B2B email marketing should produce ‘action rather than accolades’
Friday 30th September 2011
Companies looking to improve their B2B email marketing strategies must ensure that all marketing is designed to motivate potential clients into action rather than simply receive praise from other industry experts.
According to Chris Ryan, founder and president of B2B marketing and sales strategy firm Fusion Marketing, some companies pay too much attention to creating clever adds.
Writing for Great B2B Marketing, Mr Ryan said that database marketing shouldn’t search for perfection, but should be a steady stream of consistent and compelling messages to entice potential new clients.
“Your version of motivating prospects to march can be getting them to register for an offer, buy your produce, send you referrals etc,” he added.
According to co-founder and managing partner of Levelwing Jeff Adelson-Yan, a call to action, in the form of a strong strapline, should be placed in every B2B marketing message to help entice the recipient into making a small commitment.
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