The first e-mail was sent by American computer programmer Ray Tomlinson in 1971 and included nothing more than a short and simple character string. Meanwhile, e-mail has become a common daily communication tool for about 3 billion people around the world. Taking this reach into account, e-mail is not only an efficient means of informative messaging, but it also proves to be an effective sales and marketing tool for B2B companies.
Nowadays, practically everyone has at least one e-mail account. Surveys reveal that 91% of people access their e-mail at least once a day and state that they prefer to receive business information via e-mail. According to a study conducted by McKinsey & Company, e-mail marketing is up to 40 times more effective than social media marketing, making the buying process happen three times faster*.
There is no denying that, as a recipient, it can be annoying to receive a bunch of automated, impersonal marketing e-mails in an already overloaded mailbox. However, there should be no doubt about the high impact and response rate that an appealing message can have. The above figures confirm the potential and strength of e-mail as a sales and marketing tool, which is why it should be part of the digital strategy of B2B companies.
Among its advantages is the possibility of communicating in a more personal and personalised way, raising brand awareness, connecting with your target audience, and placing new products and other novelties in the spotlight. In two words: generating leads (in four words: …and sales). E-mail marketing provides for tonnes of useful data that can be used for sales and marketing purposes and for assessing whether a company’s objectives are met, and all this at a relatively low cost.
Personalised newsletters & event messages
For Vintage’s clients it is paramount to be in direct and regular contact with their customers and prospects. We help them with the creation and sending of e.g. newsletters, informative and promotional messages, teaser and launch e-mails in case of a new company branding or product introduction, and a customised seasonal greetings card around Christmas. Our goal is to provide interesting topics (that are relevant to the current market situation) and to create to the point, personalised messages (including imagery, video or animation) that everyone wants to view or read!
Content personalisation can go very far. We can tailor an e-mail message depending on certain actions a user did or didn’t perform in the past. For example: for the teaser campaign of a client’s event, recipients who clicked on the “save the date” link received another e-mail than people who didn’t. For newsletters, it means we can include customised content based on how users behave on the company’s website or the product pages they visited. And that is just the top of the iceberg!
Interested to learn how we can create a must-read e-mail campaign for you? CONTACT ELLEN