B2B

Effective Drip Series Message Maps

effective-drip-series-message-maps

In the last couple of months, I’ve had the privilege of helping a number of companies improve the performance of their email drip series, or multi-effort email campaigns, as they are also called. One consistent weak spot: the message map that drives these campaigns. Here are a few tips… It’s so nice to see email marketers take the leap from single sends to automated drip…

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5 Tips to Optimize Your Email Nurture Series

5-tips-to-optimize-your-email-nurture-series

There is a place for email nurture series at all stages of the prospect journey. This post is based on work I recently did for a few clients; in one case the nurture series was the first outreach to people with little or no relationship with the sender (yes, the list was not opt-in; we talk about that!). These five recommendations address the biggest problems…

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3 Misunderstandings that doom new email marketers

3-misunderstandings-that-doom-new-email-marketers

I had a call last month with some smart people who were new to email marketing. It was concerning to me how misunderstandings were driving their efforts — and dooming their program. Here’s how to avoid the same fate. Misunderstanding #1: You need a large email list to be successful There’s no magic ‘threshold’ on list size; you can have a list of a million…

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From My Inbox: A Tale of Two Re-engagement Emails

from-my-inbox:-a-tale-of-two-re-engagement-emails

It’s always interesting to see the re-engagement emails that land in my inbox. Here are two that I received late last year — we’ll discuss the strengths and weaknesses of each, and along the way you’ll get some ideas to test with your own messages to bring dormant subscribers back to life. Yes, I realize that I’ve chosen one B2B email (ANA SmartBrief) and one…

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From My Inbox: A Tale of Two Re-engagement Emails

from-my-inbox:-a-tale-of-two-re-engagement-emails

It’s always interesting to see the re-engagement emails that land in my inbox. Here are two that I received late last year — we’ll discuss the strengths and weaknesses of each, and along the way you’ll get some ideas to test with your own messages to bring dormant subscribers back to life. Yes, I realize that I’ve chosen one B2B email (ANA SmartBrief) and one…

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What’s Up with those Social Media Icons at the Bottom of Your Email Messages?

what’s-up-with-those-social-media-icons-at-the-bottom-of-your-email-messages?

Don’t get me wrong – they’re at the bottom of my email newsletter too. But why are they there? And are they effective? I felt like everyone was including these in the footer of their emails, but in reality that’s not true. An informal and thoroughly unscientific survey of emails from 50 different brands in my own inbox showed that 29 had generic social media…

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What’s Up with those Social Media Icons at the Bottom of Your Email Messages?

what’s-up-with-those-social-media-icons-at-the-bottom-of-your-email-messages?

Don’t get me wrong – they’re at the bottom of my email newsletter too. But why are they there? And are they effective? I felt like everyone was including these in the footer of their emails, but in reality that’s not true. An informal and thoroughly unscientific survey of emails from 50 different brands in my own inbox showed that 29 had generic social media…

Read More »
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