Email marketing remains an extremely important part of any digital advertising endeavor. Especially in the B2B world, email marketing strategies can make or break your relationship with customers, which is why it’s vital to ensure you’re sending the right messages promptly.

Email marketing service providers can help you analyze your target audience and determine how to effectively reach out to your clients to create a more loyal customer base. Using the right tools is more important today than ever before because as the volume of email business professionals increases, the rate of messages that reach their inbox is dwindling. Make sure your messages avoid going into spam and follow these tips to strengthen the relationship with existing clients:

Keep track of successful relationships

After hooking clients, don’t risk losing them by failing to acknowledge their support. First off, start by figuring out how to quantify customer loyalty. Consider tracking specific client behavior to develop a benchmark that allows you to determine how engaged a business partner is. For example, CustomerThink suggests measuring whether they are early adapters to your new products or services or if they interact frequently with your social media pages and posts.

Having a concrete definition of success will allow you to measure the progress of your use of automated marketing tools and content strategy.

Reward good behavior

Once you’ve determined what loyal behavior looks like, reward it. Consider implementing a points system that grants clients discounts or complementary services or product additions for a certain amount of social media interactions or website visits. You can also reward clients for providing you with referrals or encouraging other business partners to check out your business.

Ask the client for feedback

In addition to monitoring your business partners’ replies and interactions with your web pages, asking them periodically about their opinion and use of the services or products you offer and the promotions your business runs will help you determine everything from the types of content you should be focusing on to the best email subject lines to harness customer interest.

Personalize whenever possible

One of the best ways to strengthen customer loyalty is by showing the client you care about their individual needs. You can do this by personalizing messages and including recipient names in your messages’ call to action. Also, consider sending emails from an address that includes a first and last name, rather than just the words “sales” or “marketing”

Source: Pinpointe is the #1 rated email marketing service for business communications. Learn more at or start a free email marketing trial today.

Ask Sally
Need some help?
Ask Sally