Will email marketing die in 2023? Insight from a b2b lead generation agency
It’s likely that you’ve seen the myths, whether you believe them or not. Email marketing is dead. Email marketing is boring. Email marketing is outdated. Social media is more worthwhile than email marketing. Well, this is actually far from the truth…
If your business isn’t getting the open rates you want, you may be thinking this is because no one is using their emails anymore, or that b2b email marketing is too oversaturated.
But the reality is, b2b email marketing is flourishing more than ever, with revenue estimated to reach almost $11 billion by the end of this year.
To avoid missing out on potential leads, many businesses who lack time and expertise around email marketing are now opting to work with a b2b lead generation agency.
Email marketing B2B lead generation in 2023
There is a strategy to effective b2b lead generation. For example, future email marketing campaigns should look to be more personalised – first of all to stand out from messages appearing as spam, then also to build credibility and rapport with key decision makers.
This being said, it’s also crucial to differentiate from the all-too-common ‘one size fits all’ approach that many businesses take with their campaigns.
Another common mistake people make is not building out their b2b email lists with relevant prospects, as this will negatively impact their lead generation.
Mitch, the co-founder of our b2b lead generation agency, says “People go too broad in their email strategy – it’s important to find a niche. Something else that’s crucial is to use personalisation in email campaigns, or else the strategy will fail. Also – don’t use too much fluff, try to get straight to the point”
4.3 billion people use email
Yes, that’s a billion with a b. Half of the entire world’s population has an inbox according to Statista. Email is a standard part of most people’s lives. Wherever there’s an internet connection, the people there will be most likely to have an inbox.
Do people actually open their emails though?
Yes – the average worker spends up to 4 hours a day checking their email, which means there’s a huge potential to be unlocked here. It can technically be detrimental to your business if you choose not to invest in email marketing and build out your b2b email database, because you’re missing out on a decent chance of getting noticed by key decision makers at your dream company.
Email has a higher ROI than ANY other marketing channel
If done right, b2b email marketing can be one of the most profitable marketing channels for your business.
Delivering powerful results with a very high return on investment, email typically generates returns in excess of 40:1. So, for every £1 you invest in your email marketing, you can get a return of £40 – opening a crazy amount of doors for your business.
What makes it even better is that there is ZERO ad spend needed in email marketing, meaning you can level up your marketing strategy without splurging on ads.
Social media is NOT the new email
B2B social media marketing is great for reaching new audiences within a short space of time and giving your business a personality. This increased reach, however, doesn’t mean that you will necessarily generate huge revenue through social media.
Forrester research reports that 90% of email gets delivered to the inbox that is intended, whereas only 2% of a company’s Facebook followers see the company’s posts on their feed. You could create a viral post, but the people who saw it weren’t relevant to the content.
Imagine the potential you could unleash if you invested even just half of the time, effort and money into your emails, that you spend on your Facebook strategy.
Pew Research says that 92% of adults who are online use email. When you consider the 79% who have a social media profile, it’s incomparable.
Email is always there
With social media, there is a new number 1 trending channel every few years, sometimes even every year. Unlike the uncertainty of social media, email marketing has remained the standard method of communication for businesses and customers alike – and it appears that it will for the far future.
As well as this, the DMA reports that email marketing drives 66% more conversions than any other channel, including all social media channels and online search.
These facts are great, but why aren’t I generating any leads from my campaigns?
If you’re not generating leads for your business with your email marketing campaigns, the likelihood is that your strategy and your b2b email database needs to be updated and modernised. Email has evolved, so you need to evolve with it.
Where do I start? What if I don’t have the time or resources to invest in email marketing?
You feel like you have an amazing service to offer to other businesses, but you don’t have the time or money to reach the prospects.
If you’re lacking on time, Flowd can essentially become an extension of your team to help you with b2b lead generation in your sector. We offer a range of plans which will make your money back (and a lot more) within 2 months of working with us.
Flowd is a b2b lead generation agency, with a combined 10+ years of experience in email marketing. The average sales email open rate is 23%, but we generate 60-70%.
We will get you directly in front of key decision makers in your target industry – generating leads within 14 days to help you unlock your sales potential.
Contact us here to set up a strategy call with your business today.
