The Challenges of Email Marketing – And Why It’s Important

Email marketing, as we all know, is often perceived as an obnoxious intrusion of useless and repetitive sales pitches. However, when it’s done right it has value and is a fantastic way to build trust and connection with clients, potential customers, and valued partners. The key is continually providing value and meaning.

The overwhelming experience of unwanted emails.

So, email marketing is considered the most intrusive and annoying form of marketing. It fills up your email box without you knowing it; it becomes this “thing” that you didn’t ask for; it comes from things you purchase, events you attended, people you didn’t even meet and it’s mostly about asking you to buy something or be aware of something you don’t even care about.

Email Is a top 3 distribution channel for both B2C and B2B marketers

In the world of politics, it’s there to create fear and anger so you support the right cause or candidate. Or alternatively, nonprofits decide what matters to you and their campaigns focus on the emotional connection.

What really builds value in a relationship?

That one rug you bought on rugs.com now has you receiving 6 emails a week for more rugs. But all these pestering emails aside, well-thought-out email marketing campaigns such as those run by the Harvard Business Review and major consulting firms like KPMG have phenomenal results, build brand awareness and actually help reel in major new clients. Why? How? What’s the secret? 

87% of B2B marketers use email as a distribution channel

They follow simple but essential rules of engagement that really focus on imparting knowledge and value over pushing for the sale. The result is more committed and relevant client relationships and of course, sales. 

Learn more and do it better.

It’s ultimately not about the volume of emails and offers for B2B consultative relationships. Instead, the recipient learns more and gains value from a trusted source that they may eventually regard as a valued consultant or service provider. 

Keep in mind the brand relationship and connection, offering value in every email and remembering that your audience wants you to stay connected. This continually builds your presence. Now your email marketing will be welcomed and read.