5 Key Elements to a Killer Introduction Email (B2B)

5 Key Elements to a Killer Introduction Email (B2B)

Using email marketing to introduce your organizations products and services to potential clients and partners is still a very important piece of the overall B2B marketing mix.

According to Hubspot’s Ultimate Guide to Email Marketing:

“Email isn’t dead. It’s one of the few marketing channels we can use to build an authentic connection with the humans that keep our businesses alive.”

Vital Design adds to the importance of email marketing from a recent Salesforce.com survey:

-For every $1 spent, $44.25 is the average return on email marketing investment (Experian)

-77% of consumers prefer to receive permission-based marketing communications through email (ExactTarget)

-72% of B2B buyers are most likely to share useful content via email (Earnest Agency)

So how does one write the perfect email introduction? Well first of all let’s consider what not to do:

x Too long – We are the Twitter generation, brevity in written correspondence is king.

x Too many proposals or ideas – Although tempting as it is to get all your company’s amazing products and solutions down in one email, concentrate on the single most appropriate for now, too many will just confuse readers.

x Too self-centred – Make sure your emails are about potentially solving problems for your customers rather than constantly tooting your horn about how great you are.

Now that we know what not to do, how do we structure a killer B2B introduction email?

Create an exciting subject line for your Introduction Email

The subject line is often the gate keeper to whether your email gets read or not. Do not under estimate its importance and make sure to test before sending any mail.


Make it personal. Introduce your company and explain why you are sending them this email.

Build on your Introduction Email

Build on your email with an example of a customer (preferably well-known brand name) you have already helped and the results they were able to achieve.

Make an offer

Give your prospects a reason to respond, make sure you have a CTA (call to action) in your email body.

Follow up

Remind them that you will be following up but also offer them the opportunity to ‘opt out’ of your email marketing database.

6 Steps to Prepare for Brexit

6 Steps to Prepare for Brexit

Preparing for Brexit March 2019

Although the final details of Brexit have yet to be agreed, it is widely acknowledged that the UK economy could decline or even dip into recession, post March 2019. Campaigns such as the Red Tractor initiative and ‘Buy British’ could drastically reduce the demand for Irish produced goods, and a ‘Hard Brexit’ introducing physical custom borders will create headaches for many businesses who today trade openly with the UK.

According to Fergal O’Rourke, Managing Partner at PwC Ireland, “Firms need to prepare now for additional costs, border issues, disruption to supply chains and people mobility issues.” PwC Ireland and Silicon Republic have developed some steps that Irish companies should take to prepare for Brexit:

Assess how your organisation will enable customs clearance

Assess which customs and trade registrations, authorisations, and reliefs are required to be put in place to enable customs clearance, duty payments, meeting relevant regulatory licensing requirements and securing available duty reliefs. In addition, engagement of a customs agent will be crucial as there will be a requirement to file customs declarations for all goods imported and/or exported to or from the UK.

Prepare for Brexit by mapping and validating supply chains

Companies need to map and validate their supply chain models in order to understand their direct and indirect exposure. For example, a challenge for Irish business is the use of the UK as a land bridge, with products moving through the UK to and from Ireland. Sourcing products through the UK from countries that the EU currently has a free trade agreement with or storing and distributing non-EU goods such as Chinese- or US-manufactured goods from a UK warehouse, will have significant customs compliance requirements.

Obtain AEO status

There has been commentary about ‘trusted trader’ status, and what this could mean for importers and exporters post-Brexit. Authorised Economic Operator (AEO) status is a well-established ‘trusted trader’ customs programme, in place in the EU since 2008. After Brexit, AEO could provide for faster customs clearance by offering priority access to companies that have been pre-assessed.

Ensure adequate cash flow for VAT and additional inventory

Import VAT is a duty of customs. A result of Brexit is that it now poses a cash flow challenge for companies trading cross-border with the UK. Import VAT will be charged at the border when importing goods, in both Ireland and the UK. Cash flow problems will be compounded for companies that need to hold additional inventory as insurance against potential border delays.

Develop a contingency plan to mitigate against border delays

There is no guarantee that border procedures will operate smoothly immediately after Brexit. Companies need a contingency plan to mitigate against any risk of delay when goods enter or exit the country. Customs reliefs available in certain instances to reduce duty payable should be explored as part of any Brexit planning.

Complete and study the Prepare for Brexit Scorecard by Enterprise Ireland

The Enterprise Ireland Scorecard is an interactive online platform which can be used by all Irish companies to self-assess their exposure to Brexit under six separate sections. The results will highlight where a company could improve their knowledge and will offer links to sites with additional information and potential funding supports.

Do you know your B2B from your B2C, your ROI from your KPI, your SaaS from your API – today’s most popular Business Acronyms explained.

Do you know your B2B from your B2C, your ROI from your KPI, your SaaS from your API – today’s most popular Business Acronyms explained.

In today’s world of brevity and shortening everything possible, business acronyms have become very popular in all forms of communication. What started out predominantly on social channels, especially Twitter with it’s original limit of 140 characters for communication, has now made its way into broad stream business communications.


Here is a list of the most popular business acronyms according to Sprout Social and what they mean:

API: An “application programming interface” is a set of rules for how pieces of different software applications interact and integrate with each other.

B2B: This “business to business” label refers to companies that are selling to other companies.

B2C: Whereas the “business to consumer” outlines a company that is selling to individuals.

CMS: A “content management system” is a tool used for editing, scheduling and publishing any written material for online purposes.

CPC: The “cost per click” is the amount of money an advertiser pays for every person who clicks on their online ad.

CR: The “conversion rate” is a simple equation: the number of people who take an action divided by the number who could have.

CTA: A “call to action” is a statement that asks the reader to do something, e.g. fill out a form to download a whitepaper.

CTR: The “clickthrough rate” is a particular type of conversion rate where the action in question is clicking on a link.

HTML: Stands for “Hypertext Markup Language.” It’s the coding language used to build all webpages.

KPI: A “key performance indicator” is a metric your business uses to measure success in achieving goals.

ISP: Your “Internet service provider” is the company powering your Internet service.

PM: “Private message” is the more general term for any one-on-one communication that’s not visible to the public. It also includes DMs – Direct Messages.

PPC: “Pay per click” is a metric for advertising costs that’s the same as CPC.

ROI: “Return on investment” measures the money you make in relation to the money you spent to make it.

SaaS: This is an abbreviation for “software as a service,” it is where 3rd party providers make their software available to users over the internet. It general works on a ‘pay as you use’ model. Business acronyms using as a service are becoming widespread.

SEM: “Search engine marketing” is how businesses leverage search engines for marketing purposes.

SEO: “Search engine optimization” is a form of SEM. It refers to the choices you make in your written content that are designed to make sure that your creations appear high in the rankings of the correct search terms.

UI: The “user interface” is the display that a person uses to control a software tool.

UX: The “user experience” is a person’s response and reaction to taking actions within a tool.

UGC: The term “user generated content” encompasses any written or visual material that the individuals using a platform create, from comments or blog posts, to photos or video clips.

To avoid FOMO on how your business should be performing IRL please contact RML Marketing & Business Development Solutions today as YOLO!!

Blockchain (yawn!!) – let’s break it down

Blockchain (yawn!!) – let’s break it down

Blockchain is probably one of the most popular buzz words bandied about over the past couple of years. But what exactly is Blockchain and what should you know about it?


Blockchain is simply a database or ledger that maintains a continuously growing list of data records (blocks) or transactions. Blockchain allows digital information to be distributed but not copied, it is the sole system of record.

A Blockchain transaction will have the following attributes:

It Can Be Shared

Servers or nodes maintain all the entries or transactions (blocks) and every node sees the transaction data stored in the blocks when created.

It is Decentralized

There is no central authority required to approve transactions or set rules.

It is Secure

The database is an immutable and irreversible record. Posts to the Ledger cannot be revised or tampered with – not even by the operators of the database.

It Runs on Trust

The distributed nature of the network requires computer servers to reach a consensus which allows for transactions to occur between unknown parties.

Automation is Key

The software is written so that conflicting or double transactions do not become written in the data set and transactions occur automatically.


Considering the popularity and potential uses of Blockchain over many sectors and industries, Gartner has developed the following SWOT Analysis


According to a Gartner Hype Cycle Graph for emerging technologies, it will take at least 5 to 10 years before Blockchain Technology is widely adopted by mainstream industries.



Cryptocurrencies are a type of alternative and virtual currency that are decentralized and built on Blockchain technology. Bitcoin would be a very popular example of this.

Smart Contracts

These are legally binding programmable digitized contracts entered on the blockchain. Giving computers control over contracts will make business more efficient and the legal system more equitable.

Banking and Finance

All the world’s major banks are currently investing heavily in Blockchain Technology as it offers many advantages, especially in the areas of audit and regulation.


By placing all property records on the chain, prospective buyers will be able to immediately verify all requirements including ownership, title, land registry, insurance, etc..


This technology should become incredibly appealing to the healthcare profession as it could allow doctors and hospitals secure access to a patient’s entire health history there and then.

Supply Chain

The supply of goods or services blockchain ledger can be updated and validated in realtime by each participant in the supply chain. It enables equal visibility of activities and reveals where an asset is at any point in time, who owns it and what condition it’s in.

The above is only a small selection of where blockchain technology may apply in the future.

If you would like to know more about Blockchain and how it may affect your industry in the coming years contact RML Marketing & Business Development Solutions today

12 Golden Rules of SOS (Safe Online Shopping)

12 Golden Rules of SOS (Safe Online Shopping)

As we approach the Retail Mecca of Black Friday/Cyber Monday/Christmas, Retail Excellence, the Banking & Payments Federation of Ireland and An Garda Siochana (Irish Police Force) have produced a SOS (Safe Online Shopping) campaign for online shoppers.

According to the BBC there were 3.6 million cases of fraud and 2 million computer misuse offences in the UK in 2016, showing an 8% increase in the YoY figures. According to the BBC article there are two broad categories of ‘computer misuse’ crimes:

i.                     Unauthorized access to personal information including hacking.

ii.                   Computer virus, malware or other incidents such as DDoS attacks aimed at Online Services.

On a global scale it is forecast that the cost of cybercrime will reach $2 Trillion by 2019 which will be more than a threefold increase on the 2015 estimated figures of $500 Billion.

In partnership with Europol, An Garda Siochana have produced the following 12 Golden Rules for Safe Online Shopping (SOS):

DO’s of SOS

  • Only buy from trusted sources, shops or brands that you are familiar with. Make sure to check the ratings of individual sellers on sites such as Amazon and eBay.
  • Be aware how to control the recurring charge if paying for a continuous service online.
  • Think twice before allowing e-merchant stores to store your payment details online.
  • Use credit cards when purchasing things online. Most credit cards have a strong customer protection policy.
  • Make sure the data transfer is appropriately protected. Look for the padlock symbol on the URL bar and use HTTPS and SSL protocols when browsing.
  • Always save all documents related to your online purchases, these can act as proof you have paid for the goods plus the terms and conditions that may have applied.

DON’T’s of SOS

  • If you are not buying a specific product or service, don’t submit your card details.
  • When purchasing something online from another person, do not send money up front, try to reserve the right to receive the goods first.
  • Don’t send money to anyone you don’t know online.
  • Never send your Card number, PIN or any other card information to anyone by email.
  • Avoid doing your online shopping at sites that don’t use full authentication (Verified by Mastercard/Visa Secure Code).
  • Never send your card details in an unencrypted email.

RML Marketing & Business Development Solutions wish you a very happy & safe online shopping season and hope that the above pointers will help in some way to combat fraud and cyber crime over the coming months.

6 Steps to Improve Your Online Reviews

6 Steps to Improve Your Online Reviews

The power of word of mouth has long been extolled by marketers far and wide as one of the strongest, most cost-effective tools in gaining new customers and increasing brand awareness. A recommendation of a product or service from a friend, peer or associate is almost as good as a ‘done deal’.

So, in today’s modern connected world of online communications and social media (Facebook is regularly getting over 1 billion users daily), where does the traditional word of mouth stand? Please step forward and go straight to the top of the class ‘Online Review’. As once stated by social media expert Brian Solis “Welcome to a new era of marketing and service in which your brand is defined by those who experience it”.

Online product or service reviews make a big impact on purchasers’ expectations and decisions.  A survey from PowerReviews says that buyers not only look to online reviews for more information, but the majority (57%) prefer to visit e-commerce sites that offer reviews. They also noted that 90% of buyers stated that buying decisions were influenced by online reviews. Ratings and reviews scored second only to price as the most important consideration affecting a purchase decision in the survey.

To help your organization attract more and improve your online reviews, Nellie Alkap on Forbes put together 6 simple steps to get customers to review your business online:


1. Setup profiles on multiple review sites.

Consider all the sites that are relevant to your business, e.g. Yelp, TripAdvisor, Trustpilot, LinkedIn to name a few. Also try to get your product listed on partners App stores or market places.


2. Ask your customers.

Might seem like a no brainer, but the easiest way to increase your reviews is just to simply ask!


3. Make it easy to leave reviews.

Unless someone has a negative experience to share, the average customer is not going to look for ways to leave your company a review. That’s why you need to ask them to post a review and make it as easy as possible for them to do so. Put direct links to your review profiles in multiple places; for example, a follow-up email, newsletter, and your website.

4. Incentivise reviews, but don’t buy

Often offering a small incentive is a good way to show your appreciation to loyal customers.

5.Thank your reviewers.

Again, a relatively simple task, but one often ignored by organizations.


6. Make reviews a part of your overall work processes.

Make sure that all customer service and sales employees understand the importance of soliciting reviews from the customers they work with.

If you would like help generating and/or improving your organizations Online Reviews, please contact us today.

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