Web Exclusive: Three B-to-B E-mail Communication Strategies

VWR International

The two-year-old e-mail marketing program at this scientific equipment catalog generally is coordinated around specific events, such as catalog mailings or buying cycles, says Lynn Homann, VWR’s director of marketing communications. “If we’re selling into the food and beverage market and they’re doing grape crushing for wine,” she notes, “we make sure we target the products and the audience appropriately for that time of year.”