I’m sure you’ve read many articles and news bulletins on the declining effectiveness of e-mail marketing. Yet, the basic e-newsletter continues to deliver good results in B2B and technical marketing.
I read a recent article on BtoBonline about how IBM Corp. is using e-newsletters to engage readers, drive traffic to their site and generate new leads. IBM not only uses its own e-newsletters to build brand awareness and generate leads, but it also relies on placing ads in outside e-newsletters to reach those publications’ audiences.
“It’s an affordable way to reach a targeted and engaged audience,” said Christine Grasso Jacobs, program director of interactive marketing for IBM General Business Americas. “It also helps drive prospects back to our Web presence so they can find richer content on our site.”