B2B email marketing: evolving in more useful directions
August 10th, 2009 Posted by: Bill Gadless
Gary Halliwell, CEO of NetProspex, recently blogged on this topic under the terrific title, “The way of the Dodo… Don’t let your email marketing go extinct.”
The trends he sees happening in B2B email marketing are these:
Out:
- the corporate newsletter (“about as readable and as welcome as used bathroom tissue”!)
- special offers (they mostly get caught by spam filters, anyway)
In:
- webinars or videos
- recent research
- tips and tricks to improve efficiency or other business results
Hmmm… those sound just like the kinds of emails we’ve been recommending that our clients use for some time now…
As Gary puts it: “Email will simply be subject to the laws of natural selection. The stuff people find useful will continue to morph and become even more valuable. The rest will die off.”
Entry Filed under: B2B Web Strategy,email
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