Essential Emails for Brands & Wholesalers
Brands or B2B marketers use email marketing just like everyone else. As a matter of fact, 90% of B2B eCommerce suppliers use email as main marketing channel according to eMarketer. Communicating with customers and wholesalers is essential and nurturing customers through email has become even more strategic. And nurtured leads, on average, produce a 20% increase in sales opportunities compared to non-nurtured leads. According to HubSpot 50% more sales-ready leads and at 33% lower cost.
Follow-up emails are also essential for brand marketing. Follow-Up emails and announcements are the most effective ways of keeping the attention of current, previous and future clients. A great example of this is shown by AmericasMart exhibitor, Zenzii. A very clean email announcing a new showroom opening, while simultaneously following up on the change of seasons and informing clients to come shop their fall collection in said new showroom.
Automation is key in all email marketing. However, for brands an essential automation email would be that of a reminder to restock inventory. Knowing your clients ordering habits goes a long way for all parties involved. The client fulfills their orders to you and customers; all done in a timely or scheduled manner. Although the example given below is that of a B2C relationship, it is a perfect example of how this should be done.
Event promotion and event follow-up can be critical to present and future clients. Catering to vendors and wholesalers it is important for brands to make aware what trade shows and live marketplaces they will be attending or events they will be hosting. By informing customers/clients when and where you will be physically present strengthens relationships as a face can be put with the brand, not to mention new introductions and acquisitions can be made. 77% of B2B marketers use in-person events as part of their content marketing strategies. The example given portrays how to do this flawlessly.
The moral of the story is that email marketing for brands and wholesalers is highly effective. Even if it wasn’t the leading medium for eCommerce conversions, which it is, email marketing is essentially FREE. Most automated services have a premium option that comes with a fee, but to get started and build a starting foundation for your brand or business is free. A free way to generate conversions sounds like 100% ROI, because it is.