4 Essential B2B Email Marketing Tactics – In Action
No matter how you utilize B2B email marketing as part of your organization’s channel mix, there are 4 essential tactics that are must-dos to improve your email clickthrough rates. We’ve put those tactics into practice for countless B2B email marketing campaigns. Here’s how they look in a real-world example:
EyeMed Vision Care: Data Security Awareness Campaign
In this example, vision benefits company EyeMed partnered with Responsory to design an eye-catching campaign targeting HR and benefits professionals among key accounts. A series of emails were part of the dynamic (fresh, fun) and thought-provoking (relevant) multi-touchpoint niche program. Our goal was to break through the inbox clutter and position EyeMed as a consultative partner (vs. a classic sales/”me, me, me” interaction) that adds value for the audience.