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The demise of email newsletters as an effective B2B marketing tactic has been, to paraphrase Mr. Twain, grossly exaggerated. In fact, email newsletters can be a critical part of an ongoing lead nurturing strategy. At minimum, a well-crafted newsletter serves to break up what would otherwise be an unending sequence… Read More
There’s a lot to like about the email below received last week from Radian6, makers of social media monitoring tools (and recently acquired by Salesforce.com.) Most notable: not once in the entire copy is the company or product mentioned. This is content marketing, pure and simple. What I like: 1…. Read More
Is your lead generation email ready for primetime? Measure it against these 5 criteria before hitting “send.” 1. Get to the Point. By the time your reader is done with the first paragraph, does he or she know what the offer is, why he/she wants it, and how to get… Read More
A client confessed recently that one of the reasons his company selected Marketo as a marketing automation provider was because he was so impressed by their marketing. His logic (presumably): if a technology provider is promising to help improve our marketing effectiveness, shouldn’t their own marketing reflect those same high… Read More
Can a campaign about how to improve email design be a prime example of how NOT to design an email? If it’s the campaign below, received this week from Lyris, an email marketing software company, the answer is (in the view of this blogger): yes. Let’s start with the subject… Read More
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… Read More
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… Read More