Email Marketing doesn’t get its fair share of publicity. How could it? With PPC, SEO, Videos, and all of the other forms of digital marketing, Email Marketing is considered a thing of the past. B2B email marketing is still a viable marketing platform. In fact, it boasts a higher ROI than any other form of marketing with a 38% return.
Email marketing is one of the best ways to connect to an already captive audience, yet is one of the most forgotten, and ignored marketing channels. If email marketing is implemented, it’s usually done poorly with random and sporadic blasts that have no rhyme or reason.
Here are some best practices for B2B email blasts:
- Set Goals- If you don’t know where you’re going you’ll never get there.
- Be personable in your emails. People buy from people- not companies.
- Give more than you ask- Educate people on your products, services and methods.
- Be analytical- Deliver the right message, at the right time, to the right people using data and data analysis
- Make subtle nudges- Using “Call To Actions” (CTA’s) could turn a lead into a prospective customer.
Are you already using email marketing as part of your marketing strategy? The average open rate for all emails sent is 21% How are your results compared to your industry’s average?
| Industry | Average Open Rate | Average Click Rate | Hard Bounce | Soft Bounce | Unsubscribe Rate |
| All non-labeled accounts | 22.71% | 2.91% | 0.40% | 0.61% | 0.25% |
| Agriculture and Food Services | 23.31% | 2.94% | 0.32% | 0.50% | 0.28% |
| Architecture and Construction | 22.51% | 2.51% | 0.73% | 1.18% | 0.32% |
| Arts and Artists | 26.27% | 2.95% | 0.30% | 0.51% | 0.28% |
| Beauty and Personal Care | 16.65% | 1.92% | 0.26% | 0.33% | 0.30% |
| Business and Finance | 21.56% | 2.72% | 0.43% | 0.55% | 0.20% |
| Computers and Electronics | 19.29% | 2.08% | 0.47% | 0.79% | 0.27% |
| Construction | 21.77% | 2.26% | 0.86% | 1.28% | 0.39% |
| Consulting | 20.13% | 2.49% | 0.50% | 0.79% | 0.27% |
| Creative Services/Agency | 21.39% | 2.66% | 0.58% | 0.93% | 0.35% |
| Daily Deals/E-Coupons | 15.06% | 2.23% | 0.07% | 0.13% | 0.10% |
| E-Commerce | 15.68% | 2.01% | 0.19% | 0.26% | 0.27% |
| Education and Training | 23.42% | 2.90% | 0.32% | 0.51% | 0.21% |
| Entertainment and Events | 20.51% | 2.36% | 0.28% | 0.43% | 0.26% |
| Gambling | 21.62% | 3.30% | 0.42% | 0.38% | 0.15% |
| Games | 21.10% | 3.66% | 0.37% | 0.44% | 0.25% |
| Government | 28.77% | 3.99% | 0.33% | 0.50% | 0.13% |
| Health and Fitness | 21.48% | 2.69% | 0.30% | 0.40% | 0.40% |
| Hobbies | 27.74% | 5.01% | 0.18% | 0.31% | 0.23% |
| Home and Garden | 21.60% | 3.03% | 0.32% | 0.52% | 0.35% |
| Insurance | 21.36% | 2.13% | 0.67% | 0.71% | 0.25% |
| Legal | 22.00% | 2.81% | 0.52% | 0.66% | 0.22% |
| Manufacturing | 19.82% | 2.18% | 0.72% | 1.18% | 0.31% |
| Marketing and Advertising | 17.38% | 2.04% | 0.44% | 0.68% | 0.27% |
| Media and Publishing | 22.15% | 4.62% | 0.14% | 0.27% | 0.12% |
| Medical, Dental, and Healthcare | 21.72% | 2.49% | 0.51% | 0.63% | 0.28% |
| Mobile | 19.29% | 2.27% | 0.48% | 0.58% | 0.37% |
| Music and Musicians | 21.88% | 2.94% | 0.28% | 0.48% | 0.26% |
| Non-Profit | 25.17% | 2.79% | 0.33% | 0.49% | 0.20% |
| Pharmaceuticals | 18.58% | 2.25% | 0.39% | 0.53% | 0.17% |
| Photo and Video | 23.24% | 3.23% | 0.43% | 0.65% | 0.40% |
| Politics | 22.94% | 2.37% | 0.28% | 0.41% | 0.21% |
| Professional Services | 21.94% | 2.55% | 0.56% | 0.83% | 0.31% |
| Public Relations | 21.02% | 1.98% | 0.45% | 0.71% | 0.17% |
| Real Estate | 19.17% | 1.77% | 0.38% | 0.56% | 0.27% |
| Recruitment and Staffing | 21.14% | 2.53% | 0.45% | 0.53% | 0.30% |
| Religion | 27.62% | 3.16% | 0.17% | 0.25% | 0.15% |
| Restaurant | 19.77% | 1.34% | 0.37% | 0.50% | 0.28% |
| Restaurant and Venue | 20.39% | 1.40% | 0.32% | 0.45% | 0.39% |
| Retail | 18.39% | 2.25% | 0.22% | 0.32% | 0.25% |
| Social Networks and Online Communities | 21.06% | 3.32% | 0.20% | 0.34% | 0.22% |
| Software and Web App | 21.29% | 2.45% | 0.65% | 0.97% | 0.37% |
| Sports | 24.57% | 3.09% | 0.26% | 0.39% | 0.28% |
| Telecommunications | 20.92% | 2.27% | 0.63% | 0.87% | 0.23% |
| Travel and Transportation | 20.44% | 2.25% | 0.31% | 0.51% | 0.24% |
| Vitamin Supplements | 15.03% | 1.62% | 0.23% | 0.36% | 0.27% |
| Average Totals | 21.33% | 2.62% | 0.40% | 0.58% | 0.26% |
Source: https://mailchimp.com/resources/email-marketing-benchmarks/
Email Marketing is just one avenue to a solid Marketing Plan. Comprehensive marketing plans and campaigns include print media, radio and TV advertising, as well as, other digital marketing channels. Remember, you want to be seen and heard everywhere your customer is. Market saturation helps build brand awareness, which helps make it easier for customers to trust you, and do business with you!
If you’re having trouble implementing a solid email campaign strategy that delivers leads and drives sales? Send us a message and see how we can help you!