Dear Fellow Dream Builder;
Today I want to discuss B2B email marketing. B2B email marketing is an oftentimes too overlooked marketing strategy for the small business owner. In fact, I’d use stronger language than that even, and say that email marketing is generally overlooked as a way to reach your customers and build your business. So what is B2B email marketing and email marketing generally.
Might as well start at the beginning if we are to understand the full power of this direct response marketing strategy. Email marketing is basically as the name would suggest a way of marketing via email correspondence. Most commonly, email marketing is conducted via one page emails sent to your clients or customers. The idea is to keep in touch with them and hopefully have them spend money on your products as time goes by. You’ll find that B2B email marketing as well as B2C email marketing is of 2 different varieties.
The first is sending all the information that you want to get across to your customer in the email, along with a link for your product or service. The other kind is to send a very short email with links back to your blog or website where the customer can read more about what you are writing about.
Unless you have a very loyal and rabid customer or client base, I’d stick with the first type of email and here’s why. In sending the synoptic email with links back to the article on your website of blog, you’re asking your customer to click through twice before they get to your service or product. DON’T make it harder for the customer to buy your product than it needs to be.
So stick with the full page email and succinctly and carefully explain your offer. Another tip for B2B email marketing which we can take from internet marketers or B2C email marketing generally is to stick with a simple text email. It is better to stay away from html. Now this sounds counter intuitive to most folks, but it works better over the long run.
Many businesses especially those that are focused on business to business operations are notorious for sending out very fancy eletters, and what I mean by these is that these are fancy email newsletters that have great design and graphics. Now these can be successful if they get through. Many businesses as a matter of policy shut off any html coding in emails that come through. Most times this is to protect against viruses and other malware. Now what happens is your client or customer receives your email newsletter and can’t make out very much of it. You’ve lost your opportunity to grab their attention.
So in B2B email marketing, if you’re looking to grab eyeballs, keep to simple text emails. They’re tried and true and work very well. Unless your customer is expecting a nice email newsletter or pdf attachment, don’t be tempted by bells and whistles.
B2B email marketing and marketing generally, becomes most effective when it is kept at its most simple. Now that doesn’t mean you become lazy and nonchalant in your direct response marketing efforts, but it does mean that you pare it down to the bone. The most effective and powerful marketing strategies that produce the best results i.e. more boost to your bottom line are those that are carefully crafted messages but kept simple.
Simple is effective. Especially as your customers are being bomabarded more and more heavily by messages and offers everyday. So keep your B2B email marketing simple, straightforward and you will have results unknown by common direct response marketing efforts.
Seeing YOUR big picture,
Jason
B2B Email Marketing that Works!
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