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The email below from marketing automation vendor Eloqua is part of one of those rare B2B campaigns that combines email marketing best practices with an impeccably executed creative concept. In the process, what is otherwise a fairly straightforward “get your free report” lead nurturing program is elevated to a degree… Read More
As data sheets go, the design below from Ektron, a New Hampshire-based developer of CMS (Content Management System) software, has its merits. Unfortunately, it’s not a data sheet, it’s an email, and on that score, it breaks virtually every rule in the book. Let me count the ways. 1. Not… Read More
Open rates are generally paid more attention than they’re due. The ugly truth is this: an open rate is NOT an accurate measure of how many people opened or read an email, neither is it an absolute measure of a subject line’s success. So why are there misconceptions about what… Read More
If you’ve been involved in email marketing for any length of time, no matter how diligent and prepared you are for every campaign, something somewhere at some point will go wrong. And when that happens, a very large number of people will receive a message from you that isn’t quite… Read More
It used to be said that the average US business mailing address (snail mail) changes once every 9 months. (That’s individuals moving, not companies.) Fast-forward to today’s highly mobile workforce, where people change jobs like the proverbial underwear, throw in a volatile economy, and more than one-third of the email… Read More
I’ve written a number of times in this space about how to maximize response from email Webinar invitations. The campaign below from Parallels, a Swiss-based software company, provides a handy illustration of those techniques by displaying what key mistakes to avoid. For example: 1. Sell the offer, not the product…. Read More
Granted, I’m already sold on the value of Web conferencing, but even then, the email below from Citrix (makers of GoToMeeting) leaves me thoroughly underwhelmed. First, there’s the leading candidate for Most Frequently Used Email Opening of 2009: “In these challenging economic times …” Then there’s a string of lukewarm… Read More