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2) Metrics Galore
With business to business email marketing, almost every step in the buying process can be measured and tracked on an ongoing basis. You can easily track the total clicks on every link in each message, the conversion of clicks to sales or clicks to leads, and with some programs you can measure opens (how many people opened your message) and forwards (how many people forwarded your message) You can take what you learn from one campaign and apply it to future campaigns with a high degree of precision.
3) Permission based
Unless you are spamming (sending unsolicited emails), all effective business to business email marketing is conducted to an opt-in list. This means that every subscriber requested to be on your list, they want to receive emails from you. Because of this, business to business email marketing is one of the purest forms of permission-based direct marketing. Very few direct mail or telemarketing campaigns can claim the same.
4) Easy to implement
If you aren't implementing business to business email marketing in your business right now, it may seem a daunting technical challenge to build the infrastructure and tools required to pull it off. But rest assured that adding business to business email marketing to your mix is not as difficult as it sounds.
There are many great tools available on a subscription basis that allow you to outsource the complete infrastructure required for effective business to business email marketing. You will find two great tools listed at the bottom of this article.
5) A gile Marketing Tool
All marketers and business owners are painfully aware of the fact that the speed of doing business continues to steadily increase. This relentless acceleration drives the need to be supremely responsive to new trends and opportunities in your market.
There is no more responsive tool available to marketers than business to business email marketing. You can literally deploy the tactical elements of a campaign moments after the strategic and messaging elements have been developed. In other words, you can decide on a new strategic direction in the morning, develop your message and offer in the afternoon, and have a message waiting in your prospect's inbox the next morning.
That is rapid communication!
6) Highly Targeted
Business to business email marketing is the only medium I can think of where you can not only easily segment your list based on demographic attributes, but also where you can segment your list based on the behavior of your prospect. With some of the simplest systems available, you can begin to develop a profile of your prospects based on the kinds of offers they respond to. With the more complex systems, you can track and store ALL of the actions individual prospects take as a result of your email efforts.
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