Aptera Software is a great example of how a small B-to-B marketer can produce big results by using email for lead generation and brand building. After overhauling its email strategy, Aptera is consistently generating open rates of 30% and click through rates of 10%.
As a Microsoft Gold Certified Partner, Aptera specializes in custom software development and website design. The company serves clients in Healthcare, Manufacturing, Financial Services, and Retail segments and is fast gaining a reputation for its innovative solutions.
Recently, I had the opportunity to talk with Aptera’s co-founder, TK Herman and Brooke Francesi, who heads up email marketing for company. One of the things that impresses me about Aptera’s email strategy is their “less is more” philosophy regarding the size of their email subscriber database. As Francesi points out, “We’ve learned that it is far better to have a smaller list of highly engaged subscribers who want to hear from us than it is to have a big list of people who are passive.” As evidence of this commitment to list quality, Aptera’s list of subscribers for its quarterly newsletter is a lean 2,600. And the list of subscribers for Aptera’s monthly newsletter for users of Aptera Scorecard, a web-based firm management tool designed to meet the needs of a variety of Professional Services firms, is 15,000.
Both Herman and Francesi are quick to point out that, in addition to keeping their email subscriber list clean, the other big keys to their success in B-to-B email marketing are engaging content and engaging design. As TK Herman says, “If you provide information that is of value to the subscriber, and deliver that content in a newsletter that is attractive, you’ll generate response.”
Karen Bannan of BtoB Magazine recently interviewed Brooke Francesi about how Aptera re-tooled its email strategy after switching to ExactTarget for its email campaign application in early 2008. You can read the full article at BtoB Online.
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