onRAMP Essentials: Module 2 - Email

At 283 pages, the onRAMP Handbook can be a daunting reference—but it provides a wealth of information for all aspects of a regional B2B marketing program. In this blog series, we introduce you to the content of each handbook module—continuing here with Module 2 - Email, which begins on page 62.

Since the first email was sent in the 1970s, the evolution of electronic communication has birthed instant messaging, text messaging, blogging and social media. But even with all the innovation, email remains the key to online activity, and email marketing reigns as the digital marketing tool with the best ROI—for every $1 spent on email marketing the ROI is $44.

There are three main reasons why email is essential to your B2B digital marketing strategy:

1) You own your email list, which is not the case with social media. If Facebook, LinkedIn or any other social network imploded tomorrow, your account, followers and all the associated history would be gone; social media accounts can be suspended or deleted at anytime. An email list remains with you without interference by a third party.

2) Emails have better conversion rates. People who receive an email offer spend 138% more than people who do not receive emails, and email marketing has an ROI of $44.

3) Email campaigns can be highly-customizable, which evokes a sense of individuality that will influence the buying behaviors of your audience. With email you can target and segment your audience, but email can be further personalized so each individual receives a communication tailored specifically for them.

This Module Covers

• Federal and international laws that govern commercial emails
• Types of email campaigns and sponsored e-blasts
• Elements of a compelling email
• Customizing to optimize ROI
• Optimal frequency and timing to send emails
• The importance of responsive email design
• Building a database of email subscribers
• Email management platforms, reporting tools and marketing automation

Email is an easy, affordable, convenient, reputable, highly-effective digital communication channel that is a requirement to do business and isn’t going anywhere. Let the recommendations in this module guide you in perfecting your email marketing strategy to convert prospects into loyal customers and maximize your ROI.

As you continue reading Module 2 of the onRAMP Handbook, don’t hesitate to reach out to Kate Zombeck with your questions.

If you need your own copy of the onRAMP Handbook, just ask us.