E-mail Marketing: Communicating Effectively

#6 Target the end user.

Particularly for business-to-business catalogers, the purchasing decision-makers do not always directly use the products whose buying they oversee. Through opt-in e-mail, b-to-b marketers can reach beyond purchasing managers and develop relationships with the end users of their products. Boise Cascade Office Products has found that through opt-in e-mail marketing, it has been able for the first time to market directly to the desktop of its customers: the administrative assistants and office managers who buy and use office products.