B2B Web Strategy Blog - eMagine

Creating more relevant and engaging “nurturing” emails

July 2nd, 2009 Posted by: Bill Gadless

Most B2B marketers (including eMagine) rely heavily on email marketing for lead nurturing during our lengthy sales cycles.  Most of us therefore worry about our unsubscribe rates …and should worry even more about the generally larger group that isn’t reading our emails, but doesn’t even bother to unsubscribe.

There are many reasons for this, but writing on his B2B Lead Generation blog, Brian Carroll suggests that the biggest reason is relevance …or lack thereof.  And the biggest reason for that is taking the easy route of sending the exact same message to everyone, ignoring all the data we’ve collected on them.  By contrast, we should be sending more tailored emails, segmented by our prospects’ known industry, company size, stage of the buying cycle, job function, and more.  The more of these we can incorporate, the more relevant our emails become to each prospect.

Still more good points/resources in Brian’s piece …as always, well worth a read.

Entry Filed under: B2B Web Strategy, email