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For more on email go to www.b2bm.biz/digital
Email supplement
9
rates start to suffer, so think carefully about what you want to
say to your target audience, work out why it is of interest to
them, and then say it clearly and succinctly.”
She adds, “The other very important thing is to build and
maintain high quality lists. It’s almost impossible to buy decent
lists of the people we’re targeting, so we’ve put in a lot of
work to build our own. Ultimately this is about everyone in
the firm taking responsibility for data quality. If you can
build a culture in which everyone accepts ownership of
data quality then you will have a much greater chance of
maintaining accurate, up-to-date lists.”
The future is granular
Looking ahead, Coe expects to make ever more use
of email marketing. “We’re becoming increasingly
sophisticated in our use of the medium, she
explains. “We invest a great deal of time and effort
into the analysis of our campaigns, so we’re
learning what people find interesting and we use
this knowledge to inform future campaigns.”
She continues, “We’re segmenting our
audience to an ever more granular level, and
this is helping us deliver even more of what
clients and prospects want from us, and in turn
is delivering better and better response rates. At
the same time we’re becoming more nimble,
rapidly reacting to events, so that recipients receive
news and views that are not only relevant to them, but
are timely.”
She concludes that while at the moment Grant Thornton
still sends more printed marketing material than emails, in
the next 12 months this is expected to reverse. This is a
trend that is being seen across the B2B marketing arena,
as business marketers recognise the full potential of
email. It’s a progressive example of how best to use
this potent route to market.
“The most important thing is to have
a clearly defined message. Business
people receive hundreds of emails
every day. You need to capture their
attention – think carefully about
what you want to say to your target
audience, work out why it is of
interest to them, and then say it
clearly and succinctly”
Victoria Coe, head of marketing services, Grant Thornton
B2BM JUNE 08 – www.b2bm.biz
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