How to Optimize Your B2B Email Campaigns

  |  December 13, 2012   |  Comments

Why remarketing works, the list matters, and how to use email for reducing costs, among other tips. Part two in a two-part series.

In part 1, I discussed why creative and landing pages are so important in a bland business to business (B2B) email world, among a few other methods of reinventing your program.

  1. Data for remarketing. One of the low hanging fruits of the B2B email world is leveraging email metrics for follow-up or remarketing email campaigns. We have one large B2B client that saw a huge return on investment (ROI) due to applying the basic intelligence that email metrics offer up and using those to strategize a customized campaign effort that drove over $100,000 in incremental revenue.

    So in a nutshell, we took the response metrics and made a decision tree for the conversion goal and developed custom creative and messaging based on what the person did and what we wanted them to do. The efforts generated an ROI of almost 4,000 percent and won a plethora of awards from the digital and direct marketing communities.
  2. Use email to save money not just make it. We all know email is a revenue workhorse - in the business to consumer (B2C) and B2B world. Many B2B companies have realized that email can also reduce costs in other areas, making them even more effective. One client implemented an email program, not to sell, but to prevent expensive call center inquires. The email program saved the client over $1,000,000 in its first year. Not bad for a humble B2B email program.

    Too often, those potential savings are not communicated to other groups that could leverage them. Which leads me to…
  3. Don't silo your email program from the rest of the business. In the B2B world, you must ensure you can fulfill each and every conversion. So if the email's job is to get the subscriber's attention and then move them through the sales funnel, the next step and certainly the conversion platform (which could be sales reps, call centers, online, etc.) needs to be ready (not to mention aware of any campaign) and able to close.

    We saw one B2B client increase its email-driven leads and revenue after adjusting its email campaign times so call center representatives had adequate time to respond.
  4. The list matters. This is often the tricky part. Too often B2B marketers fall in some traps. They buy bad data or spend their time hunting for a profile rather than permission-based leads. While I won't go into that contentious discussion right now, the quality of subscriber data is often the most important correlation to success. Meaning you knock my first seven tips out of the ballpark, but bad data can mean the first seven don't matter. So work on capturing relevant and accurate data versus fishing in a generic lead pile where the prospects don't know or care about you and your business.

B2B email marketers are some of the best and brightest in the digital world - they just don't get the attention many other marketers do. Feel free to mention some rock stars below in the comments section or contribute your own tip or comment.

B2B image on home page via Shutterstock.

This column was originally published on July 12, 2012.

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Simms Jenkins

Simms Jenkins is CEO of BrightWave Marketing, North America's leading email marketing-focused digital agency. The award-winning firm specializes in elevating email marketing and digital messaging programs that drive revenue, cut costs, and build relationships. Jenkins has led BrightWave Marketing in establishing a world-class client list including Affiliated Computer Service (A Xerox Company), Chick-fil-A, Cox Business, Phillips66, Porsche, and Southern Company. The agency was recently ranked among the fastest growing private companies by Inc. Magazine.

Jenkins was awarded the prestigious AMY 2010 Marketer of the Year from the American Marketing Association for being the top agency marketer and the Email Marketer of the Year at the Tech Marketing Awards held by the Technology Association of Georgia. Jenkins is regarded as one of the leading experts in the email marketing industry and is regularly cited by the media as such and called upon by the financial community to provide market insight and consulting.

Jenkins is the author of two definitive and highly regarded books on email marketing; The New Inbox (published in April 2013 by ClickZ/Incisive Media) and The Truth About Email Marketing (published by Pearson's Financial Times Press in 2008). Jenkins is currently the Email Marketing Best Practices Columnist for ClickZ, the largest resource of interactive marketing news and commentary in the world, online or off. His industry articles have been called one of the top 21 information sources for email marketers.

He has been featured in Fortune Magazine, The Wall Street Journal, Adweek, Bloomberg TV, Wired Magazine, and scores of other leading publications and media outlets. Jenkins is a regular speaker at major digital industry and general business conferences.

Additionally, Jenkins is the creator of EmailStatCenter.com and SocialStatCenter.com, the leading authorities on email and social media metrics. Prior to founding BrightWave Marketing, Jenkins headed the CRM group at Cox Interactive Media.

Jenkins serves on the eMarketing Association's Board of Advisors among other civic and professional boards. He is also a mentor at Flashpoint, a Georgia Tech-based startup accelerator program. Jenkins is a graduate of Denison University in Granville, Ohio and resides in Atlanta's Buckhead neighborhood with his wife and three children.

Follow and connect with Simms on Twitter, LinkedIn, Facebook, The BrightWave Blog, and his book websites at NewInboxBook.com and SimmsJenkins.com.

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