Category Archives: E-mail

Responsive Versus Mobile Friendly Email Design

Infographic: Mobile-Friendly vs. Responsive Email Design

As mobile devices continue their torrid growth in the business world, B2B email marketers face a dilemma: is it enough to make emails “mobile-friendly” – in a way that at least renders those emails legible and easy to read, or should they go the extra step of programming emails to… Read More

[24]7 Email Campaign_Before

Campaign Makeover: Simple Changes Increase Email Response by 25 Percent

I received an email recently from Kevin Payne, Senior Director of Field Marketing at customer service software provider [24]7. Kevin writes: “Below is one of our most successful email campaigns. We’re getting ready for a second broadcast and after reading one of your recent blog posts, I can already think… Read More

Eloqua Email Campaign

Email Critique: Oracle/Eloqua Webcast Invite Needs Help

The impact that Oracle’s acquisition of Eloqua will have on that company’s ability to compete effectively in the marketing automation space is fodder for debate. What is more clear, based on the Webcast invitation I received this week (below), is that it hasn’t done much for Eloqua’s own email marketing…. Read More

10 Commandments of Email Copywriting

Infographic: 10 Commandments of Email Copywriting

Email copywriting is more than simply an exercise in brevity. A successful email grabs the reader, sells the offer, and closes the deal. Good email copy is engaging, personal, never boring, and focuses the reader on a single action: response. No matter what you’re selling – a white paper, a… Read More

old-fashioned lead nurturing

Do You Need Marketing Automation to Do Lead Nurturing? Sort Of.

A prospective client asks: “We’re just getting our demand generation programs ramped up, and I’m not sure I’m ready for marketing automation. Do I need it in order to do lead nurturing?” My answer: “It depends how you define “lead nurturing,” but technically: no, you don’t need marketing automation in… Read More

improving email campaign performance

29 Tips to Improve B2B Email Campaign Performance

Email results not what they should be? Try these techniques to improve the performance of your next campaign: 1. Make sure that critical information (offer, key benefits, call to action – what, why, how) is “above the fold”, i.e. in the top left 2-4 inches (400-500 vertical pixels) of your… Read More