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| | THE POINT
JUNE 20, 2012 Top 10 Tips for Better Email Templates
Plus they display more information at a glance (i.e. You’ll have less control over font display, but as HTML, your headline will always be visible, even with images turned off in Outlook. The success of an email campaign depends on a number of variables, chief amongst them the quality of your list and the attractiveness of the offer. But one other element plays a key role even before you write one word of copy: the design template. However, if the creative foundation for those campaigns is suspect, even the best technology simply results in a faster time to failure. Use sidebars.
| | THE POINT
JANUARY 13, 2012 5 Best Practices You Can Borrow From This Email Campaign
It’s not perfect by any stretch (the copy could use some improvement – more on that later) but many of the techniques on display are simple, straightforward best practices you can easily apply to your next lead generation campaign. Make the offer look like an offer. The free guide on offer is an ebook, a downloadable PDF. Misleading, you say? Perhaps. Repeat the call to action.
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| | THE POINT
OCTOBER 18, 2012 B2B Display Ads with Demographic Targeting: Why Doesn’t Google Do This?
Earlier this week, San Francisco-based Demandbase announced its “ Company Targeted Advertising ,” a new platform that allows B2B marketers to target online display advertising either to specific companies (by name) or those that meet specific corporate attributes (company size for example, or vertical industries). Technically, it should be possible.
| | THE POINT
MARCH 29, 2012 3 Ways to Make Your Corporate Blog’s Sidebar Work Harder
These days, however, it’s not enough to simply display a row of icons (RSS, Tweet, Email) and expect the reader to act. Want a simple way to have your corporate blog show measurable results? Take a hard look at your sidebar. Here are 3 techniques guaranteed to make an impact: 1. Promote subscriptions prominently. Offer downloadable content. Increased Developer Productivity. Download Now.
| | THE POINT
JULY 1, 2010 Do Email Open Rates Really Matter?
When the client or browser used to display the email requests that image, then an “open is recorded for that email by the image’s host server.. Open rates are generally paid more attention than they’re due. The ugly truth is this: an open rate is NOT an accurate measure of how many people opened or read an email, neither is it an absolute measure of a subject line’s success.
| | THE POINT
MARCH 11, 2010 7 Mistakes To Avoid In Your Next Webinar Invitation
The campaign below from Parallels , a Swiss-based software company, provides a handy illustration of those techniques by displaying what key mistakes to avoid. If you must use graphic images in an email (when most email clients won’t display them anyway) at least have them relevant to the topic or the event itself (for example, a headshot of the featured speaker). For example: 1.
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THE POINT How Much Copy Do I Need On My Landing Page?
| TUESDAY, MAY 8, 2012
ads, text links, and PPC (search) ads impart very little information. An effective landing page does two things, I would argue: 1) it validates the viewer’s decision to click on whatever ad it was that led him or her to the page in the first place, and 2) it closes the deal. The amount of copy that it takes to accomplish these tasks: make the reader feel good about the decision to respond, and drive him or her to complete the required form, varies widely. However, as a rule, copy length depends primarily on two factors: the type of campaign, and the type of offer. MORE >>
THE POINT 3 Crucial Tips for Promoting Live Product Demos
| MONDAY, SEPTEMBER 24, 2012
As an unvarnished display
of your product’s capabilities, a product demo is only ever going to appeal to prospects at the latter stages of the selling cycle. Let’s face it; a live product demo is a tough sell. So how do you make sure that a demo attracts those critical buyers who are actively evaluating solutions like yours? Here are 3 tips to consider: 1. Sell the demo, not the product. Take a look at the email below from RingCentral , a provider of VoIP (cloud-based) phone systems for small businesses. Click on the image for an expanded view.) Treat the demo like an event. MORE >>
THE POINT 5 Mistakes to Avoid in Your Next Email Campaign
| FRIDAY, APRIL 29, 2011
Worst crime on display
here: the offer is completely buried. Can a campaign about how to improve email design be a prime example of how NOT to design an email? If it’s the campaign below, received this week from Lyris , an email marketing software company, the answer is (in the view of this blogger): yes. Let’s start with the subject line (not seen here): Optimizing Email Productivity and ROI. First, almost the entire phrase is a marketing cliché: optimizing, productivity, ROI. Productivity alone is the biggest throwaway term in marketing; it means absolutely nothing. and so on. MORE >>
THE POINT MobileIron Harnesses End-User Demand to Drive Mobile IT Sales Leads
| WEDNESDAY, MAY 30, 2012
Spear developed a multi-step demand generation program that combined online text and display
advertising, mobile landing pages, social sharing, and automated email response powered by Marketo , MobileIron’s marketing automation platform. Spear created both text and display
ads (see image at right) to run on mobile advertising networks targeting the two largest constituencies of mobile workers, those that use iPhones and Android devices. If end users want your product, but their IT department makes the purchase decision, can you leverage that demand to drive IT sales leads? MORE >>
THE POINT 7 Lead Gen Techniques I Learned From My Junk Mail
| THURSDAY, APRIL 30, 2009
But the very fundamental direct marketing principles on display
here [.]. Sometimes it pays to look outside your normal circle of peers for inspiration. Here’s a postcard I received recently from the Washington State Department of Fish & Wildlife. What do fishing licenses have to do with B2B demand generation? Not much. MORE >>
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