B2B email marketing: a success story in the newsletter
Posted: Wed Dec 04, 2024 6:27 am
Email marketing in B2B is one of the best channels to retain current and prospective customers. In fact, according to Acrelia News' 2022 email marketing study , 46% of respondents use this channel to retain their databases.
However, it is difficult to maintain or increase the results achieved in terms of subscriptions, openings or clicks. And even more so when you start without a database. We have achieved exactly that for one of our clients: increasing the number of subscribers to the newsletter while maintaining the opening rates.
In this case, the audience was as follows:
Type : B2B.
Target audience profession : engineers, production managers and technicians.
Sector : renewable energy and energy efficiency solutions.
The challenge
We had two main barriers to overcome:
Building and qualifying a database practically from scratch. The newsletter was initially sent only to customers who were interested and to whom we had permission to send marketing communications, but we denmark business email list wanted to gain more brand awareness and visibility among our potential customers.
Generating useful and relevant content for our audience on a recurring basis. In an industrial or B2B sector, this is one of the biggest challenges, as we have seen in other articles (such as in Claves Marketing B2B Industrial ). And it is important that at the beginning of the relationship between client and agency, it is clear that the client is the one who has the most information and content. In fact, ideally, it is the client who usually creates this type of content. For the relationship to work and achieve the desired objectives, several people from each team must be involved to help us write the more technical content.
Objective for B2B email marketing
The main objective of the newsletter was to show our buyer persona that we had the know-how, experience, renewable energy solutions and professional talent to achieve any of the energy efficiency objectives needed in production plants, especially among manufacturing companies.
Solution offered
We had to activate this communication channel as soon as possible to generate results. For this reason, we proposed two phases, both long-term:
The first phase. This is the success story we are showing you. In this stage, we offer a newsletter with technical content segmented by content categories or topics, but without targeting a specific sector or company. In this way, through each newsletter, we could learn about the content that most interests our users.
The second phase , where the newsletter would be segmented based on the ICP (Ideal Customer Profile) and even by the stage of the life cycle of each contact. It is not the same to send a newsletter to a client (where you can offer content based on the service they have contracted) or to a prospect (where they probably don't yet know what type of solution is right for them). This phase requires a high degree of commitment to the audience and the creation of ad-hoc content for each type of audience.
However, it is difficult to maintain or increase the results achieved in terms of subscriptions, openings or clicks. And even more so when you start without a database. We have achieved exactly that for one of our clients: increasing the number of subscribers to the newsletter while maintaining the opening rates.
In this case, the audience was as follows:
Type : B2B.
Target audience profession : engineers, production managers and technicians.
Sector : renewable energy and energy efficiency solutions.
The challenge
We had two main barriers to overcome:
Building and qualifying a database practically from scratch. The newsletter was initially sent only to customers who were interested and to whom we had permission to send marketing communications, but we denmark business email list wanted to gain more brand awareness and visibility among our potential customers.
Generating useful and relevant content for our audience on a recurring basis. In an industrial or B2B sector, this is one of the biggest challenges, as we have seen in other articles (such as in Claves Marketing B2B Industrial ). And it is important that at the beginning of the relationship between client and agency, it is clear that the client is the one who has the most information and content. In fact, ideally, it is the client who usually creates this type of content. For the relationship to work and achieve the desired objectives, several people from each team must be involved to help us write the more technical content.
Objective for B2B email marketing
The main objective of the newsletter was to show our buyer persona that we had the know-how, experience, renewable energy solutions and professional talent to achieve any of the energy efficiency objectives needed in production plants, especially among manufacturing companies.
Solution offered
We had to activate this communication channel as soon as possible to generate results. For this reason, we proposed two phases, both long-term:
The first phase. This is the success story we are showing you. In this stage, we offer a newsletter with technical content segmented by content categories or topics, but without targeting a specific sector or company. In this way, through each newsletter, we could learn about the content that most interests our users.
The second phase , where the newsletter would be segmented based on the ICP (Ideal Customer Profile) and even by the stage of the life cycle of each contact. It is not the same to send a newsletter to a client (where you can offer content based on the service they have contracted) or to a prospect (where they probably don't yet know what type of solution is right for them). This phase requires a high degree of commitment to the audience and the creation of ad-hoc content for each type of audience.