Email is old. Really old – a lot older than the internet, in fact. But in my lifetime (and I suppose I count as a millennial) it’s completely transformed the way we all communicate with one another. And it’s gone from exciting (back in 1998) to annoying. This means it’s now misunderstood as a tool in the marketing community, and I’d say this is especially the case in B2B.
Most people have a weird relationship with email. It’s a highly functional tool (where is that confirmation for those train tickets?) but also an integral part of our lives, both at home and at work, particularly now that we can access emails across so many different devices. Our team at B2B has recently adopted a work messaging app which has hugely reduced the number of emails we send across the team, and it’s transformed the way we work and communicate. But when it comes to external communication – whether you’re talking about work associates, clients or prospects, email still has a crucial part to play.
The problem is that in marketing, it’s easy to use email badly. And admittedly, getting it right is a huge challenge, particularly as the digital landscape transforms more quickly than you can empty your inbox. But there are things you can do to change the way you use email for the better, and ensure you’re reaching the right people with the right message at the right time.
We’ve teamed up with email expert Steve Kemish for our latest best practice guide. It will help you through the steps you need to take to ensure your email marketing strategy works right across the customer journey, and starts to deliver the business results you’re looking for.
