5. Solidify the relationship. One easy way to do this is by referencing the source of the e-mail sign-up, such as a trade show, whitepaper download on your Web site, co-registration partner, etc. When the lead or customer remembers signing up for e-mail contact, he tends to respond more favorably to the welcome e-mail—which reduces your opt-outs and keeps him in contact with you longer.
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.