Perhaps unforgivable b2b email marketing mistakes is a bit strong but I feel like B2B marketers should know better. They should have some marketing skill in the house and not make any one of these.
But alas, it’s all too common that the focus in on the wrong thing or worse you don’t have a professional marketer in your corner and you don’t know what you’re missing.
B2B Email Marketing Mistakes.
1. No focus on audience. One of the first rules of marketing is to have a handle on your target audience. With 23,000,000 small businesses in the US alone, you have to start by narrowing it down a bit. Now you’re starting to segment your audience.
If you have a clear audience in mind and can make your email marketing match that audience you are on your way to doing professional marketing.
2. No focus on message. Now that you know how to segment your target audience, you know what to say to them. You would send a different message to a Realtor, a retail store, a restaurant, an insurance agent, a rental agency and so on.
When you’re writing your message make sure you write to one person and one person only. When you have a good handle on who that is, it makes writing marketing copy way more effective.
3. No focus on sales process. Generally in a B2B marketing situation, there is a sales process to go through, there are decision makers involved, and budget considerations.
That means you have to use email to move people along the process.
A good example is the use of email to move someone from an unqualified prospect to a qualified prospect.
Use autoresponders to connect with a prospect and as they take action against your messages, they can show themselves to be more or less qualified.
You are in effect using email to show you how your prospect behaves. What message do they read? What report do they download? How often do they return to the blog?
This is a much more effective approach than just adding prospects to the company newsletter and hope that does the trick.
These days you just have to get it right. Money is tight and companies will only respond to the top B2B email marketing strategies.