There are plenty of companies with databases. Over time, we collect business cards, email addresses and contacts online and we collate them in a nice tidy database…. don’t we?

A company I recently met is in a position that I see a lot of companies in. They’ve got three databases and have not managed to get them into one tidy place where they can email market and manage bounce-backs and un-subscribers in an effective way. There’s an Excel file here and an online system there.

Two of the databases are opt-in (people have said basically said, “yes please send me your marketing”) but no consistent marketing has yet taken place. It’s a consumer business and the combined number of contacts is around 1500 people! The missed opportunities obviously made my eyes light up and by the end of the month, we will have collated and despatched.

But the job’s not done there. We need to centralise the email system and offer a reason for people to subscribe. Email is a such a cost-effective way for a consumer businesses to reach large audiences – and scaling up is very manageable – so we need to look at growth.

Although the email marketing model doesn’t work for all business models, soft marketing to a database of opted-in contacts is low hanging fruit. It may not lead to instant sales, but it’s a great opportunity for brand building and lead generation. So it really pisses me off as to why companies don’t make the time and take the effort to use it effectively and then bemoan a lack of sales pipeline.

Perhaps they’ve tried before and it’s failed miserably?

Email marketing campaigns need structure. They need reason… and value… and they need to be managed properly.

B2B Email Marketing

For business to business, email is a great way to build trust and authority with your customers and prospects. And, if you are already generating value content, email is a great way to easily (and cheaply) distribute it.

The rules are slightly different with B2B – the numbers are smaller and it requires more effort – but the individual rewards are usually much higher.

Data is Gold

So, getting back to the point. If email is a great way to market and there are willing people out there offering you their details, doesn’t it make sense to treat them like gold and put them somewhere safe?

Yes, here’s the sales pitch. I can help you organise and manage your data and sing online tools, you could see the whole process being managed automatically. What’s more, I can help you devise the strategy that will turn those contact details into sales leads.

So, no more moaning please. Get in touch now.