In the column ”
What is lead nurturing? Explaining the meaning, method, and four processes
,” we will explain the process of “lead nurturing,” which is the process of nurturing acquired leads into customers with a high possibility of converting them into projects or receiving orders. We introduced email as one of the methods.
This time, we have summarized the role and benefits of e-mail newsletters in BtoB marketing.
The information you want to convey in your e-mail newsletter can be conveyed as if it were a letter. Advantages in terms of cost
An e-mail magazine
refers to a magazine that is sent periodically by e-mail, so it can be considered an online version of a letter or direct mail (DM).
It is often used as a sales promotion because it goes directly to the user.
In addition, e-mail newsletters are the only media that allows push-type marketing development in web marketing.
In companies, it is common for e-mail newsletters to be distributed all at once using a dedicated distribution system to a large number of users who regularly subscribe to the e-mail newsletter.
Distributing email newsletters is
one of the marketing process “lead nurturing” methods used
in corporate sales, where it takes a relatively long time to acquire customers.
We regularly distribute e-mail newsletters in the hope that we will provide useful information about our company at an appropriate time over the medium to long term, and as a result, increase the desire to purchase our products and services.
Not only does it allow companies to easily send the information they want to their target customers in the same way as a letter, but it
also has cost advantages
compared to paper direct mail, which requires postage.
Thinking about distribution content is time-consuming. But the numerical results after distribution are what makes it worthwhile.
The purpose of distributing e-mail newsletters is for “lead nurturing,” and even if you distribute multiple e-mail newsletters, you can reduce operating costs as much as possible by using a simultaneous e-mail distribution service.
The concern is that it takes time to think about the content of the email newsletter and the content to be distributed.
In our case, we send out about eight e-mail newsletters a month, about twice a week. The content is
- Seminar (event) announcement
- Announcement of new advertising plan
- Advertising campaign announcement
- Introducing popular content from the managed media “HR Pro” and “Management Pro”
- Our customer stories
- Announcement of new column updated on marketing page
We use the email function of
marketing automation
(MA) to
We are working in conjunction with
.
When creating content, since I became in charge of marketing myself, I started subscribing to several other companies’ e-mail newsletters and using them as reference to see if there was anything that I could use for my own company.
Although it is difficult to think about the content, one of the benefits of email newsletters is that you can see numerical results such as open rate, click rate (CTR), and inquiries (CV) after distribution, so it is easy to review your measures and make use of them next time.
Email formats: “Text email” and “HTML email”
There are two types of email formats: “Text email,” which is a general email that consists only of documents, and
HTML
email, which has a design that allows you to insert images and edit text.
I think there is still a lot of use of text email in BtoB.
At our company, we use the “HTML email” format that allows us to measure open rates, but we also prepare and send “text emails” to those who are unable to receive (or do not receive) “HTML emails.” Masu.
There is information that the open rate of a typical BtoB email newsletter is around 10%, and the click-through rate (CTR) is around 2%, and our company has been exceeding these metrics on average.
I think you need to think about the content, recipients, and email format based on the desired effectiveness of your email newsletter.
summary
◆Distributing e-mail newsletters is one of the marketing process “lead nurturing” methods in corporate sales, which takes a relatively long time to acquire customers.
◆If you use a mass email distribution service, etc., the operating costs will be lower. The point of concern is that it takes time to think about the content of the e-mail newsletter and the content to be distributed. However, the advantage of e-mail newsletters is that they provide numerical results such as open rate, click rate (CTR), and inquiries (CV) after distribution, so it is easy to review your measures and utilize them next time.
◆Email formats include “text email,” a general email that consists only of documents, and HTML email, which has a design that allows you to insert images and edit text. “Text email” is still widely used in BtoB.