Digital newsletters are an excellent way to regularly keep your customers and contacts informed about developments and new content. The dynamic nature of newsletters and average open rates of 20 to 25% make e-mail marketing a very powerful instrument in your B2B marketing strategy.
Reach and relevance
In view of the new GDPR legislation, the days of purchased e-mail lists and the addition of e-mail addresses in bulk seem to be over, which will improve the relevance of the target group. Nowadays, newsletter recipients themselves have actively indicated that they want to receive them and are therefore obviously interested in the content, especially in a niche market such as geomatics or hydrography. In addition, as the sender you control who receives your e-mails, by segmenting based on demographics, location, customer group or any other data that you have at your disposal. Within Geomares, we are also continuously engaged in offering relevant content to the right target group and at the right time. Our database currently contains the details of more than 60,000 professionals and we keep them informed about the latest development in the field of geomatics and hydrography on a weekly basis. Via advanced targeted marketing, our database, including approximately 30 different interest groups, offers unique access to relevant professionals worldwide.
Setting measurable marketing goals is very important and e-mail marketing offers many possibilities to do so. For example, tools such as Mailchimp make it possible to measure statistics such as the number of recipients, open rates and click ratios. These statistics give you valuable insights into the behaviour and interests of your target group, which you can use to make your next newsletter even more relevant!
Many e-mail tools offer the possibility to test the success of different variables, such as the subject line, delivery time or the content itself. We ourselves use Mailchimp which even offers the opportunity to run a test with a small number of recipients and to send the winning combination to the other recipients four hours later.
Mailchimp A/B testing
Good content generates a high response
In the geospatial or hydrographic industry, you can really set yourself apart by diving deeper into your target group and by constantly measuring and optimizing your campaigns. This is all in a day’s work for the content professionals at Geomares. They monitor which content works well and which content is less popular, in order to continuously fill newsletters with content that fits well with our readers’ needs. A single newsletter can generate over 300 views for some content!
The NaviSuite video from EIVA generated 315 clicks in a single newsletter!
Between them, two articles managed to generate more than 700 clicks from the GIM International newsletter
E-mail marketing is a must in B2B marketing
In addition to the above-mentioned benefits, e-mail marketing offers many more advantages. E-mails are easily shareable; the ability to send them on to colleagues encourages readers to act (either consciously or unconsciously) as an influencer or ambassador for your brand, which will improve your authority and reputation. E-mail marketing is also a simple way to reach mobile customers. The percentage of people who read e-mails on their smartphones is increasing rapidly, although desktops are still in the majority within B2B. Last but not least, e-mail marketing offers many options to automate and link to user behaviour or other marketing tactics. Consider, for example, sending an automated e-mail after a download from your website, or a follow-up e-mail two weeks after someone applies for a free trial. E-mail marketing is therefore a must in your B2B niche marketing strategy!
Looking for advice or help?
Take a look at the Advanced Targeted Marketing page to check our e-mail marketing opportunities. Do you need help with creating and/or designing your newsletter? Our team of marketing and content professionals can help you!