Number Two in Gaining Mind Share

Effectively using e-mail marketing with B2B audience
by Coreen Bailor - DestinationCRM
[ Commentary by Meryl K. Evans, Editor ]

This article quotes Jupiter Research Study, E-mail Marketing: Assessing Relevance and Use in Reaching Small Businesses, which states that "58 percent of respondents signed up to receive e-mail newsletters. Fifty-four percent completed an e-mail customer satisfaction survey, 33 percent clicked on an e-mail marketing offer, and 19 percent purchased from an e-mail marketing offer."
 
Numbers like that should convince decision-makers to approve the funds needed to create and distribute e-mail newsletters. Though business executives are a busy lot, their getting regularly delivered content from newsletters gently builds a relationship and trust with the company behind the newsletter. This is where delivery timing comes into play. I believe that once or twice a month is enough with the occasional special mailing.  

Newsletters share information the executive can use on the job. In other words, the publisher provides something of value to gain the executive's trust. Over time, an executive gets familiar with the company's expertise. Newsletters also remind the executive, "Hey, this company does X. Are you in need of X yet? No? OK, I'll be back next month. Yes? Great, contact us."
 
What about technology like RSS, podcasting, vodcasting (video podcasting) that continue to pop up? They complement, not replace e-mail newsletters. Think of a newsletter as the resource with all the goodies. Think of e-mail, RSS, podcasting and vodcasting as distribution points for this resource.