What to look for in B2B email marketing services
When searching for the right B2B email marketing services, there are a few key factors to consider.
Email marketing services vary in the features they offer, so it’s important to find one that meets your specific needs. Look for providers with tools such as automation, segmentation, and A/B testing.
Automation features like auto-responders and drip campaigns allow marketers to send automated emails based on user behavior or other triggers. For instance, anyone who has interacted with your editorial calendar kit, indicating an interest in B2B content marketing, will receive a personalized invitation to join the webinar.
As the customer flows in B2B are more complex and long-lasting, email automation needs to be prominent. You can use it to set up reminders for clients to stock up on supplies depending on the purchase date and recommend additional products or services accordingly. You can also orchestrate flows for different seasons or weather conditions. For example, at the beginning of winter, remind the clients to stop by your place to change the tiers of their trucks.
Segmentation allows you to divide your contacts into logical groups, so you can target each segment with relevant messages. If your company offers several products or services, especially at varying price points, you can market them to separate audiences. You can also tailor your communication depending on who the recipient may be; this could range from a vendor contact, sales manager, marketing specialist, or administrative assistant. All of these people may be interested in different products, services, or content. On top of that, all of these specialists can be from one business and jointly responsible for decision-making. Your messaging should reflect that and resonate with each audience convincing customers of various corporate levels. The possibility to segment your email list is a great way to ensure that your message is reaching the right people.
Moreover, segmentation allows you to approach customers at various stages of the sales funnel differently. You can precisely target unengaged leads or send loyal clients special offers. With good segmentation features, you can build and strengthen lasting customer relationships.
A/B testing allows you to send different versions of the message and measure their performance, so you can determine which is more effective. For instance, you can test different subject lines, body copy, calls-to-action, or layouts to determine which delivers the highest open and click-through rate.
Testing makes experimenting easier. An average B2B sale is bigger than a B2C sale, so the cost of the mistake is higher as well. Campaigns need to run like clockwork at all times. That means, making iterations without stress, on a smaller scale is a significant advantage.
B2B email marketing services should offer accurate and reliable integrations with your other business systems. This includes CRM software, project management tools, payment processing platforms, and even customer experience tracking solutions. Seamless integrations will help you to easily move data between different parts of your business in real time. Additionally, it will also help to streamline processes and reduce manual work. For example, B2B enterprise sales and marketing teams can benefit from the integration of social media management tools, allowing them to effortlessly score leads according to social media activity. Moreover, they will also receive automated notifications any time a negative sentiment is expressed online about their brand.
When selecting a B2B email marketing service provider, consider its price. Many platforms offer free plans that have limited features and other restrictions. You can see the interface and basics of the service for yourself before paying the price. It can even be enough for some small businesses. To choose between several paid plans, focus on the size of your subscriber base. Many pricing options are based on the number of contacts you have. If you anticipate growth, look for services with flexible pricing, so you can scale the plan.
Another important aspect is the number of emails you plan to send. If your mailings are sparse or far between, you may prefer an ESP that works on a pay-as-you-go basis. On the contrary, if you need to send bulk emails several times a week, opt for a platform with unlimited emails in a plan.
Last but not least, check the features included in the plan. Some ESPs, for example, reserve advanced automation and transactional emails for the higher-tier plans. If your strategy requires these, you may need to pay more. And if you’re just starting in email marketing, consider plans that include readily-available support or even a personal manager.