Category Archives: email marketing

New Report Confirms Immaturity of Most Marketing Automation Deployments

May 14, 2012 – 12:35 pm

A new report from Forrester Consulting, commissioned by marketing automation provider Silverpop, offers little in the way of groundbreaking insights, but does provide plenty of data confirming what most already know: that many companies are failing to realize the true potential from their investments in marketing automation. In the report, “Automation: Redefining Marketing’s Game Plan,” [...]

By Howard Sewell | Also posted in B2B Marketing, Campaign Measurement, Campaign Planning, Campaign Strategy, Installed Base Marketing, Lead Management, Lead Nurturing, Marketing Automation | Tagged , , , , , , , , , , | Comments (0)

How to Reduce Unsubscribes Using Subscription Management

April 30, 2012 – 4:00 pm

I’ve written previously in this space about how to reduce unsubscribes by giving prospects and customers the option to update their contact information rather than forcing them to opt out of email entirely. A further strategy for minimizing unsubscribes is to employ subscription management, a technique in which you, as the publisher, give the wannabe [...]

By Howard Sewell | Also posted in B2B Marketing, Campaign Strategy, CRM, Database Marketing, Demand Generation, Email Newsletters, Installed Base Marketing, Interactive Design, Landing Pages, Lead Management, Lead Nurturing, Marketing Automation, Marketo | Tagged , , , , , , , | Comments (0)

How Big is Too Big? One Email Offer That’s Tough to Ignore.

April 19, 2012 – 1:09 pm

As any regular reader of this space will know, I am a fierce evangelist for the “sell the offer, not the product” approach to B2B email creative. That approach rests on the assumption that by selling the value of whatever it is you’re offering the reader (a white paper, a Webinar, an ebook), and not [...]

By Howard Sewell | Also posted in B2B Marketing, Content marketing, Copywriting, Creative, Demand Generation, E-mail, email design, Graphic Design, lead generation, Offer Strategy | Tagged , , , , , , , | Comments (0)

Webinar Invitations: Sell the Event, Not the Product

March 20, 2012 – 11:29 am

Easily the #1 mistake that tech companies make when promoting Webinars is that they forget that they’re selling an event. In order for a prospect or customer to register for your event, it’s critical that your email invitation convince him/her that the benefits of attending the Webinar make the investment in time worthwhile. Unfortunately, many [...]

By Howard Sewell | Also posted in B2B Marketing, Campaign Strategy, Demand Generation, email design, Event Promotion, Webinar Invitations, Webinars | Tagged , , , , , , , | Comments (0)

5 Best Practices You Can Borrow From This Email Campaign

January 13, 2012 – 11:28 am

There’s a lot to like about the email campaign I received (image below) recently from Infusionsoft, a maker of sales and marketing automation software for small businesses. It’s not perfect by any stretch (the copy could use some improvement – more on that later) but many of the techniques on display are simple, straightforward best [...]

By Howard Sewell | Also posted in B2B Marketing, Content marketing, email design, Graphic Design, Interactive Design, Landing Pages, Lead Nurturing, Marketing Automation | Tagged , , , , , | Comments (0)