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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
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 protect a company’s main… 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
In B2B email marketing, does short copy always win over long? Not necessarily. The answer depends on your audience, the complexity of your message, and how well the copy maintains the reader’s interest and drives action. You won’t see or find many shorter B2B emails than the one below from… Read More
By now we’ve all heard the statistics that as much as two-thirds of all email is opened or read on mobile devices. But no problem – you’re using responsive design for all your email campaigns, so you’ve got that covered, right? Well, not so fast. Our firm produces dozens of… Read More
It’s that time of year again, and B2B marketers everywhere are dusting off the usual holiday clichés in an attempt to weave good cheer into their demand generation campaigns. Take the email campaign below from security vendor Symantec. Sure, they can be forgiven the holiday theme (gift boxes, fir trees,… 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