Massive Impressions E-Mail Marketing Performance White Paper Available to all B2B Marketers

FOR IMMEDIATE RELEASE
(Free-Press-Release.com) June 24, 2008 -- Boca Raton, Florida –3 Big E-Mail Marketing Mistakes: Don’t Sabotage the Most Cost-Effective B2B Marketing Tool In Your Arsenal!

E-mail remains one of the most inexpensive and quickest ways to reach a b2b audience. The key is to focus mailings on people who want to hear your message. To do this, you need to do permission mailing, which means having people opt-in to a one to one relationship by signing up for alerts, newsletters, white paper downloads, etc.

Mistake #1 Not Knowing, Understanding or Adhering to Federal Can-Spam Regulations

Federal law requires bulk e-mails include a physical address. The regulations around e-mail apply to everyone, b2b and consumer marketers alike. There are web resources to help you comply with these regulations – and you’ll need the help, because many of the mandates are vague.

Mistake #2 Sending E-mails, LOTS of E-mails from your Company Server

So, you’ve designed your e-mail to comply with spam regulations. But what’s the next step? How do you send in a safe way?

Technology makes it easy for an e-mail to get reported as spam. Desktop internet security software embeds buttons into Outlook that allow e-mails to be easily marked as unwanted.

When enough people, or the wrong person, report your efforts, your e-mail server gets blacklisted. This means you’re marked as a spammer with one or more of the major spam monitoring authorities.

Once a server is blacklisted, day-to-day e-mails are also marked as spam. This will negatively impact everyday communications- undoubtedly slowing down business.

So how do you send out those 1,000 e-mails? Use a third party, web-based service. There are lots of them out there. They offer templates, tracking, reporting and most importantly – automated list management.

Mistake #3 List Quantity Over List Quality

You’ve been collecting names for years. You’ve purchased lists, captured names at trade shows, kept the cards of every prospect. So you should send e-mails to them, right? Wrong.

First, segment lists based on the source of the contacts. Then, send each segment a single e-mail, explaining why they’re receiving the message an offering them news, content or something of value to “opt-in” to. This is permission marketing and it pays dividends in the end – the key is providing content, news and offers of value to your audience.

At least 50% of your original list will probably opt-out of future communications. Yet, the half that remains is far more valuable because they raised their hand and expressed an interest in your company’s services and viewpoint.

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