Improving b2b email prospecting (part 2)

1. I M P ROV I N G
your B2B email prospecting
right now…
by José-L. Giraldez
Think about its “frequency”
• It varies from business to business …
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As a “Rule of thumb” biweekly messages are tolerated
Pay attention to your “unsuscribe metrics”
Losing 1% of subscribers is acceptable
Include a “Call for Action”
• Don´t let your prospects think or doubt. Offer them one CTA only
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Don´t be verbose. Use terms people understand
Test the efficiency of your CTAs periodically
Limit your CTA to a time frame. Sense of urgency
Each CTA is specific for its segment
Focus on your objective
• Right now, you are not selling anything
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Your objective is to iniate a contact/get an appointment
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Keep your bullets for the face to face interview
The ROI for Email Marketing in 2011 was
$44 for every $1 spent (4400%!!!)
Direct Marketing Association
Jose.madrid.es@googlemail.com