In a down economy email marketing can be both a B2B marketers friend and enemy. As cuts are being made across the board and marketers look for ways to increase sales they must not lose sight of the fact that while price and with that selling, is important, value, or the perception of, is equally important. Your customers and prospects are going to, or rather are already, getting bombarded with offers from companies trying to win their business. And, here's where email could work for or against you.
Every marketer knows email is a cost effective means for getting their message in front of customers and prospects quickly and easily. The temptation in a down economy is to increase the frequency of email for hope of increasing response. The reality is, relevancy our performs frequency. So unless you can increase both the frequency and relevancy of your messages, the smart play is to focus on increasing relevancy. You will get greater response rates from the more relevant content, and you will avoid falling into a sea of white noise with all the other marketers out there who are bombarding your targets with irrelevant offers/content/messages.
Now back to value. As you work to define relevant content for your subscribers, don't forget to deliver some extra added value with it. For B2B marketers added value could come in form of shared knowledge such as white papers or Webinars. The added value will help strengthen the bond between your targets and your brand so that when they are ready to buy, you will be at the top of their list.
To learn more about how Moveo can assist your business with email marketing strategies visit us at moveo.com
Dave Cannon, Director, Interactive Services
