In today’s world, online B2B marketing is an efficient and cost effective way of advertising your business to a broad audience. Whether you want to sell to a certain demographic or geographical area, email segmentation is an effective digital B2B marketing tool. It is a tool that all companies should use to introduce a certain product or service that resonates with their target audience. This blog will provide an overview on different approaches you can take when it comes to email segmentation.

Email marketing is one of the most popular tools in the business to business marketing tool-belt. It is predicted that by 2020 there will be over 3 billion email users worldwide![i] Email marketing makes it easy to communicate with your mailing list for little to no money. However, while email marketing is a handy tool, it is not always easy to garner the results that you want from your email campaigns. How do you get more people to open your emails? How do you convert these opens to clicks and how do you convert these clicks to actions? Here are some simple tips to improve your email engagement:

When it comes to marketing products and services in the B2B industry, marketers put a lot of focus on strategies that support the sales team in bringing their prospects to the closed-won opportunity stage of the pipeline. Oftentimes, they forget to implement a marketing strategy that will pique the interest of their easiest audience to retain – their existing clients – to keep them coming back for more. One of the easiest and most cost-effective ways to engage inactive customers, keep current customers in the loop, and even create upsell opportunities to committed clients is the use of email.

Top reasons why email marketing is still an effective form of communication for businesses of all sizes.

Spammers, scammers, wheelers and dealers, these days everyone is trying to get into your inbox. According to the Radicati Group Email Statistics Report 2015-2019, the number of emails sent and received per day total over 205 billion. In 2015 there were also 4.4 million email accounts worldwide with 2.6 billion account users with account users averaging 1.7 email accounts each. ¹ That’s a lot of email. If you are wondering if your company’s email campaign stands out amid all the noise, and if it is even worth it to continue sending email marketing campaigns to your audience, the short answer is...Yes!

Email has been around for a long time and it is a tried and true marketing tactic that is still important for businesses of every size. Let’s go through the top reasons why email marketing is still worth it:

On July 1^st, 2014, Canada’s Anti-Spam Legislation (CASL) came into effect. Essentially, CASL mandates that organizations that send commercial or promotional information via electronic message to customers and prospects must have consent to do so. Consent can be express (the person has given the organization explicit permission, written or recorded verbal, to contact them) or implicit (the person has given the organization implied permission, such as an existing business relationship, to contact them).

On July 1^st, 2017, the CASL laws become tighter and implied consent will no longer be valid – all organizations will be required to have express consent from everyone on their email contact list.

So how does an organization grow their email list when CASL compliancy seems so daunting? We, at The Mezzanine Group, put our heads together and came up with the following five CASL compliant ways to add subscribers to your email list and get your organization’s message across to the people who want to hear it most.