One of the biggest challenges of sending B2B (Business to Business) emails is ensuring that the prospect on the other end will actually receive it. With so many companies (and individuals for that matter) being flooded by emails on a daily basis, safeguards have been placed to prevent unsolicited emails from coming through.
As a marketing or salesperson who wants to increase your bottom line, what are you supposed to do? Sure, you can make cold calls. Nothing wrong with that. But with voicemails, caller IDs, and receptionists (gatekeepers) blocking your way, cold calling just isn’t your only option these days.
Yes, you could send direct marketing pieces. Maybe a nice card with a handwritten message enclosing your business card. Or, you could send swag like a mouse pad or magnet with your company’s contact information and logo. But there is no guarantee that your prospect will read your information much less open up the envelope.
So what to do? You must use a combination of tactics. Cold calls, Check. Leaving voicemail messages, Check. Sending direct marketing pieces, Check. And….also sending emails. Check.
Real Magnet, a marketing automation company, outlines several challenges that you face when sending emails to your prospects. In the video below, the Bethesda based company mentioned 4 hurdles we all have to overcome –
1). Too many domains – while B2C (Business to Customers) clients only have a few major domains, e.g., aol.com or gmail.com, B2B clients have thousands of different domains. Making sure you have the right domain is a major task in itself.
2). Spam filters – even if you have the right email address with the correct domain, you still must break through spam filters. There are many spam filters on the market, including Microsoft Exchange, Barracuda, and McAfee, to name just a few.
3). Capacity varies – While most B2C clients will accept emails quickly, B2B clients may have strict limitations on how many emails they will accept at a given time. This is especially true for large and popular companies that you are trying to target.
4). Message Placement – even if your email reaches the prospect, there is no guarantee that it will reach the inbox. In some cases, your email may end up in a spam or quarantine folder. I dealt with this situation firsthand; for example, even if both the prospect and I know each other, and have been speaking to one another, I would still find my emails ending up in his spam folder. After a few phone calls, the prospect would eventually adjust his server to accept my future emails.
And I will add one more problem below –
5). Using the wrong email address – It happens. We think we wrote down the correct email, but then we receive a bounce back. No worries. Just review your notes and resend the email again.
While Red Magnet is obviously promoting its own tool, I believe the video below does a great job discussing in more detail the problems we all face when sending emails.
Please watch the video below –