Looking for a way to keep customers engaged and boost your brand’s top of mind awareness? Email marketing does both — and then some.
Email marketing is a powerful marketing channel for B2B companies. Over 3 billion emails are sent every day and for every $1 spent, email marketing generates $38 in Return on Investment (ROI). So, it’s no wonder email marketing is used by 87% of B2B marketers.
From automated “Thank You” emails to monthly eNewsletters, email marketing offers companies the chance to have meaningful interactions with customers. So, whether your company is just starting out or already established, you can use email to connect with customers while building brand awareness. Let’s take a closer look at five ways email marketing benefits your brand.
Stay Connected to Your Audience
Email marketing allows you to cultivate relationships with your current and potential customers. Unlike social media, which is subject to algorithms, email marketing offers a way to connect with your audience directly. This is why it’s especially important to maintain a healthy email list. Be sure to regularly review your list, scrubbing hard bounces, deleting duplicates and fixing typos. You’ll also want to keep growing your list. One of the most popular ways to encourage new subscribers to opt in is to add an email signup list to your website.
Learn What Makes Your Audience Tick
Email marketing platforms, such as Campaign Monitor and Mailchimp, provide in-depth tools to help you better understand your audience. For example, A/B tests allow you to compare the performance between two subject lines. You can also review a campaign’s email analytics to see everything from high-level stats — such as the open, click-thru and bounce rates — down to the nitty-gritty details — such as who opened the email, how many times and which actions they took. These insights can help you develop content that resonates with your audience.
The people on your mailing list have opted in because they are interested in what your company offers. Email offers you the perfect opportunity to deliver things of value — straight to their inbox. Make the most of this by segmenting your email list so that your company can tailor content to each group. Take this one step further with personalized dynamic content. Email automation allows companies to send personalized emails to customers seamlessly.
Showcase Your Company’s Brand
Email marketing provides a perfect opportunity to showcase your brand in its best light. From the subject line to the footer, every part of a mass email can be optimized to reflect your brand. By reinforcing the brand’s look and feel in emails, your audience will be more familiar with your brand and more likely to recognize it in the future.
Don’t be afraid to get creative when it comes to email marketing. Try experimenting with different types of content to see what connects with your audience. From an interactive poll to a free download, the sky’s the limit. Plus, 70% of professionals use email to share industry-related news with their peers. So, the more interesting the content, the more likely it is to be passed along. You can even include a CTA in your email to encourage readers to share.
Developing an email marketing strategy can work wonders when it comes to boosting your brand’s top of mind awareness. It puts you in direct contact with your customers, giving you the chance to cultivate long-term relationships. If you have questions or want to learn how we can develop a custom email marketing strategy for your business, let us know! Our team is here to help.