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The success of an email campaign depends on a number of variables, chief amongst them the quality of your list and the attractiveness of the offer. But one other element plays a key role even before you write one word of copy: the design template. The growing adoption of marketing… Read More
I’ve written previously in this space about how to reduce unsubscribes by giving prospects and customers the option to update their contact information rather than forcing them to opt out of email entirely. A further strategy for minimizing unsubscribes is to employ subscription management, a technique in which you, as… Read More
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
Easily the #1 mistake that tech companies make when promoting Webinars is that they forget that they’re selling an event. In order for a prospect or customer to register for your event, it’s critical that your email invitation convince him/her that the benefits of attending the Webinar make the investment… Read More
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
There’s a lot to like about the email below received last week from Radian6, makers of social media monitoring tools (and recently acquired by Salesforce.com.) Most notable: not once in the entire copy is the company or product mentioned. This is content marketing, pure and simple. What I like: 1…. Read More
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