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This week, I had the pleasure of speaking at the B2B Marketing Exchange (B2BMX) conference on the topic of B2B email creative. At a conference of more than sixty sessions (by my count), as best I could determine there was exactly one (1) session on anything to do with creative:… Read More
Sales experts preach the value of “asking for the sale.” Don’t assume that your customer will buy when the time is right. Make the time now. The same rule applies to demand generation creative and to email copywriting in particular. Effective email campaigns are nothing without a compelling call to… Read More
According to a recent report, “The Content Marketing Paradox,” content marketing output increased by 35 percent in 2015, while engagement dropped 17 percent. The author of the report, digital marketing solutions provider TrackMaven, theorized that the primary reason for the discrepancy is that there’s a “limit to how much content… Read More
Here’s a list of the things I love most about the email below from Allocadia, a Vancouver, BC-based developer of Marketing Performance Management (MPM) software: 1. The offer image. Yeah, that’s about it. Seriously though, that is one gorgeous white paper. It’s visually stunning, professional, colorful, even the title is… Read More
Effective email copy is not like a letter to your grandma; unless, that is, you’re asking Grandma to sponsor you for the 5K Fun Run at the park. A good email campaign isn’t designed to make people feel warm and fuzzy about you, your company or your product, or generate… Read More