While opening data has been growing exponentially, conversion data has not evolved in parallel:
– Sales-oriented email volumes increased 37% the week of March 16 compared to previous weeks. Throughout April and May, the numbers have increased slightly and are around 50%.
– Response and conversion data fell by 27% in March compared to February. The lowest figure was in April with -33%.
total-sales-emails-sent
The latest reports for April and May indicate that there is a slight recovery in sales. According to data recorded by Hubspot , during the last half of April there has been an improvement compared to March. The number of australia phone number list deals closed on the platform has increased by 8% , so conversion is improving every week, but not at the same pace as email opening rates, which remain at historic highs in May.
total-deals-created-and
Another encouraging fact is that the number of new contacts added to the databases by companies continues to increase. This means that more meetings are being arranged to move forward in the sales cycle and commercial processes are not stopping, but rather slowing down, but continuing at a good pace.
conversations
How to use email marketing in times of uncertainty: useful, but not overused
With this information in hand, we must think about how to use email marketing efficiently. It is not about launching into emails and flooding the users in the database with emails. It is time to think again about the purpose of your company and remember the objectives before launching into taking actions of all kinds. Think, above all, about the users: whether they are prospects or clients. These days we are all receiving many communications in our inboxes and on social networks. We must not use email marketing excessively, as it could even turn against us by generating a negative image. It is better to think about how we can help our contacts and, in that way, be useful to them.
An opportunity to make the leap to inbound marketing
Right now, websites of companies focused on industrial marketing are an important source of business : web traffic increased by 13% during the months of March and April compared to previous months. It is increasingly common to see professional buyers researching products or services in their sector online.
It's time to focus the strategy on inbound marketing with actions such as lead nurturing: offering valuable content to nurture the relationship with the database. In the face of uncertainty, it is normal for professional buyers to show less interest in more commercial content and become more involved in valuable, branded or educational content with the aim of maturing future sales opportunities .
Email marketing to make an impact within the industrial sector
Reaching professional buyers means establishing strategies for long sales cycles. One of the best tools to convert and maintain relationships with potential customers is email marketing with timely deliveries and email automation .
Email marketing has established itself as a key element within inbound marketing strategies. Businesses that have been implementing this type of action have seen very interesting results so far, both in lead generation and conversions.
Generating quality leads is not easy, which is why it is necessary to use strategies and tools with a professional approach . If you want to achieve results in the digital world, Bannister Global can help you. We have extensive experience in applying inbound marketing strategies for B2B businesses and we can help you achieve your goals.
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