Is your lead generation email ready for primetime? Measure it against these 5 criteria before hitting “send.” 1. Get to the Point. By the time your reader is done with the first paragraph, does he or she know what the offer is, why he/she wants it, and how to get it? If you’re making people [...]
By Howard Sewell
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Also posted in B2B Marketing, Creative, Demand Generation, E-mail, email marketing, lead generation
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Tagged b2b demand generation, B2B email marketing, b2b lead generation, email creative, email design, litmus
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A client confessed recently that one of the reasons his company selected Marketo as a marketing automation provider was because he was so impressed by their marketing. His logic (presumably): if a technology provider is promising to help improve our marketing effectiveness, shouldn’t their own marketing reflect those same high standards? (Tangentially, I’d argue that [...]
Can a campaign about how to improve email design be a prime example of how NOT to design an email? If it’s the campaign below, received this week from Lyris, an email marketing software company, the answer is (in the view of this blogger): yes. Let’s start with the subject line (not seen here): Optimizing [...]
November 9, 2010 – 2:06 pm
I’ve praised Adobe’s marketing design before in this space, and the email below is yet another example of how a well-constructed brand standard can work equally well across multiple media. In this case, an invitation to download a recorded Webcast, Adobe combines a clean email design with clear, concise selling copy that gets to the [...]
By Howard Sewell
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Also posted in B2B Marketing, Branding, E-mail, email marketing, Event Promotion, Webinar Invitations, Webinars
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Tagged Adobe, B2B Marketing, Demand Generation, email campaign, email design, email marketing, Webinar best practices, Webinar Invitations, Webinar tips
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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 [...]
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.
