The savvy marketer is constantly testing, striving to improve the email marketing ROI little by little through tweaks and changes that yield incremental results…which added together can equal one big result. Marketers typically test From names, subject lines, delivery days and times, offers and placement of buttons among other elements recommended by their email consultant. In this age of content marketing, B2B marketers have yet another element they can test: content! Consider all the different types […]

When content marketing first become a buzzword, seems nary a week went by that we didn’t see at least one article on the topic in our inboxes. Now Pinterest has taken content marketing’s place as the topic of choice, as articles about marketing with Pinterest show up several times per week. What does this mean to you? Well, add Pinterest to the rapidly growing number of tablet users, the continued popularity of YouTube and the photos […]

Reading through a MarketingProfs.com post about increasing blog readership, a lightbulb went off: These same tips apply to email! Below are the blog readership tips in the article, with my email consultant take on them. Warning: All of these suggestions are for subscriber-centric email marketing content, not sales-first email marketing content. If you’re not yet putting the subscriber first, these tips might help! “Publish original content only.” My email consultant take—For email, I would say that […]

We’ve all seen the bumper sticker telling us to practice random acts of kindness. Not many people actually do, but when you’re on the receiving end of such an act, you are full of warm fuzzy feelings and glowing all over. So why not make those warm fuzzies among our subscribers and customers? This could possibly be the cheapest of email solutions and the most effective. For me, I appreciate email marketing content that entertains, that […]

Whoa. Turns out even an email marketing consultant can get a big surprise. Today’s? These numbers really caught me off guard: 37% of surveyed B2B marketers say their content isn’t good enough and 9% say they don’t have enough content: ‘Only one in five B2B marketing and sales professionals (20%) say their demand generation campaigns are fully effective, whereas 80% say they are ineffective to semi-ineffective, according to a survey from Corporate Visions. ‘Among those 80%, content is the biggest […]

Some days it seems email makes the world go round, especially for folks like us, who are immersed in it every day. Then you get a wakeup call when something like this video shows up on your computer screen: The two-minute video is full of stats. Scary stats. Perhaps the scariest of all? Every 60 seconds, 14 children die of something related to hunger. Next week, you can take a break from the world of email […]

Think about your own behavior when you open an email, land at a landing page or head to a website. Most likely your first reaction is to ask yourself a question: “What’s in it for me?” This is a tried-and-true marketing technique for being sure you’re communicating effectively, one used by email experts as well as direct marketers using print, website designers and others. Yet it’s also a good one to revisit on occasion, to make […]