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Lately I've heard a number of B-to-B catalogers complain about falling e-mail response rates and rising unsubscribe rates. It very quickly comes to light that, for the most part, they're following a “batch and blast” e-mail strategy. They form an offer and send it to their entire e-mail lists. No B-to-B cataloger I've ever met has a completely homogeneous customer file. In fact, it's quite the contrary: They all have groups of customers from different segments who want and need to be treated differently.
When thinking about a comprehensive e-mail program, you must consider several different types of e-mails. When used together, they're relevant and interesting to your customers. Here are a few examples to consider:
Also, when developing e-mail offers, make sure your copy recognizes customers that order online vs. those who prefer to order by phone. Develop specific landing pages that make it very easy to order (i.e., as few clicks as possible) the offer being advertised.
Hopefully these ideas will get you moving away from a one-offer-fits-all strategy and toward more targeted, relevant offers that boost response rates and reduce the number of unsubscribes.
Click on the “Post a comment” icon below or e-mail me at TerryJ@AbilityCommerce.com and/or post your comment on this site.
Terence Jukes is president of Ability Commerce, a 140-person firm that designs, builds and runs e-commerce and related marketing programs for catalog companies. He can be reached at TerryJ@AbilityCommerce.com.
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