Resources: Email campaign strategy

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Using Email to Drive More B2B Referrals

When it comes to achieving a high return-on-investment (ROI) from email campaigns, it’s often a lot more challenging for business-to-business (B2B) versus business-to-consumer (B2C). Why? For B2B, the lists are generally smaller and their products and/or services are typically not sold directly online. Instead, B2B is more about getting referrals and bringing prospects down the “sales funnel.” In this article, we focus on 4 ways you can use email to help drive B2B referrals.

How to Fix a Problem Email List Without Losing Advertisers

When you have an email list of thousands, you’ll experience a growing number of inactive users over time. That means, you have a growing number of subscribers who no longer open your emails. It may have been marked as junk or connected to an inbox rule that drops your email into some folder no longer reviewed. In fact, it’s not uncommon to see 25% of your list go inactive each year. This is one of the primary reasons why we need to continually add new subscribers to our email lists.

Use the Tough Economy to Transform Your Business

We’re swimming in depressing data: Jobless rate tops 8%, highest in 26 years (Wall Street Journal, 3/7/09), the Dow drops well below 7000, and it goes on. It’s easy to fall into a very depressed state. Believe me, I’ve had my moments, too. Think about the opportunities, though. What can we do to change the game? If we view the current downturn in our economy as a force that is driving major shifts in demand by consumers and businesses, we can begin to understand what companies need to look like to deliver against those changing needs. In essence, it’s another example of Darwin’s survival of the fittest.

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NewsLever is our free, monthly e-newsletter for B2B and B2C professionals who want to develop and implement powerful email-marketing campaigns that build relationships with prospects and customers.

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