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6 Tips to Balance Email Marketing with a Contact List

posted by Margaret Spencer on August 20, 2012

contact list, contact lists, contact database, sales contact databaseIn many ways, running a modern email marketing campaign is like walking on a tightrope that needs balancing between delivering useful content and sending promotional sales material to recipients in your contact list. You have to know which side to concentrate on as you proceed along the wire or else fall off and disappoint your audience. As such, let’s try to see what we can learn from tightrope walkers and apply them to our email campaign.

1. Know that spectators’ expectations differ. While you may simply see the crowd as a single entity, the individual level tells a different story in terms of expectations from your high-wire act. Some might be anticipating some sort of a heart-stopping performance while others might simply be contented with an uneventful crossing. It works the same way for your contact list recipients. But, unlike the tightrope example, you have the ability to appeal to specific audience groups through proper segmentation in email marketing.

2. Deliver what the crowd came for. Once you start making your way down the wire, you have to make a genuine effort to put on a great show and strive to meet everybody’s expectations. Of course, you don’t do this in one go, but at various points in your performance. The same holds true for email marketing. You don’t try to please everybody with just one email blast – it just won’t work. Instead, you continually engage with different audience segments at different times.

3. Learn to shift your weight. As you proceed along the tightrope, you’ll find the tendency to hobble toward either side at specific points on the wire. To compensate for this and avoid falling, you need to shift your weight to the opposite side until balance is restored. In email marketing, this is identical to how you should distribute your focus between telling and selling. You shouldn’t have too much of either.

4. Trust the wire you’re walking on. Without confidence placed on the very thing that keeps you in the air while tightrope walking, your doubts will eat away your ability to concentrate with what you’re supposed to be doing. Think of the rope as your email campaign itself. If you’re not sure about the soundness or quality of component in your business contact list for your campaign, you’ll end up hesitating to take decisive steps like send a promotional email at the right opportunity.

5. Keep the end of the rope in focus. It’s always better to make sure the part of the tightrope that meets the other platform is always within your sight. Don’t look to the sides and, most of all, don’t look down. Working with email lists for marketing is essentially the same. Keep your goals in mind and strive to achieve them without fail.

6. Have a safety net in place – always. Even with all your practice and preparation, there will always be a chance for failure. That’s the whole point of having some kind of safety net placed underneath. Similarly, email campaigns with your marketing and sales contact database is likewise riddled with uncertainties. It’s good practice to always have some sort of a backup plan or contingency measure to fall back on when things don’t go your way.

Again, the whole point of taking the tightrope as an analogy for email campaigns is that, as email marketers, we’re caught in a balancing act between providing value-added content and purely promotional sales material. While it’s vital to deliver educational or enriching content for our prospects, it’s also necessary for us to make our offers and actually get the revenue engines running. The important point here is to really be aware where in the campaign you and your target buyers are and understand what they expect from you at such point.

Posted in Business | Business Contact List | Contact Database | Contact Lists | marketing | sales with no comment


10 B2B Email Contact Database Insights You Need to Look Out For

posted by Margaret Spencer on August 18, 2012

We took a look at some key basics about split testing in the post titled “How to Plan and Run an Effective AB Split Test for Your B2B Email Campaign in 10 Easy Steps” from a couple of weeks ago. Now, we’ll focus on some specific aspects of your b2b email contact database which you […]

Posted in B2B Contact Database | B2B Mailing Lists | Business | Contact Database | Mailing List Provider | marketing | sales with no comment


colnago-world-cup-cycle-cross

6 Ways that Your Email Content Can Guide Potential Customers in Your B2B Contact Lists

posted by Margaret Spencer on August 16, 2012

Although content mapping has been mentioned in many of our earlier posts on contact lists segmentation and lead nurturing, very little has actually been said about it throughout these blog entries. That’s why we’re dedicating an entire write-up on this crucial concept in B2B email marketing. This post follows the generic buying cycle that prospects […]

Posted in B2B Contact Database | Business | Contact Lists | Leads Database | marketing | sales | Sales Leads Database with no comment


contact lists, email lists

Five B2B Email Contact List Segmentation Ideas to Apply in the Last Two Quarters of 2012

posted by Margaret Spencer on August 15, 2012

Contact list segmentation for B2B email marketing is still a critical and evolving issue among many practitioners. While the more traditional methods of segmentation still hold some level of validity and usefulness today, these may no longer be as effective as they once had been, especially in the light of recent developments on how people […]

Posted in Business | Contact Database | Contact Lists | Mailing List Provider | marketing | sales | Sales Leads Database with no comment


contact database, contact lists

How to Create 15-Second Email Messages for Recipients in Your B2B Contacts List: Lessons from a World-Class Marketing Coach

posted by Margaret Spencer on August 14, 2012

Can you explain some idea, proposal, or offer to recipients in your active B2B contacts list through an email message that won’t take them more than 15 seconds to read and act on? If you can, then stop right here; you don’t have to read on. For those who answered “no,” don’t worry. This post […]

Posted in Business | Business Contact List | Contact Database | Contact Lists | marketing | sales with 2 comments


contacts list

Six Early-Warning Signs That Your B2B Email Marketing Campaign is Doomed from the Start

posted by Margaret Spencer on August 13, 2012

Why do some B2B email marketing campaigns seem to unexplainably fail? There are a lot of possible answers to this question – poor planning/execution, misuse of direct email contact lists, bad timing, dull content, etc. However, the most striking reason would be that some email campaigns weren’t meant to succeed long before they even begin, […]

Posted in Business | Business Contact List | Contact Database | Contact Lists | Mailing List Provider | marketing | sales with 3 comments


contact database, email database

Top 8 Examples of Great B2B Email Subject Lines and Why They Work So Well

posted by Margaret Spencer on August 10, 2012

In B2C, email marketing messages are generally geared more toward promotion and selling, and you see this in the choice of subject lines among B2C marketers. In B2B email marketing, however, messages are sent for building trust and establishing the sender’s credibility as a source of solution or information helpful to recipients in the business […]

Posted in B2B Contact Database | Business | Business Contact List | Contact Database | Contact Lists | marketing | sales with no comment


c-level executives lists, contact database, contact lists

Top 7 Tips in Diagnosing Your C-level Email Recipients’ Pain Points and How You Can Become a Trusted Source of Relief

posted by Margaret Spencer on August 8, 2012

In a previous blog post titled “How to Create Solutions-based Email Content for Your C-level Readers,” we’ve walked through the steps to follow for producing and distributing email content that solves certain problems facing recipients in your contact database of executives and briefly touched on the need to “uncover” your readers’ pain points. Now, we’ll […]

Posted in B2B Contact Database | Business | C-Level Executives | Contact Database | Contact Lists | marketing | sales with no comment


contact database, contact lists

Top 8 Tips on Optimizing B2B Landing Pages You Can’t Afford to Ignore

posted by Margaret Spencer on August 7, 2012

In B2B email marketing, emails begin the conversation; landing pages start the conversion. As such, a landing page is the continuation of your email message and is where the call-to-action is (or isn’t) taken in its entirety. But are your landing pages really “converting” as much recipients from your business contacts list as you planned? […]

Posted in Business | Business Contact List | Contact Database | Contact Lists | Leads Database | marketing | sales with no comment


contact lists, calling lists

Eight B2B Marketing Tips for Boosting Revenues through Up-selling & Cross-selling

posted by Margaret Spencer on August 6, 2012

So, you’re about to close some deals – you’re preparing to send a sales engagement email message to recipients in your sales-ready contacts list or set up a meeting with qualified prospects from your calling list. But, wait one second. Wouldn’t it be better if you could increase the potential sales value of those pending […]

Posted in Business | Contact Lists | Mailing List Provider | marketing | sales with no comment


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