Email Marketing For Industrial Businesses

There’s a lot of misunderstanding out there about email marketing. Your average consumer cringes, and thinks ‘spam.’ Your average marketer hastily throws a reiteration of some product details into a template.

Email marketing, when approached authentically and strategically, when it has purpose and direction, is an incredibly effective way to increase the bottom line of any business, big brand, B2C or B2B Industrial. These campaigns can foster relationships, achieve return business, and provide subscribers with real, valuable information that they seek.

Most of our industrial clients have never considered an email marketing campaign, much less what type of information they would provide if they did, or how it would impact profits. This misinformation ostracizes Industrial Businesses from this incredibly effective arm of advertising. However, as these industrial businesses continue to step into an internet marketing environment, email marketing will become less of a mystery.

So we’ll continue to give you information you can use to integrate a successful email marketing campaign into your overall marketing plan, and how to do it without completely shooting from the hip. But first…
What IS Email Marketing?
Email Marketing is not just a coupon, a piece of spam, or a newsletter. Email Marketing can be:

> Sending e-mails with the purpose of enhancing the relationship of a merchant with its current or old customers and to encourage customer loyalty and repeat business.

> Sending e-mails with the purpose of acquiring new customers or convincing old customers to buy something immediately.
> Adding advertisements in e-mails sent by other companies to their customers.

Advantages of Email Marketing for Industrial Businesses

- Develop better business relationships (supplying useful information, keeping buyers, distributors, customers informed, inspiring dialogue, offering discounts, providing entertainment…)
– Most effective Form of Online Marketing, second to Search.
– Easy to track ROI

What Strategies Can an Industrial Business Take to Leverage Email marketing and Be Successful?

As an Industrial business owner, you know your customers. You know what questions you’re most often asked, you’ve identified trends in your incoming RFQ’s. The concept is simple — identify the need. Identify what your customer’s want to know – identify the most effective way to inform them – identify the action you want them to take.Put simply, tell them what they want to know, and give them something they want. This way, you’ll have eager subscribers and a list that looks forward to your correspondence.

Additionally, here is What Jeanne Jennings from ClickZ Network has to say about planning an email marketing campaign.

1. Identify qualitative goals.
2. Analyze the current situation.
3. Complete a competitive analysis.
4. Define the target audience.
5. Determine which types of email meet your needs.
6. Develop a content strategy and a frequency and send schedule.
7. Design the email template.
8. Create quantitative goals.
9. Compile budget and ROI (define) projections.
10. Evaluate results and tweak the strategy accordingly.

Share this: