Blog, Email Marketing Loyalty

Targeted email marketing programmes for B2B companies

4 April 2018 Comments Off on Programas de email marketing específicos para empresas B2B

In the B2C Most companies use email marketing to communicate with their end customers, however, the use of this communication tool in B2B environments has yet to be exploited. This is due to the weight of personal relationships and the development of teams of account managers. However, the use of email marketing as a complement to direct sales and B2B marketing actions is proving to be one of the most effective tools available to marketers today. Today we will look at 3 specific and highly effective email marketing programmes for B2B companies.


Replenishment
The tactics of replenishment is to anticipate when our customer will need our product again. By knowing the life cycle of the product and the volume and date when a particular customer placed an order, we can estimate when they may need to place another order and therefore make a purchase. By anticipating via email and reminding them to reorder, and even offering a specific benefit (discount, free gift), we reduce the chances that they will turn to a competitor when the time comes.


Newsletter
The purpose of a newsletter is to convey information about the organisation, its sector of activity, a social group, etc. to its recipients. They may also have an explicit commercial nature at certain times, including special offers. The element that characterises this type of communication is its regularity in sending (a monthly frequency is recommended). The user knows when and in what format he/she will receive this information.
It is essential to communicate relevant and valuable content, so that when it is time to send a new mailing, the user has a real interest in accessing the information. The main benefits of a newsletter are the following:

  • Strengthens user engagement with the brand
  • Helps position the brand as "top of mind".
  • Positions the company as an expert in a given sector
  • Generate visits to the site
  • Generate leads


Special event communications
On the one hand, the low cost per contact that email represents compared to other means of direct communication and, on the other hand, the possibility of knowing in detail who has done what and when, make email marketing the best tool for communicating invitations to events, webinars, fairs, meetings, etc.
By linking the invitation to an online registration form we can see in real time how many users are registering and their contact details. This allows for better planning of the organisation of eventsWe know at any given moment how many people have registered and what their profile is.


If you want more information on how to apply email marketing in B2B environments, we recommend you to download this Free Ebook: How to build loyalty in B2B with effective email marketing campaigns