BtoB Online – 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.
Want to check out the who’s who and what’s what of email marketing?
Read The Buzz.
Other post by this Author