Email Critique: CMS Vendor Asks Too Many Questions

July 9, 2010 – 12:00 pm

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 the subject line: “Download this tool for your Website.” I guess you could call that the “direct approach,” but as a subject line, it’s completely devoid of any benefits, any mention of the offer, or any compelling reason for me to open the email and read further. Read More »

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By Howard Sewell | Posted in B2B Marketing, Copywriting, Creative, email design, email marketing | Tagged , , , , | Comments (0)

Do Email Open Rates Really Matter?

July 1, 2010 – 1:50 pm

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 how can it be used as a valid statistic in measuring the success of email campaigns, if at all? Let’s start by defining what open rate means. For this, we turn to Wikipedia:

“Open rates are measured using an HTML IMG tag embedded in outgoing emails, calling for a small, transparent tracking image. When the client or browser used to display the email requests that image, then an “open” is recorded for that email by the image’s host server.” Read More »

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By Howard Sewell | Posted in B2B Marketing, email design, email marketing | Tagged , , | Comments (1)

Factoids: How to Tweet Multiple Times About the Same Offer

June 24, 2010 – 10:04 am

So you just launched a new white paper. How do you tweet about the content multiple times without seeming repetitive?

Try factoids.

Factoids are brief glimpses into the content on offer. They can be excerpts, but they also stand alone as facts or tips or news or opinion in their own right, even outside the context of the content as a whole. As tweets, factoids draw attention on their own merits, but when linked to a landing page, also drive traffic to the main offer. Read More »

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By Howard Sewell | Posted in B2B Marketing, Content marketing, Demand Generation, Landing Pages, Social Media | Tagged , , , , , | Comments (0)

New White Paper: Top 10 Tips for Lead Nurturing Success

June 11, 2010 – 2:37 pm

Just getting started with lead nurturing? Recently invested in marketing automation software? Concerned that your lead nurturing program isn’t everything it should be?

Great lead nurturing starts with more than just software. Learn more in Spear’s newest white paper: “Top 10 Tips For Lead Nurturing Success: How to Get the Most From Your Lead Nurturing Program, and How to Plan for Success if You’re Just Getting Started.”

Inside, you’ll discover the secrets to success and core lead management principles that can increase response rates, convert more leads to opportunities, and accelerate the ROI from marketing automation software.

Download your copy of the white paper here.

Note: I’ll also be presenting on the same topic at 1:30 PM PST on Tuesday, June 29 as part of the Focus Interactive Summit: Mastering Lead Management, an online event featuring B2B thought leaders like Ardath Albee, Mac McIntosh, and David Raab. Other topics on tap include:

* Scrapping Traditional for Content Marketing
* 10 Best Practices for Lead Generation & Pipeline Acceleration
* Matching a Marketing Automation System to Your Needs

For more information on the summit and to register, click here. Following the presentation at 1:30 PM PST, I’ll also be available online for live Q&A.

UPDATE: all sessions from the June 29 event are now available on-demand by following the same link.

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By Howard Sewell | Posted in B2B Marketing, Database Marketing, Demand Generation, Lead Management, Lead Nurturing, Marketing Automation | Tagged , , , , , | Comments (1)

Can Games Play a Role in B2B Marketing?

June 1, 2010 – 11:25 am

You don’t have to be plugged into the new media scene to know that digital games are HOT. According to recent statistics, fully 65 percent of US households play some form of video or computer games. And those involved aren’t just kids: the average game player is 35. 40 percent of game players are women.

The phenomenon doesn’t appear to be slowing down. Momentum for a new breed of social and casual games is picking up speed as game titles migrate to the Web, social media, and smartphones. The Facebook game Farmville has (at last count) more than 30 million active daily users. Top games for the iPhone routinely sell millions of copies, often for low as $1 a copy.

So where does this leave the B2B marketer? Is there a way to leverage the sudden craze for games as part of an integrated campaign? Or are games best suited for the consumer domain? Read More »

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By Howard Sewell | Posted in B2B Marketing, Database Marketing, Demand Generation, Mobile Marketing | Tagged , , , , , | Comments (0)