Despite the fact that mobile marketing and social media networking is ever-growing in popularity, using B2B email marketing as a strategy is not as old-fashioned as the critics might have you believe. The reality is that mobile and social media have made this type of marketing strategy more powerful than it has ever been in the past. So why is it such a phenomenon again?
Basically, you are delivering your business message to an environment that is considerably more personal, namely someone’s inbox. However, the best B2B email marketing strategy is characterized by the following:
Create and build your database. There are many ways to bolster your database. One way to do this organically is to have a sign-up form on your webpage for your current and potential followers so that they can receive future promotional mailings. The power method is to build your database with contact data from outside vendors, like Red Base Interactive.
Employ a clean, highly targeted database. You need to find the cleanest possible database so you can accurately target your industry and promote the products or services you are offering. No contact database will ever be 100% accurate because people change jobs, change positions, etc. You should shoot for at least 85% guaranteed accuracy when purchasing data from a vendor.
Step one is to focus on deliverability. It doesn’t matter how awesome your message is if no one sees it. One of the few problems that are encountered with B2B email marketing is that guaranteed delivery does not exist. So the design of your email format is extremely important. Because filters oftentimes block flash animation, graphics, and logos, you are better off using hyperlinks to direct them to your website.
Make persistence your strategy. There’s that old marketing maxim that says, “On average, a prospect needs to see your message seven times before they even consider responding.” Developing relationships with your customers does not happen overnight. So it is important to communicate with your customers at least once per month. Otherwise, you won’t be top of mind and they’ll find another business to spend their money with.