Most every online business uses email for their B2B marketing campaigns. Sending marketing emails out to thousands of people per day into their inbox is fast, cheap and effective. Using email marketing firms such as www.campaigner.com, you can send out unlimited emails to your list of 50,000 subscribers for only $200 per month. That is a very cost-effective method to reach a lot of people.

However, many online businesses do not realize that just sending an email selling a product is not that effective. People get tons of offers to buy things in their inboxes every day. How to cut through all that clutter?

One of the most effective B2B marketing techniques we have found is to use an e-newsletter. Rather than just aggressively push products on your contacts, you provide information. For example, one of our e-newsletters is for people in the pharmaceutical industry. The product that we sell is webinars on FDA regulations. Rather than just sell the webinar in an email, we designed an entire e-newsletter that is full of information that pharmaceutical professionals can use.

For example, every day we have 5 or 6 news stories that are probably of interest to people in this field. We tend to pick stories that are controversial, or have bad news. One of our biggest click throughs ever came on a story about a pharmaceutical executive whose girlfriend was found dead in mysterious circumstances. In the subject of the email, we wrote “Pharmaceutical CEO Dead Girlfriend.” We had about an 8% click through rate that day!

In our newsletters, we also provide links to FDA warnings to companies, as well as any breaking news on FDA regulations and guidances. Of course, we also have links to the webinars that we are promoting at the moment. We find that we get a lot more opens and orders with this sort of approach in our B2B marketing.

Another thing that works great is to provide links to two or three free items every day in the e-newsletter. There are tons of reports and white papers on the Internet that are free for the taking. Download a bunch of reports that pertain to people in the industry you are targeting. Have a ‘Free Download of the Day’ section in your newsletter. People like and dislike a lot of things, but no one dislikes getting an interesting report for nothing. This definitely will boost your responses.

We also like to provide a free download to one of our old Webinar recordings that does not sell much anymore. If it does not sell, why not just give it away for nothing? Our company name is all over the Webinar, and it has lots of good information for them. It helps to spread the word on your company.

A big plus of giving away freebies in your B2B marketing is that it makes it easier to pick up subscribers. We find that our emails get passed around more with the free offers. We always include a couple of prominent ‘Subscribe to Our Newsletter’ links. It’s a rare day that we don’t get at least 2 new sign ups.

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Category: Marketing
Keywords: Business, Marketing, Management, Display, Event, Advertise