Emails are the lifeblood of any company that’s into B2B marketing.
The whole business of nurturing leads, following up on certain scenarios and events depends on strategically delivered email messages.
Here are a couple examples where emails are used:
After a potential customer downloads a white paper by entering contact information on a landing page:
Emails are sent at regular intervals (depending on what’s found to work best)
These emails ask what the prospect thinks, give additional information, useful ideas, and serve to maintain the relationship, hence nurturing the lead until the prospect desires to be further involved in the sales process.
A software company offers a free trial of a software package for a period of, say, 60 days. A series of emails are sent…
…to make sure the prospect is using the software, to ask if there are any problems and offer help in using the software.
…to provide additional information on how to best use the software.
…towards the end of the trial period, to encourage the prospect to purchase the package.
An Example of a Promotional Email
This is an email to independent restaurant owners to compel them to attend the Restaurateur Conference & Trade Show where the Chill-o-Matic LBR Chiller is on display and being promoted.
(Chill-o-Matic is a fictitious company used for this coursework exercise)
Subject Lines – it is always good to create more than one to see which has the better open rate.
Get a Discount Coupon for the new Chill-o-Matic LBR Chiller.
New LBR Chiller on show at the Restaurateur Conference & Trade Show
Trade Show discount on the new Chill-o-Matic LBR Chiller
Body of Message
Hi _________,
I hope you’ll attend the upcoming Restaurateur Conference & Trade Show
If you are thinking about getting a new commercial refrigerator, you owe it to yourself to chect out Chill-o-Matic’s latest model, the LBR Chiller. You will see that this is more than just a new cold space, It has features you will truly appreciate.
You will love its lightness and compactness and how two people can easily move the unit from one place to another.
The LBR Chiller will be on display at the Restaurateur Conference & Trade Show, together with ofhter out Chill-o-Matic’s models.
This new chiller has some exciting features that provide certain conveniences.
- Full glass door, specially coated to resist condensation so you can always see what’s in there.
- Just as energy effieient as the other coolers, but because of it’s lighter compressor, weighs less.
- 28.2% less expensive that comparable models from the competition. This statistic comes from a comparison study that the company commissioned from LR Brown & Associates, a market research firm.
- It’s lightweight compared to other refrigeration equipment and mounted on rollers. Two people can easily move the Chiller to anyhere in the kitchen or even into the dining room should you desire a refrigerated display case.
Limited Number of 25% Discount Coupons Available at the Trade Show
These are good for six months after the trade show and can save you up to $1,000 on your LBR Chiller. There are only 50 discount coupons available.
Please Click Here to obtain your discount coupon, You will be taken to a page where you fill out a form and your coupons will be available at the Restaurateur Conference & Trade Show.
Best Regards,
Jane Atkinson,
Marketing Director
Example of an Email Series
This is a series to get the reader to join The Barefoot Writer Club. The reader downloads an eBook titled Nine Ways to Earn a Living as a Writer.. This is a follow-up series of five email messages sent at intervals indicated in the page to compel the reader to join the Barefoot Writer’s Club.
Click Here to see this email series. Link opens a new browser window.