| B2B Email Marketing or Business to Business EMail | | | | * If you're not already marketing to your existing |
| Marketing is an effective approach to getting the word | | | | customers and prospects and want a turnkey email |
| out about your company or organization's products | | | | marketing system check out Intellicontact. Your existing |
| and services. There are several considerations when | | | | list is your most important asset and the fastest way |
| planning a B2B Email Marketing campaign: | | | | to profits. |
| What are the goals of your B2B Email Marketing | | | | What is your Hook? |
| campaign? | | | | A compelling call to action is KEY to the success of |
| Again, the first step to a successful Email Marketing | | | | your email marketing campaign. Are you offering a |
| campaign is determining your goals. Typically you goals | | | | discount? Maybe a free trial of your software? You |
| could be to collect data from visitors | | | | may want to test several different versions of your |
| What businesses are your targeting in your B2B Email | | | | "hook" and track to see which one pulls the best |
| Marketing? | | | | before launching your full blown campaign. For your |
| Determining your target audience is a skill. Anthony | | | | existing customers, try asking them what is most |
| Parinello in his must-read series "Selling to Vito" ([ | | | | important to them. |
| outlines a process of determining your target audience. | | | | What are your available resources? |
| Here's the gist. First take a look at your existing | | | | Again, start with your inhouse lists. Other resources to |
| customer base. Who are they? What do they buy? | | | | consider: Are you able to follow up with the response? |
| And why? Second, take a look at your competitors. | | | | Will you be emailing yourself or outsourcing to a third |
| Who are their customers? Third, ask yourself "Who do | | | | party? Do you have inhouse design capability? Can |
| I want to be my customers?" | | | | you successfully track your results? |
| What are your available resources? and How does | | | | What is your B2B Email Marketing Budget? |
| this fit into my e-marketing strategies mix? | | | | Successful email marketing can be accomplished to fit |
| The first resource to consider is what email marketing | | | | any budget depending upon your answers to the |
| lists do you already have in house. *Customer lists, | | | | questions above. B2C Email Marketing budgets can run |
| prospect lists, newsletter subscribers, personal | | | | from zero costs to thousands of dollars. |
| contacts are the starting point. One of the first things | | | | And of course, don't forget about CAN-SPAM. Make |
| we advise our clients to do is shore up their internal | | | | sure your email affords recipients an easy and |
| lists. Every contact you have with your customers or | | | | foolproof way to remove themselves from your opt-in |
| prospects is another opportunity to collect data...always | | | | list. |
| get an email address. | | | | |