 | spearmarketing.comcontactabout |
An email campaign that fails to perform up to expectations could be failing on any number of fronts. The list could be bad (in which case, no attempted “fix” of the email itself will make that much of a difference.) The offer could be uninspiring, or buried deep in the… Read More
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
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
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
If there’s one key element of demand generation copy that distinguishes it most from, let’s say: product collateral, or PR, or even social media, it’s this: a demand generation campaign is designed to drive action. In more basic terms, demand generation is about getting people to do stuff – namely,… Read More