Currently in business to business email marketing seems the best thing to do during this recession as it has a low cost to operate and can generate new leads.
Email marketing is about:
1. Writing an email with a catchy subject.
2. Sending out 10,000 emails to email addresses of people that you have collected over the years.
3. Bouncing: as people change jobs or leave companies many (10% -20%) emails will bounce.
4. Resulting in perhaps 400 replies, inquiries or clicks.
5. Qualifying only 250 as leads because you have emailed several people of the same company.
6. Selling: eventually the 250 leads can become 25 real sales.
Now you do need to find another 10,000 email addresses for the next 20 sales.
Where or how can you find another 10,000 email addresses?
This should be 10,000 email addresses of people in your target market.
- By collecting:
Probably not as this will take ages in B2B.
Especially if you want them to opt-in.
- By stealing data bases:
Not very honest.
Not possible to sustain.
- By buying:
Probably as you have no other choice.
The more email addresses you collect or buy the less effective and efficient your campaign will become.
This is due to the fact the population for your product gets exhausted. The group of emails obtained by collecting or buying will be less and less from your target market.
It is like fishing in the same pond over and over again: eventually you will be fishing other fish types from your pool that are not suited for your purposes.
You too get emails in your mailbox everyday for all kinds of solutions.
How many are really concerning your problems and business?
Email marketing is not a sustainable model as companies will run out on email addresses.
There is however a different solution.
Is your company using email marketing?
Where do they get their email addresses?
What is the score of closing sales on average for 10,000 emails send?