Email Marketing and Must-Have Tools for a B2B Business

With so much emphasis on social media marketing and other digital marketing channels, writing email marketing is easy. But not that fast! Email marketing is still king. Time and time again, email marketing has been shown to be the most effective form of marketing. It’s even more important in a B2B marketplace as many professionals use email as their primary form of communication with other vendors and businesses.
Here’s what you need to know to implement your own successful B2B email marketing campaign and the tools to make it possible.

What is Email Marketing?

Email marketing is any electronic message communication that promotes your business, product or service. It is both a form of direct marketing and digital marketing. It is often used as part of a larger internet marketing strategy to promote the business via email, websites, social media and blogs.

Email marketing can take many forms, including:

  • Newsletters to subscribers
  • Promotions on sales and upcoming events
  • Special deals and discounts
  • Social information sharing

Email marketing is used to generate leads, help brand awareness, build relationships and engage customers. A successful email marketing strategy keeps customers informed and includes marketing messages tailored to their target audience.

Why is Email Marketing Important for B2B Purposes?

Here are some of the reasons why email marketing is so important in the B2B space:

Email Marketing Is Effective

Consider the following statistics about the effectiveness of email marketing:

  • Email marketing has a 4200% ROI; This means that for every $1 spent, businesses can expect to get $42 back.
  • 47% of marketers rate email marketing as the most effective form of marketing.
  • 21% of emails are opened within the first hour of delivery.
  • Email is 40% more effective at converting than social media channels like Facebook and Twitter.
  • 40% of B2B marketers report that email newsletters are the most important part of their content marketing strategy.

Email Marketing Action Influences

One of the reasons email marketing is so effective is because it relies on the user taking some type of action. In contrast, video ads, text ads, and even social media marketing may not be interactive or use a call to action.
Marketing emails influence the purchasing decisions of 50.7% of consumers. Customers are more likely to see an email than a social media message.

Businesses Prefer Emails As Their Primary Communication Formats

Busy professionals prefer business email to other forms of communication. Emails allow a person to open communication when ready. They are not intrusive and do not demand a big time commitment. For these reasons, 72% of consumers prefer e-mail as the main channel for business communication. Additionally, 52% of respondents in a survey reported that email is their business’ main communication tool.

Everyone Else Is Using

If there is no other reason, you should consider doing email marketing because everyone does. 93% of B2B marketers use email to distribute content. If you can’t implement your own email marketing campaign, you risk losing the work someone else stole.

There are several email marketing tools that can make your email marketing campaigns more effective:

Reverse Email Lookup Tool

The reverse email lookup tool allows you to verify who owns an email address. This ensures that you are sending your emails to the desired destinations.

You can also use the reverse email lookup tool to confirm who sent you the email to avoid spam messages or other unwanted messages.

Email Verification Tool

Voila an email verification tool like Norbert finds and verifies emails. It can automatically clean your email list for incorrect email addresses to increase your deliverable email statistics.

Design Templates

There are many free and affordable templates that can help you create a stylish and professional look for your marketing messages.

Email Marketing Campaign Management Sites

There are tons of email marketing campaign management sites that provide everything:
– Templates for email messages
– Newsletters
– Tracking tools that show you open rates, click-through rates and other important metrics
– Automation features so you can schedule your messages at times proven effective

Email newsletter

An email newsletter can be an important addition to your digital marketing strategy. Tools like Flashissue offer email newsletters from a simple interface and allow you to log in via Google or Facebook.

Integration Tools

You can better serve your customers’ needs when you integrate your email marketing account with other online services like Salesforce. For example, with AWeber you can show which customers have subscribed to your AWeber emails and which emails they have received from you on your CRM platform. AWeber also integrates with the most popular shopping cart tools and allows you to add new customers to your account with every purchase.

Mobile Friendly Vehicle

Some email marketing tools allow you to automatically optimize your emails so they can be read easily on a mobile device.

Predictive Tools

Crystal is a unique communication tool that predicts a customer’s personality based on their online footprint. With this tool, you can learn more about your customer base and personalize your message.

What Does a Successful B2B Email Campaign Include?

Just because you send an email to your client list doesn’t mean your efforts will be successful. Email marketing should help you increase brand awareness, build and maintain a relationship with your customers, and drive traffic to designated spots on your website. An effective email marketing campaign should include:

  • Call-to-action – Make it easy for your subscribers to know what you want, whether they call you for more information, ask for a free quote, or join a list.

  • A schedule – You don’t have to send your marketing message five minutes after you think about it. Instead, use automation to send messages when they are most likely to open. Sending out periodic email newsletters on a specific day of the week or month will also give your subscribers something to look forward to.

  • Compliance – Email marketing must comply with the rules of the CAN-SPAM Act. This means that every email marketing message should include a non-deceptive subject line, a clear way to unsubscribe, and your contact information.

  • Personalization – With today’s tools, you can segment your email subscribers based on their demographics, purchase history or personality and then create a different message for each group. This allows you to create more personalized messages that resonate with potential customers.

Get Some Data and Analyze for Better Results

Take advantage of all the key data key points email marketing campaigns give you, such as open rates, response rates, and conversion rates. Use this critical information to find which marketing approaches work best and initiate A/B tests to use them more often.


Email marketing isn’t going anywhere, so the faster you learn how to apply it properly, the better you and your business will be. The tools mentioned above can help you take your email marketing efforts from normal to fantastic.

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