In my last post, I discussed the importance of segmenting your list for e-mail marketing programs in B2B situations. Today, I will look deeper into the importance of sharing consistent and relevant information with your clients. Before we look at tips for executing a consistent and relevant marketing program, we must first identify what this means. In my opinion, a consistent and relevant e-mail program offers a clear benefit for opting in and delivers on the promise. Following through on the promise ensures that clients stay interested and loyal in turn, rewarding your efforts with higher sales.

There are 3 key steps that must be taken in order to create and maintain a relevant and consistent B2B e-mail marketing program. The first is to advertise the program based on clear benefits, the second is to keep your content useful and the third is to announce what’s to come. By following these steps, you are able to develop and follow through on a program your clients will appreciate.


1. Advertise the program based on clear Benefits

Before you start sending e-mail communications to your clients, you must communicate the intent, the expectations and the benefit. This step is often forgotten when dealing with current clients because you might have been conducting business with them for a long time. However, when you begin the e-mail program, you must assume that the list is based on all new customers. To get them interested, you need to tell them the “what’s in it for me?” and get their permission to communicate with them.

For example, a manufacturer of plumbing tools might want to offer monthly product promotions. This information is extremely valuable to the owner of a plumbing company and would encourage him/her to opt-in to the e-mail program. Furthermore, the client is aware of how often he/she will receive an e-mail. This reinforces that the client will be interested in the promotions once a month. No more, no less.

2. Keep your Content Useful
The second step is critical to the success of the campaign. Anyone can make a promise, but it takes a certain level of integrity to follow through on the promise. Staying true to the initial offer will build and maintain trust with clients. It demonstrates that you don’t take your list for granted and that you understand e-mail is a privilege.

For example, an accounting firm using e-mails to communicate with their clients. Accounting firms help businesses manage assets, processes and decision making. Because of this, the accounting firm shares newsletters and white papers with their clients. This type of content informs about industry legislation, successful decision making, industry trends and asset management which helps clients become more efficient. A program such as this one offers a clear benefit and stays true to it with useful content that helps improve the recipients business.

3. Close Every E-mail with a Taste of what’s Coming Next
The third step is to provide clients with a preview of what’s to come. This preview prepares the client for the next e-mail and allows him/her to perceive it as something valuable that deserves their attention. The preview also encourages planning and thought from your perspective. This further prevents you from taking advantage of the list and maintains the integrity of the program. Planning content makes you assess if the content fits the original value proposition and if it is useful information for the receiver.

Following these three steps will encourage planning and careful consideration before executing your e-mail program to ensure that your efforts aren’t wasted. This careful planning and execution will pay it forward with happy customers who appreciate that you stay consistent and relevant throughout the delivery of your program. Next week, I will discuss encouraging feedback as a way to bring value to B2B clients.