Professional email marketing & pinpoint targeting of prospects
Contact prospective customers easily
Just through regular email marketing and follow ups, a medium size UK client company was able to increase annual sales by 75% with individual customers at minimal marketing expense. It is all about engagement and analytics.
Communication via business to business bulk email marketing gives your company a legitimate cost effective method and therefore a good reason to communicate using this marketing tool. This is a truly measurable activity thanks to modern digital technology. Combine this with social media.
- Infographic reports in Powerpoint or PDF are constructed from the key performance metrics that are, recorded, extracted, measured and analysed so that the new data can be studied and shared in a format that everybody can actually understand.
- In addition to this, learnings from above enable content to be, customised, tested and honed, and subsequently your prospective customer’s interest in your products will have grown more than via normal methods of contact such as a cold sales phone call or just knocking on doors. If you had not bothered to do this email, think of the missed opportunity to touch prospects who have their doors bolted to keen sales people.
- This touch results in improved contact and enables steady engagement with prospects on a more regular basis. Consequently after sending an email, we can measure the amount of interaction and subscription generated by the email, against how many unsubscribes there were.
Analytics is the key
The tracking of prospects, enquiries and sales into a lead funnel via this medium is used to create a business intelligence record. This analysis is studied to help increase the likelihood of success in future mailings. I do this to ensure that marketing investment only goes to the most successful content for this marketing channel.
There are some downsides, however. Project blockers include the increased use of spam filters by prospects’ companies, thus preventing your emails from getting through to them. Another key blocker is the increased risk of hacking data via online “Hacktivists”. These bedroom activists can cause you catastrophic downtime and results that undermine the effectiveness of your email campaigns.
A robust IT infrastructure is needed to make this a long term answer to your marketing needs.
Case study – b2b email marketing and advertising
Challenge – email marketing not really working
An email marketing solution was required for the UK branch of Boll & Kirch (from Germany) called Bollfilter UK. That solution was needed at minimal cost due to the lack of global facilities. This was going to be one better and one cheaper than Mailchimp and the other web based “pay as you go” systems on offer.
Solution – a custom built email marketing platform
The scoping exercise revealed a number of features that were essential to the solution to be offered. Full project requirement gathering for the set-up was completed in under two weeks. A new low cost system that could use a CRM database from an ERP system that could be exported to the mailing system was chosen.
