By: ClickZ Automated messages work in the background with minimal maintenance, enhance the customer experience, and generate a lot of sales. That trifecta should command enough respect from marketers to make sure they are functioning properly, however, triggered messages are frequently ignored once they are up-and-running. Whether you are just launching automated messages or you have... [Read more]
20 Holiday Subject Lines that Light Up the Inbox A few weeks ago I did a blog post on 10 fab fall email subject lines, and now as we plunge into the holiday season, I wanted to share some eye-catching and inspiring holiday subject lines that have been delivered to my inbox. I hope this will spark your own holiday email marketing and subject line writing. 20 holiday subject lines that... [Read more]
By: MarketingSherpa There are times when one marketing tactic seems to totally dominate the discussion. In recent years, social media has been in that mix, and mobile and its various form factors and latest upgrade release dates are pretty top of mind for plugged-in marketers. These days, the one tactic I hear about most often when speaking with brand-side practitioners and vendors/agencies/consultants... [Read more]
By: MediaPost “We’re strong on the destination, but we’re weak on getting there.” That quote is from Auden Schendler’s “Getting Green Done: Hard Truths from the Front Lines of the Sustainability Revolution.” He’s talking about his experiences in greening up the ski resort industry, but his quote also describes many marketers’ efforts to... [Read more]
By: B to B Online Even though it’s on the decline, spam still represents a whopping 85% of email sent worldwide, according to Cisco IronPort. While you hopefully are not yourself a spammer, it’s a mistake to think that spam does not affect you. No longer is spam defined only by compliance to relevant legislation. Email recipients now have a say in the matter as well.... [Read more]
Are you looking to increase your opt-in email subscribers list? After hearing so many positive comments about lightboxes or pop-ups we decided that we would test one. We chose PopUp Domination since it came highly recommended to us. It has great features and supports most mailing list services – including AWeber, iContact, GetResponse, MailChimp, and Constant Contact. We plugged... [Read more]
By: iMedia Connection Segmentation is the buzzword du jour, and, the buzz is justified. Studies show that untargeted email programs increase costs by as much as 3.6 times the cost of targeted programs, according to the Relevancy Group publication, ‘Realizing the Value of Email Marketing’ (2010) and this is what the hoopla is all about. Knowing where to start can be daunting,... [Read more]
By: Constant Contact Businesses that are marketing to other businesses can have a difficult time coming up with the right content for their email newsletters. It’s a little harder to think of articles foremail marketing when clients rely on you as a resource for professional advice and services, rather than a source of coupons and giveaways. Offering a discount on your services... [Read more]
By: MarketingSherpa At B2B Summit in Boston, I was having dinner with MarketingSherpa Research Analyst Jeff Rice, and I asked him, “What question did you receive most often on the LEAPS Certification Email Workshop tour?” I was expecting it would be about relevance or deliverability, list building or list segmentation. What he said really caught me off guard. … “Our biggest... [Read more]
By: Clickz A regularly published B2B email newsletter is a staple of most B2B digital marketing strategies. They are a cost-effective, if inefficient, way to nurture prospects and help maintain a relationship over a client’s lifetime. Unlike a typical B2C email message with its strong, conversion-driven focus, the B2B newsletter usually serves multiple purposes, including: Attract prospective... [Read more]
By: TopTenWholesale B2B merchants often find it challenging to select the best online marketing tactics, especially when working with a limited marketing budget. There are many to choose from: website design, email campaigns, search marketing, display, social media, etc. The 2011 MarketingSherpa B2B Marketing Advanced Practices Handbook indicates search engine optimization and email... [Read more]
By: MarketingSherpa The current global economy has been a tough place for quite some time, and this week’s events on Wall Street aren’t providing any reassurance that things will pick up any time soon. Throw in a bleak forecast from the federal government, and it’s enough to make a marketer wonder which way to turn. Jen Doyle, Senior Research Manager, MarketingSherpa, and I had a recent chat... [Read more]
By: Clickz Need to shake up your B2B email marketing program to get more activity from your readers? Perhaps it’s time to take another tip from your B2C colleagues and change your email schedule to one that better reflects your subscribers’ needs, wants, and situations. This idea expands the concepts I touched on in my last column (“3 B2C Marketing Tactics to Improve... [Read more]
By: Clickz A recent study by IBM’s Institute for Business Value finds marketers and consumers are polar opposites when it comes to connecting via social media. It’s fair to assume that this behavior applies to email as well, as email is the original social channel. The report, “From Social Media to Social CRM: What Customers Want“, found marketers thought customers gave much... [Read more]
By: Thomsonlocal Research suggests that only a minority of UK companies regularly test their B2B email marketing communications, which could mean messages are blindly being sent to business email lists with little scope for improving response rates. According to the Adestra and Econsultancy study, just 32 per cent of marketers carry out frequent testing for email marketing, with most... [Read more]
By: Thomsonlocal Email may well be the oldest channel in most companies’ digital marketing arsenal, but there is a mountain of evidence to suggest that it still boasts plenty of growth potential, so long as a few golden rules are acknowledged. Arguably atop the list is the importance of keeping B2B email content targeted, relevant and ‘fresh’. But the latest research... [Read more]
By: MarketingSherpa Teleprospecting, email campaigns, drip marketing, lead nurturing — all of these marketing tactics have one very important element in common. Each one begins with a list, and the quality of the data in that list has a direct influence on the success of each tactic. Looking at the top of the funnel “Data is so top of the funnel, yet it is so undervalued,” says Brandon Stamschror,... [Read more]
By: Benchmark Email “Sales is sales, what does it matter who you’re selling to?” As you can imagine, that kind of thinking has brought down more than one business in the past. There are two types of internet marketers, business to consumer (B2C) and business to business (B2B). While fundamentally they are the same (both types are purchasing products from you), the way you approach... [Read more]
By: BtoB Online Metrics matter, but are you looking at the right ones? That’s the question that Mark Feldman, VP-marketing at NetProspex, a sales and marketing database company, is asking his customers. The majority of email marketers look to traditional metrics such as open and click-through rates to help shape campaigns and strategies. While this is smart, Feldman said, marketers... [Read more]
By: B2B Email Marketing The good news: e-mail has emerged as the marketing channel that generates the highest ROI (define) for most companies. The bad news: as a result, “send more e-mail” is a frequent mandate from the executive suite to the marketing staff when more short-term revenue’s needed. Ah, if life were only so simple: revenue on demand from e-mail, just... [Read more]
