Most people think of spam as a consumer issue. But business-to-business marketers, who had an e-mail bounce-back rate of 17% during this year’s second quarter, also find their messages being blocked by Internet service providers.
That’s only one of the many reasons that good B-to-B firms are trying hard to segment their files, according to Reggie Brady, president of Reggie Brady Marketing Solutions, Norwalk, CT. Another reason is that it boosts response.
Take TruLogica, an identity management firm that recently conducted an e-mail campaign to leads gathered at a trade show. The leads were divided into three categories:
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Hot prospects, who had both a current need and purchase authority.
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Tepid prospects, who might not have been the right contacts at the firm.
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Cold leads
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