eCommerce E-mail Marketing: Increase Your Returns

On average, Business-to-Business (B2B) marketers plan to allocate approximately 12% of their budget on e-mail marketing, according to MarketingSherpa. Our experience shows us that e-mail is a powerful way to increase your customer lifetime value and maximize the return on investment of your overall marketing programs. However, we often see that most B2B companies are not using e-mail marketing and if they are using it, they are not using it in a way that delivers consistent results.

Why Do Most E-mail Marketing Efforts Fail to Produce Results?

There are three key reasons e-mail marketing campaigns fail to produce results.

  1. Lack of Marketing Strategy
    Many companies are unsure what to say or how to best use their e-mail newsletter list. They may know what products they want to promote, or what events they want to build off of, but don’t have the internal resources to build that into a marketing strategy.
  2. Lack of Integration
    In many cases, companies are signing customers up on an e-mail list but failing to integrate that list into an e-mail management service. Customers may check a box that says “I am interested in receiving e-mails.” but a manual process is required to export these customers and then import them into the e-mail management service. These additional steps cause the e-mail list to be out of sync and cause a delay in customers receiving e-mails. You lose the opportunity to respond to customers at the moment they indicate their interest.
  3. Lack of Time
    Our clients are small and medium-sized manufacturing firms who are strategic about using web technology and eCommerce to grow their business and increase their efficiency. In these environments they rarely have someone who can spend 8-16 hours a month strategizing, crafting, sending one or two email campaigns. As a result, they either don’t get sent – or an e-mail gets sent once and not again for 3 months. To see results and develop an interest in your e-mail newsletter, you need to provide consistent value through your e-mails.

To help solve these problems, we have partnered with KW Advertising to offer our eCommerceElert service. 

Providing Marketing Strategy

As a full-service advertising agency, KW provides the brand strategies and marketing ideas to make your e-mail marketing program a success. 

Integrating eCommerce and E-mail Management

At Brilliance Business Solutions, we will integrate your eCommerce software or website with high-quality managed e-mail services ensuring that customers that place orders on your site and express interest in receiving e-mails, immediately receive an e-mail welcome message. In addition, Brilliance eliminates common time wasters like exporting customers from eCommerce software to import them into your e-mail management tool.

Saving You Time

Pulling it all together, KW Advertising manages and executes the ongoing campaigns, allowing you to minimize your time investment. A few phone calls with KW Advertising is all that is needed on a monthly basis to keep this program going strong.

If our eCommerceElert program sounds interesting to you, contact us today to learn more!

Lori McDonald

President & CEO


Lori McDonald 

Lori graduated from Purdue University with a Bachelor’s degree in Computer-Electrical Engineering and leads Brilliance Business Solutions with over 20 years of computer engineering and software development experience.  She is an Episerver EMVP, a Microsoft Certified Professional and a regular contributor on Practical eCommerce. Her status as a recognized industry expert has resulted in regular speaking engagements at business conferences.

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