 | spearmarketing.comcontactabout |
Earlier this month I presented a standing-room only session at the B2BMX Conference in Scottsdale on key principles of B2B email creative. Part of that presentation was a “B2B Email Pre-Flight Checklist” – a list of questions an email marketer should ask, prior to pressing “send,” to ensure that a… Read More
Congratulations: your last email campaign generated a really high click-through rate. Or did it? It’s an issue that B2B marketers are experiencing with increasing frequency: open rates and click-through rates that don’t quite match up, typically in the form of an abnormally high “click to open” (CTO) rate. The culprit?… Read More
If you’re like me, your inbox is now bombarded daily with what has politely been called “BDR spam” – automated, multi-touch sales email campaigns made possible by 1) the emergence of sales engagement platforms like ToutApp and SalesLoft, and 2) sales professionals who believe that beating their prospects into submission… Read More
What to do if a prospect comes to your landing page, starts to fill out the form, but doesn’t complete the task? Form abandonment and cart abandonment campaigns are standard practice for B2C and ecommerce marketers, less so for those of us B2B types who deal in leads vs. transactions…. Read More
In B2B email marketing, does short copy always win over long? Not necessarily. The answer depends on your audience, the complexity of your message, and how well the copy maintains the reader’s interest and drives action. You won’t see or find many shorter B2B emails than the one below from… Read More
By now we’ve all heard the statistics that as much as two-thirds of all email is opened or read on mobile devices. But no problem – you’re using responsive design for all your email campaigns, so you’ve got that covered, right? Well, not so fast. Our firm produces dozens of… Read More
The folks at Demand Generation Report just released a compelling new paper on the impact that new technologies are having on the use, and effectiveness, of email marketing. In “Targeting, Predictive Tools & Intent Data Are Key Trends in Email Marketing Evolution,” DGR’s Brian Anderson provides a comprehensive overview of… Read More