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
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Posted in B2B Marketing, Branding, E-mail, email design, email marketing, Event Promotion, Webinar Invitations, Webinars
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Also tagged Adobe, B2B Marketing, Demand Generation, email campaign, email design, Webinar best practices, Webinar Invitations, Webinar tips
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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 [...]
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 [...]
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.
