'Consider basics' with B2B email marketing

Business to business (B2B) email marketing is just as challenging as emailing other consumers, an expert has commented.

Industry commentator Michael Fleischner wrote in The Marketing Blog that those seeking to promote their business through email still need to consider the basics to ensure their communications are read.

"As a marketer, you still want to adhere to basic principles that help to ensure that your email is not mistaken for spam," he explained.

Promoters should send email messages regularly, using only creative and interesting content, Mr Fleischner continued.

They should make it easy for recipients to opt out of the mailing list and only send information they are likely to want to read, he urged.

Marketing resource E-consultancy also recently warned that irrelevant emails were likely to be considered spam.

Furthermore, it urged senders to remove invalid addresses and inactive subscribers from distribution lists to reduce the chances of communications being flagged up as spam and blocked.