Email marketing programs specific to B2B companies

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In B2C, most companies use email marketing to communicate with their end customers, however, the use of this communication tool in B2B environments has yet to be exploited. This is due to the importance of personal relationships and the development of reunion business email list teams of “account managers”. However, the use of email marketing as a complement to direct sales and B2B marketing actions is proving to be one of the most effective tools available to marketing professionals today. Today we will look at 3 specific and highly effective email marketing programs for B2B companies .



Replenishment Replenishment
tactics consist of anticipating the moment when our customer will need our product again. Knowing the product life cycle and the volume and date on which a particular customer placed an order, we can estimate when he or she may need to place another order and, therefore, make a purchase. If we anticipate via email and remind him or her that he or she can place a new order, even offering a specific benefit (discount, gift), we will be reducing the chances that he or she will turn to the competition when the time comes.



Newsletter
The purpose of a newsletter is to convey to its recipients information relating to the organisation, its sector of activity, a social group, etc. They can also have an explicitly commercial nature at times, including special offers. The element that characterises this type of communication is its regularity in delivery (a monthly frequency is recommended). The user knows when and in what format they will receive this information.
It is essential to communicate relevant and valuable content, so that when the time comes to send a new newsletter, the user has a real interest in accessing the information. The main benefits of a newsletter are the following:

Strengthens the user's connection with the brand
It helps to position the brand as “top of mind”
Positions the company as an expert in a given sector
Generate visits to the site
Generate leads


Special event communications
On the one hand, the low cost per contact that email represents compared to other means of direct communication and on the other, the possibility of knowing in detail who has done what and when, make email marketing the best tool to communicate invitations to events, webinars, fairs, meetings, etc.
By linking the invitation to an online registration form, we can see in real time how many users are registering and their contact details. This allows us to better plan the organization of events , since we know at all times the number of registered users and their profile.



If you want more information on how to apply email marketing in B2B environments, we recommend downloading this free Ebook: How to build loyalty in B2B through effective email marketing campaigns