In a recent blog post at ReturnPath, Stephanie Miller offers, in one word, a way to provide optimum service to B2B clients while saving precious marketing dollars. That word? Email.

“The good news is that email marketing is a great tool for building relationships and adding value to your customer relationships,” Miller says. She offers creative ways in which email can help you shine with B2B clients. Don’t just blast product announcements. Try sending:

“Recession Buster” ideas, for both clients and prospects. (How about listing the uses of email marketing as one of them?)

Simple, actionable tactics to help clients be more productive, get more out of vendors, and build stronger relationships with their own customers. (You should brainstorm with your team about the tactics they employ, and then share a few.)

Tailored tips about the business you are in, and the benefits you provide. “If you sell technology, offer productivity tips easily solved by advanced features of your software,” she advises. “If you sell services, send tips on managing meetings, or how to read data from disparate sources.” Warning: stay away from sales pitches.

“Customize the email based on geography, firmagraphics, and customer status (definitely segment customer vs. prospect),” Miller concludes. “Oh yes, and every message—regardless of tone or content—can have a call to action about your business, too!”

The Point: Now’s the time to boost your B2B email outreach. Offering e-info that clients can use is a cost-effective way to stay top-of-mind, and ahead of the competition.

Cheers, Skip

Source: ReturnPath.