Did you know it costs five times as much to attract a new customer, than to keep an existing one? So how can you stay top of mind with your current customers but also build relationships with leads who aren’t ready to make a purchase? Leverage email marketing and build an email list! Email marketing allows you to not only retain current customers, but it also allows you to nurture leads and convert them into loyal customers. Here are five reasons why your organization should start building out an email list.
Your Organization Owns It
While social media and SEO play an important role in any B2B marketing strategy, you must constantly adjust your strategy based on LinkedIn, Twitter, Facebook, and Google policies and algorithm changes. But with email lists, your organization has 100% ownership and it’s not influenced by outside business changes. In addition to ownership, you have the ability to segment your audience, which is another reason why you should build an email list.
You Can Segment Your Audience
The more targeted you can get with your content and messaging, the higher engagement you are going to see. Segmenting your email list and emailing them with super targeted and relevant content will not only result in higher engagement but it will also increase your chances of closing the deal. You can segment your email list by vertical, solutions, or geographical area and share content that speaks to their specific pain points or share limited time offerings that are specific to solutions that fit their needs.
Keeps Your Organization Top of Mind
With social media, unless you are paying for ads, your organizations visibility is really at the mercy of the social media platform. You might share a piece of content and get a ton of engagement but then share a similar post a couple of days later and get almost no views. With email marketing, you can stay top of mind as frequently as you want. Plus unlike some social media platforms, people check their inboxes several times throughout the day, giving you multiple opportunities to capture their attention.
Allows You to Build Relationships
Rather than sending a blanketed message on social media or your website, email marketing allows you to get personal and build a relationship with your audience. Personalized emails make the connection to your brand more human and can create conversations that will help build a relationship. If they are a net new customer, you can nurture them with content relevant to their organization and needs or if they are an existing customer you can share company updates.
Understand Your Audience Better
Email marketing can also give you insight as to what content your audience is interested in and what they are engaging with. By looking at the analytics you can understand your audience’s behavior, the types of content they engage with, and how engaged they are. If a piece of content has a high click through rate, your audience wants to see more of that content! Understating your email analytics can help your marketing department create more content that people want to read and engage with.
Speaking of email lists, have you subscribed to our quarterly marketing newsletter? Our new quarterly marketing newsletter is filled with marketing best practices, trends, and geared specifically to B2B marketers. You can subscribe here!
