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7) Can be Personalized
It is very easy to merge database fields in to email messages to add personalization. Simply adding your subscriber's first name to the subject link has been shown to increase readership dramatically.
The real power of personalization in email marketing comes when you can personalize an offer based on information you have added to your subscriber profiles based on their past behavior. Sending someone a personalized message like the following is a great way to leverage email marketing as a sales tool.
'Ted, I know you bought product x from us last month and I just wanted to check in to make sure it is working as well for you has it does for our other customers. I also wanted to let you know that we have replacement filters for product x available at a 30% discount for the remainder of this month. While you probably don't need filters yet, in a month or two you will. Why not buy now to take advantage the special price and make sure filters are on hand when you need them?'
8) Relationship Builder
Through frequency, personalization, and targeting, your marketing communications can be transformed from a traditional broadcast approach into a system that helps you build relationships with your subscribers.
Studies have shown that qualified prospects require 3-7 contacts from a company before they will respond with a purchase. The main driver of this need on the part of the prospect that they want to feel a level of trust in their relationship with the company.
business to business email marketing allows you to develop a personal presence with your subscribers and the low cost per contact makes it easy to contact subscribers frequently (within reason).
9) High Response Rates
There are many variables that contribute to response rates, but most direct marketing experts agree that email generally pulls a higher response than other direct marketing choices.
One of key reasons is that if you read a compelling offer in an email you can respond immediately by following a hyperlink to an order page or to get more information.
Responding to a direct mail piece requires one to pick up the phone and dial a number, a much more active response requirement.
10) Develops a Maturing Asset
The larger and more mature your list is, the more valuable it becomes. Your client database continues to be enriched with additional information about your subscribers and subscribers continue to develop a deeper and deeper relationship with the company.
Over a period of years, your opt-in database is likely to become your most valued marketing asset.
Ok, so there are a lot of compelling benefits...but what does one do to overcome the barriers I outlined at the beginning of this article?
The most important thing to do is to start doing something now, even the smallest steps will lead to big successes in the long run, just put some element of an business to business email marketing strategy into play within the next few weeks.
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