B2B Email Marketing

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B2B Email Marketing

• Concep Clifford Chance LLP

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Today

• Differences between B2C and B2B
• Brand control consistency
• Applications
• Interactive reporting
• Barriers and Benefits
• Clifford Chance case study

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B2C v B2B Email Marketing

• B2C often (not always) a batch n blast scenario
• B2B should be more focued and target audience
  specific
• B2C focused on driving traffic to immediate
  purchase
• B2B focused on delivery of relevent content,
  enhancing the client relationship, building
  credibility
• B2B often a longer sales cycle often a high
  value sale

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Live B2C Campaigns
Eurostar
Travelocity
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Live B2C Campaigns
Toptable
Daily Candy
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Live B2B Campaigns
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Live B2B Campaigns
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Brand control consistency
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Applications - eNewsletter
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Applications Event Invitations Surveys
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Interactive reporting - summary
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Interactive reporting views
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Interactive reporting domains
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Interactive reporting -URL click-throughs/file
downloads
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Interactive reporting -URL click-throughs/file
downloads
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Data list management
Opt-Outs

• Undeliverables

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Barriers to email marketing

• Deliverability
• SPF (Sender Policy Framework) / Sender ID
• Windows XP Service Pack 2 Outlook 2003
• Corporate firewalls SPAM filters
• Legal and Regulatory
• Data protection
• In-house data systems not compliant

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Benefits of interactive email marketing

• Professionally-branded communications
• Brand control consistency
• Reporting - ongoing optimisation
• Ease of use - embrace quickly across multiple
  channels

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Contact details

• Anthony Green
• Sales and Marketing Director
• Concep
• Chairman
• IAB B2B Council
• 0207 952 5572
• agreen_at_concep.co.uk

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Case study

• Colette Mullings from Clifford Chance