B2B marketing has changed tremendously since the Internet took off in the mid-1990s. Back in the old days, you had to market your products to other companies either by face to face visits, phone calls or regular mailings.

These days, the most effective and cheapest way to contact your potential clients is through email marketing. B2B marketing by email reaches possibly millions of potential customers, depending on the size of your lists.

There are some things about email marketing that you should keep in mind:

Email Lists

People are very sensitive these days to spam – unwanted email. So you need to be careful when you build your email marketing lists. Some people will tell you that you need to make sure that every single person on your list actually subscribed. Now, we agree that this is ideal and it is something we strive for. However, a secret of email marketing that most people do not know is this – as long as you do not get spam complaints, that is usually all that really matters. So, your goal is to make sure you do not get spam complaints.

We find it is rather easy to do this by not sending emails to free email accounts (Yahoo, Gmail, AOL, Hotmail). Those sites usually have large Spam buttons on their browser so it is more likely people will call you spam. We don’t send to these accounts.

Another way to avoid complaints is to put an Unsubscribe link very high in your email. You are required by law to have an unsubscribe link at the bottom of your email. But we want to make it easy for people to unsubscribe so they do not complain.

E-Newsletters

Another good way to avoid spam complaints on your B2B marketing list is to ensure that you put information that is of use to your potential customers. For example, we do not just market our products in our e-newsletters. We like to send links to news items of the day that we think might interest people in our industry.

You also can provide free reports, white papers, and Webinar downloads to your email lists. This is a great way to encourage people to not unsubscribe. They want to see what the next freebie is going to be. Also, this encourages people to forward your email, which can net you more subscribers.

Cost

Email marketing for your B2B marketing is so much cheaper than most alternatives, you would be crazy not to use it. You can open email marketing accounts with such sites as www.campaigner.com or www.emailchimp.com. For as little as $50 per month, you can reach out to thousands of subscribers. If you have a larger email list, you can pay about $300 per month to send to your list of 75,000 subscribers, for example.

There are some email marketing firms out there that charge too much for their services, in our opinion. We had an iContact account for a few years. While we liked their service, we were paying almost $1,000 to send our emails. True, we had a personal client manager to help us at a moment’s notice, but it was not worth the extra money.

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Category: Marketing
Keywords: Business, Marketing, Management, Display, Event, Advertise