Category Archives: email marketing

5 Mistakes to Avoid in Your Next Email Campaign

April 29, 2011 – 6:53 am

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 [...]

By Howard Sewell | Also posted in B2B Marketing, email design, Graphic Design, lead generation | Tagged , , , , | Comments (0)

Email Marketing: Tips on Open Rates, Offers & Lead Quality

March 1, 2011 – 2:55 pm

Recently I was invited to participate in a discussion with Sridhar Ramanathan, a 20-year Silicon Valley veteran and General Partner at the Aventi Group, a leading consulting firm specializing in accelerating revenue for technology companies. We discussed the changing role of email marketing, how to choose the best offer, and what companies can do to [...]

By Howard Sewell | Also posted in B2B Marketing, Demand Generation, Offer Strategy, Uncategorized | Tagged , , , , | Comments (2)

Calculating Statistical Significance: A Tool for Marketers

January 6, 2011 – 4:16 pm

A client asks: “For our next email campaign, we have 6,000 names available. Should we test 3,000 names first with two subject lines and then roll out the remaining 3,000 using the winning message? Or just send out all 6,000 and do an A/B test on the entire list?” My answer: Option B (send the [...]

By Howard Sewell | Also posted in B2B Marketing, direct marketing | Tagged , , | Comments (1)

In Email Marketing, Don’t Ask Questions

December 28, 2010 – 9:49 am

If you’re in the, say: Widget Alignment business, you can be forgiven for thinking that your lead generation programs should be laser-focused on finding people who need their widgets aligned. From there, it’s a short and intuitive leap to simply asking people if they need their widgets aligned, or whether they’ve considered the benefits of [...]

By Howard Sewell | Also posted in B2B Marketing, Copywriting, Creative, E-mail | Tagged , , , , | Comments (3)

Email Critique: Adobe Webcast Invite Keeps It Simple

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 | Also posted in B2B Marketing, Branding, E-mail, email design, Event Promotion, Webinar Invitations, Webinars | Tagged , , , , | Comments (1)