192 B2 B Di gi tal Marketi ng · Clean your list-- B2B marketers, like their B2C cousins, face the chal- lenge of dealing with email addresses that no longer work. You need to periodically weed through your list to identify past customers who are no longer customers, buyers who no longer work at their old com- panies, individuals who've moved to new positions, changed email addresses, and even companies that are no longer in business. In email marketing, list cleanliness is definitely next to godliness. Make sure you get the religion. Using Email to Encourage Customer Loyalty If you do your job with your customer retention emails, you'll create a base of very loyal customers. These loyal customers, then, will recommend you to other poten- tial customers--thus starting the B2B buying cycle over again. Not surprisingly, email can play a key part in this loyalty/referral phase. First, you need to remember that social media is an important way for customers to talk to one another. To that end, you should include links to your key social media in your regular emails and newsletters. If you have a Facebook page, link to it. Same thing if you have a Twitter feed. Use one medium to promote another.