YOU'VE GOT MAIL! B2B EMAIL MARKETING: THE TIMELESS POWERHOUSE FOR LEAD GENERATION AND ENGAGING GEN Z
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Written by Andrea Wong 5 min read · March 4, 2025 |
In the fast-paced world of B2B marketing, trends come and go, but some tools stand the test of time. Enter email marketing - the heavyweight champion of lead generation. While social media fights for short attention spans, email remains the trusted, direct line between brands and decision-makers. And here’s the kicker: even the digital first Generation Z is all in.
GEN Z: THE EMAIL-FIRST DIGITAL NATIVES
Think Gen Z only communicates through TikTok DMs and Instagram Stories? Think again. Studies reveal that 58% of Gen Zers check their email multiple times daily, and 60% consider email the most personal channel for brand communications (Campaign Monitor, Bluecore).
Why? Trust, relevance, and value. Unlike social media, where messages vanish or get buried, emails provide a sense of ownership and control over information. Gen Z craves personalisation and authenticity - they want brands to offer value, not just promotions.
In fact, 72% of Gen Z prefers personalised communication (McKinsey), and 65% appreciate brands that use email to send relevant recommendations (Bluecore). They engage with brands that speak their language, respect their time, and deliver content that feels tailored to their needs.
This isn’t just about inbox clutter - it’s about strategic connection. B2B brands that understand how to deliver value-driven, mobile-friendly, and visually engaging emails are securing a front-row seat in the inboxes of tomorrow’s decision-makers.
ADVANCED EMAIL MARKETING: THE FUTURE OF B2B ENGAGEMENT
As Gen Z steps into decision-making roles, email marketing isn’t going anywhere—it’s evolving. Smart brands are embracing AI-powered automation, interactive email content, and predictive analytics to stay ahead. From exclusive promotions, to new supplier partnerships, email remains the key to unlocking new opportunities in B2B commerce.
Whether you're sourcing new products or expanding your distribution network, a strategic email remains a powerful tool for B2B buyers and suppliers to unlock new opportunities.
Want to see how B2B email marketing can transform your business? Let's talk.
WHAT B2B BRANDS & SUPPLIERS MUST BE DOING
Optimise for mobile-first buyers
With more than 80% of emails now opened on mobile devices (HubSpot), B2B companies must ensure their emails are mobile-friendly, visually engaging, and easy to navigate.
Data-Driven personalisation
Use behavioural triggers, past purchase data, and AI insights to send hyper-relevant content that resonates with recipients. Think tailored product recommendations, restock reminders, and limited-time incentives. This is especially valuable in B2B, where decision cycles are longer, and personalisation drives conversion.
Integrate Email with other channels
Email works best when combined with social media, paid ads, and content marketing. For instance, an exclusive supplier deal announced via email can be reinforced through LinkedIn ads and retargeting.
Measure beyond open rates
While open rates matter, focus on engagement metrics like click-through rates, lead conversions, and sales pipeline impact. A/B testing subject lines, call-to-actions, and content formats will refine your strategy for maximum results.
YOU'VE GOT MAIL! B2B EMAIL MARKETING: THE TIMELESS POWERHOUSE FOR LEAD GENERATION AND ENGAGING GEN Z
|
Written by Andrea Wong 5 min read · March 4, 2025 |
In the fast-paced world of B2B marketing, trends come and go, but some tools stand the test of time. Enter email marketing—the heavyweight champion of lead generation. While social media fights for short attention spans, email remains the trusted, direct line between brands and decision-makers. And here’s the kicker: even the digital first Generation Z is all in.
GEN Z: THE EMAIL-FIRST DIGITAL NATIVES
Think Gen Z only communicates through TikTok DMs and Instagram Stories? Think again. Studies reveal that 58% of Gen Zers check their email multiple times daily, and 60% consider email the most personal channel for brand communications (Campaign Monitor, Bluecore).
Why? Trust, relevance, and value. Unlike social media, where messages vanish or get buried, emails provide a sense of ownership and control over information. Gen Z craves personalisation and authenticity - they want brands to offer value, not just promotions.
In fact, 72% of Gen Z prefers personalised communication (McKinsey), and 65% appreciate brands that use email to send relevant recommendations (Bluecore). They engage with brands that speak their language, respect their time, and deliver content that feels tailored to their needs.
This isn’t just about inbox clutter - it’s about strategic connection. B2B brands that understand how to deliver value-driven, mobile-friendly, and visually engaging emails are securing a front-row seat in the inboxes of tomorrow’s decision-makers.
WHAT B2B BRANDS & SUPPLIERS MUST BE DOING
Optimise for mobile-first buyers
With more than 80% of emails now opened on mobile devices (HubSpot), B2B companies must ensure their emails are mobile-friendly, visually engaging, and easy to navigate.
Data-Driven personalisation
Use behavioural triggers, past purchase data, and AI insights to send hyper-relevant content that resonates with recipients. Think tailored product recommendations, restock reminders, and limited-time incentives. This is especially valuable in B2B, where decision cycles are longer, and personalisation drives conversion.
Integrate Email with other channels
Email works best when combined with social media, paid ads, and content marketing. For instance, an exclusive supplier deal announced via email can be reinforced through LinkedIn ads and retargeting.
Measure beyond open rates
While open rates matter, focus on engagement metrics like click-through rates, lead conversions, and sales pipeline impact. A/B testing subject lines, call-to-actions, and content formats will refine your strategy for maximum results.
ADVANCED EMAIL MARKETING: THE FUTURE OF B2B ENGAGEMENT
As Gen Z steps into decision-making roles, email marketing isn’t going anywhere—it’s evolving. Smart brands are embracing AI-powered automation, interactive email content, and predictive analytics to stay ahead. From exclusive promotions, to new supplier partnerships, email remains the key to unlocking new opportunities in B2B commerce.
Whether you're sourcing new products or expanding your distribution network, a strategic email remains a powerful tool for B2B buyers and suppliers to unlock new opportunities.
Want to see how B2B email marketing can transform your business? Let's talk.
