Getting cut-through with email is harder these day. Find out why. Find out how to do it 'personally' and with impact and have your emails opened, read and shared. It about good content well-framed. Find more resources like this at http://www.technoledge.com.au/b2b-marketing-trends

1. 1
Online or internet marketing (ads, PPC, web and email) is
Trying to hunt down contacts who are indifferent to your
offer will waste time and money. You’re better off
attracting those who are looking for what you do, and
giving them what they want.
1. ATTRACT THEM
Use great content on your website and social media to
attract those looking, and capture their details. Don’t
interrogate them. Learn how.
2. BUILD YOUR LIST
Add contacts from every meeting, event or enquiry.
When contacts leave or unsubscribe, use a telemarketer
to replace them. You have history with the enterprise, so
it’s much easier.
3. SEGMENT IT
Web visitors or contacts who drop by your trade show
stand could be tyre kickers—or potential leads. Whoever
is on the list, make your segments as specific as possible
to start. You can always combine them later.
4. MAKE IT PERSONAL
Your first email is critical. Make it personal, linked to a
conversation or event, and make sure you send
something relevant and useful—from someone they
know by name.
5. MAKE IT IMPACTFUL
Increase your open and download rates by using
arresting or intriguing email subject lines, followed by a
personal line of text to just that person. Dress up with
graphics but avoid overkill.
6. QUALIFY THEM
In the first or second email and thereafter (but not every
time) ask no more than 3 simple questions. Qualify them
sequentially. Don’t interrogate them or they’ll click off
forever.
7. GIVE THEM SPACE
Don’t bombard your new op-ins with an email a day.
Build the relationship carefully. Better still, in your
invitation to subscribe or event followup email, ask how
often they’d like to hear from you—and adhere to it.
8. NURTURE THEM
Learn from the answers and send content matched to
what they reveal. Don’t revert to generic content, ever.
It’s tempting and cheap, but it won’t build relationships
or your pipeline.
9. KEEP IT USEFUL
Don’t email just because you can. Email only when you
have something relevant, timely and of value. Lead
qualification may take longer but, annoyed
‘unsubscribes’ are terminal. Don’t leave it too long,
though, or they might forget you.
10. PICK UP THE PHONE
Don’t rely on email automation for everything. Your
contacts are human and like the human touch. Give
them a call once they’ve downloaded a few resources—
and ask them the questions they’ll never answer online.
If you don’t call them, your competitor just might.
Ouch. ###
10 steps to email marketing success
Email marketing is harder than ever to do: bought lists don’t deliver, contacts aren’t keen to
opt-in, and spam filters are better educated than ever. Here’s how to do it in 10 easy steps.