Category Archives: email marketing

deliverability rules

The Impact of New Google & Yahoo Deliverability Rules on Purchased Lists

A client asks: “We recently purchased a list of email addresses from a reputable vendor for use in a campaign targeting competitive installations.  Do the new Google/Yahoo deliverability rules make using a third-party list too risky?  How should we approach the campaign differently?” My response: First, whereas the new rules… Read More

email marketing

Report: What’s Working in Email Marketing

A new report: “What’s Working in Email Marketing: The Power of Aligning Strategies, Data & Content” details the strategies, technologies, and best practices that today’s email marketers are adopting in an era of data privacy, remote work, and demanding, digitally-savvy buyers.  I was asked by the team at Demand Gen… Read More

Should I Use a Separate Domain for Marketing Emails?

A client asks: “We’ve been told that we should use a separate and unique domain for email that’s different from our main Web domain.  Is this something you’d recommend?” The most common business case for using a separate email domain is that doing so can help protect a company’s main… Read More

non-responsive leads

How Quickly Should I Suspend or Delete Non-Responsive Leads?

A client asks: How long should a lead be chronically non-responsive before they’re marked as “marketing suspended”?  What best practices should we put in place? There are multiple, legitimate reasons to suspend or even delete non-responsive leads from your mailing lists or CRM database: *  Non-responsive leads can weigh down… Read More

A B2B Email Pre-Flight Checklist

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

email bots

Email Bots: What They Are, Why They Matter, and How to Stop Them

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