If there is any single tool that we should be enthusiastically embracing as marketers, it is business to business email marketing.
There is simply no way to match the value that business to business email marketing provides for communicating with prospects and customers.
The amazing thing is most of us are not actively engaged in any form of email marketing yet. At best, we send an occasional email blast to our customer base to introduce a new product or announce an event.
Many of us have NEVER sent a single promotional email to a list of prospects or customers. So if you are among the few who have, reach right back and give yourself a hearty slap on the back.
I have my theories about why most of us do not use business to business email marketing to its greatest advantage, which I will not go into here, but I suspect it is heavily related to the following barriers:
1) We must frequently rely on IT and/or our Web team to provide the enabling infrastructure and we are low on their priority list.
2) We do not have direct access to the mailing and tracking tools and have to rely on outside resources to put our strategies into play.
3) We do not know exactly how to implement an effective business to business email marketing strategy.
4) We fear being branded as a spammer at the slightest indiscretion.
Regardless of why business to business email marketing is not more widely accepted, the fact remains t