Have you noticed the recent surge in emails promoting business “solutions,” products and publications? I sure have. Of course, I subscribe to just about every opt-in prospecting list out there. Plus, I’ve ordered plenty of business-related products and services online, so I’m also a member of a dozen or so business-oriented email databases.
Over the last year or so, as word has spread of email’s cost-effectiveness and outstanding response rates, B2B marketers have stepped up and exclaimed, “I want IN!” And that’s not to say that email promotions targeting the businessperson didn’t exist prior to a year ago; they were simply dwarfed by consumer-targeted offers. At least they seemed to be, as far as promoting to new customers went.
But things have been changing rapidly. My inbox is now full of solicitations for office products, trade magazines, seminars, long distance services, business software and more. And I don’t mind. More often than not, if the offer fits my needs, I’ll go for it. (Of course, I AM the world’s biggest impulse buyer… not to mention a perpetual spendthrift.)
That aside, how can YOU, the B2B marketer, capitalize on email’s strengths and set your future efforts up for success? I think there’s a lot to be learned from the consumer side; however, the business email arena certainly has a few tips and tricks of its own.
What follows are some “best practices” for business-to-business email marketing quick bullet points garnered from a variety of sources who regularly work with clients in this environment… including email list brokerage firm MetaResponse, email solutions providers FloNetwork and MessageMedia, and opt-in list vendor PostmasterDirect. Note that most of these lessons apply to new customer and client acquisition campaigns…