Is Email Marketing in B2B Sales Dead?

Whenever we start working with a new company, there’s a pretty high chance that they’ve tried emailing before to generate business, and had little success.

However, in B2B, there is no way of generating leads that’s more efficient than email.

There’s a low cost attached to it, and you’re able to reach professionals in a place that they’re almost guaranteed to see it.

This is compared with social media advertising, where you’re using more of a scatter gun approach at a high-cost to yourself. Even if your ideal clients do see it, you can be pretty sure they’re going to scroll right past without even noticing.

Think about it … where are your ideal clients more likely to be when they’re in business mode – in their work inbox or scrolling on Facebook?

With the know-how of how to land your emails to the primary inbox and with a subject line and text preview that creates curiosity, you’re able to get your ideal clients to actively click to see your offer 70-80% of the time.

With the right targeting you’re also able to narrow down your search to your ideal clients. Let’s say you offer a coaching programme to London-based CEOs of marketing agencies. You’re very easily able to target specifically people who fit your ideal client profile with email and get your offer seen.

The reason for a lack of success is that there is more than just finding email addresses and sending emails.

You have to:

• Ensure your systems are set-up correctly so that emails are delivered to primary inbox
• Be able to collect high-quality data on your prospects
• Have a subject line that makes people want to open your email
• Build an offer that grabs the attention of your prospects
• Write short and clear copy that makes people want to learn more
• Have a strong call-to-action
• Have a social presence for when they look you up

Even if you do land in the primary inbox of your ideal prospect and managed to get your email opened, you have zero chance of getting a response if they see a massive wall of text, they don’t understand what your offer is or feel it is relevant, or they aren’t sure of what to do next.

In summary, you have to be sure that you’re not making mistakes that sabotage your entire campaign which the vast majority fall victim to. However, if you do it right, email marketing in B2B allows you to get your offer seen by your ideal clients at scale at a low cost, and is the most efficient way to generate new business opportunities.