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Chapter 34—Email Marketing

Email marketing offers short turn-around time and quick
delivery while remaining cost-effective. A solid email strategy
can build your brand and foster relationships with customers.
It is among the most effective B2B marketing tools.

The challenge for B2B companies today is to get their
messages through to the inboxes of customers and prospects.
It’s increasingly complex to navigate the legislation that
governs email communications. Here are some tips to help
you achieve effective email marketing:

Know the law. Find out the regulations on email marketing in
your jurisdiction. If you prefer, hire a professional who knows
the law and can ensure you stay compliant.

Identify yourself. Be sure that a name familiar to your potential
consumers appears in the email’s “From” line. Emails from
unknown and unidentified addresses are much more likely to
be deleted.

Use compelling subject lines. Your email’s subject line
is the headline; keep it short, attention-grabbing, and
benefit-oriented. The subject line has the highest impact on
whether your message gets read, so it’s worth spending time
on. Keep your subject line under forty characters to ensure it
won’t get cut off.

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© 2012 Lisa Shepherd