Web Exclusive: Three B-to-B E-mail Communication Strategies

Carolina Biological Supply

A few years ago, this educational lab science supplies cataloger stopped mailing the print newsletter it established in 1927. In its place, the company segmented the content from the newsletter and began e-mailing it to different customer groups, says Dan James, vice president of business development.

While the e-newsletter still focuses on lab safety and science teaching tips, James notes that promotions and offers are included as well. The promotions, however, usually are aimed at driving sales for the following year. “We want to make sure we’re keeping the teacher aware of new products or things we’ve had but they hadn’t thought of using,” James says. “That’s done in anticipation of their planning for the coming year; that they might think of us and a particular product while they’re planning.”