1. B2B ACQUISITION
EMAILING- DOES IT
WORK?
Jason Chainey
Director
e-location

2. Topics
• My background
• B2B Acquisition Emailing – What is it?
• Case Study - Pitney Bowes
• Creative – Subtle differences making huge differences
• How much, how often, how annoying
jasonchainey@e-location.uk.com Tel: 01213540944

3. B2B Acquisition Emailing – what is it?
• Using other peoples business email data sets to generate
you new customers
jasonchainey@e-location.uk.com Tel: 01213540944

4. My background
• 15 years working at business data owners:
• Yell, Thomson and now my own e-location
• 11 years working with clients to deliver new customers
through outbound email
jasonchainey@e-location.uk.com Tel: 01213540944

5. Pitney Case Study
• Audience/Market
• Target - businesses sending more than 20 letters per week
• a traditional market
• Offer – Free trial
• Channels:
• Web
• Affiliate
• Outbound Sales
• Email
jasonchainey@e-location.uk.com Tel: 01213540944

6. Pitney - power of email
• 20% of sales start with a
cold email
• Why does it work so well:
• Work WITH data owners
• Open to ideas
• 360 degree reporting
• Integrate email campaign
with outbound channels
• Data churn
• Data control

7. Subtle Differences
• Use the detail the data owner knows about their records
to personalise your creative
jasonchainey@e-location.uk.com Tel: 01213540944

8. Common threads to making it work
• Personalise
• Relevance
• Avoid above the line style advert work
• Integrate
• Discounts mean nothing if the person doesn’t already
know the value of your proposition
• Use the data owner to create your own database
• Adjust your program in relation to your resource:
• Number of sales people you are supporting and their expertise:
• Inbound v outbound
• The greater the focus your business puts on inbound the more you
look to take prospects down a funnel
jasonchainey@e-location.uk.com Tel: 01213540944

9. Frequency
• Frequency of cold emailing is dictated by common sense,
churn, message and how many sales people you are
supporting
• Long term relationships with data owner rather than short
hit
• Most of my clients run daily campaigns with each
prospect never receiving more than one email per month.
jasonchainey@e-location.uk.com Tel: 01213540944

10. Contact Details
• Jason Chainey
• Tel: 0121 3540944
• jasonchainey@e-location.uk.com
• www.e-location.uk.com
jasonchainey@e-location.uk.com Tel: 01213540944