What is e-mail marketing?
E-mail marketing is one of the most important online tools at the moment. It remains a way to build up the customers’ trust. In the past it has proven itself as a good way to reach your customer more than once. The difference with the B2-market is that at B2B you fall back on content. The reason for this is that the e-mails within B2B have a higher number of impressions and a higher click ratio.
How do I get e-mail addresses?
The first step in e-mail marketing is collecting e-mail addresses. You do this through lead generation. You could for example, draw attention to your website based on the fact that visitors can subscribe to your newsletter. A short registration form is important here.This way you make subscription easily accessible. Moreover, you do not have to know everything about the visitor. You should mention the benefits of subscribing to the newsletter on your registration form. It is also important that website visitors are regularly referred to the newsletter, including its registration form.
What do I need to keep in mind?
When using e-mail marketing you have to wake the readers’ interest. Hence, the first thing is to think about is a catchy title. Keep in mind the purpose of the e-mail. Not only you need to get something out of the e-mail but the recipient as well. Therefore, always ask yourself whether the recipient benefits from the e-mail in question. If so, he or she will probably stay longer which will eventually result in conversions.
The first mailing
When a mailing is sent out for the first time it’s a bit of a wait until you see results. Do not be alarmed if not everyone opens the e-mail. This is very normal with the first attempt. There will also be deregistrations. You will see however, that patience is rewarded. The longer customers remain registered for the newsletter the higher the interest.