Effective E-Mail Marketing in B2B

Course details

Technology has changed the way that businesses communicate. One of the key components of business communication today is e-mail. It is the quickest, easiest way to send a message. However, in order for emails to be read and responded to, they must be professional, strategic, and creative.

This course is designed to help participants get the most out of their e-mailing skills and to ensure that their emails are achieving the purpose intended.

Course Objectives:

By the end of this course, participants will be able to:

• Ensure their messages are delivered and not stopped by company firewalls or spam filters
• Drive their email program with the appropriate data
• Make B2B list rental work
• Test campaign ideas when the database is very small
• Determine whether to send out text or HTML emails
• Build, design, and write effective messages
• Recognize and achieve successful results
• Understand the legal and ethical processes by which they can gather e-mail addresses, send out messages, and manage their files

Course Outline:

E-mail and the B2B Organization

• The differences between B2B and B2C in effective e-mail marketing
• B2B e-mail case histories
• Building e-mail into your marketing communications plan
• Other ways e-mail can be used to increase profits
• How the strict guidelines of data protection legislation may affect your ability to communicate via e-mail

Building Your Own E-mail Database and Renting Third Party Data

• The key data you need to collect and how to collect it
• How to build an effective web registration process
• Top tips for managing your data on an on-going basis
• Where to go for third party data: an overview of the B2B list rental market and the latest developments
• 20 things you need to know if you want to make B2B list rentals work

Maximizing Your Results

• The factors that can affect the deliverability of your B2B emails
• Telephone and direct mail follow ups
• Key words to avoid in order to circumvent company firewalls and spam filters
• Broadcast and format options for B2B: the latest developments

Getting the Creativity Right for B2B

• Your B2B target audience
• The importance of the decision making unit and how to develop alternative propositions
• How to build, design and write effective messages for B2B
• Personalization: how to, and why it’s more important in B2B than in B2C
• Deciding on the right format: text, HTML, and other rich media
• Key creative lessons that B2B marketers can learn from B2C
• Why testing is essential and the simplest ways of going about it
• Measuring and tracking your tests

Other Ways A B2B Organization Can Benefit From Interactive E-mail

• Develop a professionally branded e-mail design for consistency across the breadth of your communications channels
• Using e-mail to deliver a wide variety of communications

1. Newsletters
2. Product updates or alerts
3. Links to new website material
4. Event management

• Interactive reporting capabilities for audience segmentation and targeting

Best Practice Campaign Management

• Adhering to industry codes of practice: a brief overview
• Key questions you need to ask before running a B2B e-mail campaign
• Essential checklists for a smooth running campaign
• Post course action plan