E-mail for B2B
Q: Is e-mail effective in Business-to-Business lead generation campaigns?
A: We believe that email can be a highly effective channel in both B-B and B-C marketing campaigns. The key is to determine those customers who desire to be communicated with via email, then send your messaging through email. With B-B, you actually can expect a higher response rate (than B-C) and you don’t have the CAN-SPAM worries that you’ll face in the consumer world. As always, we recommend that you test the offer, the creative and the channel to see if e-mail will work for your specific product/service.