There's no doubting the power of email marketing in general: but does it work if you sell to corporates?

Do senior executives really read email newsletters?

Well, here's someone who's got email marketing to work very effectively in the corporate market: Adrian Willmott.

Adrian runs Arcus Consulting who specialise in transforming finance functions in major corporations into value-adding business partners.

His clients are CFOs and finance directors in some of the largest UK companies. You don't really get much more corporate than that.

But Adrian's emails are very different in style and content to the ones a finance director might get from their accountants or a consultancy firm. And they work.

In this case study I explore with Adrian how he signed up those large corporates for his regular emails, and what he puts in them to get the attention of busy executives and to build the credibility needed to secure meetings and win projects.

Pay particular attention to Adrian's “ask yourself” strategy that gets his potential clients to pay attention and prepares them for his follow-up.

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You see how Adrian does his email marketing (and find out lots about Finance Business Partnering) by clicking here.