As B2B marketers, we all know how important it is to consistently be in front of your customers/prospects. But, providing the latest information/resources about your respective industries is also important. E-newsletters are a great way to provide valuable information to your customers and prospects, while keeping them thinking about your products/services.

To provide value to your customers, increase your open rates and direct traffic to your website, keep the following in mind:

1. An e-newsletter should be ‘newsy.’ Reference third party sources along with your own company news.
2. Provide industry-related links to sites other than your own website.
3. E-newsletters need to be consistent. Depending on your current e-mail communications to customers/prospects, you want them to expect an e-newsletter from you on a monthly or bi-monthly basis (quarterly works too)!
4. A relatively easy-to-use e-mail marketing program is Constant Contact. This site allows you to customize your e-newsletter template as well as distribution and tracking capabilities.

If you keep these rules in mind and consistently provide customers/prospects with up-to-date information, they will think of you first the next time they are searching for a product or service you offer!

As a B2B marketer, I have learned that sourcing a quality list is an art. As marketers we have the ability to rent or purchase e-mail, telemarketing or postal lists. But, we must determine which vendor guarantees a high-quality and targeted list source.

Here are a few things to keep in mind when sourcing a list:

1. Lists are very expensive, so have a specific list criteria and targeted regions in mind.
2. A good vendor should be able to sort a list by a specific industry or product/service interest.
3. Be sure your e-mail/postal/telemarketing lists match if you are renting or purchasing more than one type of list.
4. There are some vendors that do not allow you to purchase a list, but they do allow you to rent a list. In this case, have a well-developed campaign to guarantee a good response rate.
5. Renting a list means you have to send your artwork to the vendor and they will send it out on your behalf.
6. When renting a list, the standard distribution rate of an e-blast is one transmission unless you pay additional transmission fees.

Now, you might be wondering where to source a list…we have found that Corpdata is a great list source if you are looking to purchase a list, and TechTarget is a good vendor to use when looking to rent IT leads.

Have you been asking yourself…How successful have my e-mail marketing campaigns really been? How can I measure which subject line increases my open/click-through rates? Where does the majority of my Web site traffic come from? Which of my two e-mails has been more successful in my campaign?

Google Analytics is the answer to all your performance evaluation questions. To track your e-mail marketing campaigns, you must first have Google Analytics set up on your Web site. Once this is set up, Google Analytics gives you the ability to insert campaign tags within the links of your e-mail campaign. You are able to generate unique campaign tag links through Google Analytics URL Builder. Different tags can be set up for different e-mails so you are also able to track the success rate of one e-mail against another.

This tool allows you to see whether your Web site visitors are coming from your e-mail marketing campaigns or if they are direct or referral site traffic. You also will find that by using this tool your tracking reports will be that much more detailed. Tracking = proving ROI.

Everyday, marketers must come up with creative ways to target a certain market/customer, but how sure can you be that someone will even look at your information with all the junk mail out there?

Canyon Communications recently implemented a creative way for prospects to access information. Have you heard of USB laser pens? They are a great way to get people to access information. Rather than skimming a sell sheet or folder with materials, a USB laser pen forces people to insert a thumb drive to access your files. And, it’s easily accessible. No more searching through paperwork and folders to find information.

A USB laser pen can be used as:

• A pen
• A thumb drive
• A laser pointer for presentations

Interestingly enough, after we used these USB pens for a client, I received information from a company marketing its services. I expected to receive a folder with a sell sheet, brochure or a CD, but instead, I received a USB laser pointer pen! The accompanying note instructed me to look at the ‘media pen’ for more information. On the pen, the company incorporated a flash presentation on its service offerings. They forced me to insert the thumb drive to access the information.

Did their strategy work? Yes, it did and I will remember this company because they got my attention.