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BtoB Online – Why is my email strategy underperforming?


BtoB Online – Why is my email strategy underperforming?


Why is my email strategy underperforming?

By: BtoB Online

Your list could be the culprit. Consider penny candy—that eclectic mixture of gummy this and sugar-coated that, with inedible plastic lips and sour patch kids masquerading as gummy watermelons.

Now imagine only getting the pieces of candy youreally like. No surprises, just the good stuff. That’s what a quality email program and, most important, a quality list can do for your audience. Deliver only the best because b2b email marketing is better than penny candy.

The source of your list is everything. Ideally, you’ve had your well-oiled email machine running through various solicitation funnels. You should have your customer relationship management (CRM) and website sign-ups automatically fed to your email service provider. Realistically though, your list may be stale, or worse. All of those email addresses that appeared out of the ether can be restrictive to optimization at the least, and in violation of CAN-SPAM [http://business.ftc.gov/documents/bus61-can-spam-act-compliance-guide-business] at worst.

Once you have a good base list (your perennial first choice at the candy counter), you can focus your attention on maintenance. By using engagement criteria, you can keep your list “healthy” over time. If you are uncomfortable removing individuals who have never opened your emails, test a different message to those addresses and see if you can solicit a reaction.

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  • Profile:  Jeff Ginsberg has 17+ years’ experience and is an industry known authority on email marketing who gets in the trenches with clients and helps them fulfill their marketing objectives, increase revenue and brand engagement. Clients rely on him and his team at The eMail Company to provide them with expertise from strategy to technology and from campaign management to channel integration. Jeff has worked with clients across all spectrums in the financial, automotive, retail and consumer packaged goods space. His experience covers both B2B and B2C markets. He has a strong background in educating and training agencies and clients about email best practices and is a wealth of knowledge when it comes to marketing tools and vendor selection. While Jeff’s team may be small, they know how to solve BIG email marketing problems. Looking for help with your next campaign? Don’t be afraid to give him a call – Jeff and his team ready to help you today. Give me a call: Toll Free: 877-We-eMail (877-933-6245) Local: 416-225-7711 eMail: jeff@theemailcompany.com
  • Website:  http://www.theemailguide.com
  • Twitter:   http://www.twitter.com/theemailguide
  • LinkedIn:   http://ca.linkedin.com/in/chiefemailofficer
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