There are various ways to use mailings in email marketing communication. In our blog post. A we sh some light on the subject. Our guest authors Eva Hahnelt and Luisa Kuri from our partner Inxmail show the most important in B2B email marketing mailing formats and explain which ones are particularly suitable for B2B online marketing.
Whether trigger mailing. A stand-alone mailing. A transactional mailing. A multi-stage campaign or classic newsletter: email marketing has many different faces. Keeping track of everything is not always easy. Not every mailing is suitable for every occasion or every company goal. In addition. A the special features of the B2B industry should also be taken into account. Our overview of the following types of mailing shows the potential behind the individual formats and how they can best be us by B2B companies.
newsletter
Let’s start with the classic: The newsletter is sent to a fix distribution list at regular intervals. This could be. A for example. A a morning newsletter that provides recipients with the most important news of the day or a press newsletter that thailand number data informs a in B2B email marketing distribution list of journalists about company news every 14 days. The sending interval is adapt to your email marketing strategy. And where do the email addresses come from? Double opt-in is the key word here: you should build up your address distribution list yourself with a legally compliant newsletter registration. This is time-consuming. A but it is the safe and promising option.
A classic newsletter regularly informs its recipients about various topics
stand-alone mailing
If you want to invite people to an event. A point out a specific product or gain new leads. A stand-alone mailing is us. The mailing is usually sent once and is relat to a specific occasion. To increase the reach. A a stand-alone mailing can also be sent via a rent mailing list: the address owner rents advertising space in his email mailings. The mailing no conversion opportunities itself is sent via the owner. A which is why you as the advertiser have no access to the recipient data. This method allows you to reach new target groups and many recipients at the same time. However. A caution is advis when choosing a provider: always pay attention to legal security – from address generation to the up-to-dateness of the addresses and sending via certifi servers.
Multi-stage email campaign
In a multi-stage email campaign. A as the name suggests. A several emails are sent one after the other at different times. Their content builds on one another so that the individual emails together form an overall picture. The emails are sent either at a set time interval or depending on a recipient’s reaction. A for example opening the previous email. This format is ideal for a new customer welcome: you can gradually familiarize your new customers with your products. A offer support or place up-selling offers.
trigger mailing
Would you like to surprise your customers with a discount voucher on their birthday? This is where trigger mailings come in handy: These are highly japan data personaliz emails that are sent for a specific occasion. As soon as a previously defin rule in B2B email marketing applies to a recipient – in this case. A their birthday – the prepar mailing is automatically personaliz and sent to them. Typical use cases include birthday and anniversary mailings that are sent on or around the day of the occasion. Another example is cross-selling campaigns in which the recipient is offer suitable accessories or consumables after purchasing a product. Optimally set up triggers are highly relevant for the recipient. A meaning they will pay as much attention to the mailing as possible.
Birthdays are an ideal occasion for a personaliz trigger mailing
transactional mailing
Transactional mailings are mailings that refer to a specific event. There is a risk of confusion with trigger mailings. A but unlike these. A transactional mailings are automatically trigger by an individual action by the recipient and controll individually. The event-relat content and dispatch mean there is a high level of personal relevance. Typical transactional mailings include order and shipping confirmations. A invoices and password reminders. Reliable and timely dispatch is essential. A especially for transactional mailings. A because they are highly relevant and expect by the recipient. This is also demonstrat by the above-average opening rate: around 47 percent of transactional mailings are open (source: Inxmail Email Marketing Benchmark 2019).
Transactional mailings are particularly suitable for specific events: for example. A an order confirmation
Conclusion
What mailing formats are there? And for what occasion do you send which mailing? Differentiating between the individual formats is not easy. B2B companies often find it difficult to identify suitable occasions and find the right mailing for them. In terms of effort. A stand-alone mailings are usually the easiest to implement – so start with them in B2B email marketing if you have “only” sent newsletters so far. Trigger and transactional mailings. A on the other hand. A are particularly promising due to their high relevance. They initially take more time to set up. A but then run automatically. Think about what goals you want to pursue with your B2B communication and which of the mailing formats list above is best suit to this – also in terms of time. A budget and resources.