B2B Acquisition Emailing- Does it Work? E-location

392 views

Published on

Published in: Technology, Business
0 Comments
0 Likes
Statistics
Notes
  • Be the first to comment

  • Be the first to like this

No Downloads
Views
Total views
392
On SlideShare
0
From Embeds
0
Number of Embeds
1
Actions
Shares
0
Downloads
2
Comments
0
Likes
0
Embeds 0
No embeds

No notes for slide

B2B Acquisition Emailing- Does it Work? E-location

  1. 1. B2B ACQUISITION EMAILING- DOES IT WORK? Jason Chainey Director e-location
  2. 2. Topics • My background • B2B Acquisition Emailing – What is it? • Case Study - Pitney Bowes • Creative – Subtle differences making huge differences • How much, how often, how annoying jasonchainey@e-location.uk.com Tel: 01213540944
  3. 3. B2B Acquisition Emailing – what is it? • Using other peoples business email data sets to generate you new customers jasonchainey@e-location.uk.com Tel: 01213540944
  4. 4. My background • 15 years working at business data owners: • Yell, Thomson and now my own e-location • 11 years working with clients to deliver new customers through outbound email jasonchainey@e-location.uk.com Tel: 01213540944
  5. 5. Pitney Case Study • Audience/Market • Target - businesses sending more than 20 letters per week • a traditional market • Offer – Free trial • Channels: • Web • Affiliate • Outbound Sales • Email jasonchainey@e-location.uk.com Tel: 01213540944
  6. 6. Pitney - power of email • 20% of sales start with a cold email • Why does it work so well: • Work WITH data owners • Open to ideas • 360 degree reporting • Integrate email campaign with outbound channels • Data churn • Data control
  7. 7. Subtle Differences • Use the detail the data owner knows about their records to personalise your creative jasonchainey@e-location.uk.com Tel: 01213540944
  8. 8. Common threads to making it work • Personalise • Relevance • Avoid above the line style advert work • Integrate • Discounts mean nothing if the person doesn’t already know the value of your proposition • Use the data owner to create your own database • Adjust your program in relation to your resource: • Number of sales people you are supporting and their expertise: • Inbound v outbound • The greater the focus your business puts on inbound the more you look to take prospects down a funnel jasonchainey@e-location.uk.com Tel: 01213540944
  9. 9. Frequency • Frequency of cold emailing is dictated by common sense, churn, message and how many sales people you are supporting • Long term relationships with data owner rather than short hit • Most of my clients run daily campaigns with each prospect never receiving more than one email per month. jasonchainey@e-location.uk.com Tel: 01213540944
  10. 10. Contact Details • Jason Chainey • Tel: 0121 3540944 • jasonchainey@e-location.uk.com • www.e-location.uk.com jasonchainey@e-location.uk.com Tel: 01213540944

×