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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
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
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
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 – particularly on mobile devices –… Read More
Recently I was interviewed by the folks at Demand Gen Report as part of an article on current trends in email marketing, an article that you can read online here. With permission, a more complete version of the interview follows: (DGR) What trends are you currently seeing in B2B email… Read More
Subject line testing is that one email best practice that all B2B marketers know is a good idea, and yet very few of us do it consistently. The common excuse is time: when you’re under the gun to get that Webinar invitation out by next week, the last thing you… Read More
To be successful in driving engagement from business buyers, it’s not enough that marketing content simply be relevant to the individual reader. To be information of value, that same content needs to be useful, and at a very fundamental level it needs to tell the reader something he or she… Read More