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

Homann adds that VWR e-mails not just for sales, but for awareness. “We don’t assume, just because we’re sending an e-mail out that it has to have a specific return based on dollars,” she says. “There’s obviously a soft value of making people aware of services and products.”

Mid America Motorworks

While this auto parts cataloger markets to both consumers and businesses, it only recently segregated its e-mail database to market differently to each, says Ed Coffin, director of catalog and Web marketing. “We’ve just started to send out targeted campaigns focusing on specific new products to our dealer network,” Coffin says.