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Like so many things in today’s B2B marketing world, the question of what does or doesn’t cause business emails to be classified as spam constitutes a moving target. For example, in this earlier post, I discussed how whereas in the past spam triggers were largely triggered by content (for example,… Read More
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
How do you prevent your Webinar campaign from being lost in the crowd? Here are 7 mistakes you’ll want to avoid, as illustrated by an email received recently from email marketing provider Silverpop: 1. If you must use a graphic header, make it count. Graphic headers are a necessary evil… Read More
Two email campaigns that arrived in my inbox recently serve as useful illustrations of how best to promote informational content. One, a white paper offer from sales tax automation company Avalara, is a plodding recitation of facts that does little to grab the reader. The other, from email marketing software… Read More
If you took a poll of B2B marketers (see below), my guess would be that only a small percentage test email subject lines with any regularity. The usual excuses given are 1) time and 2) risk – first, that testing subject lines adds one more step to the development of… Read More
An effective email campaign has one goal and one goal only: getting the reader to respond. This means that, in order to succeed, every word of copy should be focused on selling the offer, i.e. the primary reason why any individual would want to respond. Unless your offer and product… Read More
The 2012 Email Design “Look Book” from email marketing solution provider Responsys is a useful resource for email designers, creatives, and marketers alike looking for new ideas and inspiration to keep their campaigns fresh and engaging. It’s also refreshing to see a technology company like Responsys dedicate so much (virtual)… Read More