E-MAIL MARKETER INSIGHT STORY ARCHIVE
TOP STORY
Integrating social, mobile and email marketing efforts can be complicated, but it's increasingly important for marketers that want to connect with customers and prospects.
June 06, 2013
Marketers today can use more media channels than ever to reach their target audiences, but along with that opportunity comes a significant challenge: the need to track prospects who move from one device to the next and back again.
May 23, 2013
Global open rates for email messages are overwhelmingly trending mobile, with 38% of emails today opened on mobile devices, according to a recent ExactTarget white paper, “Designing for the Mobile Inbox.
May 09, 2013
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Integrating social, mobile and email marketing efforts can be complicated, but it's increasingly important for marketers that want to connect with customers and prospects.
June 06, 2013
Marketers today can use more media channels than ever to reach their target audiences, but along with that opportunity comes a significant challenge: the need to track prospects who move from one device to the next and back again.
May 23, 2013
Global open rates for email messages are overwhelmingly trending mobile, with 38% of emails today opened on mobile devices, according to a recent ExactTarget white paper, “Designing for the Mobile Inbox.
May 09, 2013
Marketing automation is changing the way email marketers do their jobs.
April 25, 2013
As email marketers, it's easy to remain focused on the next campaign, forgetting that the success of it and of subsequent efforts rests significantly on the quality of subscriber lists.
April 11, 2013
Marketers spend so much time crafting the right subject lines and email copy that they may neglect something that's equally important: the landing page.
March 28, 2013
Marketing technologies and techniques typically emerge in the b-to-c world, making their way to b2b marketers six to 12 months later. Some never make the leap because of b2b's longer selling cycles and smaller list sizes.
March 14, 2013
When it comes to email, there are four categories of permission—explicit, implicit, secondary and no permission—and yet few marketers know what kind of permission they used to develop their lists.
February 28, 2013
Sometimes, in the rush to take an email marketing program to the next level, some of the more basic strategies are overlooked. When that happens, said Jeanne S. Jennings, a consultant for Email Marketing Strategy, campaigns often suffer.
February 13, 2013
A new year (and a new budget) may inspire some marketers to consider switching email service providers. While price is always an issue, there are other variables that matter more, said Polina Polishchuk, technology editor at NextAdvisor.com, an independent research site.
January 31, 2013
In January 2012, 15 email services providers, financial firms and message security companies—including AOL Inc., Google Inc., Microsoft Corp., Return Path and Yahoo Inc.—founded DMARC.
January 17, 2013
We, as a society, love our reruns. (Case in point: “Friends” has been running every night for the past eight years even though its last episode aired on May 6, 2004.) There's something comforting in the familiar.
January 03, 2013
Every year around this time, marketers, industry pundits and vendors begin to speculate about the coming year. Marketing solutions provider Message Systems this month released six predictions for 2013.
December 06, 2012
Sending email to Canadians as part of your b2b email marketing efforts? You may want to review opt-in procedures in advance of legislation that could be passed by the Canadian government next year.
November 08, 2012
Unless your product or service changes often, it's likely that your email preference center hasn't been modified in a while. But email marketing is constantly evolving, and your preference center should be, too.
October 25, 2012
A clean list—one that contains only active, engaged readers—is important for a number of reasons. It provides better analytics, conversions and fewer spam complaints.
October 11, 2012
Whether an email address comes from a bowl at a trade show or a form on a website, the first message it generates sets the stage for your entire professional relationship, said Christina Galbornetti, director-creative services at data warehouse and technology firm V12 Group.
September 27, 2012
List segmentation—breaking the customer or prospect list into different groups and tailoring messages to those groups accordingly—can help raise response rates, but plenty of b2b marketers aren't making the most of their efforts.
September 13, 2012
Marketers are often so focused on getting prospects into the sales funnel that they may forget that getting them to the bottom of the funnel is the real goal. After all, prospects aren't worth anything if they never convert.
August 30, 2012
ASK THE EXPERT
As marketers, we're obsessed with our brand reputation; it's what we live and breathe for. But do you protect all aspects of your brand, including your email delivery reputation? Email deliverability encompasses all the issues related to your email reaching your lead's inbox successfully.
June 06, 2013
BtoB recently spoke with David Daniels, CEO of the Relevancy Group, a provider of market research and consulting services, about b2b email marketing trends and best practices. Daniels highlighted video within emails as a trend that's finally gaining traction among email marketers.
May 23, 2013
Congratulations! Your lead sees your email in his or her inbox and is currently viewing it from the preview window. You now have 3½ seconds to engage this person with your email. Can they see your call to action?
May 09, 2013
Personalization in email is a perfect way to connect with your audience on, you know, a personal level. It could even boost your campaign's open rate. But when you get the personalization wrong, it can give off an amateur vibe or, even worse, make your reader feel completely irrelevant.
April 25, 2013
How many emails do you get a day? How many do you actually read? It's very easy to gloss over the majority of the marketing email that enters your inbox, so getting your marketing email to rise above the rest starts with an engaging subject line.
April 11, 2013
What are the easiest things you can do—without adding significant costs—to improve email response rates right now? First, focus on increasing the number of “sends” for a singular offer.
March 28, 2013
Marketers have seen the number of channels used to access customers—email, CRM, social, mobile, etc.—grow. Each of these channels typically siloes its data.
March 14, 2013
Everybody's in a hurry these days—in person and online. When you're rushing to get a mailing out, it's important to remember that if you take the time to add your own finesse and flavor to your email campaign, it'll go a long way with your audience.
February 28, 2013
We've all received the email from senior management stating we need more social in our b2b marketing efforts; but how can we do that? In our more familiar channel of email, we push our messaging, our brand and our solutions to a targeted list of leads who may ignore our email or, worse, mark us...
February 13, 2013
Before diving into the advantages and disadvantages of both HTML and text emails, we need to first define each type of email—in actuality, we are looking at three types of emails.
January 31, 2013
In November, StrongMail Systems surveyed online more than 1,000 business executives across a variety of industries to determine their biggest digital marketing challenges in 2012 and their plans for 2013.
January 17, 2013
In the new year, marketers are looking to improve upon the past year's email efforts. To help marketers fine-tune email strategies, Jeff Nicholson highlights three trends for 2013.
January 03, 2013
Your job as a b2b marketer is to gauge the right amount of content for your target audience. Within the email channel, you have fractions of a second to engage your lead to open your email.
December 06, 2012
Your list could be the culprit. Consider penny candy—that eclectic mixture of gummy this and sugar-coated that, with inedible plastic lips and sour patch kids masquerading as gummy watermelons.
November 08, 2012
If there is any topic that makes a marketer superstitious, it's email launch times. Most marketers don't want to send on Monday or Friday, fearing their email will be ignored; Mondays feel too early in the workweek, while Fridays are too late.
October 25, 2012
The data are clear: Video content is the fastest-growing segment of online advertising. According to eMarketer, more than 50% of the U.S. population views videos online. MediaPost reports the number of marketers that plan to use video in email campaigns skyrocketed fivefold between 2009 and 2011.
October 11, 2012
First, let's define what we mean by A/B split testing. A/B split is the comparison of two components in a digital campaign to improve conversion rates. Half of your test base will receive one variation, the other half will receive another.
September 27, 2012
These days, it can be tricky to stand out in the inbox, given how much email your recipients receive on a daily basis. The key to avoiding a quick dismissal is delivering an email your subscribers can rely on. Here are some easy ways to improve the look of your email campaigns:
September 13, 2012
The battle of the inbox continues. With the average number of emails a person receives increasing annually, reaching your prospects in their inboxes is a struggle.
August 30, 2012
Increasing your conversions is easier than you might think, but you have to consider the customer experience first. Here are some tips to boost your numbers:
August 16, 2012
Small businesses rate email and social media marketing channels as the easiest to use and the most cost-effective for customer communications and marketing. No wonder social media is everywhere.
August 02, 2012
Understanding how an email campaign influenced your audience is not always easy. There are many factors that could contribute to why your customers engage at any particular time. Let's take the example of a conference for which you are trying to get registrations.
July 16, 2012
NEWS BRIEFS
Beltsville, Md.—Marketing software company Vocus Inc. has added new email features to its Vocus Marketing Suite, including event-driven messages automatically triggered by date.
May 29, 2013
San Bruno, Calif.—Marketing technology company Responsys Inc., continuing to move beyond its email service provider roots, has launched a more full-featured cloud-based marketing service.
May 28, 2013
BtoB has started accepting submissions for the annual BtoB's Best Awards. These awards showcase our annual picks of the year's best advertising and top marketers. We will accept entries for the year's best creative advertising in 16 categories.
May 20, 2013
New York—Seventy percent of marketers and 77% of agencies said they have used branded content as part of advertising in the past year, according to a survey by global newspaper website MailOnline.
May 20, 2013
Atlanta—Digital marketing technology provider Silverpop has launched Email Insights, an application that enables marketers to preview emails in 30 different email clients.
May 14, 2013
New York—Email marketing, while virtually a legacy channel, continues to adapt—slowly—to content and mobile marketing, according to a new study by BtoB.
May 13, 2013
Atlanta—Email marketers experienced an average open rate of 19.7% last year, although top-performing companies had an open rate almost twice as high, a report from email marketing services provider Silverpop found.
May 08, 2013
Sunnyvale, Calif.—KANA Software updated its KANA Response email management solution used by customer service representatives, adding enhanced analysis of customer sentiment.
May 08, 2013
San Bruno, Calif.—Email marketing company Responsys Inc. has announced a new service that unifies customer preferences and permissions across marketing channels.
May 02, 2013
Indianapolis—Digital marketing company ExactTarget announced the opening of an office in Singapore. The new location expands the regional presence for the company, which also has an office in Australia.
April 18, 2013
Portland, Ore.—Email service provider Yesmail Interactive has introduced a data hygiene service designed to improve email deliverability rates.
April 17, 2013
Los Angeles—Campaigner, continuing to extend its product lineup beyond its roots in email marketing, has launched a sales process management tool that tracks sales rep activities and reports on sales metrics.
April 16, 2013
Boca Raton, Fla.—The prices marketers pay to rent prospect email addresses have fallen steeply due to a surge in the availability of email addresses, according to a report by list management company Worldata.
April 12, 2013
Waltham, Mass.—Constant Contact is making third-party applications available through its new AppConnect development platform, enabling marketers to include images, videos and other rich elements in their email campaigns.
April 12, 2013
New York—Organic search campaigns, email marketing and paid search are considered the top channels for delivering strong returns on investment, according to a new study by market researcher Econsultancy.
April 11, 2013
Portland, Ore.—Email marketing company Yesmail Interactive has upgraded its Market Intelligence platform to include tracking of photo-sharing site Instagram and data on competitors' campaigns.
April 09, 2013
BtoB has opened the nomination process for its 2013 Top Digital Marketers special report, which will be published in the June 10 issue. BtoB will honor 25 people who demonstrate vision and innovation in their digital marketing efforts.
March 25, 2013
Irvine, Calif.—Smartphones are the top mobile device used to access work-related information by remote employees at small and midsize businesses, according to a report from Sage North America.
March 19, 2013
Dallas—The volume of triggered email, messages customized and sent automatically in response to a prospect’s online behavior, rose 73% in the fourth quarter of 2012 compared with the same period a year earlier, according to a report by multichannel marketing company Epsilon.
March 18, 2013
New York—Email volume overall increased 5% in the fourth quarter of last year compared with the year-earlier period, according to the Experian Marketing Services 2012 Q4 email benchmark report. Unique open rates increased 12% in the same period, the company said.
March 11, 2013
San Mateo, Calif.—Marketing automation company Marketo Inc. plans to go public sometime this year. The IPO is expected following a review by the U.S. Securities and Exchange Commission of papers filed this week, the company said in a statement.
March 01, 2013
San Francisco—VerticalResponse, a provider of email and social media marketing services to small businesses, has released an email template creation tool.
February 22, 2013
BtoB's EMAIL Marketing Coverage
E-Mail Marketing: BtoB’s e-mail marketing stories include case studies, news analysis and trend stories that b-to-b marketers can use to stay up to date about e-mail marketing, CAN-SPAM legislation, email metrics, deliverability, e-mail service providers, e-mail marketing software, email authentication, open rates, bounce-backs, unsubscribes, HTML e-mails, web bugs, blacklists, opt-ins, double opt-ins, list segmentation, and email tracking.
