《B2B EMAIL MARKETING》.pdfVIP

B2B EMAIL MARKETING BEST PRACTICE GUIDE 2009 B2B Email Marketing: Best Practice Guide 2009 Dear fellow B2B marketer, Another 12 months have passed and email marketing continues to evolve as a key channel within the B2B marketing mix. Whilst unsolicited email remains a significant problem and even legitimate marketers continue to send untargeted messages, there still exists a great opportunity to harness the power of the channel by following a few simple rules. This guide, based on that which I wrote last year, contains additional topics which have come to the fore as key considerations within any email marketing strategy. Using email to gather data (online forms), segmentation of data and content formatting are three of these I write about in the 2009 guide. Perhaps one of the hottest topics is the growing use of handheld devices (such as Blackberry’s) to receive and read email. As if dealing with multiple email clients isn’t enough for our creative teams, we all now have to design our templates for the small screen as well! Database (CRM and AMS integration) continues to be integral and in the future we will look more at integration of email into other channels, such as offline. For the time being I guarantee if you follow the pointers within this guide you will be maximizing your success rates from your email marketing campaigns. Best regards, Anthony Green President, Concep New York +1 212 925 0380 anthony.green@ For more best practice and insight, visit Copyright 2009, Concep Inc Table of Contents Page Topic 2 Brand control and c