Tag Archives: email marketing

Eloqua’s “Juan Eloqua” Campaign: Email Creative at Its Best

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 [...]

By Howard Sewell | Posted in B2B Marketing, Graphic Design, Lead Nurturing, email design, email marketing | Also tagged , , , , | Comments (1)

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 [...]

By Howard Sewell | Posted in B2B Marketing, Copywriting, Creative, email design, email marketing | Also 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 [...]

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

When Emails Go Bad: A Lesson in How to Apologize

April 19, 2010 – 9:47 am

If you’ve been involved in email marketing for any length of time, no matter how diligent and prepared you are for every campaign, something somewhere at some point will go wrong. And when that happens, a very large number of people will receive a message from you that isn’t quite what you intended for them [...]

By Howard Sewell | Posted in B2B Marketing, E-mail, Installed Base Marketing, email marketing | Also tagged , , | Comments (0)

A Simple Technique for Reducing Bounces & Unsubscribes

April 8, 2010 – 12:39 pm

It used to be said that the average US business mailing address (snail mail) changes once every 9 months. (That’s individuals moving, not companies.) Fast-forward to today’s highly mobile workforce, where people change jobs like the proverbial underwear, throw in a volatile economy, and more than one-third of the email addresses in your marketing database [...]

By Howard Sewell | Posted in B2B Marketing, E-mail, Lead Management, Lead Nurturing, Marketing Automation, email design, email marketing | Also tagged , , , , , , , , , , , , | Comments (1)