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Achieving Success Building a B2B Email Campaign

Out of the hundreds of emails a business receives each day, why should they want to receive and open your email? According to The Radicati Group, the average business account receives 125 emails per day. With that volume of emails coming in, how can you convince one to sign up for more email and then get them to open it on a regular basis? This article will share tactics on growing your B2B email list and running campaigns that get opens and click throughs.

Starting an Email Marketing Campaign Acquisition Strategy

There are four questions you should answer when planning to begin an email acquisition strategy according to MarketingSherpa.  As with anything in marketing, you must develop your plan first.

  1. Where are your customers? More specifically, the question is “where do your customers engage with your brand now?” Once you analyze which channels and what methods your customers are currently using to communicate with you now. Then start to formulate your plan around enhancing those areas of communication.
  2. Where might your customers feel more comfortable providing you with their contact details?  Which method are your customers most comfortable? Conveying security and privacy are incredibly important. The next most important thing would be to offer different ways of collecting the data so that customers can choose which method makes them feel most comfortable. Collect data or ask for newsletter signups on your website, written on cards in their shipments, on mobile applications, or in person in store or at events.
  3. Who are the lowest-hanging fruit customers? Identify which customers  are most likely to sign up for your emails; they can be brand advocates, event attendees, social media followers that engage most often, or most frequent readers of your blog.
  4. What type of customer information is most valuable? Determining what data is most important will help you narrow down your questionnaire and find the right balance between a long form that asks too many questions and getting the most data from your customers at an optimal level.


Implementing Your Email Growth Plan

Once you answer these questions, you are ready to start with your email campaign acquisition. Once you have a plan in place, then it is time for the execution of your plan. As with any marketing plan, test each of the elements and see what works best for your company and your customers. Quality of growth is more important that quantity. Developing the plan we have laid out is more about growing qualified subscribers that will be engaged and interact with your emails. It is important to know your customers and that will help you know what information to collect and what type of content to deliver.

Bio: John Wieber is Partner at WebMoves. He has over 13 years experience in web development, ecommerce, and internet marketing.