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Email Remains Key Tactic To Boost Engagement In 2011 (BtoB Online)
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Posted: 03/31/2011
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According to StrongMail’s 2011 Marketing Trends Survey, which collected responses from 925 business leaders, 50 percent of those surveyed said their marketing budgets will increase this year, 43% of budgets will remain the same, and 65% said they plan to increase email spending. Ryan Deutsch, VP-strategic services at StrongMail, said “If someone receives 15 emails from you and doesn't open any of them, [the email server or ISP] might start blocking subsequent emails,” he said. Therefore, it’s just as important to design you emails according to who is opening them as it is to target those who aren’t. Often, all it takes is sending out an offer they can’t refuse. Designing a compelling welcome series can go a long way in communicating the value of your communications.
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Industry:
Marketing, Design, & Interactive Communications
Topic:
Business Intelligence,
Content Strategy,
Experience & Interaction,
Marketing Communications
Region:
Global
Audience:
Business to Business,
Business to Consumer
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Build Strong Opt-In Databases To Deliver Value For Customers (BtoB Online)
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Posted: 02/17/2011
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As business to business (B2B) customers increasingly demonstrate a willingness to share more information, the maxim “you get what you give” has never rung more true. By handing over mission critical information, customers expect to receive more targeted communications that reflect conspicuous value and benefit. Marketers, in turn, get the chance to drive up both response and revenue by directing their communications toward the rich databases they are accumulating. Here are the key steps to consider to encourage your customers to become part of any preference-profiling activities your company engages: First, build trust by using your customers’ information responsibly; next, confidentiality is a must – ‘responsible’ use means no sharing or renting information, ever; and finally, your value proposition must be clear and compelling.
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Industry:
Marketing, Design, & Interactive Communications
Topic:
Business Intelligence,
Content Strategy,
Experience & Interaction,
Marketing Communications
Region:
Global
Audience:
Business to Business
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