We thrive on sharing content that informs, engages and inspires so we’re eager to report the takeaways from February’s “Expert Edge” panel discussion. Led by Danielle Post, Brian Gibellino and Hillary Hatch, all with Tech Data’s Reseller Marketing Services team, the event delved into best practices for quickly and efficiently building a contact list that delivers.
The event kicked off with a segment on the benefits of email marketing, which Hillary described as a “tried and true, stable platform.” Such benefits include:
- A great return on investment – with an average $42 return for every dollar spent.
- Anyone can do it because most platforms are very user-intuitive (drag and drop functions and other capabilities).
- The potential for good engagement, as the vast majority of the buyers our reseller partners are seeking to reach are on email the bulk of the workday.
Danielle discussed the importance of developing ideal customer profiles. She recommended that partners collect ‘opt-in’ email addresses from visitors to their websites and export social media contacts to start building their lists.
Brian then explained how to put those contact lists to work. He noted that, as with any type of marketing campaign, emails must have a human approach. This is where personalization comes into play. And this isn’t just about having each individual’s name in the salutation. With email marketing, you need to go a step further by identifying what the pain point of your audience is and offering a solution.
The group also talked about the importance of list segmentation, saying the more segmented the list is, the better.
Finally, before turning it over to the audience for questions, the panelists provided a list of do’s and don’ts for email marketing, all of which our partners can use to make their campaigns as successful as possible.
To hear the list of do’s and don’ts and tap into other great insights, be sure to watch the video. And continue to follow this space for more thought leader content, brought to you by LevelUp, Tech Data’s go-to source for online training and enablement!
About the Author
Dena Koklanaris joined Tech Data in 2018 and leads the company’s in-house team of copywriters and content strategists. She’s proud to hone her craft for one of Fortune Magazine’s “World’s Most Admired Companies.” When she’s not writing, you can find her on the beach or riding her bike.