B2B email marketing is now
used the same way direct mail … and a sales force … was once used.
Except it requires a far
smaller investment and gets even more amazing results.
Companies used to spend
massive amounts of money to mail out thousands … even millions … of pieces of
direct mail to market their product or services to other businesses.
But the costs were
astronomical. This was a definite barrier
to entry for many businesses.
This is what B2B marketing
is. It is business to business
marketing. When a business’s main product
or service is being sold to other businesses.
The industry I worked in
for years … transportation and logistics … is primarily a B2B industry.
Trucking companies “sell”
a spot on their trucks for another company’s freight. This freight may be going to another
company. But sometimes an individual.
When I was first got into
the trucking business, the effects of deregulation … with the Motor Carrier Act of 1980 …were just beginning
to be felt.
rate bureaus from getting in the way of any single carrier publishing their own
It took rate making away
from those rate bureaus. And eliminated
most restrictions on the commodities individual trucking companies could carry.
It also took away most of
the barriers that motor carriers had been living with for decades.
Barriers that told them what
states they could do business in. And what
routes they could use to move their customers’ freight.
Deregulation blew up the
industry. Leveled the playing field. And changed a lot of people’s lives.
I remember stories of how
… prior to deregulation … account executives for Roadway Express didn’t have to
This was the company I
went to work for out of college. After going
through a 5-month management trainee program.
The story was that account
executives (AE’s) spent most of their time on the golf course and in bars. There was no selling involved really.
trucking industry meant that certain companies would get the freight going into
select areas no matter what.
After deregulation, AE’s actually
had to become sales reps. The gloves
were off. They actually had to work for
a living. Or find a new way to make that
Today’s LTL environment
has taken the next step. 3PL’s (3rd
Party Logistics providers) have entered the fray. And completely altered the game once again.
This evolution in the LTL
industry … because of the improvement in supply chain management … really helps
to explain why B2B email marketing is now such a huge market.
Because of technology.
B2B companies send over one million marketing emails
Now you have Marketing
Directors and Agency Creative Directors spending a lot of their time and budget
on email campaigns.
And … with smaller
companies … it’s the business owner who does it.
Companies use email
And B2b email marketing email isn’t going anywhere. It continues to grow.
As I say elsewhere on my
site, there were 3.9 billion email accounts in the world in 2013.
So with social media all
the rage, shouldn’t the number of email accounts be going down? Well, it’s not.
That figure is expected to
balloon to 4.9 billion by this year … 2017!
Email continues to blow
away any other means of communication on the planet. Other than speech of course.
But then, looking around
at all the people staring at their phones, real conversation may be on the
Email accounts more than
triple the size of Facebook and Twitter combined!
But why? Well, when you think about it, doesn’t pretty
much every aspect of our digital world require an email account to sign up?
Social media accounts,
newsletters, your online banking, memberships, contests, Amazon orders, Barnes
& Noble orders, blog memberships, and more.
Don’t they all ask you for
an email address before you can join their circle?
Here’s a good one. 91% of Consumers Check Their Email At
Least Once A Day!
who works for B2B businesses?
People. Consumers. They get it.
Ross Perot? Well, if you’re too young, don’t
worry about it. If you know who he is,
then you probably remember this term.
the deal.” (He was a businessman turned
politician). Yes, it’s happened before.
won’t cost you anything to contact me about your B2B email marketing needs.
Send me an e-mail now ... to firstname.lastname@example.org ... to see if I can help you create a dynamite B2B email marketing campaign for your company or business.