Many B2B organizations have lengthy gross sales cycles. Because of this, nurturing and following up with leads, prospects, and clients is one in every of your most essential advertising and marketing duties. B2B electronic mail automation makes your efforts simpler, simpler, and fewer time-consuming. It helps and amplifies the work of your gross sales group, warming up leads and nurturing clients.
Nevertheless, in our survey on electronic mail advertising and marketing with Holistic, we discovered 58% of corporations are utilizing only one to 5 electronic mail automations. To be clear, greater than half the businesses within the examine have two to 5 individuals on their electronic mail groups.
So these organizations perceive the significance of electronic mail advertising and marketing, however they could be underutilizing B2B electronic mail advertising and marketing automation.
Automated electronic mail nurture campaigns permit you to constantly comply with up and keep on the minds of key gamers who’ve a job within the shopping for course of. Once they’re able to make a shopping for resolution, you need them to come back to you. That occurs extra typically if you’ve put within the work of nurturing and constructing a productive, two-way relationship during which you’ve supplied worth, demonstrated experience, and proven professionalism.
In fact, automated B2B electronic mail campaigns are additionally essential after somebody closes the deal or a purchase order is made. They’re essential for onboarding, retention, and upselling.
Listed here are 13 several types of B2B electronic mail automation to think about on your technique.
Soar to an electronic mail automation:
- Welcome collection
- Persona/function nurturing
- Content material-specific nurturing
- Thought management collection
- Gross sales follow-up
- Onboarding collection
- Occasion advertising and marketing
- Product launch
- Buyer suggestions
- Buyer retention
- Subscription renewal
- Re-engagement
- Thanks emails
1. Electronic mail welcome collection
A welcome electronic mail collection is your first alternative to endear new leads, prospects, and clients to your organization. You possibly can ship this collection out in a wide range of conditions, together with when somebody makes a brand new buy, fills out a type for gated content material, joins your electronic mail record, attends an occasion, or takes one other motion. It’s a normal welcome to your model.
A welcome collection doesn’t have to be a set size. You would possibly ship a single electronic mail, or a number of would possibly work higher. Take a look at to see what works finest on your firm. An electronic mail welcome collection represents a possibility to:
- Congratulate or thank somebody for opting in.
- Reveal your values, mission, and core beliefs that drive what you do.
- Activate feelings and wishes by portray an image of what somebody can obtain in the event that they persist with you.
- Invite them to hitch you, and emphasize the group your organization has constructed.
- Give them a ‘fast win’ — one thing you give without cost that they will implement proper now, and that has an instantaneous affect.
- Exhibit your character.
- Exhibit your authority and experience.
- Share testimonials and buyer tales.
- Make a gross sales supply or upsell.
Which of those you prioritize, and during which electronic mail of the collection, is dependent upon a wide range of components particular to your enterprise and objectives. However a superb welcome collection will do as many of those as potential.
They are saying to place your finest foot ahead, and that’s precisely what model asset administration device Niice does in its automated welcome collection. The e-mail features a pleasant welcome video and encourages new subscribers to discover the options and the advantages of the product utilizing useful content material.
2. Persona and role-based nurture campaigns
In case you’re promoting software program providers, sending emails to the chief know-how officers at corporations with 100 or extra staff can be far simpler than sending them to your total record.
Why? As a result of you may communicate on to their wants, pursuits, and issues. You possibly can communicate their language, present them how nicely you perceive their scenario, and earn their belief.
Because of this it’s so essential to create electronic mail segments, or sub-lists, inside your total electronic mail record. It’s possible you’ll not know a subscriber’s title or particular job perform, however you may nonetheless section them right into a related group by issues like the actual touchdown web page that persuaded them to hitch your record or the particular lead magnet they downloaded.
Try how NewsCred (which has since rebranded as Welcome) curated particular content material on this electronic mail that’s meant for C-suite executives.
Personas are significantly highly effective instruments when used nicely. Get extra information on find out how to use purchaser personas in your electronic mail advertising and marketing.
3. Content material-specific nurture campaigns
Suppose your organization manufactures HVAC gear. You could possibly be promoting to residence builders, industrial venues of all kinds, and authorities workplaces, along with the HVAC installers and contractors who serve these industries. Every of those has very completely different wants, preferences, and ache factors.
MarketingSherpa decided that irrelevant content material is the second-highest explanation for unsubscribes. But when you realize what your readers are excited about, you may get rid of this drawback lengthy sufficient so as to add worth to their day and exhibit how your services or products meet their wants.
In our HVAC instance, residence builders possible have the experience to decide concerning the particular varieties of apparatus they want. However they could profit from data on find out how to maximize set up effectivity and implement high quality management measures on a big scale. In the meantime, native HVAC installers will recognize supplies that assist them clarify and promote completely different sorts of programs to owners.
4. Thought management nurture collection
A whole lot of content material lately borrows from different content material. And that’s a wonderfully high-quality technique. However originating new content material helps prospects view you with extra authority and experience.
As a part of a thought management collection, your messages ought to be much less about “how-to” and extra concerning the “why” behind developments, modifications, or requirements associated to your trade. It typically is smart to painting your organization’s management because the originator of thought management content material as a substitute of the advertising and marketing group. You wish to exhibit that firm leaders are on the innovative and that their knowledge extends all through your complete group.
Whereas authentic thought management is finest, you may “borrow” some authority by that includes well-respected people inside your content material. If the trade’s most acknowledged chief is keen to do a “sit down” with an govt at your organization, it implies a vote of confidence that you just have to be doing one thing proper.
Bear in mind, thought management is commonly about timing and relevancy. You possibly can’t be a pacesetter for those who’re late to undertake and promote the thought. So these sorts of B2B electronic mail automations have to be up to date ceaselessly and aligned with the shopper journey.
5. Gross sales follow-up emails
What occurs after you demo your product? What do your prospects hear subsequent? Typically, you’re doing the demo for end-users slightly than the decision-maker. Even if you’re working with a decision-maker, they could nonetheless must go run the numbers or seek the advice of with others on their group.
What does that imply for you? It means they’ve turn into your chief salesperson. However are they geared up?
It’s your job to ‘prepare’ them, and you are able to do that with a follow-up electronic mail collection. Restate your advantages. Present your worth. Share testimonials. Present outcomes. Give information. Handle widespread objections and misconceptions. Give them the substance they will use to ‘promote’ their groups in your system.
Right here’s how SalesForce adopted up with contacts acquired at a reside occasion in 2018.
6. Onboarding electronic mail collection
After somebody makes a purchase order, don’t cease speaking with them through electronic mail. You need them to achieve success so that they get essentially the most out of your services. Typically efficient adoption of a brand new product requires somewhat coaching and training.
For that, you may develop an onboarding electronic mail collection. This would possibly embody:
- Instructions on find out how to use your product.
- What to do if one thing goes incorrect.
- Different methods to make use of your product.
- make it last more, make it work higher, or use it in different methods.
- Associated services.
- Reminders of expirations and renewals.
- Occasions they will attend.
- Buyer tales that make them be ok with their buy.
- Alternatives to depart suggestions and share testimonials.
HubSpot’s onboarding electronic mail retains the thrill excessive and prompts subscribers to proceed down the onboarding path. The message presents a collection of checklist-like objects to get began on the platform whereas the headlines reiterate the important thing promoting factors of this system. Plus, there are many choices for readers to discover their favourite parts and an upsell CTA on the finish.
7. Occasion advertising and marketing electronic mail collection
For reside and digital occasions, which may embody tradeshows, conferences, and webinars, you’ve gotten a number of challenges.
First, you want individuals to come back, together with those who signed up. No-show charges, significantly for webinars, can run very excessive.
Second, you want them to be excited concerning the occasion. You need them trying ahead to it. Anticipating it. Not dreading it or in search of a method to get out.
Third, it is advisable comply with up afterward. Way more gross sales are made after occasions than at them. The ROI from occasions is within the follow-up.
All three of those challenges may be hit head-on with a high-powered occasion advertising and marketing collection that begins nicely earlier than the occasion, and continues after it’s over.
On this collection, you wish to re-state advantages and promise highly effective outcomes and rewards. Because the occasion will get nearer, spell out the logistics: attend, the place to go, the place to click on, deadlines for early chook reductions, particular provides without cost items, and last-minute reminders to attend.
This post-event electronic mail from Marketing campaign Monitor was crafted particularly for the no-shows. Although not as impactful as really attending, an automatic electronic mail collection simply for individuals who missed the present can assist you extract as a lot worth as potential out of your efforts.
8. New product launches and upsells
These are straight-up gross sales emails. But when your subscribers are enthusiastic about what you promote, that’s not an issue. Consider how individuals geek-out over the newest launch from Apple.
Use B2B electronic mail automation for product launches to construct anticipation and settle for pre-orders. You also needs to automate electronic mail advertising and marketing upsells, which nudge clients in direction of excessive plans or higher merchandise. Spotlight the advantages of premium options and inspire individuals with unique promotions.
Totally different emails ought to contact on completely different features of constructing the sale. Use testimonials and clarify the analysis behind the brand new product, the unmet want it was designed for, the end result it’ll produce for the shopper, why their bosses will prefer it, and the precise gross sales supply.
Designmodo presents their new product in three completely different ways in which nonetheless forestall the copy from changing into redundant. This sort of flexibility lets subscribers select their very own path ahead and may improve engagement charges. They provide a video, then a written description in addition to an (incomplete) bullet level record that’s designed for click-throughs. And, after all, there are a number of alternatives for readers to leap ship and purchase straight away.
9. Buyer suggestions campaigns
How do you construct higher B2B electronic mail record segments? Ship out surveys.
It’s possible you’ll wish to collect suggestions at sure factors within the buyer journey. What did they consider the onboarding expertise? How do they really feel 90 days, six months, or a yr after signing with you? May your organization higher serve their wants transferring ahead?
Timing is all the things. Triggering emails with buyer surveys based mostly on particular actions and time intervals means you get the fitting suggestions from the fitting individuals.
Clarify why the survey issues and the way subscribers can be serving to after they fill it out. You would possibly throw in a perk like a sweepstakes entry, particular reward, or low cost on future purchases. Survey campaigns also needs to have a deadline. Construct your marketing campaign round that date, and embody some reminder emails.
Surveys are nice for gathering invaluable suggestions about your organization and product efficiency in a wide range of key areas. When you may pinpoint your clients’ most urgent frustrations, you may extra precisely allocate your price range to make the most important positive factors.
10. Buyer retention campaigns
After getting a buyer, you wish to maintain them. You possibly can lose them to opponents, however you may also lose them to ‘nothingness’ – apathy. They might nonetheless be in your record, however they’ve moved on of their minds.
One of the simplest ways to forestall that from occurring is to please them.
Be proactive and create a couple of B2B electronic mail automation campaigns yearly that make particular provides, time-limited reductions, or alternatives for unique entry to one thing like a sneak peek at a brand new product or expertise. Making your clients really feel particular and needed — like a VIP — is a good way to extend their loyalty.
You too can maintain the optimistic emotions flowing through the use of testimonials and case research that reaffirm how a lot of a distinction you’re making in your clients’ companies.
And, proceed being useful and related by sending well timed ideas, how-to movies, and content material that targets their wants.
11. Subscription renewal campaigns
If your organization makes use of a subscription or membership income mannequin, renewals are your bread and butter. The way you method renewals is dependent upon whether or not subscriptions renew robotically or manually.
If automated, then a retention marketing campaign is extra acceptable. If guide, corresponding to an annual buy of a software program license or the usage of a service, this electronic mail collection ought to concentrate on all the worth shoppers obtain. It may additionally embody a survey that asks for suggestions about how you are able to do higher. If somebody signifies dissatisfaction in particular areas, this would possibly even set off an extra electronic mail about upcoming, associated product enhancements.
This collection ought to do extra than simply beat them over the pinnacle with warnings about how their subscription is about to run out. You want a few of that, however you’ll get higher outcomes for those who present appreciation and ship worth.
Although it’d appear to be an ordinary renewal electronic mail, this one from Namecheap significantly efficient as a result of it presents a particular, discounted supply, suggests extra and various purchases the shopper could make, and creates urgency by putting a deadline on the offers.
12. Re-engagement campaigns
Some clients haven’t purchased something for some time, or they’ve been in your record however have stopped interacting together with your emails. In case you promote a service, you would possibly discover they’ve stopped utilizing what they purchased. If it’s a subscription service, you want a B2B electronic mail automation marketing campaign to search out out if one thing’s incorrect and decide how one can stay related to their enterprise.
Typically, this may be a possibility to each remind subscribers about your product and nudge them towards a fair higher choice. Try how Grammarly appears to be like to reactivate and reengage clients with this electronic mail.
Reengagement campaigns may embody:
- Surveys asking about communication preferences.
- Particular one-time provides to ‘re-sell’ them on doing enterprise with you.
- Provides of unique consultations or ‘problem-solving classes.’
- Easy questions asking in the event that they nonetheless wish to hear from you.
13. Thanks electronic mail collection
B2B corporations are sometimes working with dear providers and there’s numerous belief concerned in choosing the right distributors and options. A bit of gratitude goes a good distance. Take into account greater than only a one-time “thanks” electronic mail.
This marketing campaign works particularly nicely on anniversaries: when somebody first grew to become a buyer, or proper after they renew their subscription. Your automated thanks marketing campaign can supply issues like rewards, particular items, unique invitations, particular movies, and pictures – be artistic right here. Simply ensure that it feels honest and private.
Try the partaking means FontShop thanked new subscribers for signing up for its electronic mail e-newsletter. It’s greater than a thanks, it builds anticipation for what’s to come back, that means these newsletters are unlikely to be ignored.
How does your B2B electronic mail automation look?
The very last thing you need, after spending all the trouble creating electronic mail automation campaigns, is on your messages to fall flat. Low electronic mail open charges, unhealthy hyperlinks, sloppy typos, illegible textual content, or wonky graphics can all spell doom for even the very best of intentions.
Electronic mail on Acid helps corporations create error-free emails with most effectivity. Which means that each electronic mail you ship appears to be like good in each inbox and to each particular person studying them.
A lure electronic mail groups fall into is that, as a result of they make use of templates, they don’t want to check these campaigns frequently. The e-mail world, nonetheless, is consistently evolving. You by no means know when a consumer will begin rendering your campaigns otherwise. You by no means know when content material could get eliminated out of your website. And also you by no means know when your B2B electronic mail automation campaigns may begin ending up in spam folders.
Electronic mail on Acid can assist with all these unknowns and extra. Use our electronic mail readiness platform to check each B2B electronic mail automation frequently so that you’re at all times delivering electronic mail perfection.
What’s in your martech stack?
Figuring out what electronic mail advertising and marketing options belong in your Martech stack may be difficult. So how have you learnt what instruments are proper on your group?
In our whitepaper, Getting the Most from Advertising Expertise, we discover three questions associated to assessing new advertising and marketing applied sciences:
- How do you determine the instruments that may have the best affect?
- The place do you discover the time and sources to coach your group to make use of these instruments?
- How do you make sure that you’re utilizing the brand new advertising and marketing know-how to its fullest potential?
You’ll see survey information from advertising and marketing leaders in addition to revealing insights and takeaways that may provide help to develop a course of for assessing advertising and marketing know-how like Electronic mail on Acid. You then’ll have a greater framework for deciding if and when new advertising and marketing know-how is true on your firm.
Simplify the Electronic mail QA Course of and Ship Perfection
What’s the easiest way to run via your pre-send guidelines? With Sinch Electronic mail on Acid’s Marketing campaign Precheck, we’ve simplified the method and set all the things up for you. Use it to double-check your content material, optimize for deliverability, guarantee accessibility, and preview how campaigns look on greater than 100 of the preferred shoppers and gadgets. All earlier than you hit ship!
