Citation:

Sindy Pramesti, Nila Armelia Windasari. "Enhancing Email Marketing Engagement Rate in B2B Company" International Research Journal of Economics and Management Studies, Vol. 4, No. 3, pp. 151-163, 2025.

Abstract:

This study is designed to solve the problem of a low engagement rate in email marketing at PT Cahaya Alba, a B2B company involved in the distribution of industrial chemicals. Like other B2B companies, PT Cahaya Alba uses email for marketing as one of the approaches in relationship management, which enhances prospect nurturing and helps in customer retention. Nonetheless, PT Cahaya Alba suffers from low open and click rates, making it difficult to convert prospects to customers. In this research, primary data were obtained through a survey of 363 B2B clients, while secondary data were gathered from the company's email performance reports. The main engagement barriers were a lack of content personalization, ineffective email design, and poor email frequency. Analysis reveals that engagement can be increased through sector-specific personalized content and concise, visually appealing emails with clear calls to action. The gap analysis results suggest that a better segmentation of email content, more efficient email design, and client-oriented email sending time will enhance engagement. These marketing strategies will increase email engagement rates, improve customer relationships, and boost sales.

References:

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Keywords:

Email Marketing, B2B, Engagement Rate, Content Personalization, Marketing Strategy, Gap Analysis.