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EMAIL STRATEGY
Mary E. Morrison
Social marketing may be trendy, but email marketing remains the bedrock of customer communication for businesses.
Christopher Hosford
To take the pulse of the industry, BtoB East Coast Bureau Chief Christopher Hosford conducted a virtual roundtable of experts to solicit their views on email marketing trends, and the pressures on them from rapidly emerging channels such as social media and mobile.
Christopher Hosford
Business publisher Thomson Reuters' legal unit includes such divisions as West, a publisher of Westlaw online legal research, as well as West LegalEdcenter, an online source for continuing legal education.
Marc Green Senior Manager-marketing Communications, National Starch Food Innovation/ Corn Products International
Here at National Starch Food Innovation, a food ingredient manufacturer that is part of Corn Products International, we invest approximately 20% to 30% of our marketing communications dollars in trade shows.
Email preference centers, also called subscription centers, were once an optional feature of an email marketing program. Now, they have become almost mandatory. Best practices, however, still lag.
Jim Everhart Vp-creative Director, Godfrey
While there are many ways to enhance the collection of user information with email signup activities and b-to-b email preference centers, I am more concerned with other types of best practices, especially those that are more user-oriented.
Karen J. Bannan
Achieving email engagement can feel a little like getting the attention of a busy bartender: It takes a lot of time and energy to be heard over all the other voices.
Greg Brown, Chief Revenue Officer, Extole
Social media is a tremendous tool in a marketer's arsenal that, when used strategically, can serve as fuel to lift all other marketing channels. This is particularly true of email.
Karen J. Bannan
Trade shows have always been a great source of new leads; but, considering travel costs, booth construction, booth rental and collateral printing, they are also one of the most expensive.
Karen J. Bannan
According to audit and consulting company's Deloitte's “2011 TMT (Technology, Media & Telecommunications) Predictions” report, which was released in January, more than 50% of computing devices sold globally in 2011 will be non-PC devices such as smartphones and tablets.
EMAIL LIST MANAGEMENT
Ed Thompson, Pedowitz Group
Have you ever been embarrassed by a prospecting email that was sent to a client who responds asking why you don't know he or she is a customer? Sadly, I have; and here are some of the ways you can avoid making the same mistake.
Karen J. Bannan
Dorman Products sells automotive aftermarket parts to customers that include retailers, jobbers and other aftermarket suppliers. “These are formerly dealer-only parts,” said Gerard Yanuzzi, the company's VP-marketing.
EMAIL ANALYTICS
Karen J. Bannan
When Mark Murphy joined the marketing team at Crestline, a company that provides imprinted promotional products to businesses, he immediately jumped into a complete overhaul of the company's email marketing program.
Kara Trivunovic Senior Director-strategic Services, Strongmail Systems
Determining a level of engagement that a recipient has with your email can be a difficult thing to do, especially if you have limitations in performance visibility beyond the actual email metrics themselves.
EMAIL DELIVERABILITY
Kristin Hambelton VP-marketing, Neolane Inc.
With greater pressure on b-to-b marketers to become more accountable for revenue generation, their email deliver-ability strategies must keep pace. That doesn't mean simply sending more email; it means sending more targeted messages and offers at every stage of the buying life cycle.
EMAIL SOCIAL MEDIA
Rich Karpinski
Using sites like Facebook or Twitter to connect with customers can narrow the gap between small businesses and large ones, but the challenge for small businesses is to focus on their primary line of work while dabbling in social media effectively.
EMAIL MOBILE
KAREN J. BANNAN
Mobile marketing is experiencing a big upswing these days. According to Forrester Research, total mobile marketing spending will reach $561 million this year, a 43% spike from 2009.
Rusty Warner, VP-product marketing, Alterian
Even if you're not leveraging advanced technology to tailor email content to different mobile devices there are still some best practices that help ensure your content is received in the best possible light.
EMAIL INTEGRATION
Karen Bannan
O'Reilly Media serves the technology industry, publishing books as well as holding conferences, offering online courses and producing downloadable videos. Email plays a large part in the company's promotion and sales process.
Karen J. Bannan
Integrating email marketing and search marketing programs can yield big results, but many companies aren't yet taking advantage of this powerful combination.
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