B2B Mass Email for Acquisition and Brand Awareness
For many years, most marketers will tell you that B2B mass email doesn’t work. They will tell you that no one wants prospecting email and that you will only destroy your email reputation and brand by driving customer acquisition through mass email. These are the same people who have adopted an inbound marketing strategy telling the world it’s the only way to go.
Meanwhile, these people seem to have no problem with the enormous spikes in cost-per-click campaigns and online advertising. They also don’t seem to mind letting Google take control of their business destiny.
SLA is here to tell you that these people couldn’t be more wrong about using B2B mass email for prospect acquisition and brand awareness.
In 2022 alone, 333.2 billion emails are expected to be sent and received daily (Statista, 2021). That’s a staggering number of daily emails.
That’s not all. This figure is also expected to increase to over 375 billion by 2025. This statistic demonstrates that email marketing is vital to all successful multi-channel marketing campaigns. In fact, the importance of email is growing.
However, email marketing is not without its challenges. Competition in the inbox is stiff, and getting noticed starts with having a relevant message that resonates with your target customer or prospect. Without relevant content, your email will likely be seen as spam. Not only will it not be delivered to the inbox, but it can also damage your overall email sending reputation and cause problems for you in the future.
Why should I look at Mass email?
For every $1 you spend on email marketing, you can expect an average return of $42 (DMA, 2019). Email marketing has the highest ROI of any marketing channel.
The latest statistics show that as many as 87 percent of marketers use email marketing to proactively place their content in the hands of their customers (Content Marketing Institute, 2020).
Adding this proactive channel to your marketing campaigns will reinforce the messaging you drive through your paid media (display, social media, and search) and organic (SEO) channels, thus amplifying your brand awareness and customer acquisition activities.
So why are so many people choosing inbound marketing over outbound?
We suspect it’s because marketers don’t fully understand how email works. If they understood the role email marketing could play in their multi-channel marketing success, they would undoubtedly use more mass email in their marketing strategy.
Download this Guide to Learn:
- How Email Works
- How to Take Control Over How Your Email is Sent
- How to Improve Email Deliverability
- What Content to Send (Demand Generation)
- What Metrics to Monitor