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