Improving b2b email prospecting (part 2)

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Improving b2b email prospecting (part 2)

Improving b2b email prospecting (part 2)

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  • 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 …    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     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 • Your objective is to iniate a contact/get an appointment  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