Business-to-business (B2B) online marketing can continue throughout the Christmas and holiday season via emails, a sector commentator said this week.

Writing on btobonline, Karen Bannan said although retailers do not have a complete hold on holiday marketing despite what some business think.

Reaching out via email can still work for B2B marketing using various techniques, she continued.

Use email to thank customers and send best wishes while asking them for thoughts and opinions on your products and services, Ms Bannan suggested.

A promotion with an expiry date of December 31st may also encourage those with money left to part with it, and create trust via an email update detailing activities over the past year, it was also noted.

Meanwhile, Derek Harding recently commented via the Clickz blog that email best practices are a "moving target".

He added: "Email marketing best practices are a codification of the ISP and recipient requirements. They aren’t the be all and end all of customer expectations, but they provide an excellent touchstone of what should and shouldn’t be done."

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