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12. B2B Email Marketing > Using Email to Reach New Prospects

Using Email to Reach New Prospects

You can use email in any stage of the B2B customer life cycle. Although it’s more commonly used after you’ve made the first contact with a customer, you can also use it for making that initial contact—if you do so gingerly.

The challenge with using email during the reach phase is that you don’t have the prospect’s permission to email them. Sending out an email without prior permission is, as you’re well aware, the very definition of spam. And spamming a prospective customer is not a good way to begin a new business relationship.

“...spamming a prospective customer is not a good way to begin a new business relationship.

That said, many B2B companies do use email to solicit new customers, just as they used direct mail for that task in the nondigital world. For some reason, junk mail is less negatively received than spam email is, but I’ll leave that for the sociologists and psychologists to ponder why. All I know is that you stand a good chance of permanently souring the customer relationship if you’re perceived as a spammer.


  

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