Finding and acquiring new customers for your B2B SaaS company can be a tough challenge.

In the B2B marketing article, 19 ways to get more B2B sales leads for your business, we saw that there are many different options to choose from when it comes to scaling-up your B2B business faster.

However, not all channels were created equal.

Here at First Level, we have a strong preference for email marketing for B2B SaaS companies.

Why? Because it works.

Email marketing lets you:

  • Find new B2B customers that you couldn’t reach with paid advertising.
  • Contact the right people in the right type of prospect companies at the right time.
  • Achieve an excellent ROI (Return on Investment).
  • Scale-up your B2B sales & marketing program.

However, don’t just take our word for it.

Let’s hear from a range of B2B sales and marketing experts on whether B2B email marketing can help your business grow faster.

Is B2B Email Marketing Effective At Increasing Sales?

  1. Email marketing outperforms SEO, PPC, and content marketing. Source: SuperOffice @SuperOfficeAS b2b email marketing channel roi
  2. Email conversion rates are three times higher than social media, with a 17% higher value in the conversion. Source: McKinsey & Company @McKinsey
  3. 89% of marketers say that email is their primary channel for lead generation. Source: Mailigen @mailigen how to improve b2b email marketing
  4. For every $1 spent on email marketing, the average return is $44.25. Source: Experian @ExperianDQ
  5. Email marketing has the highest return on investment when compared to SEO, Content marketing, PPC, social media and other channels. Source: Econsultancy @Econsultancy Econsultancy on B2B email marketing results
  6. 20% of marketers can directly link their email operations to their company’s primary revenue source. Source: Pardot @Pardot
  7. 60% of marketers say that email marketing is producing an ROI for their organization. Source: MarketingSherpa @MarketingSherpa
  8. 44% of consumers made at least one purchase last year based on a promotional email they received. Source: Convince and Convert @convince
  9. When marketed through email, consumers spend 138% more than people who don’t receive email offers. Source: Convince and Convert @convince

How To Improve Your Business Email Marketing Campaigns

  1. Selling B2B is vastly more sophisticated than anything that goes on the world of B2C. As such, it needs more support, more training, and more of the RIGHT kind of marketing, specifically lead generation. Source: Geoffrey James – CBS MoneyWatch
  2. How to write a good email: 1. Write your email 2. Delete most of it 3. Send. Source: Dan Munz how to write a good b2b email
  3. Personalisation – it is not about first/last name. It’s about relevant content. Source: Dan Jak @EmailDanJak
  4. Prospects need to connect with you and to trust you as a partner who is helping them achieve their goals. Source: Predictable Revenue @motoceo
  5. By regularly looking at your campaign reports, you can start to gain an understanding of what’s working and what isn’t when it comes to your email campaigns. Source: Campaign Monitor @CampaignMonitor
  6. Bring your genuine humanity to prospecting, you will outperform everyone else Source: Predictable Revenue @motoceo
  7. Open, click and unsubscribe rates are pretty poor measures for email engagement.  Source: Emailmonday  @jvanrijn
  8. 83% of marketers are doing little to no optimization in email marketing. Source: HubSpot Academy @HubSpot ‏
  9. Marketers take note — stop spamming your lists and start marketing to individuals by understanding who they are first. Harvard Business Review
  10. Optimization is about making your email marketing constantly data-driven. Source: HubSpot Academy @HubSpot ‏
  11. Remember that a person’s name, is to that person, the sweetest and most important sound in any language. Dale Carnegie
  12. A study by Experian found that personalized emails deliver 6x higher transaction rates. Source: SuperOffice @SuperOfficeAS 
  13. Email marketing was the biggest driver of Black Friday transactions, with 25.1% of sales originating from the marketing channel. Source: Custora @custora
  14. Don’t use big words. They mean so little. Oscar Wilde

B2B Email Marketing And Mobile Marketing

  1. 33% of email opens occurred on an iPhone, while Gmail, second to the iPhone for opens, only accounted for 15% of those opens. Source: Litmus @litmusapp
  2. Millennials are the age group most likely to check their email from bed (70%), from the bathroom (57%), or while driving (27%). Source: Adobe @Adobe
  3. 75% of Gmail’s 900 million users access their accounts on mobile devices. Source: TechCrunch @CapterraMktAuto
  4. In 2011, mobile accounted for 8% of email opens, compared to 2015 with 55% opens on mobile. Source: Litmus @litmusapp
  5. There are 897 million mobile email users worldwide, including both business and consumer users. Source: The Radicati Group @RadicatiGroup
  6. The iPhone is the most common mobile device subscriber’s use to open their email for the first time. – Campaign Monitor
  7. One out of every three clicks within an email occurs on a mobile device.  – Campaign Monitor
  8. 55% of emails are opened on a mobile device. Source: Litmus @litmusapp
  9. Chad White, Email Marketing Rules book: “Poor practices are blunting email marketing’s effectiveness and keeping its ROI from being truly awesome.”
  10. Investments in greater email marketing sophistication often lead to even higher returns, not diminishing returns. Chad White, Email Marketing Rules
  11. Best practices are particularly valuable to those who are unfamiliar with email’s unique, often confusing rules. Chad White, Email Marketing Rules
  12. 41% of readers say they wanted emails that can clearly be read on smartphones Source: HubSpot Academy @isaacmoche
  13. Millennials check email more than any other age group, and nearly half can’t even use the bathroom without checking their email. According to a recent Adobe study.
  14. A third of Millennials believe it is appropriate to use an emoji when communicating with a direct manager or senior executive. Harvard Business Review
  15. Millennials are thinking and communicating in images, so marketers need to optimize emails for images and allow for quick feedback through emoji. Harvard Business Review

Things To Know About Email Marketing For B2B Sales

  1. 82% of work emailers reply to most of their important email by the end of the day. Pew Research Center
  2. Most email Opens occur during the first hour after delivery; after 24 hours an email’s chance of being opened drops below 1%. GetResponse
  3. 91% of consumers use email at least once a day. Source: ExactTarget @ExactTarget
  4. Clicks are the proof that your email motivated your recipient to actually do something. Source: HubSpot Academy @HubSpot
  5. Open rate is highest when companies send two emails per month. – Database Marketing Institute
  6. When asked which medium consumers would like to receive updates from, 90% preferred an email newsletter, while only 10% chose Facebook. Source: Nielsen Norman Group @NNgroup 
  7. 88% of work emailers check their email at least once a day. Of those, 70% check at least several times a day. Pew Research Center
  8. Only 4% of companies rate the performance of their email campaigns as excellent. Source: HubSpot Academy @HubSpot
  9. Email is the top source of analytics data for marketers, with 41% using their email marketing performance data. Source: Forbes @CapterraMktAuto
  10. 22.5% of your email marketing database will decay every year, on average.
    Source: HubSpot Academy (?)
  11. 48% of consumers say that they prefer to communicate with brands via email. Source: Direct Marketing News @dmnews
  12. 97% of B2B respondents used email marketing software. Source: Emailmonday @jvanrijn
  13. Email marketing technology has the highest adoption. It is used by 82% of companies. Source: Ascend2 @Ascend2Researc
  14. Personalized marketing emails receive 29% higher open rates and 41% higher click-through rates. Source: Experian @Experian
  15. 70% of companies don’t personalize marketing emails. Source: Experian @Experian
  16. There are 251 email marketing software solutions currently on the market. Source: Capterra @CapterraMktAuto  
  17. 58% of adults check their email first thing in the morning. Source: Customer Intelligence @SAS_CI
  18. The average person checks their email 74 times a day. Source: Ted Talks @TEDTalks
  19. Emails with social sharing buttons see a 158% increase in click through rates. Source: Nonprofit Hub @NPhub
  20. To improve your response rate, use testimonials. Jay Conrad Levinson, Guerrilla Marketing
  21. In marketing I’ve seen only one strategy that can’t miss – and that is to market to your best customers first, your best prospects second and the rest of the world last. John Romero
  22. 81% of smartphone users say email is the most popular activity they use their phone for. Source: Ofcom4 @Ofcom4
  23. On a daily basis, US consumers interact with about 11 brands through email, compared to ~9 brands via Facebook, and ~8 brands via Twitter. Source: EmailStatCenter.com @EmailStatCenter
  24. Every action needs to be prompted by a motive. Leonardo da Vinci
  25. Email has an ability many channels don’t: creating valuable, personal touches – at scale. David Newman @dnewman
  26. Either write something worth reading or do something worth writing about. ~ Benjamin Franklin
  27. 61% of consumers like to receive weekly promotional emails and 28% want them even more frequently.  Source: Email is not dead @jvanrijn
  28. The number of email accounts worldwide is expected to increase to 4.9 billion by the end of 2017. Source: The Radicati Group @RadicatiGroup
  29. Email delivers results. Source: Ewan McIntyre – Gartner 
  30. By year-end 2018, an estimated $500 billion in digital commerce revenue will be attributable to email marketing. Source:Noah Elkin 
  31. Don’t ask “should I do email?” Instead, consider “how can I do email better?” Source: Ewan McIntyre – Gartner 
  32. Business has only two functions – #marketing and #innovation @Milan Kundera
  33. It’s not 2005 anymore. Nobody’s going to click on your email just because you sent it. Source: Ewan McIntyre – Gartner 
  34. The number of emails sent is forecast to grow from 109 billion per day in 2015 to 140 billion per day in 2018. Source: Target Internet via Hubspot 
  35. Email is the Jason Bourne of online apps: somebody’s always trying to kill it. It can’t be done. Source: Email Monday @jvanrijn
  36. By 2018, there’ll be 20 emails sent each day for every person on the planet. Source: Target Internet via Hubspot 
  37. If you are not seeing the email channel as a money making machine, you have the wrong strategy Source: Email Monday @hanssmellinckx

Get Help With Your B2B Email Marketing

Ready to see how email marketing can help your B2B business? Visit First Level now.