In BtoB marketing,
e-mail newsletters
are an effective measure to induce requests for materials and inquiries from prospective customers. This time, we will introduce how to effectively use e-mail newsletters in BtoB marketing.
Why use email newsletters in BtoB?
In
BtoB
, the unit price per order is often high, and since multiple parties are involved after the customer becomes aware, it takes a long time to conclude a contract compared to BtoC. For this reason,
lead nurturing
is essential in BtoB
marketing
, and e-mail newsletters are an extremely compatible strategy.
It is realistically difficult to continuously approach many potential customers who are facing issues while following up with each company one by one, so e-mail newsletters that can distribute information all at once can be implemented at low cost and with reduced man-hours. Additionally, by using
MA (marketing automation)
, it is possible to distribute content tailored to customers.
In our e-mail newsletter, we deliver information on products and services, as well as know-how information such as column articles in related fields, in accordance with customers’ issues and consideration status. In addition, we will distribute introductory materials on products and services, implementation examples, and information on white papers and seminars (
webinars
) to obtain
such as requests for materials and inquiries.
Through these moves, you can gain recognition for your company and services, and when users’ desire to purchase increases, you can expect them to choose you as the point of contact.
E-mail newsletters are also effective in building relationships with existing customers. By announcing study sessions for users, distributing specific usage examples, and following up after implementation, you can expect to improve customer satisfaction.
Main ways to use e-mail newsletters in BtoB
Although e-mail newsletters are effective for nurturing potential customers, they can also be used in conjunction with other measures.
CV acquisition through white paper seminars (webinars)
If you post information on white papers and seminars (webinars) on your website, there is no reason not to use e-mail newsletters to attract customers for downloads of white papers and seminars. It saves you the trouble of considering the content to be distributed in your e-mail newsletter, and allows you to carry out e-mail newsletter campaigns efficiently.
Dissemination of know-how information such as introduction examples and columns
It would be a good idea to distribute case studies posted on the website when new ones are posted. If you match the sense of the problem that the prospective customer has, there is a possibility that your email newsletter will generate CVs, such as inquiries from customers who know how to solve the problem.
Additionally, if you operate
owned media
in addition to your website, by introducing and distributing columns published in owned media, you can distribute useful information to prospective customers and build a sense of trust. can.
Introduction of our own products and services
The ultimate goal of an email newsletter is to acquire customers, so don’t forget to introduce products and services and announce campaigns. However, e-mail newsletters with a lot of sales pitches tend to alienate potential customers and may cause them to opt out, so you need to be careful about how often they are sent.
E-mail newsletters are a way to connect with potential customers by sending them out on a regular basis. It’s important to deliver useful content so that your prospects become the point of contact when a problem arises.
Points to keep in mind when creating and distributing email newsletters
In order to achieve results with e-mail newsletters, the key is to create and distribute them in a way that gets people to open them, click on them, and prevent them from opting out.
Email subject and sender
First, create an attractive title to get your email opened. The key is to create an easy-to-understand title that includes keywords that will interest potential customers. Additionally, there is a limit to the number of characters that can be displayed in the subject line on mobile, so we recommend keeping it short.
Creating the main text and setting links
Create texts that are easy to read and empathize with the needs of potential customers. If it is in HTML format, it is effective to arrange images and titles to make it easier to read visually, and to display transition destination links as buttons with conspicuous colors.
You can also expect to improve your click-through rate by intentionally shortening the email body and creating a link that directs you to a link for more specific content. To ensure that the text and images you create are easy to view on any device, be sure to check the display content with a test email before sending.
Delivery date, time and frequency
We conduct AB tests to determine when the open rate will increase, such as the days of the week and times when prospective customers are most likely to view your email newsletter. In addition, it is a good idea to keep an eye on the frequency of sending messages so that recipients do not feel uncomfortable and opt out.
summary
In BtoB marketing, we introduced how to use e-mail newsletters and the key points for creating and distributing them. E-mail newsletters are an effective way to continually approach potential customers whose issues have not yet surfaced. It is important to develop and build relationships of trust with potential customers by providing useful information in line with the issues they are facing.