Why This Holiday Email Campaign Misses the Mark

The Point

It’s that time of year again, and B2B marketers everywhere are dusting off the usual holiday clichés in an attempt to weave good cheer into their demand generation campaigns. Take the email campaign below from security vendor Symantec.

AVNET Interactive White Paper

The ROI Guy

Challenge AVNET wanted to deliver thought leadership insights on potential opportunities and solutions to each prospect, and accomplish this without having to develop and maintain separate white papers for each industry. Click here to see a sample of a customized white paper.

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Winning B2B Email Campaign Keeps it Simple

The Point

In B2B email marketing , does short copy always win over long? You won’t see or find many shorter B2B emails than the one below from BounceX , a New York-based developer of “behavioral automation tools for digital marketers.” To me, this is a campaign that works.

Email Campaign or Essay Question? You Decide.

The Point

Let me count the ways in which this campaign went off the rails: 1. The header is one image, which means the majority of email readers (who turn images off by default) won’t even see the large Integra logo, the smiling man, or the quizzical headline. This email does none of the above.

How B2B Marketing is Changing in 2018

Which types of content assets (white papers, ebooks, video, etc.) to allocate limited funds across spending types (campaigns, people, tools) and tactics. grail of marketing metrics: campaign ROI. advertising and outbound email marketing. 1How B2B Marketing.

How Exclusive B2B Content Can Increase Your Leads and Email List

KoMarketing Associates

You are regularly creating content to get traffic and conversions, but is it really turning into the lead and email list numbers that you or your executives are expecting? Require an email address or contact information for big pieces of content, like ebooks and white papers.

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29 Tips to Improve B2B Email Campaign Performance

The Point

Email results not what they should be? Try these techniques to improve the performance of your next campaign: 1. Include a text link at the top of the email to give the recipient the option to view the email in their browser.

Email Campaign Gets an “A” on Design, “F” on Offer

The Point

At first glance, the email below from security solution provider Symantec seems engaging, attractive, and well-designed. From a lead generation perspective, however, the campaign is a hot mess. This campaign is a perfect example.

How to Generate More Opt-ins With Your Email Marketing Campaign

Modern Marketing

In this age of information overload, it’s not easy to entice people to sign up for yet another email marketing subscription. Studies show the average corporate employee receives approximately 105 emails per day. You may also want to include an incentive in your email.

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2 Email Campaigns Show How (and How Not) to “Sell” Content

The Point

Two email campaigns that arrived in my inbox recently serve as useful illustrations of how best to promote informational content. One, a white paper offer from sales tax automation company Avalara , is a plodding recitation of facts that does little to grab the reader.

3 Ways to Expand Your Content Marketing Strategy Beyond Blog Posts

KoMarketing Associates

In KoMarketing’s 2014 B2B Web Usability Report , 38% of buyers consider case studies, white papers, articles, and blog posts as “must have” content. White Papers. Email Newsletters.

Why & How to Test Subject Lines on Your Next Email Campaign

The Point

If you took a poll of B2B marketers (see below), my guess would be that only a small percentage test email subject lines with any regularity. The key benefit of a subject line test is not the lesson learned from one campaign.

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5 Mistakes to Avoid in Your Next Email Campaign

The Point

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.

4 Reasons No One Likes Your Email Campaigns

Modern Marketing

Whatever the case, you definitely don’t want to feel remorseful about your email marketing vendor. If you’re launching email campaigns, but you’re not seeing the results you expected, don’t blame the sales guy…yet. There are four common reasons why you may be experiencing roadblocks and some email marketing tips to combat them. Think of sending an email like applying for a credit card. What your email says and how you say it are two different things.

How to Get More Responses From Your Cold Emails

Single Grain

Before reading this action-packed, example-laden article, check out our 3-minute video on cold emails from our Leveling Up YouTube channel : Cold email is dead…or at least it is for people who don’t know the intricacies of this channel. The average email open rate is 20.81%.

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What is Email Validation and Verification?

Synthio

Having a killer email campaign is an integral part of any marketing plan. But even the best campaign strategy in the world doesn’t mean anything if it never reaches your target audience. What is email validation, exactly? What email validation provider is right for you?

Is It a Case Study or Just a Testimonial?

WriteSpark

Use the brief story as the sidebar for a brochure or white paper, or as an element in an email campaign or Web content. You're excited to have a well-known customer who is happy with your product and ready to talk for case study.

High-Performance Email Marketing for Attracting and Engaging.

Industrial Marketing Today

email campaigns per week, up from 15.4 And that reality of the flooded inbox is very evident from steadily dropping response rates of only 1% to 3% range for traditional email marketing. The old email marketing strategy of batch and blast or spray and pray is no longer effective.

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The Importance of Value-Add Marketing Assets

ActiveDEMAND

The Importance of Value-Add Marketing Assets The key to any lead generation campaign is to provide something of value to your prospects, something they can read, use, learn from or engage with. ActiveDEMAND includes all the tools required to deploy online marketing campaigns.

How to use Video in your Email Marketing Campaigns

Vidyard

Email campaigns are a great way to share your video content, but people are still a bit unsure about how to include video effectively. In this post I’ll share some tips and tricks to help everybody add the special sauce and really amp up their nurturing campaigns.

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Email Critique: Adobe Webcast Invite Keeps It Simple

The Point

I’ve praised Adobe’s marketing design before in this space, and the email below is yet another example of how a well-constructed brand standard can work equally well across multiple media. Here it only appears at the bottom of the email.

Email Campaign, Newsletter and Banner Ad Click-Through Rates (CTR)

WebMarketCentral

When planning online advertising and email promotion budgets, it's critical to calculate the likely ROI upfront whenever possible, as well as to establish campaign benchmarks. marketing agency eMarket2 has published a highly informative white paper with statistics from both the U.S.

64 B2B Marketing Tools and Resources

Marketo

Best Practices for Lead Nurturing — Blind Date to White Wedding (white paper). Lead Nurturing: Triggered Emails, Newsletters and Webinars (blog post). white paper). Using White Papers to Generate and Nurture B2B Leads (podcast with Michael Stelzner). Relevant and optimized landing pages generate higher conversion rates, meaning you get more leads whenever someone clicks your ads or emails. Six Email Marketing Tools and Resources.

9 Types of Interactive Content for Innovative Lead Gen

Act-On

Even when we do create a great white paper, case study, or research report, it can be hard to make it stand out in a sea of similar content. There’s real skill in convincing our prospects this isn’t “just another white paper.”. Interactive white papers and ebooks.

Email Marketing Best Practices from MarketingProfs Virtual Event

Marketo

The first presentation was Email Segmentation Made Easy presented by Sara Ezrin, a Director of Services at an Email Provider, CheetahMail. So why is Email Segmentation important anyway? . Improve email performance metrics. Provide data for ongoing campaign optimization.

3 Best Practices for Repurposing Your Content to Save Time and Money

ScribbleLive

Your finished product could go viral, could inspire thousands of conversions, and could serve as the foundation for your next marketing campaign. You’ll also have tons of great material to A/B test with different segments of your audience, like sending a different asset with an email campaign.

Campaign Makeover: Simple Changes Increase Email Response by 25 Percent

The Point

I received an email recently from Kevin Payne, Senior Director of Field Marketing at customer service software provider [24]7. Kevin writes: “Below is one of our most successful email campaigns. Click on the first thumbnail at right to see Kevin’s original campaign.

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5 Ways to Squeeze the Most Use out of Your Content Offers

Hubspot

Start with a white paper, guide or ebook that you’ve written to support a product or service that you sell. Take sections of content from the white paper and set them up as individual blog posts. 3) Distribute Content in an Email.

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Feeding Sales Is a Process, Not a Project.

Sales Engine

They develop white papers, email campaigns, go to trade shows, and —well, you know, execute on lots of projects. Today, B2B buyers start with an anonymous Google search, which then leads to the consumption of white papers, webinars, videos, blogs, and so on.

Should You Use the Same Landing Page for Email and Online Ads?

The Point

A client asks: “Can I use the landing page from an email campaign for online ads, say: search or LinkedIn, if it’s promoting the same asset?”. Therefore, the objective of an effective email landing page is to 1) validate that decision, and 2) not get in the way.

What’s Your Demand Gen Maturity Journey?

SnapApp

Mature demand gen programs optimize for success in email, paid media, social, events, and the blog. We looked at how marketers are segmenting their database for better email campaigns; engaging with their audience on social; blogging regularly; rigorous A/B testing in paid media; etc.

Seven Powerful B2B Lead Generation Processes and Tools

Webbiquity

Here’s why and how, as a marketer, you may want to integrate new lead generation tools and processes into your B2B lead generation strategy and campaigns. It can automate different sales processes like task assignments, email sequencing, and follow-up appointments.

The Twofold Benefit of Optimizing Marketing Content

Industrial Marketing Today

Keep in mind your marketing content may exist in various forms and formats; company website, blog, email campaigns, press releases, marketing collateral and social networks. This white paper aims to change that perception of them. Get Engineers Can Sell white paper now.

Email Marketing 101: No-One Cares About Your Product

The Point

An effective email campaign has one goal and one goal only: getting the reader to respond to your campaign. All that matters is the white paper, the video, the Webinar, whatever it is that is on offer in the campaign.

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How Big is Too Big? One Email Offer That’s Tough to Ignore.

The Point

As any regular reader of this space will know, I am a fierce evangelist for the “sell the offer, not the product” approach to B2B email creative. This ensures the headline will be visible in most email clients even with images turned off. Wow, that white paper image is ENORMOUS.

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How to Measure Email Success in 2015: A Call to ROI

The Point

Since email continues to be a dominant channel for most B2B marketers, let me suggest that a good candidate for #1 on your “to do” list for 2015 is to improve the way you measure email campaigns. News Flash: opens and clicks do not measure the success of an email campaign.

Feeding Sales Is a Process, Not a Project.

Sales Engine

They develop white papers, email campaigns, go to trade shows, and —well, you know, execute on lots of projects. Today, B2B buyers start with an anonymous Google search, which then leads to the consumption of white papers, webinars, videos, blogs, and so on.