Level2wo

Email Marketing Tips for B2B

Not sure what to do when it comes to email marketing? Many of us do our email marketing in-house, but many of us don’t. We go through the process of getting our list, segmenting, breaking down by title, perhaps location, do some vetting to make sure we see what our email recipients see, get our in-house designer or vendor’s designer to create a pretty email–don’t forget the call to action!, etc.

And we all know why we use email–it’s cheaper than direct mail, you can track it better than direct mail, and you get the results in a lot faster than you would by using other marketing techniques. You just have to make sure you follow a few musts.

Make sure you segment. Figure out who your prospects are and who your customers are, and don’t email-bomb all of them with the same message–because they aren’t the same audience. You prospects may know who you are, but they don’t know as much as your current customers. Treat them like prospects, and you’re going to drop their opinion of your business fast.

Do some testing if you have a big enough email list. Some audiences respond to flashy, fun emails, while others respond to dry, factual information when it comes to business emails. Test different emails according to tone, and track the results so you can improve the next time around.

Focus on what’s important to customers–not to you! This is all about you providing what the customer and prospect want, not what you have and what you can provide. Get that across in your emails, and you’ll have a better chance of getting that business.

Remember, while the above is primarily about B2B, much of it also applies to B2C.

Level2wo can help answer any B2B email marketing campaign questions you may have, so feel free to drop us a line.

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