B2B email marketing is one of the most common forms of advertising that companies of all sizes and in all industries engage in. It’s been around for a long time (in terms of the Internet, anyway!) and continues to remain popular even with the advent of newer Internet marketing tactics like Pay Per Click and social media marketing. And there’s good reason for it – email marketing is efficient and cost-effective, allowing you to establish a relationship with both your current and your potential customers and clients without breaking the bank.
But when all is said and done, your email marketing efforts are only as effective as your list growth techniques allow them to be. After all, without a list of people to email in the first place, how are you going to get a response?
According to the latest research in Marketing Sherpa’s 2013 Email Marketing Benchmarks report, 60% of businesses are seeing positive ROI from their email marketing efforts, but 50% of businesses that engage in email marketing also report that their list growth is slow, and businesses with neutral list growth results come in a distant second.
This tells us that the emails themselves might be working (or might be able to work if they had someone to send them to!), but their methods for making sure those emails reach as many people as possible are failing. And that means that in order to make the most of your B2B email marketing campaigns, you’ve got to build your list.
So what are the best list growth techniques? That all depends on the business, of course, but there are many tactics that are easier to implement than others, and the easier the tactic, the more likely you are to keep up with it and therefore see better long-term results.
If you’re using any of the more difficult to implement list growth techniques and not seeing any return on your effort, then it’s time to make a change. Testing and tracking the results will be key, but you may find that it’s possible to replace one hard-to-implement tactic with 3 easier ones and see a better result for what amounts to the same amount of effort. For example, instead of focusing on trying to make people sign up at offline events, you could start focusing more on social media, encouraging people to share your information with their friends, and implementing a registration process during checkout.
When it really comes down to it, your emails are only as good as the list you have to send them out to, and paying attention to the ways you are building that list will make all the difference.
Owner, Stockmann Law
CEO, Pearls Premium
VP Marketing, All Metals Forge Group
Todd M. Grant
Vice President of Marketing, LogicBay