Email Automation: How Will it Affect Your B2B Marketing Strategy?

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With 99% of users checking their emails every day, it’s no wonder why 81% of B2B marketers say that email newsletters are their most-used content marketing form.

Handling a newsletter with hundreds of subscribers can get very overwhelming. Can you imagine writing a personalized promotional email to more than a hundred people weekly?

While it’s certainly possible for the highly, highly dedicated, there are hacks to make the job much easier—and it’s called email marketing automation.

Email marketing automation, at its core, is about automating a marketing task that you would’ve done manually. Research has found that you could save 6 hours weekly by automating marketing processes. That means you can send personalized emails to your growing list of loyal customers with just a few clicks.

Aside from those mentioned above, here are three more ways marketing automation could be the email marketing hack your B2B company needs.

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3 Ways B2B Companies Benefit from Email Marketing Automation

There are three benefits that businesses can reap when using email marketing automation tools:

1. Helps turns leads into customers

Manually nurturing leads to making a purchase is time-consuming, especially if your customer base is already significant. Email marketing automation allows you to send targeted content to customers through a set of triggers on any part of the sales funnel.

Did someone abandon their cart? You can quickly identify who that is and send an email with a discount code to nudge them to hit “Buy.” Did a hesitant customer finish their free trial? You could slowly send promotional emails about what they’re missing from not subscribing.

2. Segments your customer base

Not all your customers will look and behave the same. Some may only be kicking the tires on your service using the free trial, while others may barely interact with your business.

Different customers require different messaging to influence them to act. In fact, for 77% of customers, unique and personalized content is a must.

With email marketing automation, you can easily segment your subscribers based on their behavior, then schedule unique emails to each to get them moving along the sales funnel.

3. Provides customer insights

One of the advantages of email marketing automation is that you can view valuable data on your emails. When you send regular emails, it’s as if it gets shot into the void; you won’t know whether your customers received or even bothered to open them.

Meanwhile, with email marketing automation, you can track metrics, including open rates, newsletter unsubscription rates, and click-through rates. Understanding these metrics will help you improve your emails to make them more enticing for your next round of promotional content.

3 Tips for Adopting Email Marketing Automation Tools

If you want to start using email marketing automation but are unsure how to get started, below are three examples that could inspire you to add it to your marketing strategy.

1. Offer free downloadable content: David Perell

To grow your email subscriber count, you’ll need to think of ways to convince people to give you their email addresses willingly. One way to do that is by offering free downloadable content, usually lead magnets.

An example is David Perell, an online writer, who offers a free and informative writing guide to people who share their email with him.

While you could also consider offering eBooks, there are other freebies, such as printable planner templates, one-page book summaries, and desktop wallpaper packs, to name a few.

The catch is that this process will demand much upfront time and effort from you to create the actual lead magnet. However, once you’ve finished building it, all you’ll need is to market it to encourage people to download it.

Here are some quick tips on how you can lure audiences to enter their email in exchange for downloadable content:

Give a content preview using strong visuals and catchy copy.
Create a form that’s short and easy to complete.
Utilize social media platforms to direct people to your content.
Use a unique, shareable URL to track clicks and downloads.

Remember that high-quality content is most likely to generate high engagement. So, make sure that your free downloadable content delivers value.

2. Thank your subscribers with a gift: FontShop

Showing gratitude to your customers for subscribing can help build a long-term relationship with them. FontShop understands this, so they offer new subscribers exclusive discounts on their first order.

Consider ways to show your appreciation to existing subscribers. Maybe you could send an anniversary email every year celebrating the time they first signed up or provide a link to access exclusive content in your Welcome email.

3. Re-engage inactive subscribers: TeeSpring

There will be subscribers who haven’t opened your newsletters or purchased in a long time. You can eventually reach out to these customers with a uniquely crafted email. This strategy is called a re-engagement campaign.

To re-engage their idle subscribers, TeeSpring, a platform where people can sell customized apparel, started sending personalized emails that mention the customers’ previous history with the brand while encouraging them to continue using the service.

According to ActiveCampaigns, you should wait a month or two before re-engaging your inactive subscribers.

Once you spot several inactive subscribers, you can create a customer segment and a personalized email reminding them of your services.

Wrapping Up

When you’re running email marketing efforts for your business, there’s no need to make it any harder for yourself. It would be too tedious to manually keep track of every new subscriber or inactive customer on your newsletter, then send specific emails to each segment. Email marketing automation helps you solve this problem efficiently and productively.

If you properly execute your email marketing campaigns, you could join the growing number of companies receiving a $36 ROI on every $1 spent.

Email marketing is just one of the many marketing efforts you can include in your business strategy. It can work with your social media or search engine optimization (SEO) marketing strategies to boost your brand and gain more potential customers.

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