Archive for the ‘Email Marketing’ Category

Technology ‘being embraced by B2B marketing professionals’

Posted: October 11th, 2010 by Marketscan comment-icon 0

Portable devices are becoming increasingly popular platforms for B2B marketing efforts, it has been claimed. Tim Elkington, head of research at the Internet Advertising Bureau (IAB), said smartphones, iPads and other portable devices are increasingly becoming the focus of B2B marketing efforts as more people are embracing this technology. Indeed, this has opened up new avenues for marketing professionals that would not have been possible even a few years ago. He commented: "There is such a broad range of possible… Read more »

B2B email marketing ‘must be engaging’

Posted: October 8th, 2010 by Marketscan comment-icon 0

Companies have been advised that B2B email marketing professionals must ensure the content they send to clients is engaging. Matt McNeill, chief executive officer of Sign-Up.to, said providing information-rich correspondence to clients is often the best way to boost click through and open rates. He commented: "Ultimately, it comes down to meeting the expectations of your audience and ensuring that you have an engaging message in every campaign." Mr McNeill added that B2B email marketers tend to get a better… Read more »

Verification ‘important for B2B direct mail’

Posted: October 7th, 2010 by Marketscan comment-icon 0

Companies have been advised that putting in place a comprehensive address verification system can help cut waste and reduce costs. David Sims, contributing editor for TMC Net, said firms can waste vast amounts sending correspondence to wrong addresses and this is a problem that can be easily rectified by doing a little research and keeping data lists updated. "One area where businesses continue to see significant budgetary waste is around inaccurate contact data – that's why address verification software is… Read more »

Direct mail campaigns encompassed in digital

Posted: October 6th, 2010 by Marketscan comment-icon 0

Businesses have been advised that the popularity of direct mail campaigns has not dwindled in recent years, it has simply been incorporated into digital marketing endeavours. Howard Draft , executive chairman of DraftFCB USA, told the Economic Times that direct marketing is more relevant than ever because of the use with which it can be achieved using digital technology. "In the past, direct mail, postage and production became expensive and direct marketing became unviable. But today, we have a worldwide… Read more »

Complaints versus low open rate for B2B direct mail

Posted: October 5th, 2010 by Marketscan comment-icon 0

Companies have been asked whether it is preferable to have a low open rate or a high complaint rate regarding B2B direct mail. Blogger Kara Trivunovic wrote for the Email Guide that companies will always look to avoid both scenarios, but should the worst happen then it can be infinitely better to have a low open rate than to receive a lot of complaints. She noted: "Your open rate can be turned around; you can employ new tactics and approaches… Read more »

Opt-in decisions for B2B email marketing professionals

Posted: October 4th, 2010 by Marketscan comment-icon 0

B2B email marketing professionals have been advised to weigh up the benefits of opt-in versus opt-out for email marketing. According to Jeanne Jennings in her blog for ClickZ, companies must be aware of the benefits and drawbacks of each approach. Indeed, employing an opt-in strategy is the norm and ensures all those receiving email correspondence have given permission to do so. However, this can have a more limited market as people have to actively choose to get involved. Conversely, opt-out… Read more »

Reactivation emails ‘can stimulate lapsed sales leads’

Posted: September 30th, 2010 by Marketscan comment-icon 0

B2B marketing practitioners keen to stimulate lapsed sales leads have been urged to conduct reactivation email campaigns. Karen Talavera, head of Synchronicity Marketing, explained that a reactivation email campaign consists of identifying inactive leads and clients, segmenting them and targeting them with special incentives if they opt back into a company's mailing list. Writing on Marketing Profs, she also advised B2B marketing professionals to utilise offline methods such as direct mail to connect with inactive leads if online tactics do… Read more »

Don’t fall behind on email marketing best practice

Posted: September 28th, 2010 by Marketscan comment-icon 0

The ubiquity of email marketing has led many firms to think they know it all and have no further need to keep abreast of the latest best practice guidelines. It is very importance to be wary of this type of complacency, as this is how you can slip up and fall behind in the email marketing stakes. Marketing specialist Megan Ouellet, of Listrak, provides some essential tips for industry practitioners, such as engaging customers but being careful not to overload… Read more »

Email marketers ‘include multiple calls to action in their communications’

Posted: September 22nd, 2010 by Marketscan comment-icon 0

A new survey reveals that email marketers include multiple calls to action within their email marketing communications. A report from JangoMail found that almost two-thirds (61 per cent) of email marketers include three or more calls to action in their emails, with the figure rising to 67 per cent among those who report constant campaign success. The study also found almost seven in ten (68 per cent) of email marketers segment their email lists, while 88 per cent typically use… Read more »

Feedback ‘helps improve marketing performance’

Posted: September 8th, 2010 by Marketscan comment-icon 0

Essential customer advice can be used to help marketers improve their campaigns and offerings, an expert has suggested. Media Post blogger Ryan Deutsch explained that there are a number of ways in which client feedback can be more effectively integrated into email marketing campaigns. He suggested that company should assess the needs and requirements of their consumers by engaging with them in the online space via various channels. Mr Deutsch pointed out that a number of marketers have tended to… Read more »

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