Email Marketing

K’s Top Five for the Week – March 6

K’s Top Five for the Week – March 6

This week’s top five list focuses on two elements of your marketing mix.

First, email marketing. It’s far from dead, but the results you get can change dramatically depending on your approach. This week’s first two picks show how email marketing is about more than the email and whether it’s considered to be interruption or welcome is all in the list.

The other three posts talk about content marketing. What to create. How far to explore it. And where the content creation opportunities lie.


Email Marketing: Improve conversions with better landing pages via @MktgExperiments Do you think email marketing is just the email? Many things determine the success of an email campaign and the email is only one. Of course the quality of your list is a big one. And the other? The landing page the email points to. Check out this case study on how a team raised ...


K’s Top Five for the Week – February 13

Hope your week was a good one! Mine was certainly busy. I attended a couple of excellent webinars that kind of reinvigorated me and gave me some food for thought.

This week my top five picks hit everything from mobile marketing to marketing mix to why your customers are avoiding you when you try to reach them.

Take a look and let me know which pick you like the best.

Essential Mobile Marketing Resources via @TopRank If you’ve been watching what’s happening with the convergence between marketing and smartphone usage, you know that mobile is big. Phones aren’t just for calls and texting anymore. Find out some great resources for keeping up with what’s happening in mobile.

5 Steps to Creating an Effective Content Mix via @junta42 With all of the demand to create “fresh” and “remarkable” content it’s no wonder that planning content can get overwhelming. Not to mention ...


The Science of Email Marketing

While I don’t deny that marketing has an element of art to it, I’ve come to believe it is more a science than an art. I’ve also come to believe if more marketers practiced marketing as a science they (and their companies and bosses) would come out farther ahead.


Because it’s not like the old days when the only thing you could measure was direct mail (which is one of its enduring charms.) With the advent of the Internet, everything is measurable..and where there is data, there is the foundation for science.

I find data very interesting. And so yesterday, in my search for more information on email marketing, I attended Hubspot’s webinar on The Science of Email Marketing. And I loved it. In fact, there was so much great information I had to write a quick post to share with you some of the insights I gained and ...


Five Tips for Great Email Newsletters

The rise of social media has some folks predicting the death of email. Not so fast! According to Forrester Research, email marketing is alive and well. Forrester predicts that by 2014 marketers will spend $2 billion on email marketing.

The rise of social media and mobile technology has actually made email more important. Email can point customers to social sites. And with a smart phone, email can reach customers anytime and anywhere. No longer is email (or the web) tied to a computer.

Enter email newsletters.

Done well, email newsletters still play an important role in any marketing program. Done poorly, newsletters can do more harm than good. But most newsletters fall somewhere in the middle. They don’t do a great job, but they don’t make the company look awful either.

They’re just there. Going out every month, and sitting in the inbox of recipients. Mediocre newsletters are a wasted ...


B2B Buyers Value Content Differently than Marketers

Let's face it. Content is expensive. It takes time to create and you want any content you create to build as much benefit for your marketing program as possible. Do you understand which content your buyers value most?

New research from Marketing Sherpa indicates most marketers value their content very differently than their buyers do. The study specifically looked at which type of content inspires click through from a vendor e-mail. In the study, both marketers and buyers rated which content they felt would drive clickthroughs. And their answers differ remarkably.

The content most highly rated by marketers:

  1. Educational Content (92%)
  2. Free Research Reports (86%)
  3. Peer Best Practices (79%)
  4. Competitive Comparisons and Buying Guides (77%)
  5. Interactive Peer Comparison Tool (74%)

Notice that marketers place a heavy emphasis on educational content and research. Industry information and promotional content appear much lower on their list (not in the top 5). Contrast that with the opinion of ...