Effective Business-to-Business Email Marketing training course

This essential training course on effective business-to-business email marketing is for anyone working in a B2B environment. Find out how to build an email database, rent data, get the creative right, create and build a customer relationship and manage your results.

How can I ensure my message is delivered and not stopped by company firewalls or spam filters? What data do I need to drive my email programme? How do I make B2B list rental work? How do I test campaign ideas if my database is very small? Should I be sending out text or HTML emails? How do I build, design and write effective messages? What results should I be getting – what does ‘good’ look like? How does the legislation affect how I gather email addresses, send out messages and manage my file?

Get the answers to these questions and more in this one day training course on effective email marketing in a business-to-business environment. Each session will also include a practical summary and checklist on how to apply the key learning outcomes to your own business.

Who should attend this training course? »
How will I benefit from this training course? »
Training course programme »
Training course tutor »

Free B2B Email Marketing Best Practice Paper
The IDM, along with our email partner Concep, have compiled this best practice guide. So whether you are a seasoned campaigner or considering using email marketing within your business for the first time, we hope this guide provides you with useful information. Download your free copy »

Who should attend Effective B2B Email Marketing?

This course has been written and designed specifically for client and agency personnel working in the business-to-business marketing space, who want to ensure that they are using email to its maximum effect.

How will I benefit from this training course?

The course will provide you with a complete range of tools, techniques and ideas for effectively initiating and managing business-to-business email campaigns.

Outline programme for Effective B2B Email Marketing

Email and the business-to-business organisation

• Understanding the differences between B2B and B2C when it comes to effective email marketing: what makes B2B special
• Building email into your marketing communications plan and other ways email can be used to drive increased profits
• How data protection legislation may affect your ability to communicate via email and understanding the strict guidelines that you need to follow
• B2B email case histories to get excited about!

Building your own email database and renting third party data

• Understanding the key data that you’ll need to collect and how to collect it
• How to build an effective web registration to process
• Top tips for managing your data on an on-going basis
• Where to go for third party data: an overview of the B2B list rental market and the latest developments
• 20 things you’ll need to know if you want to make B2B list rental work

Getting the creative right for B2B

• Understanding who your B2B target audience is, the importance of the DMU and how to develop alternative propositions
• How to build, design and write effective messages for B2B
• Personalisation: how to use and why it’s more important in B2B than B2C
• Deciding on the right format: text, HTML and other rich media
• Key creative lessons that B2B marketers can learn from B2C
• Why testing is essential and the simplest ways of going about it
• Measuring and tracking your tests

Maximising your results

• Understanding the factors that can affect the deliverability of your B2B emails
• Effective ways to overcome deliverability problems in B2B
• Key words to avoid in order to circumvent company firewalls and spam filters
• Broadcast and format options for B2B: the latest developments
• Why you should consider telephone and direct mail follow ups

Other ways a business-to-business organisation can benefit from interactive email

• Professionally branded email design for consistency of brand across the breadth of your communications channels
• Using the email channel to deliver a wide variety of communications: newsletters, product updates or alerts, links to new website material and event management
• Interactive reporting capabilities for audience segmentation and targeting

Best practice campaign management

• Adhering to industry codes of practice: a brief overview
• Key questions you’ll need to ask before running a B2B email campaign
• Essential checklists for a smooth running campaign
• Post course action plan

Training course tutor

David Hughes Dip DM, M IDM runs an independent digital marketing consultancy, Non-Line Marketing, and has over 8 years' experience of email and internet marketing. His areas of specialisation include on-line data gathering, developing email marketing communication programmes and integrating email marketing with traditional direct marketing channels.

For the past 5 years he has been a Strategic Consultant with Emailvision, a pan European email technology provider, helping client and agency partners with the strategic, technical and operational issues affecting email campaign success. He works with companies such as Telegraph, Kangol, Institute of Directors and 3M and has experience of email in both the BtoB and BtoC sectors. David is also the Director of the Tank! On-Line Marketing Action Group, delivering thought leadership programmes for the client marketing community and is author of the DMA UK Email Marketing Benchmarking Report.

David spent 7 years at Claritas (now Acxiom) as the European Data Acquisition Manager generating over 8 million survey responses per year across 7 countries. This off-line, high volume direct mail experience allows him to apply direct marketing techniques to email marketing programmes. He gained an IDM Diploma, with Distinction, in 1992, is a regular speaker for the Direct Marketing Association on email issues and is a member of the IDM Digital Marketing Examination Board and a Course Tutor for the IDM Diploma in Digital Marketing. David is also a training course tutor for the following IDM training courses:

Effective Email Marketing: Beyond the Basics
Complete Digital Marketing
IDM Diploma in Digital Marketing

Guest speaker

Mike Teasdale F IDM is Planning Director at Harvest Digital - a specialist online marketing agency helping clients to exploit online marketing opportunities including email, online advertising, search engine optimisation, microsites and tracking/reporting. Clients include Autotrader, Norwich Union and Tesco Personal Finance. Mike is responsible for all aspects of the creative product including copy, design and overall creative strategy. Before Harvest Digital, he worked as a consultant with Answerthink where he developed online marketing strategy for clients like IBM Global Services, Shell and Abbey National.

He started his career as a copywriter in the direct marketing industry, winning numerous creative awards with WWAV Rapp Collins. In 1995 he co-founded one of the first new media agencies in London, Tequila Digital where he developed web projects for Motorola, Michelin, IBM, the BBC and many others. Mike is also a Course Tutor for the IDM Diploma in Digital Marketing.

Course fee includes all tuition, comprehensive manual, lunch and light refreshments.