B2B email: programs, not projects.

Despite the SPAM filters, the distractions, and the clutter, email marketing works. Specifically, for business-to-business marketers, it is a great way to add value through information and insights that are relevant and timely.

One key to their success is to transform your email newsletter PROJECT into a communications PROGRAM. By that we mean focus on the strategic purpose of the piece and systemize the process for creating them to ensure they are delivered regularly and with a comfortable level of frequency.

A good example of how we’re doing this for a client is the series of email newsletters that Rizen writes, designs and distributes for Nunhems. As one of the largest vegetable seed companies in the world, Nunhems has tremendous organizational knowledge. We use these newsletters–”Flavor” for specific crops and “Nunhems Now” for corporate communications–to share this knowledge with customers, media, and industry trade groups. The program has grown to become an important added value to customers hungry for hyper-specific information.