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…

They’d better be. For that’s where your email may well be read.

U.S. consumers spend 41.6% of their mobile Internet time on email, according to a new study from Nielsen. That’s up from 37.4% last year. And the percentage must be even greater for on-the-go business professionals, who conduct serious communications via their mobile devices.

In general, nothing else even comes close. Web portals get an 11.6% share of time. And social networks barely make it into the double digits with 10.5%. Yet those are in the top three. 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 every marketer knows, email response can be affected by dozens of variables: The subject line, the offer, the call to action, the time of day. Here’s a new one: The weather.

Yes. A study from a British firm named Pure360 shows that people are more inclined to open and click through during good weather.

We all know, of course, that postal mail response can be affected by the elements. Planes are held at airports during thunderstorms. Trucks and postmen are delayed by snow. And the consumer’s needs shift with the seasons. continue reading…

Are you sitting down? A new report states that people who buy industrial equipment now research their decisions online.

That wouldn’t be news in most industries, but this field has “lagged behind the general consumer market on the adoption curve of online marketing,” according to new report by consulting firm Frost & Sullivan.

“Previously, end-users engaged in a laborious method to acquire a product or service,” the report states. “After identifying a product need, they consulted with co-workers and on-hand manufacturer catalogs to research the type of product and its typical usage.” continue reading…