B2B Email Marketing in 2021

Marketing, Writing

Every year it feels like there will be a push to move away from B2B email marketing with new tools and channels available. Plus, “everyone gets too much email” and “nobody reads email.” This year will be no different. The growth (justifiably so) of audio and video has captured much of the buzz as we collectively seek new ways to connect while more physically apart than any time in recent memory.

BUT WAIT THERE’S MORE- B2B email is performing better than pre-pandemic levels. According to Hubspot’s State of Email Marketing in 2020, 78% of marketers have seen an increase in email engagement over the last 12 months. Email can generate an ROI of up to 42:1 per research by Litmus with some industries even outperforming that average.

Why does email work so well? Targeted, strategic content that is on-target to your prospects.

  • We’ve been conditioned to look for professional communications via email. There’s no surprise in this but the key is identifying the content that is relevant for your audience. Would you have guessed that 73% of millennials prefer communications from businesses to come via email? (Hubspot) Understanding your audience is central in creating the content strategy that will drive your B2B program.

  • The most successful companies use metrics to measure content performance and have a documented content strategy. (Content Marketing Institute) It’s difficult to improve performance if you aren’t measuring against specific goals. One of the areas I work with clients to improve is utilizing metrics to track progress and performance but also learn specifically what type of content and topics are working and what could be missing the mark.

  • What do you want them to do? This is the central question when shaping email content. With limited real estate both visually and in terms of best practices for copy length, be specific in what the call to action is within your message. Don’t make the mistake of trying to list every benefit or feature that you think a prospect needs to jump to a buying decision. Consider the journey that will be required to move a prospect from awareness to consideration and ultimately to a decision- work step-by-step. Email is a great way to nurture a relationship, provide useful content and you’ll get there.

The Building Blocks of Success- Entrepreneurship as Growth

Business, Business Communications, Communications, Entrepreneurship, Growth, Marketing

I’ve always been interested in a variety of industries and just generally in how businesses are built successfully.  So, after hearing some positive things about a local company here in Minneapolis and its team, I set out to sit down with Mike Rynchek and get to know him a bit better.  In chatting with him, it became extremely apparent to me that he’s one of those people that was really predisposed from birth to create and seek to build.

When I sat down with the July/August edition of Inc. Magazine I couldn’t help but catch the cover featuring a bold headline of “Bring on the Entrepreneurs” and it got me thinking again of the need to create and build successful, creative business models in the communications and marketing industries.  The traditional agency model, if not broken, is certainly in need of some good maintenance work as fewer companies are seeking single agencies to handle all their needs.  There is so much specialization needed that selling a one-size fits all model doesn’t make sense.   I again thought of my conversations with Mike and asked him to share a little more about his background and thoughts on building a business that is conducive to ongoing growth.

Q: What attracted you to the concept of starting and running your own business?

A: Two words, flexibility and opportunity. Since childhood, I’ve always wanted to be a CEO and I truly enjoy the power of marketing. Put them together and I found my passion.

Q: What can marketers/communicators learn from entrepreneurs in other industries that should be applied to this industry?

A: Marketers, much like entrepreneurs in other industries, should always be looking for inspiration. Now, with the advancement of technology, both entrepreneurs and marketers have the freedom to be creative and innovative in ways never thought possible.

Q: When you think about the creative process, what stands out you and what do you try to do at Spyder Trap to create an environment that is unique for your clients?

A: Consistency is key in any creative process, while forward thinking is crucial in defining our objectives. In combination, these elements help to capture the core needs of our clients. Additionally, our clients provide an external viewpoint for inspiration.

Q: How would you describe the business community in the Twin Cities? What have you found helpful, and what has been challenging?

A: The business community is lively in the Twin Cities offering an abundance of social engagements and community events to engage in. From simple coffee shops to extravagant galas, there is always something social happening in the Twin Cities business community. Social networking helps to establish, to connect, and to build upon professional relationships. One challenge I encounter is time; there is never enough time in a day. I often find myself needing to be in two places at once, if only I had a clone!

Q: A lot of entrepreneurs mention a constant nagging feeling of wondering what’s next. Do you experience that and how do you channel those thoughts into a productive model or path for new experiences?

A: “What’s next?” is a common question among entrepreneurs. This is a question I ask myself everyday! I have found that the best entrepreneurs are perpetually striving to find the pulse for what’s next in all areas of their business and environment. In my experience, the question of, “what’s next” has had a positive impact in aiding my growth as an entrepreneur. I am confident this question drives the growth and innovation necessary to remain successful in marketing. Larry Page and Sergey Brin had to be thinking, “what’s next?” before they launched Google in 1998.

Q: Who has served as an inspiration/mentor for you as you looked to build a successful business?

A: I am fortunate to have numerous mentors in my life who inspire me daily. As long as I can remember, I have found it important to gain insight from people in all areas of my life ranging from high-level executives to family and friends.

Recently, I have been incredibly inspired by philanthropic events that I am involved with, as I have learned that giving back is truly humbling.

I appreciate Mike’s help on this post and sharing some of his thoughts. I’d also like to hear more from the community on taking on an entrepreneurial mindset and what you believe is critical in creating companies that raise the level of quality in a creative manner. How do we collectively break into a new level of achievement that benefits clients and the organizations we serve?