Tag Archives: email marketing

email bots

Email Bots: What They Are, Why They Matter, and How to Stop Them

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

5 Tips for More Effective Email Preview Text

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

subject line testing

10 Great Ideas for Your Next Subject Line Test

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

B2B email campaign

Winning B2B Email Campaign Keeps it Simple

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

BDR campaigns

Step Away from the Email Software and No-One Gets Hurt

Marketing technology is a dangerous weapon in the wrong hands, and nowhere is this more evident than in the recent surge of interest in automating BDR campaigns and other sales communication. In both technology (see companies like InsideSales.com, ToutApp, and others) and application, sales enablement is a hot topic in… Read More