{"id":8584,"date":"2018-04-04T08:00:38","date_gmt":"2018-04-04T06:00:38","guid":{"rendered":"http:\/\/www.digitalresponse.es\/?p=8584"},"modified":"2018-04-04T08:00:38","modified_gmt":"2018-04-04T06:00:38","slug":"programas-email-marketing-b2b","status":"publish","type":"post","link":"https:\/\/www.digitalresponse.es\/en\/programas-email-marketing-b2b\/","title":{"rendered":"Targeted email marketing programmes for B2B companies"},"content":{"rendered":"<p>In the <a rel=\"noopener\" href=\"https:\/\/www.digitalresponse.es\/en\/blog\/diferencias-email-marketing-b2b-b2c\/\" target=\"_blank\">B2C<\/a> 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 <strong>3 specific and highly effective email marketing programmes for B2B companies<\/strong>.<\/p>\n\n\n\n<!--more-->\n\n\n\n<p><br><\/p>\n\n\n\n<p><strong>Replenishment<\/strong><br>The tactics of <strong><em>replenishment<\/em><\/strong> 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.<\/p>\n\n\n\n<p><br><\/p>\n\n\n\n<p><strong>Newsletter<\/strong><br>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.<br>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:<\/p>\n\n\n\n<ul class=\"wp-block-list\"><li>Strengthens user engagement with the brand<\/li><li>Helps position the brand as \"top of mind\".<\/li><li>Positions the company as an expert in a given sector<\/li><li>Generate visits to the site<\/li><li>Generate leads<\/li><\/ul>\n\n\n\n<p><br><\/p>\n\n\n\n<p><strong>Special event communications<\/strong><br>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.<br>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 <a rel=\"noopener\" href=\"https:\/\/www.digitalresponse.es\/en\/blog\/email-marketing-organizacion-eventos\/\" target=\"_blank\">organisation of events<\/a>We know at any given moment how many people have registered and what their profile is.<\/p>\n\n\n\n<p><br><\/p>\n\n\n\n<p>If you want more information on how to apply email marketing in B2B environments, we recommend you to download this<strong>\u00a0Free Ebook:<\/strong> <a rel=\"noopener\" href=\"https:\/\/www.digitalresponse.es\/en\/recursos-email-marketing\/como-fidelizar-b2b-campanas-email-marketing-eficaces\/\" target=\"_blank\"><strong>How to build loyalty in B2B with effective email marketing campaigns<\/strong><\/a><\/p>","protected":false},"excerpt":{"rendered":"<p>En el B2C la mayor\u00eda de empresas utilizan el email marketing para comunicarse con sus clientes finales, sin embargo, a\u00fan est\u00e1 por explotar el uso de esta herramienta de comunicaci\u00f3n en entornos B2B. Esto es debido al peso de las relaciones personales y el desarrollo de equipos de \u00abaccount managers\u00bb. Sin embargo, el uso del [&hellip;]<\/p>\n","protected":false},"author":7,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[37,107],"tags":[],"post_folder":[],"class_list":["post-8584","post","type-post","status-publish","format-standard","hentry","category-blog","category-email-marketing-fidelizacion"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.0 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Programas de email marketing espec\u00edficos para empresas B2B - Digital Response<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.digitalresponse.es\/en\/programas-email-marketing-b2b\/\" \/>\n<meta property=\"og:locale\" content=\"en_GB\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Programas de email marketing espec\u00edficos para empresas B2B - Digital Response\" \/>\n<meta property=\"og:description\" content=\"En el B2C la mayor\u00eda de empresas utilizan el email marketing para comunicarse con sus clientes finales, sin embargo, a\u00fan est\u00e1 por explotar el uso de esta herramienta de comunicaci\u00f3n en entornos B2B. Esto es debido al peso de las relaciones personales y el desarrollo de equipos de \u00abaccount managers\u00bb. Sin embargo, el uso del [&hellip;]\" \/>\n<meta property=\"og:url\" content=\"https:\/\/www.digitalresponse.es\/en\/programas-email-marketing-b2b\/\" \/>\n<meta property=\"og:site_name\" content=\"Digital Response\" \/>\n<meta property=\"article:publisher\" content=\"https:\/\/www.facebook.com\/digitalresponse\" \/>\n<meta property=\"article:published_time\" content=\"2018-04-04T06:00:38+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/www.digitalresponse.es\/wp-content\/uploads\/2017\/06\/EMAIL-MARKETING.png\" \/>\n\t<meta property=\"og:image:width\" content=\"800\" \/>\n\t<meta property=\"og:image:height\" content=\"800\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/png\" \/>\n<meta name=\"author\" content=\"Ariadna Gubern\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:creator\" content=\"@dresponse\" \/>\n<meta name=\"twitter:site\" content=\"@dresponse\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"Ariadna Gubern\" \/>\n\t<meta name=\"twitter:label2\" content=\"Estimated reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"3 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\/\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\/\/www.digitalresponse.es\/programas-email-marketing-b2b\/#article\",\"isPartOf\":{\"@id\":\"https:\/\/www.digitalresponse.es\/programas-email-marketing-b2b\/\"},\"author\":{\"name\":\"Ariadna Gubern\",\"@id\":\"https:\/\/www.digitalresponse.es\/#\/schema\/person\/5e0e9b0842bdb4269390c815a805b8bf\"},\"headline\":\"Programas de email marketing espec\u00edficos para empresas B2B\",\"datePublished\":\"2018-04-04T06:00:38+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\/\/www.digitalresponse.es\/programas-email-marketing-b2b\/\"},\"wordCount\":521,\"commentCount\":1,\"publisher\":{\"@id\":\"https:\/\/www.digitalresponse.es\/#organization\"},\"articleSection\":[\"Blog\",\"Email Marketing Fidelizaci\u00f3n\"],\"inLanguage\":\"en-GB\"},{\"@type\":\"WebPage\",\"@id\":\"https:\/\/www.digitalresponse.es\/programas-email-marketing-b2b\/\",\"url\":\"https:\/\/www.digitalresponse.es\/programas-email-marketing-b2b\/\",\"name\":\"Programas de email marketing espec\u00edficos para empresas B2B - 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