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Strategic Database Marketing by Arthur Hughes

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19Business-to-Business Database Marketing

 

Business-to-business e-mail campaigns… show up looking like long-winded, copy heavy, direct mail solicitations. Some have one giant image with marketing-department–focused jargon. Most seem to miss the mark in understanding what may attract the right buyer and how to deliver real value and relevancy to the inbox.…

 

Your tone should be much like it would be in a face-to-face meeting with your prospects: direct, professional, and in a manner that makes your audience want to do business with you. Don’t waste your time building up to the pitch—state why you are sending this message and what’s in it for the recipient.

 

The message should clearly articulate the purpose and value to the subscribers while ...

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