Day: October 4, 2022

Did you read our previous article, Emailing is not dead? For a company, B-to-B emailing offers many advantages:

Affordability

Email marketing is a highly cost-effective way of communicating with potential or existing customers. Compared with other marketing channels, email marketing is relatively inexpensive.

The cost of renting or buying a file of qualified e-mail addresses is similar to that of a postal or telephone number database. And the cost of email routing is negligible compared with the budget required for other channels, whether paper mailing (almost 1 euro per letter), SMS (around 4 cents per SMS), fax-mailing (1 cent per fax to France) or phoning (in this case, the main expense is time spent). It is thus possible to program an emailing campaign to 5000 B-to-B contacts on a rental basis for a budget of less than 300 Euros.

See our rates page for the true cost of email marketing.

Speed

The turnaround time for an email campaign is almost instantaneous. Email therefore enables companies to send timely messages that are relevant to their target audience. This ensures that the message is seen by the right people at the right time. It also has the advantage of being less intrusive than a phone call. It’s an asynchronous communication channel. The recipient will never be disturbed by an email, as they consult them at a time when they are fully available to do so.

Personalized

With e-mail, companies can send highly personalized messages to their target audience. This helps build relationships and trust between the company and its customers. It’s possible to personalize the name, surname and company of course. But it’s also possible to offer specific content based on the recipient’s needs. This content can be created according to the different types of profiles in the contact database.

Measurable

Email marketing campaigns can easily be measured in terms of opens, clicks and conversions. Much more so than any other direct marketing operation. This enables companies to track their return on investment and make the necessary adjustments to improve their campaigns. As each email campaign has its own statistics, it’s easy to compare results regularly and test different approaches.

Quick to set up

Once a responsive email template has been defined, inserting new content takes just a few minutes. With a little practice, you can create a professional email campaign in just a few minutes. What’s more, it’s possible to automate your mailings. The Ediware emailing platform lets you create and automatically send follow-up campaigns to a specific segment of each emailing operation: active, non-active, clickers, non-clickers, clickers on a particular link, etc…

Flexible

Email campaigns can easily be scaled up or down according to business needs. This makes it a highly flexible marketing channel that can be used to achieve different objectives. The number of email marketing campaigns and the volume of emails sent can be adjusted according to the sales team’s need for leads. It’s a good way of smoothing out the number of contacts generated by all existing acquisition methods.

Flexible legislation for B2B emailing

In France, it is possible to send an e-mailing to a professional without his or her consent, provided that the content relates to his or her activity(source CNIL). Of course, there are certain precautions to be taken: you must inform the professional when you collect his or her contact details, and always offer a means of objecting to the use of this information. Most emailing platforms automatically include an unsubscribe link to enable you to meet this obligation. These precautions are important, because in addition to complying with legislation, they help preserve the image of the company carrying out the emailing operations.
The B2B emailing sector is not affected by new restrictive regulations such as the end of third-party cookies, which will complicate the use of social networks and display advertising.

Finally, it is independent

All bets on a third-party platform such as Google Ads, Facebook or Instagram are extremely risky. As their general terms and conditions change, or their moderation rules are tightened, an account can be suspended without notice, preventing any recovery of subscribers. Having an emailing database of qualified contacts is a guarantee that a company can contact its prospects at any time by its own means. Third-party platforms are a good lever for acquisition, but the primary objective must remain the collection of email addresses from interested parties.