E-mail marketing tips

E-mail marketing has become a very popular tool for B2B communication.  This is because of its highly targeted and measurable characteristics.  B2B e-mail marketing is conducted for a wide range of objectives such as increasing sales, acquiring leads, encouraging loyalty and building trust.  This blog series will focus on B2B e-mail marketing for current clients.

If used correctly, e-mail marketing is a great way to nurture B2B relationships.  Several elements play into the success of email marketing programs such as tracking campaign results, content and most importantly, the value proposition.  Bringing value through e-mail marketing is essential for the success of your program. It ensures that you’re not saturating your efforts with irrelevant e-mails.

So the question is…how do you bring value to B2B customers using e-mail?

There is no magic solution to this problem. E-mail marketing continues to change and as the medium gains popularity, companies have to find creative ways to bring value. Let’s take a look at 3 strategies which make e-mail marketing programs valuable.

Segment your Customers
You can’t bring value if you’re not speaking to the specific needs of your customers.  Segmentation will allow you to group your customers and evaluate their needs to create targeted programs that truly answer to them.

Share Relevant Information
Sharing relevant industry information will aim to give valuable solutions to your customers’ problems.  It will establish your company as a trusted source of information and will increase loyalty.

Encourage Feedback
Encouraging feedback brings value to your customers indirectly by allowing you to adjust your product or service according to their user experience.  E-mail is a direct line of communication that allows you to collect information and make better decisions for your business.

The next part in this series will focus on segmentation and how it is used to bring value in e-mail marketing.

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