Email marketing best practices are consistent for most any type of email communication, but those of us that do business-to-business (B2B) email marketing know that we have to take a somewhat different approach to our email content. A B2B business relationship is much different than a consumer relationship, and we have to plan our messaging [...]
Attracting qualified leads is an increasingly important part of business. And attracting those leads is becoming increasingly difficult. Marketers must get their message in front of the right people at the right time. They need to produce relevant content to generate interest, they need to be there when prospects demand information, and they need to [...]
What a year it was. Another strong year for email and social media, a watershed year for mobile devices, online shopping and little yellow creatures called Minions. Here are some of our favorite stats and events from 2013.
Email brings brands into our sanctum sanctorum, our inbox. And even if we don’t go further than the list of emails, we see brands, products, offers. If we view the preview pane, we see logos and inviting images of fleece slippers or cool gadgets. All of this builds brand recognition and strengthens brands and often has a bottom-line result, even if it’s one that’s hard to measure. That’s because email has a “nudge effect.” Even if we don’t open an email we still register it and may still engage and transact with the brand in another channel or at a later date.
In order to provide the most relevant marketing content, you have to understand your audience. Their likes, dislikes, pain points and challenges. Anticipating who will be reading your message is key to producing effective email marketing content. Plan your content from their perspective. Ask yourself these questions to see how much you understand about your [...]
The Retina display has caused a mini-revolution among the web design industry in the last couple of years. How can we prepare our emails to display at their best on them?
Default character lengths of email From Name and Subject Line displays in popular smartphone and tablet devices With the rise in popularity of mobile devices, email marketers must adapt their message to communicate effectively with recipients using smartphones and tablets. In the mobile inbox, the first thing a recipient sees is your From Name and [...]
Watch Out: Dangerous Email Walk away from the light! Don’t make mistakes that could kill your business. Okay, okay, maybe that’s a bit too dramatic. But really, far too many people are making email marketing mistakes that decrease their chances of success. Avoid the pitfalls, and consider the following errors – and at times even blunders – [...]
Delivering the right message at the right time to the right audience has always been at the core of email marketing success. According to a recent BtoB Magazine survey, marketers see “delivering content relevant to a segment” as the most important tactic to improving email marketing performance. Nearly half of all marketers feel this tactic [...]