Business to Business (B2B) E-mail marketing is the online equivalent of old-fashioned direct mail: unsolicited sales letters sent to prospects in the hopes to convince them to buy the product.
It is the same for Business to Consumer (B2C), Consumer to Consumer (C2C), and Social Networking.
Companies use e-mail to generate sales leads, invite participants to a webcast or tele-seminar, to a company event, or drive people to their web sites.
E-mail is flexible and used to meet all kinds of marketing challenges. For example:
- Get a prospect to request a White Paper.
- Download software. Announce upgrades and software service patches.
- Ask for the sale of a time based product test period, like a “Try and Buy”.
- Cross sell products. Up sell higher priced products.
- Generate sign-ups for a conference. Invites to a special event like a users group.
- Participation in a survey. Garner customer testimonials, etc.
E-mail copywriting demands grabbing people's attention quickly, and then moving immediately to the offer. The recipient's In-Box is jammed and full of spam, so they are rapidly going through their e-mails. If the E-mail wastes time with lots of words, it is deleted and sent to the trash folder.
The 20 second rule comes to mind. If you do not grab their attention in 20 seconds, you've lost them. And that may be for good.
Frank Eaton, CEO, Frank B2B Communications, a business to business (B2B) marketing and consulting company www.frankb2b.com
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