Business-to-business email marketing basics

If you’re not sending email newsletters to customers and prospects, you’re losing money. 98% of people check their email through their mobile phones in today’s society. That’s 98%! People are on the go and check their email through push notifications. If you’re not sending out special offers and updates about your products or services, your customers won’t have your business on their minds most of the time. And, other companies can capture your business. So, you just read, email marketing and newsletters are important because now they reach your customers right away.

To be successful with an email marketing campaign, you need to have a clear and concise subject line. A long subject line, or one that isn’t clear about what you’re offering, is likely to be dismissed as SPAM by the recipient.

Make sure you format your email message correctly. People use different types of phones, which means they use different types of browsers and operating systems. If your message appears out of order or incorrectly formatted, the customer will not communicate and will simply delete your efforts and offer. If you’re not familiar with the different types of mobile marketing/email newsletter formats, find a company that is.

You should also use strong content. Don’t be aggressive, but be frank. Indicate your offer, indicate the benefits, indicate the schedule that the client has to take advantage of the offer. Being too long or not to the point will not generate sales or interest from customers. Don’t venture in the opposite direction either. Verbiage that is too much like a used car ad will also turn people away.

You should also monitor the statistics of your email marketing efforts. If more people open emails on Tuesday nights compared to Saturday mornings, adjust your due dates for important sales and/or notices.

Email marketing is coming back stronger than ever these days. People are using social media to generate more newsletter subscribers, which contain special promotional offers and better ROI results. Incorporating video, audio, and even consumer contests into an immediate email offer or email newsletter will help your business grow and products/services sell faster.

Do not forget that content will always be king. Using too many unprofessional photos or video links can backfire when sending any type of email marketing collateral. Make sure all your content and media collateral are balanced, look professional, and are accompanied by a strong call to action.