Restocking B2B Marketing Resources – Part 2

Previously, you learned that today’s B2B marketing eats up a variety of resources and how to replenish them. Part covered telemarketing so now we’re going to discuss the different resources of email.

 

Email Marketing

 

Email marketing campaigns handle larger amounts of contact data compared to telemarketing ones. That however can also mean a less stable response rate (which plummeted during last year’s second quarter).

 

Asides from just contact data, email marketers also have their own content in the form of templates and landing pages.  You also have the tools they use to manage and send out to subscribers. Unlike telemarketing, these take a little more time to design and calibrate (even while in the heat of the campaign).

 

So how do email marketers restock and recycle their resources and how does it differ from cold callers? You’ll find the answer in the following questions:

 

  • Are there are any dead emails in your database? – An email contact database needs to be maintained at a higher frequency compared calling lists. It’s easy to see given how quickly you’ll recognize failures to send or seeing absolute zero responses over a long period of time.

 

  • What is the main source of contact data? – Sometimes they can be just like telemarketers in that they buy their data. On the other hand, they can also organically generate it themselves through subscriptions, online research, or even after a previous campaign.

 

  • What about your unsubscribers? – Some explicitly state that they do not want any more future emails. However, there are those who aren’t as harsh and are currently just not interested in any updates. In a sense, they’re like the equivalent to old customers for telemarketing. Look for any of last year’s unsubscribers and see if they’re interested this time around.

 

  • Does the content need refurbishing? – Sometimes all you need is to change the subject line and you got a better email template. But other times, you might have to revamp all the way to your landing page. Don’t stick to the same old designs and pitches for too long. Find ways to improve it and keep it fresh for both old and new subscribers.

 

  • Are your software tools up to date? – Software or hardware, there really isn’t much distinction when it comes to the lifetime of tools. Constantly check for newer versions or updates to your technology. Everything from security to costs must be considered. At some point, you might even want to switch vendors.

 

Now as you can see, the basic resources for email marketing are greater in volume with a few complications in terms of technology and creative content. However, they can be a disadvantage if it gets harder for you to restock. Still, perhaps even that can be less challenging compared to what it’s in store for you in the final installment where we discuss the resources of creative content marketing.

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