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

We_They was founded in 1988 with the aim of providing first class training and consulting services, enabling our clients to improve and sustain a valuable competitive advantage, hence, making a positive contribution towards their success. Working closely with national and multi-national companies, we offer global experience coupled with practical, local expertise.  

We aim to deliver innovative yet practical business solutions, from concept formation to implementation and evaluation. BLI’s depth of service and global reach translates into seasoned knowledge for tailoring our services to our clients’ specific needs. 

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