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Tag Archive: email marketing

B2B marketing tip #156: Sign up

B2B Marketing Tip of the WeekThere’s no better way to monitor the frequency and content of your company’s communications than to receive them, just as your customers and prospects do. Subscribe to communications offered on your website, for lead nurturing programs by contacting your sales team, and through other channels. You may be surprised what hits your inbox—especially in large organizations where departments outside of marketing can distribute their own content.

A colleague tested this approach when opt-out rates began to tick upward. Sure enough, five emails hit his inbox within an hour of indicating interest—a quick fix by sequencing timing in the marketing automation system.

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B2B marketing tip #131: Keep it brief

B2B Marketing Tip of the WeekIncrease open rates on your next email marketing campaign with subject lines of 50 characters or less. Focus on short, action-oriented phrases that make clear what’s inside the email.

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B2B marketing tip #127: Inbox timing

B2B Marketing Tip of the WeekHave an email newsletter or lead nurturing program? Make sure the sales team and executives can enroll new contacts right away, especially for a subscription-based program.

The best time to send the first email is within 48 hours after meeting—not 3 weeks or 3 months later, when prospects will struggle to remember your name.

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B2B marketing tip #86: Reduce your bounce rate

B2B Marketing Tip of the WeekImprove the “stickiness” of your online ads and email campaigns with custom landing pages for each initiative.

Use a simple first page where the design and message mirror the campaign’s creative, and where your offer is front and center. Assign unique URLs to make testing and measurement painless.

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B2B marketing tip #84: Think mobile

B2B Marketing Tip of the WeekWith the abundance of smartphones and tablets, B2B websites and emails need to work in multiple platforms—not just on the desktop.

Review your creative and adjust design and content elements to make a splash in both worlds. Test periodically on different devices and browsers.

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B2B marketing tip #81: Don’t forget the postscript

B2B Marketing Tip of the WeekAdding a P.S. to your email or direct mail communications is a quick and effective way to boost response. It’s one of the most read elements of a message.

Make yours more than a mere afterthought—summarize your key message and include a compelling call to action.

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B2B marketing tip #47: Ace this exam

B2B Marketing Tip of the WeekMarketing is a constant learning curve, making campaign testing a must.

Split your list into two or more random segments, testing only one variable at a time with a single group. Repeat successful findings with a larger group to verify results.

For online campaigns, use testing to determine which subject lines, offers and days of the week produce the highest open and click-through rates.

Follow the B2B Marketing “Tip of the Week” every Monday for a short, practical recommendation to improve your marketing effectiveness. Looking for suggestions in a specific area? Tweet me your request @ThinkSpringMktg or contact me.

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