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 [...]
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 [...]
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 [...]
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 [...]
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 [...]
Continue Reading Add comment August 10th, 2009
Most B2Bs use ongoing email as a primary element of their prospect-nurturing program. Most of them, however, probably use it in “sermon” style: I talk, you listen …and that’s even if they’ve gotten away from sell/sell/sell-type messages and into more subtle ones aimed at thought leadership. This is unfortunate, since email is the medium that [...]
Continue Reading Add comment August 3rd, 2009
Most B2B marketers (including eMagine) rely heavily on email marketing for lead nurturing during our lengthy sales cycles. Most of us therefore worry about our unsubscribe rates …and should worry even more about the generally larger group that isn’t reading our emails, but doesn’t even bother to unsubscribe. There are many reasons for this, but [...]
Continue Reading Add comment July 2nd, 2009