Data privacy laws like GDPR and CCPA may have faded from the headlines, but their enforcement is very much a reality. In recent years, some very high-profile companies have faced fines into the hundreds of millions (US $) for failure to meet legal guidelines...
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...
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...
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...
Email preview text is that line of copy that appears below the subject line in the recipient’s inbox. Preview text renders in different ways depending on the email client (the small screenshot below is from Outlook 2016 on the desktop) but, in many cases –...
One of the real-life campaigns I included in my presentation last week – A Crash Course in B2B Email Creative – at SiriusDecisions Summit in Austin, was this Webinar invitation from Marin Software. I’ve written often about the dismal state of B2B creative, so...
