B2B email boasts one of the highest returns on investment – $37.28 per dollar spent, according to the Direct Marketing Association. So how do you ensure your return on investment? Follow my common sense rules to engage B2B buyers with email marketing.
Offer a special report for signing up. Let me know what you are going to send me and how often.
Studies show short subject lines are more effective than long ones.
Keep content fresh. Offer new products, new ideas, new points of view. If I think I’ve seen it before, I won’t read it. Avoid email fatigue.
If I like it, I will read on. Don’t bury the best part in the third paragraph. I may never get there.
Images communicate faster than words. You only have a few seconds to convince a B2B buyer to read more.
Demonstrate your product if you can. But keep it short.
On Twitter, on Linked-In, on Facebook, and via email. Build relationships.
Make it easy to share on Facebook, Linked-In and other social networks.
Show your personality, your heart — even if you are a big company. I like to know who I am doing business with.
Make it obvious. Request a quote, call for more info, or buy.
Personalize my message and tailor it to my interests.
My rules are simple, but often broken. Align email marketing objectives with customer interests – it doesn’t work any other way.
