Category Archives: Interactive Design

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 marketing, Email Newsletters, Installed Base Marketing, Landing Pages, Lead Management, Lead Nurturing, Marketing Automation, Marketo | Tagged , , , , , , , | Comments (0)

Should I Remove Offer Content from My Website During a Campaign?

February 14, 2012 – 3:10 pm

A client asks: “If we’re planning on using a particular white paper as part of a lead generation campaign, or even for lead nurturing, is it a good idea to remove that same content asset from our main Website? I’m concerned about people bypassing the campaign and just downloading the paper from our site.” My [...]

By Howard Sewell | Also posted in B2B Marketing, Copywriting, Creative, Demand Generation, Landing Pages, lead generation, Offer Strategy | 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, email marketing, Graphic Design, Landing Pages, Lead Nurturing, Marketing Automation | Tagged , , , , , | Comments (0)

How to Optimize Your Website’s Resource Library for Lead Generation

January 6, 2012 – 7:24 am

A well-designed resource library can be a key factor in converting Website visitors to measurable, actionable sales leads. Conversely, a poorly designed resource library is where old white papers go to die. At worst, resource centers can be tough to navigate and difficult to search, leaving visitors frustrated and only too happy to seek their [...]

By Howard Sewell | Also posted in Ad Agencies, B2B Marketing, Content marketing, Graphic Design, Landing Pages, Marketing Automation | Tagged , , , , , , | Comments (0)

How to Revive a Dying E-Newsletter: 4 Tips

November 28, 2011 – 8:54 am

The demise of email newsletters as an effective B2B marketing tactic has been, to paraphrase Mr. Twain, grossly exaggerated. In fact, email newsletters can be a critical part of an ongoing lead nurturing strategy. At minimum, a well-crafted newsletter serves to break up what would otherwise be an unending sequence of more offer-oriented emails peddling [...]

By Howard Sewell | Also posted in B2B Marketing, blog marketing, Creative, email design, Email Newsletters, Lead Management, Lead Nurturing, Social Media | Tagged , , , , , , , , | Comments (2)