Constant Contact – How B2Bs Can Keep Email Open Rates High
By: Constant Contact
Businesses that are marketing to other businesses can have a difficult time coming up with the right content for their email newsletters. It’s a little harder to think of articles foremail marketing when clients rely on you as a resource for professional advice and services, rather than a source of coupons and giveaways. Offering a discount on your services can be impractical for every email, and “10 Ways to Market Your…” articles only go so far.
Without great content, people won’t feel inclined to open an email, much less follow up on a B2B’s services. That can make sending out an engaging newsletter a challenge each time, particularly because people often react quite differently to an email advertising a free sandwich than they do an email advertising your expertise.
Quality newsletter content is something that Stephanie Royal, the marketing director for the Small Business Development Center (SBDC) at the University of North Florida (UNF), has been determined to provide her clients. Without a lot of budget to spend and a lot of different interests to highlight, she had to get creative when connecting with subscribers and ended up discovering two key steps to keep people reading: segmenting her contact list and showcasing client businesses.
Making a List and Checking It Twice
The SBDC at UNF serves one of the larger regions in the state of Florida, covering 18 counties that range from rural areas to big cities like Jacksonville. Most businesses seeking the services of the organization have fewer than 100 employees and, according to Stephanie, “run the gamut of industries.” Last year alone, the SBDC at UNF consulted almost 1,900 businesses and conducted nearly 150 training events that attracted just under 3,000 attendees.
When it comes to marketing, Stephanie says she’s a “one-woman show.” Before turning to email marketing, the SBDC at UNF relied on word of mouth recommendations and community boards. When the organization did start marketing, there was a problem from the start: the SBDC’s diverse range of clients. The veteran business center wouldn’t necessarily want the same information as a county commissioner, and SBDC clients in Gainesville weren’t likely to be interested in events in Jacksonville.
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