August 24, 2010 – 5:28 pm
The email below from marketing automation vendor Eloqua is part of one of those rare B2B campaigns that combines email marketing best practices with an impeccably executed creative concept. In the process, what is otherwise a fairly straightforward “get your free report” lead nurturing program is elevated to a degree that allows it to really [...]
As data sheets go, the design below from Ektron, a New Hampshire-based developer of CMS (Content Management System) software, has its merits. Unfortunately, it’s not a data sheet, it’s an email, and on that score, it breaks virtually every rule in the book. Let me count the ways. 1. Not seen in this image is [...]
Open rates are generally paid more attention than they’re due. The ugly truth is this: an open rate is NOT an accurate measure of how many people opened or read an email, neither is it an absolute measure of a subject line’s success. So why are there misconceptions about what an open rate means, and [...]
It used to be said that the average US business mailing address (snail mail) changes once every 9 months. (That’s individuals moving, not companies.) Fast-forward to today’s highly mobile workforce, where people change jobs like the proverbial underwear, throw in a volatile economy, and more than one-third of the email addresses in your marketing database [...]
By Howard Sewell
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Also posted in B2B Marketing, E-mail, Lead Management, Lead Nurturing, Marketing Automation, email marketing
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Tagged b2b demand generation, b2b lead generation, B2B Marketing, Demand Generation, direct marketing best practices, E-mail, e-mail marketing, email design, email marketing, lead generation, Lead Management, Lead Nurturing, Marketing Automation, marketo
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I’ve written a number of times in this space about how to maximize response from email Webinar invitations. The campaign below from Parallels, a Swiss-based software company, provides a handy illustration of those techniques by displaying what key mistakes to avoid. For example: 1. Sell the offer, not the product. You don’t need to disguise [...]
By Howard Sewell
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Also posted in B2B Marketing, Copywriting, Event Promotion, Webinar Invitations, email marketing
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Tagged b2b demand generation, b2b lead generation, B2B Marketing, Demand Generation, direct marketing, email design, email marketing, Webinar Invitations
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Howard J. Sewell is president of Spear Marketing Group and a B2B marketing veteran with more than two decades' experience in direct marketing, demand generation, and lead management.
