Category Archives: Graphic Design

How Big is Too Big? One Email Offer That’s Tough to Ignore.

As any regular reader of this space will know, I am a fierce evangelist for the “sell the offer, not the product” approach to B2B email creative. That approach rests on the assumption that by selling the value of whatever it is you’re offering the reader (a white paper, a… Read More

5 Best Practices You Can Borrow From This Email Campaign

There’s a lot to like about the email campaign I received (image below) recently from Infusionsoft, a maker of sales and marketing automation software for small businesses. It’s not perfect by any stretch (the copy could use some improvement – more on that later) but many of the techniques on… Read More

How to Optimize Your Website’s Resource Library for Lead Generation

A well-designed resource library can be a key factor in converting Website visitors to measurable, actionable sales leads. Conversely, a poorly designed resource library is where old white papers go to die. At worst, resource centers can be tough to navigate and difficult to search, leaving visitors frustrated and only… Read More

Best B2B Holiday Card of the Year?

Like any company this time of year, when we send out holiday cards to customers, friends, and partners we hope to show our appreciation to the people that make our work possible and also spread a little cheer along the way. But never did we expect our card to be… Read More

Marketo Email Campaign Keeps It Short & Sweet

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

Is “Please Have a Rep Contact Me” a Good Idea?

A client asks: “On every registration form, we give prospects the option to request contact from a sales rep. Is that even worthwhile when we’re going to call everyone anyway? If it is a good idea, what should the verbiage be? Currently the form reads: [Yes/No radio button] I would… Read More

5 Mistakes to Avoid in Your Next Email Campaign

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