Email newsletters remain a popular marketing tool, but if you’re still doing them like everyone did in 2006, it’s time for a reboot. Typically, that meant full-length stories that required significant scrolling, self-promotional content that provided minimal value, no way to track the most popular articles and other analytics, and little reason for anyone to […]
Case studies can engage prospects as you work toward converting them to active clients. When’s the ideal time to deploy them? Read on for the benefits to sharing your case studies at different points in the sales cycle. At the beginning Case studies are an excellent tool for introducing yourself to prospective customers. They offer […]
Analytics are an important tool in email marketing because they reveal how effective your campaigns are. While it’s easy for me to say that a heavy investment in marketing will yield more revenue for your company, analytics are the data-driven proof. And if things go wrong, analytics can help you determine what didn’t work. For […]
In the digital age, prospects need to trust you before they’ll buy your products and services. A lead nurturing campaign is a straightforward way to develop this trust, beginning when potential buyers show interest by providing their emails in exchange for compelling content. But getting emails is only the beginning. You want prospects to remember […]
I’ve found myself making a lot of calls recently and that means making sure to follow up with my contacts if I don’t hear back from them, need more information or want to thank them for their time. Follow-up emails have become my lifeline and I simply couldn’t function without being able to rely on […]
It’s no secret that people read emails differently than a book or magazine. And when it comes to email structure, F apparently stands for fantastic. According to a Nielsen Norman Group study that tracked subjects’ eye movements across the screen, readers typically view Web content in a F-shape pattern. The average reader scans the top […]
Email marketing is alive and well, but I’m surprised some companies continue to send faux personalized messages with blind pitches like this: “Hi, Dawn — hope you’re well. I’m hoping you might be able to help me out with a favor. I’m looking for an advertising contact at The Simons Group. Have you thought about […]