If you’ve somehow been lead to believe that email is dead – think again. B2B email marketing is very much alive and doing quite well for itself. In fact, statistics from Demandwave’s State of B2B Digital Marketing show that email marketing is not only still relevant, but it’s dominating the digital marketing scene. According to the report, 75% of digital marketers rely on email with 59% naming email as the top channel for driving revenue.
For telecom and cloud providers, MSPs, and VARs, email provides a relatively low-cost way to nurture prospects, engage existing customers, and ultimately drive more revenue. But not all email campaigns are equal. In fact, we’ve compiled a list of B2B marketing emails that you should be using today in your marketing strategy.
1. Lead Nurturing Emails
This series of emails are designed specifically to help move leads through your funnel and educate prospects on your specific solutions. Also known as “trigger campaigns,” this type of email campaign is often triggered by the prospect taking some previous action. Maybe they clicked a link in a promotional email, downloaded a piece of content, or attended a live or virtual event. This short, focused email series uses the behavioral data of the prospect and provides air support for your sales teams and aim to further engage with prospects over time. While nurture campaigns take time and resources to develop, this type of campaign yields great rewards, achieving 4-10 times the response ratecompared to stand-alone emails.
2. Promotional Emails
Promotional emails are likely the most common type of email for businesses. Typically associated with XX% OFF of a product or service, you can get creative with these types of email campaigns. Whether you’re offering a free month of service, discounted rates on apps, or waived fees for managed services, you should be strategic when crafting promo campaigns. Rather than sending a handful of one-off emails promoting your services, consider designing a campaignthat builds on the promotional offer and progresses in a unified manner.
3. Newsletter Emails
These emails have made a resurgence in popularity over the past few years. Newsletters give your business the opportunity to get a lot of valuable information into one place for your readers. A word of caution, though, don’t send boring newsletters just for the sake of sending a newsletter. Lackluster content will undoubtedly cause readers to hit the “unsubscribe” button. Carefully select the type of material you include in your newsletter and resist the urge to send out a flood of self-serving content doesn’t help to educate your readers. Many in the telecom and cloud industry have nearly perfected the art of the newsletter, compiling a variety of industry news, content offers, event invitations, and company blog posts.
4. The Welcome Series
When a prospect subscribes to your blog, registers for a webinar, or completes some other opt-in activity, the welcome email is a necessity. Very useful, yet often overlooked, this email gives you an opportunity to provide additional information to the prospect. But don’t stop with just one email. Sending a series of emails gives you the chance to build a relationship, establish trust, and educate the subscriber. Welcome emails typically get higher than average open rates and click-through rates when executed properly. Keep in mind that you should begin this series almost immediately after the prospect has opted-in to your content. Waiting too long to connect with the subscriber can result in higher spam rates since the prospect may forget they signed up over time.
5. Survey Emails
The best marketing isn’t a monologue, but rather a dialogue. One of the best ways to start that conversation is through surveys. How can you expect to send your prospects relevant information if you never give them the option to provide input? Using these emails in the welcome series that we talked about earlier can provide valuable information so you can better tailor your email marketing efforts. If done well, you should be able to glean insights that will help you segment prospects based on interest in a particular solution or product. In fact, research shows that segmented email campaigns have a 14.32% higher open rate than non-segmented campaigns.
6. Post-Sale/Onboarding Emails
One of the best ways to turn a new customer into an advocate of your solution to educate them on mastering the technology. Onboarding campaigns help guide the user as they become familiar with your service. Tips and tricks on how to use the equipment, manage settings, generate usage reports, submit support tickets, or access your portal are all great ways to ensure that the customer is fully engaged in your service. Often, these emails are vital in promoting user adoption in large scale service deployments for your client.
7. Cross-sell Emails
Selling doesn’t end with the sale. When you closed the deal with your customer, they likely didn’t buy everything in your solution portfolio. You probably have complementary services that would be valuable to the user. Cross-sell emails expose your customer to those products and could be paired with a promotional offer that gives them a discount, free trial, or another incentive to buy additional services. This type of campaign requires some data segmentation, however. Don’t blast this kind of email out to all of your customers without first segmenting them. Sending an offer to a customer that already purchased that particular service, especially at a discounted price than they are already paying, could backfire on you.
Ready to amp up your email game, but don’t know where to start? Carve Digital can help. Connect with one of our email marketing specialists for more information on how we power the inbox for our clients.