High-Performance Email Marketing for Attracting and Engaging Industrial Buyers

In today’s “do more with less” industrial marketing environment, email marketing continues to be a productive marketing tool despite all the reports about its declining effectiveness. According to SirrusDecisions research, the B2B buyer receives 20.3 email campaigns per week, up from 15.4 per week in 2006. And that reality of the flooded inbox is very evident from steadily dropping response rates of only 1% to 3% range for traditional email marketing.

The old email marketing strategy of batch and blast or spray and pray is no longer effective. However, there’s no denying the low cost of email marketing. Therefore B2B and industrial marketers continue to favor email marketing over other direct marketing channels.

Today, it has matured to the point where marketers can deliver highly focused email campaigns to the right audience at the right time and in the preferred format.

Savvy B2B email marketers are being very creative in order to rise above the noise, get their lists to open their emails and take a desired action. They are combining video, audio and sophisticated tracking tools to deliver email campaigns with highly customized messages that engage prospects in their preferred format and measure interactions beyond just open and click-thru rates and well into website behavior.

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Are You Creating Irresistible Offers with Your Email Marketing?

Do you know the key component of email marketing that generates more high-quality leads and drives sales? Marketing gurus tend to talk about opt-in pages, sign up forms, calls to action and interactive squeeze pages to boost your click through and conversion rates.

However, for email marketing to be a true driver of sales, your need something even more valuable and every email that you send out should have it. What is it?

Creating an irresistible offer or incentive – one that is so strong, it compels your reader to part with his/her name and email address.

Just adding a sign up form in the sidebar of your site or blog stating “Sign up for our monthly e-newsletter for the latest news and handy tips” may be a direct call to action but is it really an irresistible offer or incentive? Read more

Using Auto-responders in B2B Demand Generation

Auto-responders have been around for a long time and in B2C marketing they have been used to engage customers, convert them into repeat buyers, to up-sell and cross-sell and to increase the value of every customer on a continual basis. In short, B2C marketers think of auto-responder as a killer app.

How about in B2B marketing? Unfortunately, they are used rarely other than sending out an automated thank you for subscribing to a newsletter or registering for a white paper download. I think B2B marketers can learn something from B2C marketers.

Auto-responder is an automated marketing follow-up solution that can dramatically improve conversion rates and ROI. In today’s Web 2.0 world, engaging customers and prospects over time with relevant messaging is critical. There is a new term for it, “engagement marketing.” (Source: Silverpop).

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E-Mail Marketing is Alive ‘N Kickin’

I’m sure you’ve read many articles and news bulletins on the declining effectiveness of e-mail marketing. Yet, the basic e-newsletter continues to deliver good results in B2B and technical marketing.

I read a recent article on BtoBonline about how IBM Corp. is using e-newsletters to engage readers, drive traffic to their site and generate new leads. IBM not only uses its own e-newsletters to build brand awareness and generate leads, but it also relies on placing ads in outside e-newsletters to reach those publications’ audiences.

“It’s an affordable way to reach a targeted and engaged audience,” said Christine Grasso Jacobs, program director of interactive marketing for IBM General Business Americas. “It also helps drive prospects back to our Web presence so they can find richer content on our site.”

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