Email Marketing to Businesses

If you are in the B to B space and using email as a tool in your marketing mix, you likely have a database full of contacts (permission based of course) that do not have purchasing authority.

When you put together a campaign and articulate your services or products, who are you actually sending your message to?  The authority, who is probably not in your database or the messenger who is actually receiving your message?  Consider the messenger as a filter for the authority and expect that your email isn’t simply forwarded on to the correct eyeballs.

You are, in essence, playing a game of telephone.  Telling the messenger to then tell the authority.  Does the story you’re trying to tell come across as something that is:
A: Important enough to re-tell
B: Simple enough to re-tell properly?

Think about who you are actually mailing to next time you draft your message.

Tip: Send your finished template to a friend outside of your office and have them re-tell you the story you just told them in your email.