We sing the praises of email, and many of our B2B clients use it pretty religiously, too …primarily for nurturing prospects in the pipeline. But what about email for lead generation? On the surface, it sounds great: its cost is so much lower than postal mail, and the results can be known much more quickly.
But […]
Continue Reading Add comment February 9th, 2010
Due to its heightened importance in these tight times, we’ve run a couple of posts recently about email marketing: its pitfalls, plus tips for getting more “oomph” from it …so our regular readers may think of this as this as another in that series.
Start from recent research by ReturnPath showing that about 28% of B2B […]
Continue Reading December 30th, 2009
File this one under “Everything old is new again.” Several observers have noted that numerous utility algorithms have been unnecessarily re-invented for the online world …mainly because that new world’s primarily youthful practitioners weren’t aware that these problems had already been well solved in the pre-Web “old world” of computing.
Which may explain why so few […]
Continue Reading Add comment November 2nd, 2009
Email is back on the hot list again, probably because every B2B wants to squeeze the max possible out of their lead funnel in this economy. We joined the parade recently with some pointers on keeping your subscriber list on-board and engaged.
Just lately we ran into this great post by Paul Gillen, giving us “The […]
Continue Reading October 26th, 2009
As B2Bs, we rely greatly on email marketing to nurture and stay engaged with prospects and customers. So when an article like Jeanniey Mullen’s for ClickZ comes along, it can be very unsettling. But don’t blame Jeanniey; she was only summarizing stats compiled by the Email Experience Council …and here are some of those:
Every year […]
Continue Reading October 16th, 2009
Sure, you “know” it is; you can just feel it in your bones. Plus there’s the odd war story of the customer who tells you they followed your email series for months, and used it as part of the justification for their purchase decision.
Trouble is…
keeping that series rolling takes a significant, very visible investment of […]
Continue Reading Add comment August 19th, 2009
Gary Halliwell, CEO of NetProspex, recently blogged on this topic under the terrific title, “The way of the Dodo… Don’t let your email marketing go extinct.”
The trends he sees happening in B2B email marketing are these:
Out:
the corporate newsletter (“about as readable and as welcome as used bathroom tissue”!)
special offers (they mostly get caught by […]
Continue Reading Add comment August 10th, 2009