{"id":15080,"date":"2021-10-29T11:38:17","date_gmt":"2021-10-29T09:38:17","guid":{"rendered":"https:\/\/gn24.dev.growth-ninjas.net\/successful-email-marketing-in-b2b-sales\/"},"modified":"2023-08-30T22:57:17","modified_gmt":"2023-08-30T20:57:17","slug":"successful-email-marketing-in-b2b-sales","status":"publish","type":"post","link":"https:\/\/cache.dev.growth-ninjas.net\/en\/successful-email-marketing-in-b2b-sales\/","title":{"rendered":"Successful email marketing in B2B sales"},"content":{"rendered":"\t\t<div data-elementor-type=\"wp-post\" data-elementor-id=\"15080\" class=\"elementor elementor-15080 elementor-11834\" wpc-filter-elementor-widget=\"1\" data-elementor-post-type=\"post\">\n\t\t\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-da3b060 elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"da3b060\" data-element_type=\"section\" data-e-type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-d03623b\" data-id=\"d03623b\" data-element_type=\"column\" data-e-type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-f0673bf elementor-widget elementor-widget-text-editor\" data-id=\"f0673bf\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t\t\t\t\t\t<p><em><span style=\"font-weight: 400;\">In times of <\/span><b>digital <\/b> <span style=\"font-weight: 400;\">sales, it is imperative that marketing and sales work closely together and are very closely coordinated. For this reason, it&#8217;s important to know that email marketing is the most profitable marketing tactic in B2B sales. Whether it&#8217;s used to acquire new customers or maintain existing ones, email marketing is absolutely essential for B2B sales.<\/span><\/em><i><span style=\"font-weight: 400;\"><br \/><\/span><\/i><\/p>\n\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-f0f5a41 elementor-widget-divider--view-line elementor-widget elementor-widget-divider\" data-id=\"f0f5a41\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"divider.default\">\n\t\t\t\t\t\t\t<div class=\"elementor-divider\">\n\t\t\t<span class=\"elementor-divider-separator\">\n\t\t\t\t\t\t<\/span>\n\t\t<\/div>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-fbf72af elementor-widget elementor-widget-heading\" data-id=\"fbf72af\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t\t<h5 class=\"elementor-heading-title elementor-size-large\">Interaction of  <br>  B2B Sales &amp; Email Marketing<\/h5>\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-a4b3111 elementor-widget-divider--view-line elementor-widget elementor-widget-divider\" data-id=\"a4b3111\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"divider.default\">\n\t\t\t\t\t\t\t<div class=\"elementor-divider\">\n\t\t\t<span class=\"elementor-divider-separator\">\n\t\t\t\t\t\t<\/span>\n\t\t<\/div>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-1760d1d elementor-widget-divider--view-line_text elementor-widget-divider--element-align-center elementor-widget elementor-widget-divider\" data-id=\"1760d1d\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"divider.default\">\n\t\t\t\t\t\t\t<div class=\"elementor-divider\">\n\t\t\t<span class=\"elementor-divider-separator\">\n\t\t\t\t\t\t\t<h5 class=\"elementor-divider__text elementor-divider__element\">\n\t\t\t\tInfo box DSGVO\t\t\t\t<\/h5>\n\t\t\t\t\t\t<\/span>\n\t\t<\/div>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-7ac1d6e elementor-widget elementor-widget-text-editor\" data-id=\"7ac1d6e\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t\t\t\t\t\t<p><b>The GDPR &#8211; what is allowed, what is not?<\/b><\/p>\n<p>B2B email marketing requires a double opt-in process: business customers must also give their official consent to receive emails. By law, consent must be given twice: First, the customer enters his contact data in a form. In the second step, the registration is confirmed by a verification link via e-mail. The legally required double opt-in can also ensure that new contacts already express interest in the company and the associated products and services.<\/p>\n\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-96ab003 elementor-widget-divider--view-line_text elementor-widget-divider--element-align-center elementor-widget elementor-widget-divider\" data-id=\"96ab003\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"divider.default\">\n\t\t\t\t\t\t\t<div class=\"elementor-divider\">\n\t\t\t<span class=\"elementor-divider-separator\">\n\t\t\t\t\t\t\t<h5 class=\"elementor-divider__text elementor-divider__element\">\n\t\t\t\tInfobox end\t\t\t\t<\/h5>\n\t\t\t\t\t\t<\/span>\n\t\t<\/div>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-8fd16cc elementor-widget elementor-widget-text-editor\" data-id=\"8fd16cc\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t\t\t\t\t\t<p>Adhering to all the steps required by the GDPR &#8211; namely the registration or consent to receive emails &#8211; we now take a look at how to make the most of email marketing for B2B sales.<\/p>\n\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-1900176 elementor-widget elementor-widget-heading\" data-id=\"1900176\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t\t<h2 class=\"elementor-heading-title elementor-size-large\">4 important points that must always be considered in the beginning:<\/h2>\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-891f669 elementor-widget elementor-widget-text-editor\" data-id=\"891f669\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t\t\t\t\t\t<ul>\n<li><strong>Clear information:<\/strong> Business partners don&#8217;t have time to sift through long newsletters &#8211; all relevant information, benefits and USPs must be apparent at first glance.<\/li>\n<li><strong>Advantages and relevance:<\/strong> It is important to highlight the benefits and relevance of the offer for this very customer. Ask yourself the question, &#8220;How exactly does customer XY benefit?&#8221; \u2192 the more personalized the offer, the more relevant it is for the customer.<\/li>\n<li><strong>Customer understanding:<\/strong> In order to achieve a high level of success with the campaign, B2B emails must be personalized to address the individual needs of the industry. That&#8217;s why it&#8217;s essential to know your target audience, segment them and then tailor the campaign to the groups.<\/li>\n<li><strong>Customization to Buyer&#8217;s Journey:<\/strong> Emails need to be customized depending on where the customer is in their <a href=\"https:\/\/cache.dev.growth-ninjas.net\/en\/buyers-journey-lead-your-leads-to-a-successful-conclusion\/\">Buyer&#8217;s Journey<\/a>, as the need for information is different at each stage.<\/li>\n<\/ul>\n\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-4d6f03e elementor-widget-divider--view-line elementor-widget elementor-widget-divider\" data-id=\"4d6f03e\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"divider.default\">\n\t\t\t\t\t\t\t<div class=\"elementor-divider\">\n\t\t\t<span class=\"elementor-divider-separator\">\n\t\t\t\t\t\t<\/span>\n\t\t<\/div>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-382e25d elementor-widget elementor-widget-heading\" data-id=\"382e25d\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t\t<h2 class=\"elementor-heading-title elementor-size-large\">Email marketing for new customer acquisition\n<\/h2>\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-330ec0e elementor-widget elementor-widget-text-editor\" data-id=\"330ec0e\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t\t\t\t\t\t<p>Before an email marketing campaign can be set up for potential customers, these leads &#8211; i.e. interested, potential customers &#8211; must first be generated, and there are various ways of doing this:<\/p>\n\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-94842df elementor-widget elementor-widget-text-editor\" data-id=\"94842df\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t\t\t\t\t\t<ul>\n<li><b>Company website<\/b>: It is important to equip key touchpoints on your own website with newsletter sign-up forms. Customers must be able to contact the company at any time. The most commonly used touchpoints are: Pop-ups or a newsletter sign-up section, links in the footer\/header and a dedicated page with a contact form.<\/li>\n<li>Landing <b>pages:<\/b> Since landing pages are generally also used as &#8220;lead magnets&#8221;, e-mail addresses are frequently requested on them. This query is made, for example, in the course of offering a download of a free white paper or e-book.<\/li>\n<li><b>Social media ads:<\/b> On social media channels frequented by potential customers, targeted ads can refer to the sign-up for the email distribution list &#8211; this can quickly turn initial prospects into so-called qualified leads.<\/li>\n<li><b>LinkedIn Outreach<\/b>: On LinkedIn, direct customer contact can be established via <i>direct messages<\/i> by means of a personal profile. Through tools like <a href=\"https:\/\/business.linkedin.com\/marketing-solutions\/cx\/18\/01\/lead-gen-sem-desktop?trk=sem_lms_gaw&amp;src=go-pa&amp;veh=LMS-S_EMEA_ROE_Low_EN_SEM_SEM_GoogleAds_NA_All_NA_NA_Core_NA_Features_Brand_Exact_415758541560__linkedin%20lead%20generation%20tool_c__kwd-357520848447_9216596369&amp;mcid=6842130579375308992&amp;cname=LMS-S_EMEA_ROE_Low_EN_SEM_SEM_GoogleAds_NA_All_NA_NA_Core_NA_Features_Brand_Exact&amp;camid=9216596369&amp;asid=94475528558&amp;targetid=kwd-357520848447&amp;crid=415758541560&amp;placement=&amp;dev=c&amp;ends=1&amp;gclid=Cj0KCQjwtrSLBhCLARIsACh6RmiC9o0C9Hv1uLHQxC951CPvKcp0E2-QlauGGm4L-uLNouJZysEl4hQaAm02EALw_wcB&amp;gclsrc=aw.ds\" target=\"_blank\" rel=\"noopener\">LinkedIn Sales Navigator<\/a>, this process can also be automated.<\/li>\n<\/ul>\n\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-161277f elementor-widget elementor-widget-text-editor\" data-id=\"161277f\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t\t\t\t\t\t<p>After you have defined and set up your own lead generation mix, you can start planning your email campaign. As mentioned above, it is of great importance to personalize or customize emails depending on the target audience and phase. In addition to the content of the emails, two things should be considered and tested via A\/B testing:<\/p>\n\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-506e6ce elementor-widget elementor-widget-text-editor\" data-id=\"506e6ce\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t\t\t\t\t\t<ul>\n<li><b>Subject line<\/b>: The subject is the first piece of information prospects see from the email. Therefore, it is very important that it is appealing and makes the reader want to open the email in the first place and read on.<\/li>\n<li><b>Timing<\/b>: The time at which emails are sent also plays a major role, as open and click-through rates can vary greatly depending on the time.<\/li>\n<\/ul>\n\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-603309b elementor-widget-divider--view-line elementor-widget elementor-widget-divider\" data-id=\"603309b\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"divider.default\">\n\t\t\t\t\t\t\t<div class=\"elementor-divider\">\n\t\t\t<span class=\"elementor-divider-separator\">\n\t\t\t\t\t\t<\/span>\n\t\t<\/div>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-32a925f elementor-widget elementor-widget-heading\" data-id=\"32a925f\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t\t<h2 class=\"elementor-heading-title elementor-size-large\">Email marketing for existing customer care  \n<\/h2>\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-4394c31 elementor-widget elementor-widget-text-editor\" data-id=\"4394c31\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t\t\t\t\t\t<p>Email marketing is also indispensable for maintaining existing customers in B2B sales. <strong>Here, too, the heart of the matter is personalization and relevance for<\/strong> the customer.<\/p>\n<p>Customers get a lot of emails and read what seems relevant to them: for example, if a company sells software, an email campaign could be set up regarding new features. If the company has published a new whitepaper, this can also be distributed to customers with an email campaign.<\/p>\n\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-4fe5283 elementor-widget-divider--view-line elementor-widget elementor-widget-divider\" data-id=\"4fe5283\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"divider.default\">\n\t\t\t\t\t\t\t<div class=\"elementor-divider\">\n\t\t\t<span class=\"elementor-divider-separator\">\n\t\t\t\t\t\t<\/span>\n\t\t<\/div>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-90f34e5 elementor-widget elementor-widget-heading\" data-id=\"90f34e5\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t\t<h2 class=\"elementor-heading-title elementor-size-large\">Email Campaign Automation\n<\/h2>\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-7165f9a elementor-widget elementor-widget-text-editor\" data-id=\"7165f9a\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t\t\t\t\t\t<p>Email campaign automation can be very helpful and an essential part of both new customer acquisition and existing customer care campaigns. In our last two articles, we also explained in more detail <a href=\"https:\/\/cache.dev.growth-ninjas.net\/en\/email-marketing-vs-marketing-automation-next-level-customer-care\/\" target=\"_blank\" rel=\"noopener\">how email marketing automation works exactly<\/a> and <a href=\"https:\/\/cache.dev.growth-ninjas.net\/en\/email-marketing-automation-the-right-email-at-the-right-time\/\" target=\"_blank\" rel=\"noopener\">what different marketing automation options are available<\/a>. Nevertheless, we would like to briefly discuss it here as well.<\/p>\n<p><strong>B2B email marketing automation works with customer segmentation that allows for individual customer care<\/strong>: through customer relationship management systems such as <a href=\"https:\/\/cache.dev.growth-ninjas.net\/schwerpunkte\/hubspot-einfuehrung-betreuung\/\" target=\"_blank\" rel=\"noopener\">HubSpot<\/a>, it is possible to respond to customers individually and provide the highest possible level of personalization.  <\/p>\n<p>A big advantage is also that according to a <a href=\"https:\/\/emarketingplatform.com\/email-marketing-benchmarks\/archived-june-2019\/\" target=\"_blank\" rel=\"noopener\">survey by emfluence Marketing Platform<\/a>, automated emails perform much better than manually sent emails.<\/p>\n\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-8b25de0 elementor-widget elementor-widget-image\" data-id=\"8b25de0\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"image.default\">\n\t\t\t\t\t\t\t\t\t\t\t\t<figure class=\"wp-caption\">\n\t\t\t\t\t\t\t\t\t\t\t<a href=\"https:\/\/emarketingplatform.com\/email-marketing-benchmarks\/archived-june-2019\/\" target=\"_blank\">\n\t\t\t\t\t\t\t<img fetchpriority=\"high\" decoding=\"async\" width=\"800\" height=\"91\" src=\"https:\/\/cache.dev.growth-ninjas.net\/wp-content\/uploads\/2021\/10\/Bildschirmfoto-2021-10-28-um-16.00.00-1024x117.png\" class=\"attachment-large size-large wp-image-14837\" alt=\"\" srcset=\"https:\/\/cache.dev.growth-ninjas.net\/wp-content\/uploads\/2021\/10\/Bildschirmfoto-2021-10-28-um-16.00.00-1024x117.png 1024w, https:\/\/cache.dev.growth-ninjas.net\/wp-content\/uploads\/2021\/10\/Bildschirmfoto-2021-10-28-um-16.00.00-300x34.png 300w, https:\/\/cache.dev.growth-ninjas.net\/wp-content\/uploads\/2021\/10\/Bildschirmfoto-2021-10-28-um-16.00.00-768x88.png 768w, https:\/\/cache.dev.growth-ninjas.net\/wp-content\/uploads\/2021\/10\/Bildschirmfoto-2021-10-28-um-16.00.00-1536x176.png 1536w, https:\/\/cache.dev.growth-ninjas.net\/wp-content\/uploads\/2021\/10\/Bildschirmfoto-2021-10-28-um-16.00.00.png 1590w\" sizes=\"(max-width: 800px) 100vw, 800px\" \/>\t\t\t\t\t\t\t\t<\/a>\n\t\t\t\t\t\t\t\t\t\t\t<figcaption class=\"widget-image-caption wp-caption-text\">emfluence Marketing Platform<\/figcaption>\n\t\t\t\t\t\t\t\t\t\t<\/figure>\n\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-5e263aa elementor-widget-divider--view-line elementor-widget elementor-widget-divider\" data-id=\"5e263aa\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"divider.default\">\n\t\t\t\t\t\t\t<div class=\"elementor-divider\">\n\t\t\t<span class=\"elementor-divider-separator\">\n\t\t\t\t\t\t<\/span>\n\t\t<\/div>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-025220e elementor-widget elementor-widget-heading\" data-id=\"025220e\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t\t<h2 class=\"elementor-heading-title elementor-size-large\">Tracking - measure &amp; increase engagement\n<\/h2>\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-f431c54 elementor-widget elementor-widget-text-editor\" data-id=\"f431c54\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t\t\t\t\t\t<p>To find out whether and to what extent the email campaign was successful, it should be tracked. Only by knowing how well or poorly the previous campaign performed can you figure out which aspects still need improvement.<\/p>\n\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-0eacfbf elementor-widget-divider--view-line_text elementor-widget-divider--element-align-center elementor-widget elementor-widget-divider\" data-id=\"0eacfbf\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"divider.default\">\n\t\t\t\t\t\t\t<div class=\"elementor-divider\">\n\t\t\t<span class=\"elementor-divider-separator\">\n\t\t\t\t\t\t\t<h5 class=\"elementor-divider__text elementor-divider__element\">\n\t\t\t\tInfobox Metrics and Benchmarks\t\t\t\t<\/h5>\n\t\t\t\t\t\t<\/span>\n\t\t<\/div>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-d556f6b elementor-widget elementor-widget-text-editor\" data-id=\"d556f6b\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t\t\t\t\t\t<p><strong>Metrics and benchmarks in email marketing<\/strong><\/p>\n<ul>\n<li><strong>Open Rate<\/strong> &#8211; number of opens divided by the total number of emails sent.<\/li>\n<li><strong>Click-through Rate<\/strong> &#8211; Total number of clicks divided by the total number of emails sent.  <\/li>\n<li><strong>Click-to-open ratio<\/strong> &#8211; Of the people who opened the mail, what percentage clicked?<\/li>\n<li><strong>Unsubscribe Rate<\/strong> &#8211; total number of people who <strong>unsubscribed<\/strong> from the mailing list divided by the total number of mails sent.<\/li>\n<li><strong>Complaint Rate<\/strong> &#8211; Total number of spam complaints divided by the number of mails sent.<\/li>\n<\/ul>\n\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-676e0c6 elementor-widget-divider--view-line_text elementor-widget-divider--element-align-center elementor-widget elementor-widget-divider\" data-id=\"676e0c6\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"divider.default\">\n\t\t\t\t\t\t\t<div class=\"elementor-divider\">\n\t\t\t<span class=\"elementor-divider-separator\">\n\t\t\t\t\t\t\t<h5 class=\"elementor-divider__text elementor-divider__element\">\n\t\t\t\tInfobox end\t\t\t\t<\/h5>\n\t\t\t\t\t\t<\/span>\n\t\t<\/div>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-440a1fe elementor-widget elementor-widget-text-editor\" data-id=\"440a1fe\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t\t\t\t\t\t<p>If the opening rate is low, it may indicate an unattractive subject line. If the click-to-open rate is too low, perhaps the call-to-action was too weakly worded or not clearly evident. Depending on where there is &#8220;room for improvement&#8221;, the campaign and the structure of the email can be improved.<\/p>\n<p>To avoid unrealistic notions of email performance in digital sales, it&#8217;s important to <strong>keep an eye on benchmark results in regular B2B sales<\/strong> to have a point of comparison. One example is <a href=\"https:\/\/www.optimizely.com\/de\/insights\/email-marketing-benchmark-studie\/\" target=\"_blank\" rel=\"noopener\">Episerver&#8217;s Email Marketing Benchmark 2020.<\/a><\/p>\n\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-6edae56 elementor-widget-divider--view-line elementor-widget elementor-widget-divider\" data-id=\"6edae56\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"divider.default\">\n\t\t\t\t\t\t\t<div class=\"elementor-divider\">\n\t\t\t<span class=\"elementor-divider-separator\">\n\t\t\t\t\t\t<\/span>\n\t\t<\/div>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-6e48106 elementor-widget elementor-widget-heading\" data-id=\"6e48106\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t\t<h2 class=\"elementor-heading-title elementor-size-large\">Conclusion<\/h2>\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-2abb96e elementor-widget elementor-widget-text-editor\" data-id=\"2abb96e\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t\t\t\t\t\t<p><strong>Email marketing is an essential tool in B2B sales<\/strong> &#8211; for acquiring new customers as well as for maintaining existing ones. Moreover, personalized and automated emails make sales even more successful and companies can significantly increase their ROI with them.  <\/p>\n<p>Of course, the application varies from company to company and also depending on the industry and customer segment.  <a href=\"https:\/\/cache.dev.growth-ninjas.net\/en\/main-focus\/digital-marketing\/\" target=\"_blank\" rel=\"noopener\">We are happy to provide support in this regard and help with the optimal implementation of email marketing campaigns.  <\/a><\/p>\n\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-e09e8bb elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"e09e8bb\" data-element_type=\"section\" data-e-type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-0e118fd\" data-id=\"0e118fd\" data-element_type=\"column\" data-e-type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-dd10928 elementor-widget elementor-widget-text-editor\" data-id=\"dd10928\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t\t\t\t\t\t<p><a href=\"https:\/\/cache.dev.growth-ninjas.net\/en\/the-ninjas\/\">Your Growth Ninjas<\/a>,<\/p>\n<p>Adrienne, David, Hermann, Johannes, Katharina B., Katharina T., Stefan K. &amp; Stefan G.<\/p>\n\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<\/div>\n\t\t","protected":false},"excerpt":{"rendered":"<p>In times of digital sales, it is imperative that marketing and sales work closely together and are very closely coordinated. For this reason, it&#8217;s important to know that email marketing is the most profitable marketing tactic in B2B sales. Whether it&#8217;s used to acquire new customers or maintain existing ones, email marketing is absolutely essential [&hellip;]<\/p>\n","protected":false},"author":8,"featured_media":14838,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[371],"tags":[516,517,518,519,520,403,404],"thema":[470],"class_list":["post-15080","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-column","tag-email-marketing-en","tag-hubspot-sequences","tag-hubspot-workflows-en","tag-lead-scoring-en","tag-hubspot-crm-en","tag-marketing-automation-en","tag-email-marketing-automation","thema-hubspot-marketing-and-sales-automation"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v27.2 (Yoast SEO v27.6) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>Successful email marketing in B2B sales<\/title>\n<meta name=\"description\" content=\"In the age of digital sales, it is imperative that marketing and sales work closely together. 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We show how this works best!\" \/>\n<meta property=\"og:url\" content=\"https:\/\/cache.dev.growth-ninjas.net\/en\/successful-email-marketing-in-b2b-sales\/\" \/>\n<meta property=\"og:site_name\" content=\"We live and breathe Growth and Digitalisation | Growth Ninjas\" \/>\n<meta property=\"article:publisher\" content=\"https:\/\/www.facebook.com\/growthninjas\/\" \/>\n<meta property=\"article:published_time\" content=\"2021-10-29T09:38:17+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2023-08-30T20:57:17+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/gn23.dev.growth-ninjas.net\/wp-content\/uploads\/2021\/10\/2C0E965A-CA83-4362-9AB9-046A211E3EE0.webp\" \/>\n<meta name=\"author\" content=\"Adrienne Hofer\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:title\" content=\"Successful email marketing in B2B sales\" \/>\n<meta name=\"twitter:description\" content=\"In the age of digital sales, it is imperative that marketing and sales work closely together. 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