B2B Email Blasts That Survive the \"Report As Spam\" Button

Whether you are a long time email marketer or a small business that is just starting to develop online presence, business to business (B2B) marketers are using email blasts more than ever before. If your business operates online or offline, some of the most effective marketing is Internet driven. Are you considering an email marketing campaign? It is important to be aware of the provisions you must follow. As spam guidelines tighten, you can develop a methodical email blast program that follows future trends.

An email blast is another term for email marketing that refers to sending a mass electronic mailer to a large list of recipients all at once. This list can be developed by from your current customer base, future prospects, or by purchasing a list from a marketing company that has been targeting businesses that are interested in your business. Be wary of people selling email lists that have a price that seems too good to be true. The truth of the matter is this may hurt you more than help you, as you find yourself ending up on spam lists everywhere.

Five years ago, the CAN SPAM Act was signed on December 16, 2003. It was the first standard set for commercial email traffic. By 2005, Congress reported a 35-40% decrease in email spam. Spam fines can be as high as $11,000 per offense. Staying off that list is a priority, and most businesses are able to do this with no problem. By 2008, anti-spam technologists believe that spam can effect 80-90% of email traffic.

The 'Report as Spam' button makes it highly relevant to send messages based on recipients preferences and behaviors. To have a highly effective email blast, know who you are targeting, the frequency that works, and monitor and test your frequency if needed. If you don't get on it quick, the target may have already purchased or lost interest. Frequency is a fine balance. Too much or too little is different for every business, and keeping the right balance is the difference between an opt-in or opt-out. If you aren't sure what the right balance is, test it gradually and watch for unsubscribes and complaints.

Many savvy business owners are looking for a marketing company to send out email blasts to an opt-in list. Make sure the list is cleaned regularly for undeliverables and won't trigger spam. Email blasts are already some of the most cost effective forms of marketing with the highest return on your dollars spent. Looking into a company that has a well-researched and trusted email blast will cost even less and be more effective. These companies will target certain professional niches like dental, hospitality, pizza, fire and police, first responders, and veterinarians. They are well established opt-in lists that have high rates of opening and clicking.

During a recession in which spending budgets are cut back as much as 8% overall, businesses make the mistake of cutting back their marketing budget first. There is a better way to do this. Try finding methods that are cost effective and proven to work better. Whatever you do, do not stop marketing. You will find that your presence will be noticed now more than ever.

About the Author

We offer cost-effective marketing solutions targeted to key business to business niche markets.www.machalek.com

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