Increasing Customer Loyalty with E-mail Marketing Tools in the B2B Sector

In this study described an experiment, which determines the factors influenced customer loyalty in the B2B market. The experiment was conducted on the basis of the Russian IT company. The work aimed to identify the influence of given factors on the e-mail communication, as on the one of the important communication channels of the B2B market. The study gives the characteristics and features of the B2B market, examines the approaches and tools of the Direct Marketing, determines features of the nowadays e-mail communication, shows the scientists approaches to the definition of the customer loyalty and analyzes the factors that affect customer loyalty in the B2B market. There were three hypotheses in the study, responding to the research question: which communication tools in the E-mail marketing increase customer loyalty? The main influencing factors were determined as the audience targeting, e-mail personalization, additional product offerings and focus on customer benefits. The experiment included A/B testing of the e-mail communication per four respondent groups – the real B2B clients of the Russian IT company. It was concluded that the additional product offerings and focus on customer benefits in the communication have a positive effect on the B2B customer loyalty. This study has high practical importance. The collected data can be used as tools to improve the effectiveness of the e-mail communication in the B2B companies.