As a B2B marketing leader, you know email is one of the most powerful methods for generating leads, nurturing prospects, and keeping customers engaged long term. And despite some thought leaders continuing to predict email’s imminent death, it’s only grown stronger.
According to our B2B marketing trends study, 83% consider email is their most important markeing channel.
In fact, HubSpot also says that 4 billion people use email at least daily. Of course, much of email’s popularity is due to its consistent success rates and favorable ROI. According to Litmus, every $1 spent on email promotion generates an average of $42.
And yet, it can still be challenging to secure marketing budget for B2B email promotion.
In this blog post, I’m going to share some insights to help you convince senior decision-makers that B2B email promotion is worth the investment.
B2B email promotion 101: quick refresh
Let’s start with a quick refresher.
Email promotion refers to the use of email to promote products, services, or events.
In B2B, it’s a form of direct marketing where businesses incentivize or encourage an audience to take a specific action, via email. These emails could be sent to current customers, potential customers from an external lead list or both.
B2B email promotion purposes:
So what kind of actions do these emails promote? Examples are
- downloading a piece of content,
- signing up for an event,
- answering a survey or responding,
- getting on a one-on-one call,
- claiming a discount or offer,
- starting a product trial
- or even making a purchase.
You get the drift. There’s an endless range of actions to promote via emails, which is what makes email promotion a well-loved tactic for B2B marketing.
B2B email promotion formats
In terms of format, promotional emails can take all shapes and sizes, such as:
- Newsletters: regular emails that provide updates, news, tips, or content related to a company’s industry or offerings
- Announcements: emails introducing new offers, products, or features
- Invitations: emails inviting recipients to events, webinars, or other gatherings.
- Drip campaigns: a sequence of promotional emails sent out over time to nurture leads or educate customers.
The common denominator in a high performing promotion email is well-written copy tailored to the audience segment’s unique needs, challenges, and pain points. These emails also include a compelling call-to-action that encourages the recipient to act quickly.
When successful, promotional emails drive really targeted actions. But beyond that, these emails also ignite engagement, guide prospective customers onto the next phase of the buyers’ journey, and drive revenue.
Discover the latest trends and statistics — and the key actions B2B marketers and leaders need to take today.
Making a case for B2B email promotion: 5 things to highlight
Some senior leaders aren’t fully bought into email promotion, and many are under the false presumption that it’s no longer an effective way to spend marketing funds.
Effective email promotion requires a small chunk of the marketing budget, whether you’re:
- Buying new lead lists or contacts from a B2B data provider
- Engaging in campaigns with a email marketing service provider
- Creating new email promotional materials, like email templates or content assets
Here are five talking points to help illustrate that email has withstood the test of time and is poised to continue driving success into the future:
1. Email promotion reliably increases awareness of your brand
As you know, staying in contact means keeping your brand top of mind.
By sending your prospects a regular cadence of emails to their work inboxes, you can ensure they’re well-nurtured and well-aware of what you can help them achieve.
Outreach methods, like ads or cold calls, might be too disruptive, or out of place. In contrast, emails are reliable.
Show senior decision-makers how expertly crafted emails give a helpful glimpse into what it might look like to work with your company, offer you an opportunity to share value, and ensure that you’re on their radar when they’re ready to buy.
Consider providing some examples of powerful brand awareness emails to drive your point home.
Or, even easier, show leadership how emails have worked for your competitors! In this video case study, Mary shares how she uses a regular cadence of email marketing campaigns sends to drive action, like webinar registrations. I’m talking about net-new, targeted prospects.
There’s an easy way to get guaranteed (and targeted) leads to your webinars, on repeat.
2. Email promotion sees near-immediate results
Be clear about how quickly email can drive engagement.
One data point worth mentioning is that most users spend about three hours per day checking their business email accounts, according to Adobe.
Remind senior leaders that many of us start and end our workdays, communicate with peers, and fill time between meetings by checking our email. Many of us even struggle to resist scrolling through our inboxes after hours.
The bottom line they need to understand is, once your brand sends an email, there’s a good chance the recipient will see it relatively quickly.
In fact, email marketing services like ViB Emails can have a turnaround time of 48 hours, from campaign set up, to the email blast (to tens of thousands of targeted new prospects).
Have an upcomingwebinar running low on registrants? Not seeing enough downloads on a time-sensitive piece of content?
Amplify them via email.
These case studies are worth sharing too:
3. Emails require your prospect to take an action
Explain that when a prospect receives an email, they have three options: open it, delete it, or save it for later.
No matter which they choose, email requires them to do something.
And if you’re targeting the right people at the right time with the right message, there’s a good chance they’ll at least skim the content. If you include an irresistible offer and a compelling call-to-action, then there’s an even greater chance they’ll click through.
This is another place where an example can come in handy.
Show your decision-makers an email that leverages captivating copy and an enticing offer to prove how well email can drive action.
If you need help in improving your email messaging, this guide (that’s full of helpful tips and templates) will set you on the right track.
4. Email offers hyper-targeting opportunities
Modern marketers know the days of “spray and pray” marketing are over. Today, buyers not only prefer targeted messaging — they expect it.
Especially if you’re in a really niche tech industry, many senior decision-makers assume that personalization is extremely expensive or unattainable.
But fortunately, it’s easier than ever to segment, customize, and personalize email messaging to ensure you’re sending the right offer to the right individual.
And if you work with email marketing experts like the ViB team, you can ensure those emails are also landing in the right, high-tech audiences’ inboxes.
Targeting is a huge part of our email service. And it begins even before we start working with you. Here’s how it works:
- Tell us your targeting requirements: You tell us your ideal customer profile, with details such as industry, role, job title, and more. The more detailed, the better.
- We continually segment and update our community: At the same time, we’re constantly growing our millions-strong ViB Community, who look to us to discover new tech like yours. When they join, we collect first-hand information about their roles, managmenet levels, interests, and more. We’ve been doing this for over a decade.
- We find your ICP within our community: Using your ICP and our Community’s detailed contact information, we curate a hyper-targeted segment of professionals.
- We promote your email: We send your email to this list of targeted prospects. Apart from sending us the HTML of the email you wish to get send, you won’t have to do anything else. Leave it to us.
- You see results: Targeted and engaged prospects click through your email, and convert!
In other words, providing you the budget you need to work with an experienced email promotion partner will generate a healthy ROI and help meet the key organizational goals senior leaders value most.
Want a video walkthrough of how ViB Emails works? Check out out right here!
Discover everything you need to know about ViB Emails, including how it works, the challenges it solves, and its success stories, through our comprehensive video walkthrough.
5. Email is cost-effective
Senior decision-makers are hyper-focused on driving a healthy bottom line. Fortunately, that’s where email promotion thrives.
Compared to other marketing channels, email remains one of the most affordable — especially when you factor in how many people you can reach in one fell swoop.
👉 Grab all our pricing specs for ViB Emails, and more.
And because email is highly trackable, it’s easy to get an accurate picture of each campaign’s performance.
Of course, it’s crucial you explain that simply sending promotional emails doesn’t guarantee a healthy return. Successful email requires high-quality content, a captivating offer, an expert strategy, and access to the right database.
By securing the budget and buy-in to support those four things, your email promotion will become a revenue-generating machine — and the company will have you to thank for making it happen.
Take ViB Emails for a test drive with a free trial
For the budget conscious, here’s one final bonus offer: a free trial.
ViB Emails is one of our most-raved flagship solutions, and we’re excited to have you give us a try too.
Check out the ViB Email free trial specs, and let us know what you think.
And if you ever need extra help to navigate our suite of B2B demand generation services, email promotion and marketing advice from our specialists, or just a listening ear, we’d love to connect.
Want to experience our unique approach to B2B demand generation with a low to no cost trial?
