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…

It’s hardly news that you can find a customer’s email address through email append.

But did you know you can do the reverse—get a name and postal address when you have only an email address to go on?

This process is called reverse email append. And it should be top of mind when you’re doing multi-channel B2B marketing.

For one thing, you’ll learn who the buyer actually is. That is, you can enhance your file with business demographics.

For another, you can now test direct mail (assuming you haven’t already done so). You will find, as other marketers have, that response goes up in channels when you use them together. continue reading…

Email remains the most productive channel when it comes to ROI, according to new DMA statistics.

In 2009, email returned a “whopping $43.62 for every dollar spent on it,” according to a synopsis of the DMA report by ace reporter Ken Magill.

That’s a slight dip from $44.93 in 2008. But it still beats out other media. According to Magill (and the DMA), here’s how some other channels stacked up: 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…