Evolution of B2B email marketing during confinement

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The past few weeks have seen a change in the organisation and management of many B2B companies due to the Covid-19 health crisis. In this situation, industrial companies and their sales departments have been faced with questions such as: how to keep your prospects alive if they are at home? or how to generate new leads when you can no longer make contacts over a coffee?

Finding ways to maintain a relationship with your cell phone number list potential customers was and is a challenge. One avenue within industrial marketing that was already used before the lockdown was email marketing. Email is an effective channel to keep contacts in the database alive, build loyalty among those who are customers, acquire new leads and even generate trust to move prospects forward in the sales cycle.



Email marketing openings increase during lockdown
During the health crisis, many marketing strategies have changed. There has been a greater volume of use on social media and also email marketing. During 2019, email marketing was already one of the marketing actions for B2B companies that offered the best results. But in March everything changed and that has left some very interesting results according to a study by Hubspot :

– A 21% increase in email marketing open rates in March. These figures for the first month of the crisis have continued at similar levels in April and May.