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Email Marketing.


Email is the foundation of any strategic inbound marketing plan and is an effective digital marketing channel for B2B companies. Email in the form of autoresponders and newsletters is an important part of any solid lead generation strategy.

The Role of Email Marketing

Email marketing is a form of direct marketing where businesses send emails – promotional, transactional or re-engagement – to a group of prospects and / or customers. It’s an efficient and cost-effective method for customer acquisition, growing brand awareness, and increasing product sales, as well as, building trust and loyalty with your customer base.

According to research performed by Email Marketing & Marketing Automation Excellence 2017:

There are many advantages to email marketing compared to other marketing channels. But which marketing benefits does your company primarily use when utilizing email marketing campaigns? Here are some goals for email marketing – have you utilized all these types of engagement strategies?

Advantages of Email Marketing

Below are some email marketing advantages that demonstrate why email marketing is effective and continues to be so widely used by marketers today:


Methods of Well-Executed Email Marketing

Email is the most effective channel for capturing attention, engaging, and connecting with prospects and customers to drive sales and revenue. Other marketing channels aren’t as successful at building strong customer relationships.

Email Drip Campaigns

Many marketers love to utilize email marketing, drip marketing, or automated email campaign. These types of email marketing campaigns have automated the release of emails to contact potential sales leads on a set schedule.

An email drip campaign is a form of marketing automation. It’s a series of emails automatically sent to a specific audience after they take a specific action. For example, if a lead downloads a sales flyer about a tire sale, they might be placed in a drip campaign sharing relevant sales content. The final email might include a call to action to request a quote for tires.

Pairing marketing automation and email drip campaigns can lead to 20% more sales opportunities.

These types of emails can vary depending on an individual’s recent actions or inaction. If someone doesn’t respond to an initial contact, a follow-up email is sent at later to re-engage and encourage a particular call to action.

Every response, or lack of a response, launches another round of emails. These correspondences trickle out over a long period of time to maintain communication without alienating leads – hence the “drip” in email drip marketing.

Email drip campaigns can present your messages as more authentic and gear towards what the end-user may want to engage with your company about. So, what should you keep in mind when setting up your drip campaign? These five items below can help ensure that your campaign is set up for success:

A/B Testing

Another fun tactic of email marketing includes A/B testing, also known as split testing, emails to see which performs the best with your audience. Do you have two versions of email creative that you think will be very engaging? A/B test those to see which one performs the best. But you don’t have to test just the creative. You can test the call to action, the subject line, or personalization. Bottom line is that A/B testing is essential to email marketing and honing your message to your list of qualified leads.

Metrics of Email Marketing

And what’s the most important part of any email campaign? The results. What does success look like for you?

There are several different metrics one can use with email marketing. These include:

List Growth.

For the list growth metric, you want to watch the number of new subscribers as compared to the number of unsubscribes. As you might expect, you want the ratio to be positive.

Delivery Rate.

Delivery rate is the percent of messages delivered to someone’s email inbox relative to the number of emails you sent. Your goal should be for a delivery rate of 95+ percent.

Open Rate.

Open rate is the percent of emails opened by the recipient relative to the number of emails sent.

Click-Through Rate (CTR).

Click-through rate is the percent of some part of an email clicked relative to the number of emails sent or relative to the number of emails opened.

Unsubscribe Rate.

Unsubscribe rate is when someone removes themselves, you’re your email marketing list. Segmenting allows you to customize your emails to each subscriber’s interests. Their behavior—clicking a link in an email can be used to trigger an engagement campaign.

Complaint Rate.

The percent of emails marked as Spam relative to the number of emails sent. Complaint rate is very important and something you want to avoid. Having a high complaint rate can terminate your ability to send marketing emails.


The email recipients who completed a call-to-action.

The Concept Difference.

Concept is a unique sales development and marketing agency. We specialize in helping our clients track all leads through any portion of the sales funnel. We develop a custom reporting dashboard for each client, so they have complete visibility into how their leads and campaigns are performing. With our partnerships with Salesforce and HubSpot CRM platforms, our clients are also able track their conversions from various media buying platforms. At Concept, we connect all sales and marketing efforts back to actual closed deals and prove true ROI.