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 [...]
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 [...]
September 16, 2010 – 11:14 am
I wrote recently in this space about the resurgence of direct mail as a viable outbound component to an integrated demand generation strategy. Most of that resurgence is due to the benefits of using direct mail on its own merits, but there’s another factor: the greatly diminished effectiveness of rented email lists. When the list [...]
By Howard Sewell
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Posted in B2B Marketing, Campaign Strategy, Direct Mail, direct marketing, E-mail, email marketing, lead generation, Lists
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Also tagged B2B Marketing, Direct Mail, direct marketing, email lists, list rental
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September 8, 2010 – 5:37 pm
This month, Google released a new feature called Priority Inbox, designed to help Gmail users better cope with email overload by automatically determining which emails are most important to the recipient. For example, messages sent from people that you typically respond to immediately will receive special attention and preferential placement, as will emails sent to [...]
By Howard Sewell
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Posted in B2B Marketing, email marketing, Inbound marketing, Installed Base Marketing, lead generation, Lead Management, Uncategorized
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Also tagged Demand Generation, google, inbound marketing, lead generation, priority inbox
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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 [...]
Howard J. Sewell is president of Spear Marketing Group and a B2B marketing veteran with more than two decades' experience in direct marketing, demand generation, and lead management.
