B2B Email Marketing uses purchased lists to reach as many people as possible in one fell swoop. Purchased lists are also known as lead generation lists and are used for engaging with an eligible market. B2B lists are created mainly for business-to-business. The list allows clients to engage with prospective customers of their business sector. Purchasing a list ensures that marketers have access to a ready-made database of prospects and leads…
Have you recently purchased a new set of email addresses, and now need to know how to send out your email campaigns? With such a large purchase, you’ll want to make sure that you’re doing everything that you can to ensure that these lists perform as well as possible. I’ll show you everything that you need to know for targeting your audience, sending the messages out, and getting more conversions from your purchased list.
B2B and B2C email marketing is one of the most powerful techniques to grow your business. When you’re looking to grow your subscriber list, buying a list may be an attractive option. But before you put your money down, it’s important to understand how purchased lists work and the reasons why these lists are not advisable for emailing.
B2 Email Marketing For Purchased Lists
1. Welcome email template
Example provided by Buffer
First impressions count. A lot. Therefore, if a subscriber signs up to something, whether it is to receive future blog posts or a series of email tips, it makes sense to thank them and welcome them. By doing nothing, you make it difficult to create a strong impression. When you sign up on their web form, Buffer’s welcome email includes links to their support email address and a link to their Twitter profile. Simple yet effective!
How to implement: Whether you use auto-responders or send the emails manually, welcoming new subscribers to your company email list is a great way to build a strong relationship from the beginning. In the email, make sure you introduce yourself and company. You can also provide helpful links to content such as most popular blog posts or white papers, or links to your social media profiles
When to send: Each time you get a new subscriber
2. Curated content email template
Example provided by Hiten Shah
Each week, CrazyEgg and Kissmetrics founder, Hiten Shah sends a roundup of his favorite posts on topics that include SaaS, marketing, sales and growth. Hiten is able to deliver great content directly to his readers without them having to search the content out online. He’s helping his readers do better, which adds a lot of value to his subscribers.
How to implement: Whether you’re in customer service, social media, banking or the automotive industry, you can create a list of the best content you’ve read and share it through email to your subscribers with links to this content. You don’t need a fancy design either! In doing so, you’re delivering value without being self-promotional.
When to send: Weekly or monthly, depending on how often you can curate content
3. Company announcement email template
Example provided by SumAll (now acquired by another company).
“Extra, extra – read all about it!”
In in the mid-19th century, newspaper vendors would shout out when there was newer “news”. Even though the channels have changed (unless, of course, you have hired street vendors lately…), newsworthy content about your company is still valuable content for your readers. In fact, 26% of all B2B subscribers sign up because they want to be kept informed on company news, according to research by Chadwick Martin Bailey:
When SumAll acquired Flutter, a tool that helps businesses grow their Twitter following, one of the first things they did was inform their subscriber list. In doing so, they were able to create new interest in their product offering. So for prospects that were not sure whether SumAll was the right fit for their business, announcing this kind of news is likely to have a more positive impact.
How to implement: Whenever you have news to share, such as winning an award, changes to product offering or new pricing options, for example, announce this news to your subscriber list. You can either include all of the company news within the email or itself, or link the email to a landing page. (This email template works well for lead nurturing or customer marketing campaigns).
When to send: Each time you have news to share.
4. New article email template
Example provided by Gerry McGovern
Gerry McGovern has long been sending new articles that he publishes in his weekly “New Thinking” email series. The email content, which is a copy of the article content that is published on his website, is a great way to update his email subscriber list of new content, without the subscriber having to visit Gerry’s website. It’s not promotional in anyway, other than providing the reader with some thought-provoking content.
How to implement: Whether you use this example for new blog post content or article content, you can copy and paste the content directly into the email, like Gerry does, or provide a link to the webpage and drive readers to your website.
When to send: Each time a new blog post or article has been published
5. Video email template
Example provided by Backlinko
When Brian Dean, founder of Backlinko, sends an email, the chances that it contains a video are pretty high. By providing actionable content through video, Brian is able to not only deliver value, but build a rapport with his subscribers as they get to see and hear Brian on a regular basis, which builds an even deeper connection with his audience than he would create compared to reading web copy, as the person watching the video feels like they really know Brian.
How to implement: Take one of your best performing pieces of content and create a video version, and provide the tips in the content in your video. It doesn’t have to require a film crew or include special effects, all you need is to be visible and on screen.
When to send: Monthly. It’s a great way to engage on a new level with your audience