Emails are very important in your B2B branding efforts. In fact, 65% of B2B buyers surveyed for a report by ClickZ say that email shapes the way they view a company’s brand. Email marketing can be an effective branding tool for a variety of reasons:

• B2B emails generally come from a person or company the reader knows, making it akin to one-on-one marketing — and that’s good for boosting open and clickthrough rates. The more people see your emails, the more familiar they become with your brand.
• Emails that have a friendly, personal tone and are customer-centric build an engaging company image and strengthen the recipient’s relationship with your brand.
• Emails remind your audience that your company is there to help them. Marketing author and keynote speaker Jay Baer notes that “helpful is the new selling” — and well-placed, compelling calls to action (CTA) give your reader a useful suggestion for solving a problem.

And don’t forget that, above all else, email increases your brand’s visibility. Every day, 294 billion emails are sent — this is compared to 400 million tweets and 2 million blog posts. And unlike the blog posts and tweets, emails are delivered straight to your readers’ inboxes — so your brand is a lot harder to miss.