If you are a local retailer and sell on Instagram or Facebook, native messengers will be enough for you to solve all customer issues.
But if you are promoting your own brand in B2B and building a target audience that needs not just a product or service, but a specific solution to a specific problem, email marketing is of particular importance. After all, in this business model, any relationship between a seller and a customer has much longer development prospects than in B2C.
So even before you meet the customer, you need a clear action plan that describes all the stages of your communication: from the first contact to re-engagement. When it comes to inbound marketing and sales, email newsletters are secondary to your expert content, which is like a hook that “hooks” customers. But the outbound approach implies that you will need to:
- Search for leads;
- Provide content to nurture and warm them up;
- Present your solution;
- Remind them about yourself and share your brand news;
- Offer product demos, etc.
This is exactly what email newsletters and reliable tools for automating them are for. They will free you from manually adding recipients’ addresses to your lists, constantly removing the “Re:” from every copy of your email, and wandering through your inbox looking for answers. And that’s not all the nice bonuses of email marketing automation, so let’s get to the bottom of it.
What are the advantages of email marketing compared to other communication channels?
If you have the impression that email marketing and sales is a solution only for large and medium-sized businesses, this is a misconception. Currently, 64% of small businesses use this channel to communicate with their leads and customers. And this is understandable, because:
- Automated email campaigns require customer email addresses, which are much easier, more legitimate, and faster to find than phone numbers or other contact information. The less effort you spend on lead generation, the more efficiently you can focus on warming up future customers and negotiating deals;
- Today, email newsletters open the door to the widest known user audience. As of 2025, there are 4.59 billion email users in the world, and this number is growing by an average of 3% annually;
- The email format allows you to present a product or service in several ways depending on the preferences of your target audience. Classic text-based emails have the highest open rate in the B2B segment, but you can confidently add infographics, videos, and images to your emails, if your recipients appreciate it;
- Emails support personalization on several levels at once. By the way, it can also be automated both in the message text and visual elements.
Automated email campaigns are not a panacea
The main benefit of automating email campaigns is that it relieves salespeople and marketers of routine work. But you should always keep in mind that creating email sequences and analyzing their effectiveness remains the responsibility of professionals.
This also applies to situations when your email campaign was successful and you received feedback from your leads that you need to respond to, or when you need to negotiate or prepare a special offer based on the information you received from the client. That is, you will always need a team of responsible specialists to monitor conversion rates and improve your email campaigns based on the analysis of their success.