Oversending: an outgrowth of the old “send until you break even” direct mail model. Combine this with the low-cost nature of the email channel and that’s a lot of emails. Repetitive messaging may be a “do” in marketing, but repetitive sending is a “please don’t” which is often formalized by the dreaded “mark as spam.”
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Components of a Successful Marketing Email
The success of your email marketing campaign depends on a combination of aspects. Subject lines, email content, formatting and timing are key factors contributing to open and conversion rates.
Open Rates are Open to Interpretation
I highly recommend you click over to Tamara’s recent post on open rates at BeRelevant, an email marketing blog, for a quick and easy explanation of how open rates are calculated.
Let’s Get Personal
A recent Subscriber Experiences report from Return Path shoes thatmarketers are missing the boat on targeted e-mail marketing.
Testing, 1, 2, 3…
Over at DMNews this week, Mark Stebbin of MarketMotive wrote apiece on A/B Testing for online marketing campaigns. Though the example used is a B2C campaign, B2B marketers can benefit from the same concepts.
FTC Approves Changes to CAN-SPAM Law
Part of responsible email marketing is ensuring that you’re always in compliance with CAN-SPAM laws. Earlier this week, the FTC made some changes to the CAN-SPAM requirements.
Walk a Mile in Their Shoes
Saibil refers to the JupiterResearch E-mail Marketing Buyer’s Guide, 2008, which says 70% of respondents cited e-mail deliverability services as their top consideration when selecting an e-mail services provider.
Pulling It All Together
This month, DMNews is featuring In perfect harmony: e-mail works in-sync with other channels, a piece about integrated, multichannel marketing campaigns. The article, quoting a JupiterResearch study on combining e-mail marketing with other advertising outlets, focuses on the increased results marketers have seen by creating consistent messaging across many medias. An emphasis is placed on building a brand within a campaign as well as testing elements of the marketing program.
Slow and Steady Wins the Race
I’ve often discussed the benefits of using Drip Marketing, or Drip Irrigation, to nurture prospects along the sales cycle. New marketing automation technology has made it so easy to stay in constant contact with leads who aren’t quite sales ready yet. I came across a brief interview with Jim Cecil, marketing consultant and founder of the Nurture [...]
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I am the co-founder and COO of Pardot, a B2B marketing automation provider. This blog covers my thoughts on B2B marketing, startups, and client service.
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