All businesses, whether emerging or developed, must develop a marketing that must be effective and adapted to their needs. The majority of professional customers, around 95%, regularly check their email inboxes at least once a day. Emailing is an ideal technique for lead nurturing. Therefore, since its appearance in 1971, the B2B e-mailing campaign has become an essential marketing tool in B2B commercial prospecting . For what ? We will detail the main advantages offered by this prospecting tool.

Lower production costs and higher ROI

Among the advantages of this channel, its cost is lower. Indeed, compared to other prospecting channels, the B2B e-mailing campaign has clearly profitable production costs. Indeed, through e-mailing, companies require fewer intermediaries and collaborators in charge of the campaign, which considerably reduces the plethora of expenses.

For VSEs and SMEs, this tool is among the most affordable and practical, it allows you to save on your communication budget. In addition, sending emails is generally free. However, if you have thousands of targets, using specialized service providers and e-mail automation software is also useful for greater efficiency and at very reasonable costs.

In addition to costly technical resources which are exempt, emailing presents a significant return on investment (ROI) on your revenue, compared to other levers of digital marketing . This could largely explain the fact that 83% of marketing managers in B2B prospecting use this more than fundamental lever.

Personalized messages

Email content is a very important detail and will determine the success of the campaign. Depending on the needs of your prospects, you can adapt your messages by adding your personal touch. This way, you will ensure that your campaign provides the appropriate and deserved value to all your prospects to attract them even more. Moreover, e-mailing is the main channel where you can carry out this personalization process.

There are different ways to complete your content, namely:

• The name of the prospect;
• Its location (more particularly the name of its city);
• Its order history;
• Its sector of activity…

Also, with B2B email automation software, you can select messages according to the geographic sectors of your leads and thus increase your probability of closing sales.

Segmentation of your shipments

One of the most practical features of emailing is the ability to segment the sending of your emailing campaigns. But how ? Quite simply, you will choose which lead will be adopted for such content and such product, using nominative email databases .

If we took a simple example, a chocolate store has a “preference” segment where the choice will be between white, dark and milk. The emails to be sent will ideally be based on the tastes of each type of person. In other words, the e-mailing campaign allows the dissemination of offer or service proposals that meet the needs and preferences of each type of prospect.

The automation of sending is also among the benefits offered by mailing by B2B and B2C e-mail database . In B2B, this is particularly used to follow up with prospects who have clicked on a newsletter but have not made a purchase. At this time, the next email would serve as a reminder.

Quick responses

This type of channel is undeniably a way to empathize with your targets by encouraging them to get in touch with you. By placing your name next to the sending email address, you will further encourage your prospects to respond to your market proposal because you emit a more human side in your content.

Discussions are the most likely means of making a sale to your targets and emailing is a quick way to do this. With email marketing, a permanent, long-term relationship is possible between you and your customers. It will thus help to retain them and always optimize your marketing strategy.

More concrete statistics

How could we position ourselves on the progress of our strategy and the evolution of our campaign if we cannot obtain concrete results? This is where the advantage of using email marketing lies. This prospecting channel generates concrete statistics in real time.

Emailing allows you, with such simplicity, to calculate the ROI of your campaign as well as collect the interests of your subscribers at the same time. email marketing automation software , deeper analyzes will be available. From these analyses, you will have different types of rates which are essential, namely:

• The email opening rate;
• The click rate;
• The reception rate;
• The unsubscribe rate;
• The lead rate….

These different indicators will allow you to monitor the performance of your e-mailing campaigns and therefore you can deduce whether the campaign had the expected effect or was a resounding success. As a result, you will improve or repeat your campaign, with the aim of always optimizing future reminders so that your prospects become more engaged. All this will contribute to increasing your turnover and thus to the development of your business.

E-mail marketing is undoubtedly an essential lever in B2B commercial prospecting If your business is looking for an effective way to achieve optimal results, the advantages offered by emailing are more than perfect. In addition, numerous email marketing automation are available on the market to support you in this task and thus generate new business opportunities .