While using social media as a tool of B2B marketing grows more and more, we shouldn’t forget about old and proven method – email marketing. Why? Because it still works, and in some cases it gives better results than everything else.
1. Just some figures
The audience of email newsletter subscribers is 3 times larger than the number of Facebook and Twitter followers. The number of the sent messages via Facebook and Twitter makes only 0,2% of email letters number sent every day (without spam).
Search traffic from all the search engines is only 1/100 of daily email traffic. All the pages which are viewed every day, including video and images, use only a quarter of what can be send via email.
We think everything which is old should die out one day, and thus email marketing should so as well. But this is a point of view of those who tried and were not successful. But if to use it correctly the results can be above any expectations.
Clever marketers know how to use email newsletter right to achieve their goals; they think of it as one of the core elements of the sales system and marketing strategy.
Quality vs quantity.
One may think, that email receives such great volume of daily traffic only because today everybody has an email box (some people have even several email boxes to separate different letters). But it is not true. Skillfully crafted email newsletters, which arrive to the right audience (which is interested in information they contain) make up this whole traffic, and such email newsletters yield greater results.
Email marketing surpasses social media in terms of quality and quantity.
2. Email is more personal than social media
First of all, despite the large popularity of B2B social media usage, there are a lot of people who still do not use them, or register and occasionally visit them to view the news feed or newly added photos of their friends.
Second of all, almost no one among serious business people use social media for business correspondence. Even if they have met each other in social network, they will send their commercial offers via email.
Sometimes social networks are used as means of business correspondence and for marketing B2B, but their reputation has been seriously spoiled by unskillful SMM managers.
3. Email is more business type means of correspondence
Yes, many companies use social media to talk to their subscribers, but when it comes to the serious business correspondence or interesting business offers, they switch to email. The same goes for B2B email marketing.
In B2B marketing strategies what would you choose – focusing on serious marketing channel and its development in order to create serious business relations, or splitting your efforts between different channels? Nobody says that one should absolutely ignore social media and fully concentrate on email. It’s just means that you should give higher priority to email than to the rest.
4. People give more importance to email, than other means of communication
People still spend more time checking their mailboxes, than wandering about in social networks or looking for information in the search engines. Most probably, this happens because email allows you to get in touch with someone again. If you add a person to the contact list of your mailbox it substantially increases the chances of such repeated interaction. A sent email is not the same with tweet, message sent in social network, or comment on someone’s wall – those could be read and could be not – they may just be lost in the stream of other information. A good example here is Facebook folder «Others». Lots of important messages get into this folder and remain unread for quite a long time.
If your letter has been sent to the email address, than no matter how messy mailbox is, your letter will remain there, and it could be easily found anytime by entering email address from which it has been sent in the search line.
If you email newsletter contains really useful and interesting information, your customers will surely find some time in their busy schedule to view it.
According to surveys, the majority of people read letters from 16 the most trusted senders at most, so your task should be to get into this list.
5. Email leads to signing business deals
If people subscribe to newsletters, it means they are ready to receive offers and buy things online. That is why the chances that they will make purchase are higher.
Now look at social media. More often, people go there to chat with their friends, read the latest gossips and play online games. So social media B2B interaction is poor.
Through email newsletters you can “train” you customers and prepare them for a deal by sending email describing your business and featuring some advices on how to make the most of your products. In this case not only your subscribers will be ready to make a purchase, but they will also want to buy it from you, because you wrote about these products in your newsletters. So if to take into account the number of newsletter subscriptions and contacts with customers, the probability of successful deals is going up.
Social media are more laid back. People visit social networks not to discuss a serious business matter, partnership opportunities, or B2B online marketing. They go there to relax, get away from work, so your message could be easily lost among kitten images, demotivators, and political news. Or among another marketing campaign, promising a prize for Share or like, which quite often irritates users and only deprives them from buying this brand or product next time.