Marketing is one of the most important aspects of a business. They need to sell their products to customers, and marketing is the only technique to get a product in front of a customer. However, over the last few decades, marketing trends have changed drastically. What began from door-to-door marketing, leaflets, and basic radio commercials has now turned into widespread content marketing through various tools.
For businesses, this change meant that they needed to adapt as well. As the years progressed and businesses began integrating technology into their business strategies, email marketing was founded. While many successors of email marketing, including the newfound digital marketing done via social media platforms, email remains the top marketing channel for businesses.
In terms of statistics, email marketing is used by up to 87% of B2B marketers. The ease of use and efficiency provided by the marketing tool are the key reasons for its widespread adoption. It also provides businesses with a clear channel to reach out to other businesses interested in their services. It even allows sellers to include valuable content in their emails rather than simply attractive posters.
Even though email marketing has been around for many years now, some businesses still struggle to understand how to make the most of it. One of the most common problems faced by email marketers is the time it takes to create one email from scratch. In addition, it may become impossible ever to accomplish your goals if you start designing separate emails for each of the businesses you want to target in the B2B market.
However, to make all of these worries go away in an instant, we recommend that you make use of the best email marketing software for B2B.
» MORE: How Effective is Email Marketing?
Why Your B2B Business Needs Email Marketing
In a world where social media marketing is taking the market by a storm, you may begin to question whether your B2B organization should shift to these new models as well. If you ask us, we believe that email marketing remains the most effective method of communicating with buyers.
Here are a few reasons you can consider:
1. Customized Message
As a B2B organization, you need to cater to the needs of your buyers. Each business you reach out to would have a different requirement, and it is your job to cater to that. Using email marketing tools, you can easily create customized messages for groups of clients that fall into the same category.
2. Relationship-Based
Instead of advertising your product on big billboards, email marketing tools allow you to communicate directly with the clients. This two-way communication makes it easier for clients to reach out to you if they have any queries regarding your product range.
For B2B companies, this point is significant because they can only gain new clients by forming lasting corporate relationships and a positive reputation in the market. Plus, you would never have to interrupt a clients’ personal space by marketing your product through calls or text messages.
3. Affordable
Marketing campaigns can be very financially draining for companies. The average B2B firm spends about 6.8% of its annual revenue on marketing, which is certainly a huge number. To make things easier on your accounting department, you can opt for an email marketing strategy. Emails are not only completely free of cost, but email marketing tools are also considerably affordable.
» MORE: Why Email Marketing Is So Important
Once you are convinced that your B2B company should opt for an email marketing strategy, the next thing you need is email marketing software. An email marketing software helps you achieve the following:
- Automated responses
- Personalized emails for clients
- Creative email designs and layout
- Integration with other marketing tools such as CRM or e-commerce
- Managing email lists
- Analytics of your email marketing strategy
Here are our top picks for the best email marketing tools for B2B companies.
Top 5 Email Marketing Software for B2B Companies
- HubSpot – best for small and large firms
- Sender – best for multiple email campaigns
- Sendinblue – best for advanced options
- Omnisend – best for effective communication
- Benchmark Email – best for versatility
1. HubSpot – best for small and large firms
HubSpot is already a popular name in the world of marketing. Even if you are not familiar with their services, you may have heard the company name for their automation services. For email marketing, they recently launched a new free tool.
HubSpot Email Marketing offers all of the basic email marketing features you’ll need. Whether you are a B2B startup or a well-established firm, this tool can help you promote all of your campaigns, send kickback emails for follow-ups, and even thank you emails to clients after they have confirmed a purchase. If you want to create a good impression amongst your clients, this is one of the easiest email marketing tools to use.
However, if you’re worried about your ability to use the HubSpot email marketing tool, don’t worry. The nicest thing about this program is how simple it is to use, especially with the basic drag-and-drop creative editor. In addition, if you’re looking for some creative inspiration, the HubSpot tool has several beautiful templates to get you started. Isn’t that amazing?
Key Feature
Integration with more HubSpot tools, including CRM, can help you form great customer relationships using marketing tactics, emails, and cross-platform analytics.
More Features:
- Automated workflow with scheduled emails
- Detailed marketing reports and analytics
- Ability to send up to two thousand emails every 30 days.
- The tool learns and grows with you.
» MORE: How Much Does An Email Marketing Campaign Cost?
2. Sender – best for multiple email campaigns
The second-best email marketing tool for B2B companies on our list is Sender. This free tool allows you to create remarkable emails and newsletters, even if you have zero know-how of HTML. If you are not too tech-savvy, Sender is a great choice for your email marketing campaign.
Sender is also quite simple to use. There are various templates to choose from, and you can further customize all of the elements on the template to fit your needs perfectly. So, while the template gives you a basic idea to start from, you can still enjoy your creative freedom whilst designing these email campaigns. Furthermore, since B2B companies tend to emphasize personalized emails to each client, Sender is a great tool that can help you design multiple different email campaigns without spending too much time.
Key Feature
Detailed analytics: When it comes to Sender, it gives you all the details you need about which clients opened your emails and clicked on the links provided. You can even find details regarding when your emails were opened to understand the response rate from the target market. This commendable analytics feature allows B2B companies to develop highly precise consumer personas, which helps them create more effective email marketing campaigns in the future.
More Features:
- Geared towards small to midsized businesses.
- Templates include subscription forms and other useful add-ons
- Integrations with third-party apps
» MORE: Best Free Email Marketing Software For Small Businesses
3. Sendinblue – best for advanced options
Sendinblue is one of the best email marketing software for B2B businesses. So, if you are looking for an email marketing tool that combines a few more marketing features, then we suggest that you opt for Sendinblue. This hybrid platform allows you access to various email marketing tools and CRM tools and strategies and assists with creating a landing page for your company.
Sendinblue gives you more than 70 design templates to choose from. This means that you can keep experimenting with different layouts until you find the one that perfectly represents your brand. As a B2B business, having such a wide variety of design templates is a huge advantage since you can design different marketing campaigns for different segments of clients.
After you select a template of choice, Sendinblue allows you to personalize it to your liking. You can change the images, text, fonts, and even color palettes. The best part is that Sendinblue allows you to preview the final email marketing campaign before you send it out to potential clients. In addition, you can change your view to many different screen formats to ensure that the email looks strikingly attractive on all types of devices.
Key Feature
A/B testing and recipient lists: If you are a B2B firm that struggles to reach out to the correct target audience, then Sendinblue can assist you with that.
The A/B testing means that Sendinblue would compare the results from two different variants of your email marketing campaign. This is to analyze which variant drives more conversions. Thus it should be the one that you choose permanently. This feature is essential to B2B businesses who wish to engage with other businesses but are unaware of their own strengths and weaknesses.
More Features:
- CRM
- Marketing automation
- Transactional email that allows you a greater engagement rate with clients
- Segmentation with recipient lists that helps narrow down and specify your target audience
» MORE: Best Cheap Email Marketing Software
4. Omnisend – best for effective communication
Omnisend is one of the best email marketing software for B2B. The only reason why it may rank relatively lower on this list is that it is an all-rounder eCommerce marketing platform. This tool will not only take care of your email marketing, but singlehandedly integrate all of your communication channels with clients. While it may be a little sophisticated or complex for beginners, it is certainly a resourceful tool to streamline your communication with clients.
Currently, there are two versions offered by Omnisend: the free version and a paid plan. If you are a small to medium-sized business and only looking for a simple email marketing tool to rely on, then the free version should be good enough to satisfy your requirements. On the other hand, if If you want a more integrated, sophisticated, and formal communication platform for a medium to large B2B company, then you would have to pay a minimal fee to the company for all the additional features.
For the free version, you can still gain access to a variety of important email marketing features. This includes automated email deliveries that you can schedule according to your own preference. Omnisend takes this step further by timing your communications, i.e., the time difference between the clients’ and your responses. Once the tool determines the most popular times your clients respond, it will automatically suggest you schedule automated emails for those time slots.
Key Feature
Thorough audience insights: As a B2B company, you need to create the most efficient and relevant email marketing campaigns to attract clients. With Omnisend, you can use detailed statistics and analytics to understand the target audience in a better way.
You can also pick and choose the products you would like to include in a specific email for a certain market segment. This helps you target specific products for specific clients who are likely to purchase them.
» MORE: Omnisend Alternatives
5. Benchmark Email – best for versatility
Benchmark Email is one of the best email marketing software for B2B businesses. So, if you want to add versatility to your brand image, Benchmark Email is the perfect email marketing tool. The main goal of this tool is to assist you in creating attractive email marketing campaigns that will never lose their charm. Have you ever viewed an email that is not optimized for your device? It certainly takes away all of the charms.
With Benchmark Email, you can design a highly responsive and interactive email campaign. After you are convinced with your effects and text on the email, you can optimize it for various devices. This helps you attract clients regardless of the device they use.
Another important feature offered by Benchmark Email is their wide variety of categorized templates into industry and occasion. This makes it easier for you to choose designs and layouts for your email, especially if you are designing it for a special holiday such as Christmas or New Year.
Key Feature
HTML code editor: If you have some technical know-how that you want to put to good use, then you can use Benchmark Email to design your entire email from scratch. The best part is that you can view your progress as you make changes, which helps you create a more attractive final design.
» MORE: Make Money with Email Marketing
The Key Takeaway
Once you start using these tools for your email marketing needs, you are more likely to develop long-term and solid customer relationships. Recall that the main objective of employing email marketing as a B2B organization is to reach out to the target audience professionally and offer them a specific product or service that solves a problem that they are experiencing.
By using these email marketing tools, you can personalize your email marketing campaigns for groups of clients – making it much easier to optimize the sales funnel.