For B2B marketers, sending an email is so much more complicated than writing a few sentences of copy and hitting the “send” button. For one thing, you’re not often sending to just a single person — instead, you’re attempting to make mass emails seem like 1:1 communications. Not to mention the amount of time you put into your marketing message, image selection, segmentation, and email tracking.

It’s probably an understatement to say that you don’t want your perfectly-crafted email messages to go to waste. The first step to this? Ensuring that your emails make it to their intended destinations: [...]

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The stats speak for themselves: email isn’t going anywhere any time soon.

According to eMarketer, there will be around 236.8 million US email users by 2017. 

In today’s marketing world, it’s easy to get caught up in the latest trends. But if you’re not also taking time to regularly reassess and adjust your email strategy, you could be losing out on significant benefits. So whether you’re just getting started or are an email veteran, use the following resources to double check that your strategy is optimized and ensure that you’re getting the most from your efforts.

First Things First

You can’t build an effective email [...]

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A few months ago, we wrote an article that came to the following conclusion: there’s no silver bullet for subject lines.

Fortunately, there are general rules and guidelines that email marketing companies like Mailchimp and Litmus have identified that can help you increase your open rates. Phrasing subject lines as questions, including a call to action, referencing location — all of these have been shown to positively impact open rates.

We know it can be hard to keep track of all of the dos and don’ts when it comes to your subject lines, especially when you’re worrying about other elements of your [...]

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We’ve all had it happen: we spend hours crafting the perfect email, setting up the template, and sending it out to our audience, only to have it fall flat on its face. Nothing is more frustrating than watching an email full of promise sit in your recipient’s inbox, unopened. What’s even more frustrating, in the case of sales, is when an email is read (and even engaged with), but goes unanswered.

While these responses (or lack thereof) may seem inexplicable, chances are high that it’s a simple mistake that’s keeping your email success out of reach. Take a look [...]

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ExactTarget recently released their 50 email marketing statistics for 2014 — and there were a few stats that really caught our eye. B2B marketers are constantly in search of the latest research and reports to help inform their marketing strategy, and nowhere is that more true than with email.

According to eMarketer, there will be around 236.8 million US email users by 2017. 

That’s an overwhelming statistic, and one that really highlights how important it is to nail down an email strategy, an avid email audience, and a marketing message that will stand out from the noise. Want a [...]

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If there’s one thing we learned in 2013, it’s that just writing a top-notch email won’t always get your message the attention it deserves. There are many aspects to your email marketing strategy that are just as important as the content of your email, and this year, we delved deeper into answering these questions of strategy. Check out some of the most important lessons we learned in our 2013 Email Marketing Roundup!

“Don’t Ever Overlook Deliverability”

If there’s one thing that today’s marketers cannot afford to lose sight of amidst the mayhem, it’s email deliverability rates. After all, email is at [...]

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Responsive design is a hot topic these days, and that discussion is extending more and more to include email design. While making your website adapt to screen size is an idea that’s improving as more companies embrace it, responsive email design still presents numerous issues—enough to make you reconsider whether it’s worth it to implement yet at all.

As some of our own readers brought up, Gmail on iOS and Android doesn’t currently support CSS media queries, which means that your delicately crafted responsive email might still be impossible to read for some users. Some other lesser-used apps suffer [...]

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At the core of most B2B marketing is the belief that there’s a problem that needs solving, and the product being marketed is the best solution for it. But, since we know buyers will enter a sales cycle, do their research, and then engage with sales somewhere further into the process, we can’t just state our case so plainly; we have to build a reputation over time. If 65% of B2B buyers say emails shape their view of a brand, how do we help them view us as problem solvers?

We can draw inspiration from the offline world, in [...]

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