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Market Smart: How to Gain Customers and Increase Profits with B2B Marketing

This “A/B” testing will help you make specific changes and
continually improve.

Never use Outlook to send your e-newsletter, unless you have
less than ten recipients. There are good, cost-effective, online
tools that will help you stay compliant with legislation. They’ll
also help you track the performance of your marketing. Some
of the most popular email marketing services are Constant
Contact (http://www.constantcontact.com) and MailChimp
(http://www.mailchimp.com).
When to Send

There is much debate over the best time to send B2B emails. In
my experience, the most effective time is Tuesday to Thursday
afternoon around 3 to 4 pm. Monday mornings are when
people are busy preparing for the week, so their immediate
tasks take priority over your emails, whereas during mid-week
afternoons, they are more likely to take the time to go through
their inbox.

METRICS
Click-through rate
Open rate
# of subscribers
Total # of unsubscribes
# SPAM complaints

147

© 2012 Lisa Shepherd