Email remains the Swiss Army knife of B2B Marketing.

It does a lot of things,

and it does them really well.

But email’s performance is only as good as your goals.

Let’s understand the

5 essential B2B email marketing goals,

and learn why you need to focus on each of them.

#1 Connecting with new prospects

Emails are ideal for starting relationships with potential customers.

They enable personalized touches at scale.

That’s why 13% of B2B leads come from this channel.

Related: A B2B Guide to Winning New Customers and Repeat Business [INFOGRAPHIC]

#2 Nurturing leads and opportunities

Emails play a key role in keeping leads engaged throughout the sales cycle.

They help deliver compelling content at each stage of the sales process.

51% of B2B marketers personalize lead nurturing through email segmentation.

Related: Value Your Leads: Lead Nurturing Best Practices to Boost Conversion

#3 Automating response to specific triggers

Emails provide a personalized way to automatically respond to lead activity.

They make your entire marketing automation process run smoothly.

B2B marketers who implement email automation boost their sales pipeline by 10%.

#4 Promoting exclusive offers

Emails work well at promoting free trials, discounts, and special offers.

They let you match relevant offers with an interested audience, boosting conversions.

In fact, 66% of online purchases resulted from an email.

Related: Marketing and Transactional Emails: How to Leverage Both [VIDEO]

#5 Closing sales deals and providing post-sale follow-up

Emails can help sales reps close deals and encourage repeat purchase.

By providing reps with an extra layer of touch points, emails shorten the sales process.

Between 31% to 59% of B2B marketers believe emails have the biggest impact on revenues. Tweet this!

Now that you know which goals to focus on, keep in mind that…

a goal without a plan is only a wish.

Related: 4 Email Closing Lines That Close Deals (Backed by Concrete Results)

Author Bio: Rebecca Matias is a Business Development Manager at Callbox. She is a proactive marketer who is willing to share her passion, leadership principles and craft in marketing. Follow Rebecca on Twitter, Facebook, and Google+.

What are your primary email marketing goals?

Comment them down below! 🙂