The Forward Observer
Sales and Marketing Insights
for Growth-Focused Manufacturers

A blog where growth-oriented manufacturers find expert advice on marketing and sales.
Our goal is to help you generate better leads and close sales faster.

All Posts

Seven Things You Need To Know For Kick-Ass B2B Email Marketing

With the right understanding of email marketing, you can cost-effectively nurture prospects, deepen relationships with prospects and close more sales. And kick ass.

CHUCK NORRIS resized 600

Social media marketing maven Jay Baer likes to compare email marketing and social media to Madonna and Lady Gaga. Social media is the hot new thing, more like Lady Gaga. Email marketing and Madonna, on the other hand, have been around a while and are not considered quite as sexy.

However, while email marketing may have taken a back seat to social media in the popularity contest, it remains one of the most effective marketing tactics when used properly. (And in a Celebrity Death Match between Lady Gaga and Madonna, our money would be on Madonna.)

But to really kick ass with email marketing, you should be mindful of these seven things:

  1. Email marketing is one of the most underrated and effective marketing tactics. Unlike social media which may or may not be seen by your intended recipients, email will be there when the recipient is ready to consume it.

  2. NEVER buy a list of email addresses. Email works best when it is sent to people who have opted in to receive your message. There are no shortcuts – for email to work you need to build a valid list of people who have raised their hands and given you permission to communicate with them. Buying a list does not accomplish this. Even worse, spamming is against the law and can tarnish the reputation of your IP address, thus hindering your ability to send any email.

  3. Email lists erode at least 25% per year. Reasons include unsubscribes, job changes, etc. The name of the game with email marketing is to stay ahead of this fact and take every opportunity to capture email addresses from people who will want to hear from you. But you won’t get email addresses if you don’t ask for them. If you’re reading this on your desktop computer, you’ll see a few places inviting you to subscribe to our email newsletter (hint, hint).

  4. Segment your list. Unless you have just one buyer persona, you’ll want to segment your list by the recipients’ main area of interest. The more that you can communicate with the recipient with greater focus, the better. Additionally, let the recipient indicate how often they’d like to hear from you and what type of email they’d like to receive (new blog content, newsletter, product news, company news, etc).

  5. Send good stuff. Don’t take this the wrong way, but your email recipients don’t really care about your company. They care about what your company can do for them. More specifically, they want content that will help them do their jobs better, solve their problems, help their career or entertain them. When developing email marketing content ask yourself this question: “Would the recipient pay me for this information?” If the answer is no, rethink what you’re sending.

  6. Plan for mobile first. By 2014, mobile internet usage will overtake desktop internet usage. If you plan your email marketing for the mobile user, the desktop user will be fine. (By the way, if you don’t have a mobile version of your website, now is the time to get one.)

  7. People forget that they opt in to your email list. So, make sure to email with enough frequency so that people will not forget who you are. Results vary, but at least once a month is a good rule of thumb. Also, when someone opts in to your email list, send them an automated email right away to start the process, make sure your email doesn’t go into their spam folder, and to get them accustomed to receiving email from you right away.

For a thorough review of email marketing best practices, click here to download Silverpop’s free 148-page ebook “Almost Everything You Wanted to Know About Email Marketing.” (Registration required.)

What do you think? Please join the conversation below. And if this was helpful, please share it with your network.


photo credit: tofslie via photopin cc
Douglas Burdett
Douglas Burdett
The Principal and Founder of Artillery, Douglas Burdett is a former artillery officer and Madison Avenue ad man. He also hosts The Marketing Book Podcast, where he interviews authors every week about the latest in modern marketing and sales.

Related Posts

How to Find More Qualified Sales Prospects and Stop Chasing Your Tail

Not all sales prospects are created equal, and the better you’re able to quickly spot the differences, your prospecting and sales efforts will become more efficient and pay greater dividends.

Of the 3 Sales Prospecting Attitudes, 2 Guarantee Failure. Which One Do You Have?

The number one reason for failure in sales is the failure to prospect. And the most important ingredient for success is having the right, realistic, practical attitude about prospecting.

Your Customers Are Calling You. Are You Picking Up?

  In today’s world, there are many easy ways to connect with others -- you can text, email, or video chat someone on your phone all with a click of a button. Even with all of these easy ways to communicate, old habits die hard when people want to reach a company. Believe it or not, people still pick up the phone and call companies ... but not all companies have someone there to answer their calls.