Offer email :
it only reaches potential customers – those who are yet to start working with you;
is to make the recipient aware that your company exists and offers products/services that they may need;
may be intended to encourage the customer to contact them or to supplement the information provided to them, e.g. during a telephone or direct japan telegram phone number list conversation;
often decides your “to be or not to be” or – less dramatically – whether a potential client will be interested in working with you at all or not.
And the newsletter :
it is sent to people who have already had contact with your company – they may not be its customers yet, but they have given you their email address so that you can send them information;
it serves both image purposes (reminding customers about the existence of your brand) and sales purposes (it is a great support for promotional campaigns);
it is rather aimed at recipients who are at least somewhat familiar with your offer and are interested in it;
is not one unique message, but most often a series of emails that reach subscribers' inboxes from time to time.
Let's summarize these differences – so as not to confuse the concepts
.Offer email vs. newsletter: a comparison (own study)
B2B offer email – when is it a good solution?
The B2B offer email is one of the most frequently used sales tools . The reason is simple and you probably understand it well as an entrepreneur.
Every day you have many things to do. That is why it is difficult for you to have a long conversation with a salesperson, even if they call you with a sensible and interesting proposition.
Even if you find time to “talk” about the subject over the phone, one conversation usually isn’t enough to, for example, make a decision to place an order. To do that, you need specifics, and on paper, or more precisely – in an email.
Your potential customers need the same thing, and sending such information is exactly what an offer email is for . You can send it in several situations.
Sales email as a follow-up to a previous conversation with a potential customer
Let's say your company has appeared at a trade fair. During conversations with visitors, you've managed to catch up with a few contacts who have the potential to start cooperation. You've also acquired email addresses from a certain group of recipients. If so, great. Instead of waiting for them to contact you on their own, remind them about you with an offer email .
Or maybe a customer called you with a question about a product or you happened to talk to them about your offer in some other situation? Each such occasion is a chance to send a sales email !
The potential of this message is quite large because:
There is already a connection between you and the client;
you have a "foothold" - the recipient will know why they received the message from you , so they are unlikely to treat it as spam;
you can personalize such an email – adapt it to the context of the conversation during which you obtained the potential customer’s address.
Nothing to do, just enjoy!
Did you manage to get the contact details of a potential contractor at a trade show or other event? Strike while the iron is hot! Send an email offer as soon as possible. This will increase the chances of establishing cooperation.
Cold mailing, i.e. offer emails without prior contact with the customer
Sending emails inviting customers to cooperate with whom you have already had contact has the greatest sales potential. The problem, however, is that the base of such recipients is relatively small . Therefore, it is difficult to rely solely on the relationships you have already established when you want to obtain more orders for your services or products.
The solution is to send emails with an invitation to cooperate to a wider group of entities . Of course, those that will be potentially interested in your offer. This is what cold mailing is all about.
Examples?
Let's assume that you offer outsourcing of corporate correspondence. Such a service can be a great solution for all kinds of offices or medium and large companies.
If you provide support in the field of electrical and gas inspections, you can contact, for example, housing communities and cooperatives.
In theory, your sales representative could simply visit all such locations in the region. However, currently, such contact can be replaced by a well-prepared e-mail with an offer, which you can send to even hundreds of entities . This will be faster, cheaper and more convenient.
Cold mailing and the law – how to deal with it?
Remember that Polish law prohibits sending emails that constitute a commercial offer without first obtaining consent to send them . How to deal with this?
