Though still in its early stages, with only about 200 lists on the market, business-to-business e-mail is quickly developing its own rules for success, say direct marketers.
“The entire distribution channel is changing very, very quickly,” says Paul White, CEO and founder of e-commerce marketing company Spider Inc., East Northport, NY. For example, he explains, B-to-B e-mail is the most efficient way to reach customers with closeouts, unpopular with salespeople because of their low commission value.
Requests for e-mail lists “seem to grow on a monthly basis,” observes Peter Candito, president of list brokerage Database Marketing Concepts, Bohemia, NY. “We get calls for them daily and are doing a lot more research on e-mail lists than we did even three months ago.”
Those who are most successful say they understand the medium’s strengths – and limitations.
The cardinal rule of e-mail ads? Don’t try to sell a product with the e-mail. Instead, use the copy to drive business customers to your company’s Web site.
“The e-mail is simply your envelope – that’s what gets you through the door,” says John Wright, director of East Coast sales for e-mail database company Media Synergy, Greenwich, CT. “If you’re Staples and you’re selling Boston staplers, the e-mail should say, `Come in and save 10%. Click here to find out more.'”
In addition to that link, a good e-mail message starts with the header from the list owner, indicating the source of the information, and gives the recipient the chance to opt out. The actual message from the mailer is usually 200 to 500 words in ASCII format.
Since marketers are generally restricted to a text message, “You have to have some pretty intriguing copy,” says Candito. “It’s not like direct mail, where you can include a four-page letter with a three-dimensional brochure.”
Testing is a must, however. “The whole process is in its infancy, so as a mailer you should be doing a lot of testing, just like traditional direct mail,” notes Candito.
>From testing, Wright discovered there was a higher response to e-mail sent >out Tuesday through Thursday. Weekends, though, work best for small >businesses, which often use Saturdays for catching up, he says.
“Test different calls to action: Try changing your subject line, or the period of time your offer is good for,” Wright suggests.
E-mail advertising is exciting, but it’s not a panacea. “The mailer feels that e-mail is the ultimate quick fix to cost-efficient response,” says Candito. “But as a mailer, you still have to use the multimedia approach. E-mail will never be the only way people communicate. It will never become the sole advertising medium.”
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