Top Email Content Marketing Ideas Your B2B Ecommerce Business Must Know
When it comes to content marketing, email remains the golden channel you must be using, especially if you’re a B2B eCommerce business. Email allows you to directly connect with your potential leads in a style that’s personal and resonates on an emotional level. Statistics show that connecting to your leads via email is most likely to give you the highest return on investment.
Facts don’t lie.
However, while it’s all well and good knowing that email is the best approach to make sales, that doesn’t mean you can just send any old emails. You need to make sure the email content you’re sending, and marketing provides value to your customers, isn’t spam, and gives them really accurate and informative content that makes them want to do business.
Of course, there are plenty of ways you can do this, but in terms of content ideas, you may find yourself running out of steam. After all, there are only so many times you can send email listicles and promo content.
With this in mind, today’s guide is going to be focused on the very email content marketing ideas for B2B eCommerce businesses you’re not going to want to miss. Let’s get straight into it.
I want to say this is the easiest form of content to make, and while it kind-of is, it also takes a lot of work. Curated email content-based means compiling sources of information and content from all over the internet and providing it to your readers in a plain and simple format where they can basically see the best of the best.
Let’s say you’re in the office supplies industry. You take all the most important news happening in the world right now and send it all off in one email. This is a great method for creating high-quality email content that you’ll never run out of content to share because no matter what industry you’re in, the industry is always moving forward.
This is such a good idea because your readers don’t have to find the content themselves, so you’re saving them time on content they’re interested in. Just follow the latest news trends and industry leaders on social media to get a rough idea of what the best content is.
Getting People Started on Your Product/Service
It’s very common for people to sign up for an email list with the best intentions, but then they feel overwhelmed by your service or product. This is especially the case if you offer lots of features and benefits, such as dashboard software or a digital solution.
If this is the case for your business, sending them an email to guide them through your product and what you have to offer can be a great way to get more people on-board, instead of sitting in your email list and on the sidelines on the list.
By boosting engagement, you’re allowing more people and users to get involved with your business, leading to more interactivity, and therefore, more potential sales.
An Announcement Email
As a B2B business, you’re probably already familiar with an announcement email, which, as the title suggests, is all about sharing big news within your business. When you’re connecting with your community of customers and target audience, announcement emails are all about sharing big and important changes within your business, such as terms of service, highlighting important information, like if your company or department has won an award, or other notable events, such as a website overhaul or a new product line.
“These emails are a bit different from your traditional sales emails because you’re not trying to sell anything, per se, but rather providing valuable content and news that you think your customers are going to be interested in. These emails are great because you’ll be able to get your brand into your customer’s heads and get them thinking about you,” explains Hannah Teece, a blogger at Write My X and Britstudent.
Create and Write Up White Papers
According to some studies carried out by the Content Marketing Institute, around 71% of marketers in B2B marketing created and sent out white papers via email. So we’re on the same page, white papers is the name given to the reports or authoritative papers you create on a certain subject.
In fact, white papers are known for being some of the most valuable content types out there, so if you’re creating them for your readers, you know you’re going to be providing them with a very high level of value they’ll respect. Of course, the more they respect you, the more likely they are to do business with you.
While very valuable, you will have to invest a lot of time and energy into these white papers because they require accuracy and well-researched content. You’ll also be able to collect data on your subscribers through seeing who downloads the file, thus seeing who’s interested in what, therefore, being able to market more directly and with a greater target accuracy.
All in all, white paper emails are a win.
Sharing Success Stories and Social Proof
Nowadays, social proof is the key way to sell. Imagine going on Amazon and buying a one-star product. You just wouldn’t do it. This is because it’s hard-wired into us to seek out and make a decision based on the decisions that others have already made. The same applies to your business.
The simplest way to do this would be to send out your testimonials and reviews describing how good your business is, thus explaining to your readers that you do what you do well, and they should most likely do business with you as well.
However, you can get creative by creating stories about what the business likes to call ‘success stories.’ These are case studies of customers and other businesses you’ve worked with, basically going into detail on how you helped them and the experience that your business gave them.
When writing these stories, you want to make them as exciting and as captivating as possible to draw your reader in, much like a real story, hooking your readers and making them crave having the same experience as they did, which of course you’ll then include a CTA for them to follow and get started.
Write Top Lists
Really push the boat out when it comes to creating ‘top lists’ because the human brain thrives on needing to know. After all, this is a top-list article, and you clicked here because you wanted to see what the best of the best was, therefore giving yourself the opportunity to apply this in your own life. No business doesn’t want to be implementing the best things.
So, with your own business, create top lists like there’s no tomorrow. Talk about the best products, the best services, the best way to tackle a problem, or to solve a common issue. Talk about the workplace and the best ways to boost morale and productivity. The list of topics you could cover is practically limitless.
The most important thing you want to remember is making sure you’re creating lists that provide value in the lives of your readers and the businesses you’re working with. If you can provide a benefit in the life of your reader, only then is your content doing its job properly.
Marketing Your Events
The chances are your business is hosting a whole range of events in one way or another. This could be sales and promotions events, such as a Black Friday sales event, or you could be hosting webinars and seminars, or attending a convention, or an event along these lines.
“When you’re marketing an event through email, it’s a good idea to set up an automated service where people can sign up specifically for the email (you can do this by creating special event tags in your marketing email provider) and then sharing all the information they need to know to make them want to attend the event,” shares Nick Turner, a business writer at 1 Day 2 Write and PhD Kingdom.
“From there, you can share sign up landing pages, share event reminders, and share content that is going to get your readers excited about attending, such as talking about guest speakers or topics you’re going to cover.”
Again, it’s all about getting your business into the heads of your reader and making them excited about what you’ve got to offer them.
Offer Free Stuff
Finally, the last approach you can take is creating a free trial or demo of whatever it is you’re offering because come on, who doesn’t like free stuff? This could be a limited solution or a time-sensitive approach, but if people are on your mailing list, but they’ll still sitting on the sidelines and not interacting with you, this could be one of the best ways to draw in their attention.
Make sure you’re making every part of your emails attractive, including the language, imagery, and subject lines, all to really draw in your readers and make them not want to miss what you’ve got to give!
Michael Dehoyos is a successful writer and editor at Essay Writing Services and Case Study Help. He works closely with a wide range of companies, supporting them in developing and improving their marketing strategy concepts. He is also a writer at Cheap Coursework.