2012 April

Common B2B Email Marketing Mistakes and How to Avoid Them

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Pew-Internet-Survey-May2011-Email-and-Search
Email marketing should be part of the sales and marketing toolset of any business-to-business (B2B) company, but some companies, particularly industrial and technology firms, either don’t use it at all or else do it badly.  A few B2B companies think of email marketing as a “spammy”, business-to-consumer (B2C) tool that isn’t appropriate for their industry.  Other companies try email marketing but fail for reasons ranging from bad choice of email tools through to poor design or weak content – basically, bad execution.  In this post I give you some reasons to take email marketing seriously, even if you’re a B2B technology company selling complex, high-value products.  Then we’ll look at how to get some of the basics right so you can use email to promote your business and generate more sales. At the end of the post there are some links to resources I think you’ll find useful. Read More

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