By Wally Moore |  Enterprise Email Marketing Guide | Published Oct, 23 2024 | 8 Min Read

By Wally Moore |  Enterprise Email Marketing Guide | Oct, 23 2024 | 8 Min Read

Attention: CMOs, Marketing Directors, and Marketing Agency Owners

Enterprise-level businesses, those generating more than $50 million in annual sales, often rely heavily on traditional advertising channels like digital ads and paid search to drive their growth. However, with the increasing volatility of platforms like Google and Meta—where ad targeting options fluctuate regularly—there’s a growing need to diversify marketing efforts and reduce risks. One often overlooked yet highly effective strategy is enterprise email marketing, particularly cold email outreach to pre-qualified prospects outside of your existing database. In most industries, email marketing accounts for approximately one-third of total sales, making it a powerful tool that enterprises cannot afford to ignore.

In this enterprise email marketing guide, we will explore the importance of adopting an email broadcast strategy, the nuances of building and targeting a total addressable market (TAM) database, the technicalities of email outreach, and how such a strategy can significantly improve your marketing performance while reducing dependency on digital ad platforms.

Table of Contents:

1. The Case for Email Broadcasting in Enterprise Marketing
2. Building a Total Addressable Market (TAM) Database
3. The Importance of Shared IPs, Shield Domains, and Email Containers
4. Email Reporting: Delivered, Opens, Clicks, Unsubscribes
5. Importing Email Data into Your CRM and Appending Demographic Information
6. Understanding Look-Back Email Attribution
7. CAN-SPAM Compliance for Cold Email Outreach
8. Integrating Email Data with Ad Manager Accounts for Omni Channel Advertising

1. The Case for Email Broadcasting in Enterprise Marketing

The digital landscape has become increasingly unpredictable for advertisers. Google and Meta, two of the most dominant digital ad platforms, continually update their algorithms and remove ad targeting options. This forces marketers to reconfigure campaigns, which can lead to inefficiencies and lost opportunities.

The Impact of Enterprise Email Marketing on Sales: In most industries, email marketing drives about 33% of total sales, proving its value as a consistent and high-performing marketing channel. Email offers a direct line of communication to your audience, unlike paid ads where you’re at the mercy of algorithm changes. Enterprise marketing departments should seriously consider email broadcasts as an entirely new source of brand awareness, lead generation, and direct sales.

Why Enterprises Should Budget for Cold Email Outreach: An email broadcast strategy—particularly nationwide cold email outreach—allows enterprises to diversify their marketing efforts, ensuring they are not overly reliant on volatile ad platforms. Cold email outreach targets potential customers who are not already in your database, opening up new opportunities for lead generation. These are pre-qualified prospects who fit the criteria of your ideal customer but have not yet engaged with your brand.

Cold Email Broadcasting Benefits:

Diversification of Marketing Spend: Reduces reliance on volatile digital platforms.

Scalability: Enterprises can send millions of emails per month, far exceeding the reach of other marketing channels.

Lower Cost Per Acquisition (CPA): Email outreach often delivers a lower CPA compared to paid search or social ads.

2. Building a Total Addressable Market (TAM) Database

A key component of any successful email broadcast strategy is constructing a Total Addressable Market (TAM) email database. Your TAM is the universe of all potential customers who could benefit from your products or services, based on industry, geography, company size, and other factors.

Why a TAM Database is Essential:

Complete Market Coverage: By building a TAM database, you ensure that no potential lead is left out, giving you the ability to systematically target every prospect in your industry.

Strategic Targeting: A well-constructed TAM database allows you to segment your outreach efforts, ensuring that specific enterprise email marketing campaigns are tailored to the needs and pain points of each segment.

Once your TAM is identified, you can systematically reach out to every qualified lead within that market through email broadcasts, creating a massive pipeline of potential customers.

3. The Importance of Shared IPs, Shield Domains, and Email Containers

One of the challenges with cold email broadcasts is maintaining a high deliverability rate while protecting your brand’s reputation. This is where the use of shared IP addresses, shield domains, and email containers comes into play.

Shared IPs: Sending cold emails from a shared IP address helps distribute the risk of deliverability issues. By sharing the IP address with other trusted senders, you avoid being flagged for spam too quickly, which could harm your primary domain’s reputation.

Shield Domains: A shield domain is a secondary domain that is used exclusively for cold email outreach, preventing your primary domain from being associated with potential spam complaints. Shield domains act as a protective layer, ensuring your main website domain remains untainted.

Email Containers: In cold email outreach, email containers are used to separate email campaigns into individual “containers” or batches. Each batch can be sent from different IPs or domains, further reducing the risk of deliverability issues.

By using these tactics, businesses can maintain the integrity of their primary domain while scaling their enterprise email marketing efforts safely.

4. Email Reporting: Delivered, Opens, Clicks, Unsubscribes

Understanding the performance of your enterprise email marketing broadcasts is crucial to refining your strategy and improving ROI. Email reporting provides key insights that allow you to measure the effectiveness of your campaigns.

Key Metrics to Track:

Delivered: The number of emails successfully delivered to the recipients’ inboxes.

Opens: The percentage of recipients who opened the email.

Clicks: The percentage of recipients who clicked on links within the email.

Unsubscribes: The percentage of recipients who opted out of future communications.

These metrics help you understand engagement levels and identify areas for improvement. For example, a high open rate but low click rate may suggest that your subject lines are effective, but your call-to-action (CTA) needs improvement.

5. Importing Email Data into Your CRM and Appending Demographic Information

Once your cold email outreach has successfully reached an inbox and engaged a recipient, the next step is importing that email data into your Customer Relationship Management (CRM) system. This is critical for further segmentation and targeting.

Email Data Integration:

Demographic Data: You can append demographic data (age, location, job title) to your email list to better understand your audience.

Purchase Data: If available, you can append purchase history or intent data to enhance your targeting.

Interest Data: Interests and behaviors (e.g., frequent shoppers, industry-specific interests) can be added to enrich the email file.

With this detailed data, your CRM becomes a powerful tool for tracking leads, managing customer relationships, and running advanced metrics on enterprise email marketing campaigns.

6. Understanding Look-Back Email Attribution

Email marketing can have a profound impact on both online and offline sales, making it essential to measure the performance of your email campaigns accurately. Look-back email attribution is the process of reconciling sales data with the original email outreach list to calculate the return on investment (ROI).

How Look-Back Email Attribution Works:

• You collect the contact information and sales amounts from online and in-store purchases.
• Using a look-back window (typically 30, 60, or 90 days), you match those sales back to your original email list.
• This method allows you to identify which email campaigns were directly responsible for generating sales, helping you optimize future outreach efforts.

7. CAN-SPAM Compliance for Cold Email Outreach

When sending cold emails, it’s crucial to adhere to CAN-SPAM compliance laws to avoid penalties and maintain a positive sender reputation.

Key Requirements for CAN-SPAM Compliance:

Company Name: Your emails must include your company name.

Company Address: A valid postal address for your business is required.

Unsubscribe Link: Every email must have a clear way for recipients to opt out of future communications.

Following these simple guidelines ensures that your enterprise email marketing outreach remains compliant with federal regulations.

8. Integrating Email Data with Ad Manager Accounts for Omni Channel Advertising

Enterprise email marketing can also enhance your omni channel advertising strategy by sharing or uploading email data directly into ad manager platforms like Google, YouTube, Meta (Facebook and Instagram), X (formerly Twitter), Pinterest, LinkedIn, and TikTok. This allows for cross-channel advertising, ensuring your leads receive consistent messaging across multiple touchpoints.

How It Works:

• You share or upload target emails into ad manager accounts as custom audience data for direct platform user targeting.
• These audiences are then retargeted with ads across multiple channels (Examples: Google display ads, YouTube in-stream commercials, Facebook/Instagram sponsored posts).
• By doing this, you ensure that each lead receives multiple touchpoints of communication every month.

Proven Results: This method of integrating enterprise email marketing with paid advertising has been shown to increase campaign response rates by over 400%. The synergy between cold email outreach and digital ads creates a well-rounded, omni channel experience that significantly boosts engagement and sales.

Conclusion >>> For enterprise marketing departments, adopting a cold email broadcast strategy is no longer optional—it’s essential!

With the ever-increasing volatility of digital advertising platforms, cold email outreach offers a stable, scalable, and effective way to diversify marketing efforts, build brand awareness, and drive sales. By systematically targeting your total addressable market, utilizing best practices for email outreach, and integrating email data into your CRM and ad platforms, you can create a powerful, omni channel marketing machine that delivers measurable results.

Incorporating email broadcasts into your overall marketing strategy not only mitigates risk but also unlocks new avenues for growth. With proper attention to CAN-SPAM compliance, deliverability tactics, and data integration, your email campaigns can be a driving force in your enterprise’s long-term success.

Please use the scheduling tool below to book a meeting to discuss your enterprise email marketing strategy options.

Wally Moore
Giant Partners
Database Marketing
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About Giant Partners

24 years. 6000 customers. Giant Partners is America’s #1 data driven marketing agency. We accelerate campaign performance with custom audience data, brand management, website development, CRM integration, email marketing, and omni channel advertising.