While B2B email marketers are often lauded for meeting short-term sales goals, that acclaim rarely translates into adequate budgets for future campaigns. What's a poor emailer to do? Thankfully, Stephanie Miller has come up with some tips that might help you do more with less:

Turn the recession to your advantage. Now—more than ever—you need to deliver great subscriber experiences. Says Miller, "Focus on proving how sending more targeted messages will result in higher return over time."

Use segmentation. At the very minimum, distinguish between your prospects and customers. "These are singularly different groups with different relationships to your brand/products, and different knowledge levels," says Miller. "Treat them differently, or you will continue to optimize your email marketing for neither."

Test the tone. "Will your subscribers respond better to a happy, sunshine-y 'spend now to get ahead' message of hope, or a more somber, 'how to get more with less' partnership approach?" asks Miller. "Perhaps one will work better for different types of product messages." Testing should tell.

The Po!nt: A strong focus on the customer helps you do more with less. These tips are just a taste of the strategies Stephanie Miller will discuss at the MarketingProfs B2B Forum June 9, during the Email Marketing Intensive she's set to lead. Click on the link for details.

Source: MarketingProfs. Click to read the article, and grab the Forum Registration Discount Code! 

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