Blog | January 23, 2023

Are You Connecting With Your Email Marketing?


By Perry Rearick, Chief Editor, Follow Your Buyer

Business comunication-negotiation-problems-GettyImages-1150664698

Email marketing remains the most common way B2B solution providers communicate their value to an external audience to generate business.

Once started, our operations to churn out e-blasts become so routine that we can easily forget why we’re doing it.

This is a good time of the year to do an email marketing self-assessment, before we’re overrun with the demands of tradeshow support, earned media opportunities, unexpected crisis communications and the list goes on.   

Here are seven questions to ask yourself.

  1. How effective are your email marketing campaigns?
  2. Do you have stated outcomes for each campaign and even each email?
  3. Are you accurately tracking and reporting results aligned with your outcomes?
  4. Are you still measuring results using a one-dimensional method—counting opens and clicks?
  5. How many of those data points are real people and not just bots?
  6. When was the last time you scrubbed your marketing lists?
  7. Are you intentional with your email marketing efforts? 

B2B solution providers invest a lot of resources—time, people, talent, money, technology—into communicating to external audiences through emails. It is important to measure the complete ROI and look for ways to be more effective.

I hope you have a great week!