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.
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.
Online social networking is quickly becoming an integral part of everyday life for millions of people today. How can your business benefit by using this popular technology? One important way is to use social networking to give your list-building efforts a jump-start. Here we share two main FulcrumTech strategies for doing just that.
This is one of the more frequent questions I get from people. Many marketers think that obtaining (buying or renting*) an existing list is the silver bullet of list building. Unfortunately, this will usually lead to undesirable results and, likely, enormous frustration.
When it comes to building a great email list, there’s no quick fix. Some people may be tempted to purchase a list, but that’s an approach I recommend against. “Home-grown” email lists require substantial time and ongoing effort, but the list quality, ROI and ultimately your online marketing success are worth the investment. In this feature, I identify six major list-building strategies, as well as provide a few specific ways to effectively implement each of these strategies.
Let’s say your email campaigns have open rates of about 25%. Is it the same 25% of the people on your list opening the emails every month? Do you know how many people on your list are inactive users – haven’t opened an email for 6 months or more? If you don’t know the answers to these questions, it’s time to find out. In this month’s feature article, we talk about why it’s important to know the numbers of active versus inactive users on your list, steps to effectively re-engage inactive users, as well as ways to keep your subscribers actively engaged.