Our recent survey revealed a stark difference related to the impact of email in new business prospecting.

· 57% of marketers indicated that email is the top means of learning about new agencies.

· Only 12% of agencies identified email marketing as being one of their top three most effective means of generating new business.

While the measuring sticks aren’t directly comparable across the two groups, it raises this question:

Are agencies making the most of email marketing in their new business programs?

new business development


Books have been written on impactful email marketing campaigns. Here are just a few thoughts:

1) Which purpose do your emails tend to serve most: adding value or self-promotion?

An email marketing program should be viewed as a commitment for the long-term, designed to build relationships over time.

Content needs to offer real value by sharing knowledge, offering insight or provoking deeper thinking.

If your email marketing has not been generating results, evaluate the content.

Predominance of “news” about the accomplishments of your organization or people, or overt selling messages about your services is not likely to generate the response you are seeking.

2) To what degree do you personalize your email communications?

Cross-industry data compiled by SalesStaff relate the importance of personalized, relevant emails:

· 64% – the percent of email recipients opening email based on the subject line alone
· 22% – the increase in email opens associated with a personalized subject line
· 14% – the improvement in click-through rates associated with personalized emails
· 18X – the increase in revenue associated with relevant emails compared to generic, broadcast emails

3) Do your emails include a clear call to action?

new business development

What do you want the recipient of your email to do?

Don’t be coy with your call to action. Early in the communication, make it evident.

Think about how to convey the call to action in the email headlines, links, design, even the subject line.


From what marketers are saying to us, a well-strategized email marketing campaign can build awareness for your firm – and new business!

Develop it with the same strategic and creative diligence you give to your clients’ businesses.

In doing this, email can become a highly effective new business tool.

Mark is a 30-year veteran of the consumer packaged goods, advertising, and marketing service industry. Mark started his career at DDB Needham in Chicago prior to earning his MBA from the J.L. Kellogg Business School at Northwestern where he majored in Marketing and Economics. Prior to starting RSW/US in 2005, Mark was General Manager for AcuPOLL, a global research consultancy. Sneider worked in Marketing for S.C. Johnson and KAO Brands. Sneider has been invited to speak at numerous Agency events and network conferences domestically and internationally including the 4A’s, Magnet, NAMA, TAAN, and MCAN. Sneider has been featured in prominent industry publications including Adweek, Media Post, e-Marketer, and Forbes. When not working (which often seems like not often), Mark likes to run miles, go to church, and just chill with a hard copy issue of Fast Company.