Email is reportedly one of the most popular organic distribution channels and is used by 87% of B2B marketers. And in the face of so much competition, it’s vital you don’t miss the mark. B2B email marketing tools can simplify the process, helping you reach and engage your audience more effectively.
Why is B2B email marketing still important today?
In the wake of the pandemic, it’s more important than ever to have a strong digital strategy. Companies around the world have moved online, and reports show that business leaders plan to spend 25% more on digital in 2021. You can’t afford to be left behind.
For years, email has been a vital component of any successful digital marketing strategy. It helps businesses connect with customers and analyse campaigns effectively. The world of digital marketing might move quickly, but Forbes recently published an article stating that email marketing still promises to deliver the highest ROI of all marketing channels.
What can email marketing do for your business?
B2B email marketing and newsletters offer businesses the chance to connect with customers in a creative and measurable way. You can provide value through free content or downloads, almost instantly let customers know about an event or offer, and create a sales funnel that guides them through to purchase.
Thanks to the latest tools, email marketing can be personalised, too. For instance, businesses can divide their customers into groups (called segmenting) and personalise what they see based on factors such as region, interests or demographics.
Using analytics, businesses can then analyse their success. In fact, 90% of B2B marketers use email engagement to measure content performance – showing how just important it is.
Tools for B2B email marketing
Although there are many factors to consider, with the right tools, email marketing doesn’t have to be overly complicated. With everything in one place, it’s easier and quicker than ever to create, deliver and analyse engaging campaigns.
These tools aren’t just for amateurs. Approximately 85% of marketers use mail marketing software, making it one of the top two tools, alongside analytics software.
Which tool you need depends on your goals. However, the best tool will save you time and effort at each stage of your campaign. A dedicated email marketing specialist can advise on this. Below are some examples of popular choices.
Mail Chimp
Popular for:
- Creating designs
- Managing audiences
- Insights
HubSpot
Popular for:
- Having everything in one place
- Including email marketing
- CRM
- Website CMS
- Insights
Send Grid
Popular for:
- Focus on deliverability
- Making sure emails get where they need to go
Getting the most out of the tools
To get the most out of your B2B email marketing tool, you need to have a solid campaign created by someone with a good understanding of how those tools can benefit it – ideally, a dedicated specialist with prior knowledge of MarTec solutions. They can save you time and help you build the most effective strategies.
Outsourcing is a scalable and flexible way of achieving this without stretching in-house resources. It can decrease production time and give you access to new expertise.
