, a webinar is a reason not to.

 

Free Content Email

B2B customers today are seeking out highly customised digital experiences that cater to their needs without much effort. Directly speaking, a customer is more likely to do business with you if they receive personalized communication and information based on their physical location. Personalize your marketing communication so that it is relevant, useful and exciting to consumers. This attention to detail is a great way to bring in a higher ROI.

Email acts as the perfect support for any campaign-based marketing activity you take up. With email marketing, you have the opportunity to carefully plan things. Right from the delivery time of the content into your subscriber’s inbox, to its frequency, everything can be customized.

Well-written, relevant, customised content can help in driving traffic, inspiring action and achieving other crucial campaign objectives. With email automation for campaign emails, you can help bring in new clients by offering something useful for free to strengthen the customer bond.

With marketing email automation for B2B, you can nurture long-term advocacy by providing personalised, relevant content to your B2B customer. By utilising customer segmentation and profiling tactics, you can make sure customers receive targeted emails about offers and promos.

 

 

Trial or Demo Email

Let’s be honest. We all love free stuff!

When it comes to the B2B sector, the purchase process requires a little more effort and convincing. With more gatekeepers, pricier products, longer sales cycles and fierce competition, there is a significant need for you to stand out among prospects.

One effective way of targeting prospects on email is by offering a free product trial or free demo session. This gives them first-hand insight into what your company can provide to them. By using email automation for B2B, you can even target the recipients who do not sign-up and follow-up with limited period offers or special discounts.

KISSmetrics uses email automation to encourage customer sign-ups for personalised demos. Not only do they make the prospect feel valued by offering to arrange a free demo, but they also accommodate the client’s schedule.

 

The Multifaceted Ways of Using Email Automation

As you go ahead pursuing email campaigns and flows, remember that transactional emails come with an opening rate of about 33 per cent. This number is way higher than you would expect from0 promotional campaigns. Transactional emails are famously known to have higher click-through rates than any other type of email.

This means that customers are more likely to read an order confirmation email or free content email than a monthly promo coupon. For best results, use transactional emails as a chance to market your other services or products. No rule prevents you from going the extra mile. Rather than merely sending a run-of-the-mill confirmation email, send one that also includes a personalised discount code and other touches to reinforce brand identity.

Email is indeed a measurable, lucrative and cost-effective marketing channel for B2B companies. Back by figures, statistics as well as professional opinions, email marketing has a lot to offer businesses when it comes to gaining ROI. It is also a big asset when it comes to improving lead generation, creating opportunities to upsell or resell and even client retention.

Using email marketing to streamline your email communication helps you make the most of an already lucrative channel. By delivering information that is engaging to a targeted list, you can enhance your client base. In this manner, email automation can positively impact your company’s bottom line. Since this is the end goal of any B2B email marketing efforts, it makes sense to rope in the powers of email automation for B2B to achieve better growth.

 

Conclusion

While email automation sounds like a dream and promises to bring in increased profits, there is a lot to consider. ‘Automation’ in email automation can’t be interchanged with ‘easy’. While email comes equipped with fancy triggers, it also has many challenges and drawbacks just like Facebook or Instagram. So while email automation helps you get the most out of email marketing, it is not the only channel you should be focusing on.

Don’t think of it as ‘email vs other channels’.

When it comes to B2B marketing, each marketing channel has some superpower or another to help rope in more customers or prospects. Some channels are best used to create meaningful conversations with your user base while another one is useful when it comes to keeping your subscriber list supplied with content.

An Example of Email Automation’s Effect

Let’s look at the example of an online seller.  He uses the existing customer info he possesses to create a Facebook ad to target lookalike customers. Once this is done, he creates a well-optimised landing page to enlist them. He might even offer some relevant information. Maybe the customer in question is even browsing through the seller’s online store.

In such a scenario, email acts as a powerful tool to stay connected to customers. Maybe it is easier to rope in new customers through another marketing channel. But you can always enhance the relationship by utilising email marketing and email automation.

Many marketing channels are comprehensive all by themselves. However, when they are combined or coupled together, their powers combine to drive value for the end customer. By merging marketing channels and creating a comprehensive marketing strategy, you can offer your customers an experience that is relevant to their needs, past purchases and behaviour. Such an amalgamated approach helps your customer make smarter purchase decisions.

 

Final Thoughts on Email Automation For B2B Organizations

What this means is that while email marketing is a compelling channel, it cannot be a standalone tactic to drive sales. Email automation for B2B marketing is best utilised as a part of an ecosystem of communication channels. It helps you offer personalised content. The tool also offers format flexibility so that you can experiment with what brings in the highest returns. Automation acts as a deliberate form of communication with customers and allows for higher engagement.

However, the real power of email as a channel is harnessed best in collaboration with other platforms including mobile notifications, Facebook ads, PPC, Google retargeting and so on. 

If you are a B2B business looking to grow, make email automation, email list building, B2B Lead generation and marketing work for you with BizProspex!

 

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