Tagged 'B2B email marketing'

Are your email subscribers suffering from inbox exhaustion?

Posted by James Trumbly on May 30th, 2012 at 1:00 pm

We know that your popular but there’s a limit to how often your email subscribers want to see a message from you in their inbox.
Have you ever thought about sending a follow-up email just a day after the initial email? Think again. There are two words you should consider deeply when you’re thinking about how often to send emails.
Inbox Exhaustion
Inbox exhaustion may sound like a serious problem, but you can totally avoid it. Inbox exhaustion occurs when you send way too many emails to your subscribers, wearying them with emails and making them unsubscribe, or even complain that you’re sending spam.
Now there isn’t a convenient guide telling you just how often you can email your subscribers. It’s just common sense. Even so, a lot of marketers ignore their common sense, especially near the holidays. Really, who wants to get an email from your company, or any company, every day for days on end? It’s annoying. And it’s inbox exhaustion – when the subscriber is worn out and frustrated by frequency.
How can I tell when often becomes too often?
Keep an eye on your stats. When you send out more frequent emails do your opens and clicks stats remain steady? Or do... Read more

Your Top Priority Is Growing The SMB Revenue Base – Now What?

Posted by Tony Zambito on April 16th, 2012 at 8:35 am

This is part 1 of a series on the challenge of targeting SMB markets and how the use of target buyer modeling and buyer-based marketing help organizations to grow their SMB customer base.
As we continue to come out of the deep freeze over the last few years, we are beginning to see encouraging signs of an economic recovery. However, the purse strings are still drawn tight and new patterns of buying has created an atmosphere of even more exacting pricing pressures from enterprise-wide level buyers and accounts. This means less room for revenue growth to come directly from the fabled 20-30 percent of large customers who typically have made up 70-80 percent of total revenues. This is how a VP of Sales in the software industry put it to me recently in my research:
“Here is what it looks like…we are actually selling more of our product into our larger accounts than ever before….but…over the last three years we've faced stiffer competition that has driven our pricing down. So the net-net has been that we are just holding on as best we can to these larger accounts. Another words, we are not getting significant real... Read more

In Email Marketing, Testing Never Stops

Posted by Janine Popick on July 26th, 2011 at 9:50 am

In email marketing, every email is an opportunity to test and refine the creative. A simple tweak in your email campaigns could squeeze in some additional clicks, opens and even extra revenue from your subscribers. So where do you start?

How To Improve Email Relevancy and Deliverability

Posted by Courtney Wiley on February 24th, 2011 at 2:28 pm

It’s true that subscribers are more selective these days when it comes to the messages they choose to open and read. And it doesn’t help that about 50% of email marketers continue to blast their lists with irrelevant content. Irrelevancy is today’s #1 reason why your subscribers unsubscribe . . . and also why your email doesn’t get delivered.
Take a look at this chart from the folks over at MarketingSherpa:

How’s your rate compare with the industry standard? Not so good, eh?
Do you use segmentation for content personalization when it comes to your email strategy? How do you manage your deliverability frequency? Difficult, isn’t it? Then I assume you agree that relevancy—sending the right message to the right person at the right time—is the most significant challenge for digital marketers.

To help you out, here are 10 email deliverability tactics that directly affect relevancy:
1. Know your inbox placement rate
2. Monitor your reputation!
3. Get a seed list monitoring tool
4. Purge dead addresses
5. Win back “inactives”
6. Clean out the dead ones
7. Manage frequency
8. Perform a complaint analysis
9. Maintain a permanent home
10. Have a solid infrastructure
BTW, feel free to join CLUB INBOX. It’s a brand-new online community dedicated to helping marketers ensure their emails get... Read more

Why B2B Email Marketing Segmentation Is Like Running A Restaurant

Posted by Brady Cohen on July 22nd, 2010 at 2:06 pm

Have you ever worked in the restaurant business?  Ever managed a restaurant?  If you have, you know how different each day can be and how different each customer can be.  No two days, or two customers are the same.  For anyone who has not worked in a restaurant, you’ll still appreciate this as long as you’ve been to a few different restaurants in your life.
As B2B marketers, we need to think of email marketing in the same light as a restaurant manager would run his or her business.  Here’s why.
The Menu Design
When a restaurant designs a menu, they take several things into account.  First, there is the aesthetic – the look, the feel.  They consider what types of materials are used, what the layout will be and how this translates to the overall experience they want customers to have.  How does the menu support the overall experience?
In terms of how this relates to B2B email marketing, think of your email as a menu.   How are your email templates designed relative to your overall brand?  Does your email marketing support your other digital marketing?  Is it consistent... Read more