Achieving both quantity and quality in B2B Email marketing can be difficult, so which one is more important?
The traditional method of blasting messages to your entire database is ineffective, and personalisation is key when planning and implementing any marketing strategy. Reading their own name, spelt correctly, using their personal email address, and with information useful to their company will get a far better open rate than emailing [email protected] addresses or starting you email with “dear (blank name)”
Hope they come to you? This could work… If you had the most wanted and needed product or service on the market. We don’t recommend relying on your customers coming to you first, especially in the B2B market where the choice and competition is just as fierce as in the B2C market.
Ensuring the data is quality helps achieve your marketing goals, too much bad data may drown your pipeline and take up your sales team’s time, or too few good leads won’t make much of an impact.
Ensuring that an email address is up-to-date, accurate and relevant to the marketing objective requires more time and care than just supplying any old list with thousands of names, so, yes, it’s likely to cost a bit more.
However in terms of value across the whole process, including the likely conversion rate, it is a worthwhile investment if done correctly – after all, quality outperforms quantity every time.
Here at BDP we pride ourselves in providing our clients with quality data so that you achieve maximum results when sending out your campaign.