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6 Ideas for Better B-to-B E-mails

December 16, 2009 By Hallie Mummert
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6. Look for behaviors that allow you to target messaging. For example, you can identify churn flags and interest levels that indicate opportunities to send specific messaging to leads and customers to either salvage the relationship or move it to the next level in the sales funnel.

To learn more strategies for managing an effective B-to-B e-mail marketing program, view the entire webinar presentation via the on-demand All About Email Virtual Conference & Expo.


 
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COMMENTS

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Most Recent Comments:
Bill Kaplan - Posted on December 16, 2009
Great suggestions, Hallie!

The one other recommendation I would make would be for B2B marketers to do everything possible to build their email address databases as swiftly and accurately as possible through:
1) Encouraging registrations on their web sites
2) Asking for email addresses at every customer touch point (e.g. web site, call center, print collateral, in-store kiosks or register, etc.)
3) Providing a "share with a friend" link in every communication
4) Offering incentives for registration signups
5) Utilizing an outside service to append guaranteed deliverable email addresses to your customer base

Email is clearly the most cost-effective way to stay in touch with one's customer base and generates the highest ROI ($47 for every dollar spent according to the DMA) of any communications channel. If a company can double the size of its email database through the practices above, it can leverage its marketing investment to the fullest.
Click here to view archived comments...
Archived Comments:
Bill Kaplan - Posted on December 16, 2009
Great suggestions, Hallie!

The one other recommendation I would make would be for B2B marketers to do everything possible to build their email address databases as swiftly and accurately as possible through:
1) Encouraging registrations on their web sites
2) Asking for email addresses at every customer touch point (e.g. web site, call center, print collateral, in-store kiosks or register, etc.)
3) Providing a "share with a friend" link in every communication
4) Offering incentives for registration signups
5) Utilizing an outside service to append guaranteed deliverable email addresses to your customer base

Email is clearly the most cost-effective way to stay in touch with one's customer base and generates the highest ROI ($47 for every dollar spent according to the DMA) of any communications channel. If a company can double the size of its email database through the practices above, it can leverage its marketing investment to the fullest.