Multichannel Marketing for B2B Marketers

There’s one problem with numbered advice lists (as in “Ten Ways to Maximize Your ROI”). Each item suggests another ten, and you can end up with hundreds.

Take the recent article on how to improve your email marketing campaigns. One of the five steps was: “Use the right lists.”

We have no argument with that. But doesn’t the subject deserve more than a single bullet point?

The author should have noted that good email marketing lists are found on the rental market, and that it pays to enhance and profile your own list. continue reading…

There’s only one thing to do: Let them go.

This isn’t a guideline—it’s the law of the land. Can-Spam requires that you post an opt-out message and mechanism in a visible place, and quickly honor requests.

That said, you can improve your email performance—and build trust—by following these suggestions: continue reading…

As we have long predicted, “a soft economy is driving renewed focus on email marketing.” That’s the word from Forrester, which last week released some findings from its latest email wrapup.

Foremost among the findings was that email marketers expect more from their vendors. continue reading…

When Sean Sullivan started out at Edith Roman in 1991, his department had a single shared computer, but it soon got more. “Now, if a computer’s down for even 10 minutes, we can’t figure out how we ever did without it,” Sean laughs.

It’s a good thing that Sean is so used to change. As a vice president of list brokerage, specializing in the electronic distribution, manufacturing and retailing sectors, his job is to help clients find their way through an ever-shifting marketing landscape. continue reading…

Oh, for the good old days of 2002. That’s when email performance was at its peak, according to MarketingSherpa.

While email performance has dropped over the years, it’s on the upswing again for companies that follow best practices.

The drop in performance was based on many factors. “Email matured, inboxes filled up and other media worked their way into business and personal life,” MarketingSherpa says. continue reading…