PPB November 2015

THINK

58 •

PPB

• NOVEMBER 2015

THINK

HEN OUR INBOXES ARE INUNDATED with mass marketing emails, the ensuing cleanup can

seem ruthless. It’s necessary, though, right? But when we think about the recipients of

our

B2B

emails doing the same thing, it stings a little. To avoid being part of a prospect’s mass-email eradica-

tion, consider a few strategic moves that will focus the content and purpose of your B2B marketing emails.

First, all data can be good data if you use it to target the right recipients of your message. Update email lists frequently

to ensure email addresses, job titles and companies remain current. Messages that announce a call to action should be sent

to decision makers; apply segmentation to your mailing list to ensure only the

people who can act on your message are getting it.

Second, customize the message. A one-size-fits-all email can be spotted a

mile away, and no discerning prospect will appreciate being just one of many. Rather than casting a wide net with a generic

sales pitch or marketing announcement, craft similar messages

for different audiences inside that large pool of prospects.

When recipients feel like you’re speaking directly to them,

they’re more likely to reach out in response.

Third, get personal. Personalization in mass emails seems

nearly impossible—you’re sending one message to dozens, or

even hundreds—how is that efficient? Personalization isn’t

only about including a recipient’s name in a message.

Connecting with target audiences on a level that they inhabit

—be it business or social—is a great way to put a laser-focus

on your message.

Finally, follow up. You know exactly who you sent your

message to—why wouldn’t you come back to ask how they

used what you provided? Request feedback that helps you

better tweak your message content, frequency and targets.

Indirect means of follow-up, such as tracking offer downloads

or click-throughs to your website or sales promotion, also can

show you how recipients engage with your message and can

lead to improvements in your B2B email marketing strategy.

TARGETED MESSAGING

FAST FORWARD

MARKET SHARE

MAKE B2B EMAILS MORE

PERSONAL

BY JEN ALEXANDER