Understanding the Value of Your Newsletter

Understanding the value of your B2B newsletter can be tricky for many marketers. Newsletters are typically very time consuming to create and calculating the return can be difficult. While many email marketers just look at open and clickthrough rates, it's important to know if a newsletter influenced a purchase or nurtured a prospect who buys. Here are some metrics to help understand the value of a newsletter to your organization.

Email and Social Media - 7 Tips for Getting the Most Out of Your Campaigns

Recent news stories about Social Media being bigger than email as well as the recent beta release of Google Wave have made marketers rethink their email strategies, but should we really be moving our email efforts to social media? And if not, should they be kept apart, or can they truly work in unison?

Technologies for Email Deliverability

As a follow-up to my post about the importance of reputation in email marketing, I interviewed Spencer Kollas, director of delivery services at StrongMail, about the latest technology solutions to manage reputation and optimize deliverability. (Disclosure: Marketo uses StrongMail technology, and the techniques described below, to optimize our email services for deliverability.)

B2B Email Deliverability

B2B marketers struggling for growth in today's economy know they need to get maximum results for their email marketing efforts, but too many do not understand the critical role deliverability plays in the process of turning prospects into revenue-driving customers. All the creativity and planning that goes into a targeted email marketing campaign is meaningless if your emails don't reach their intended inboxes. Every undelivered email is a lost lead, and the money you spent to acquire that lead gets wasted.

5 Tips for Better B2B Email Marketing

Stefan Tornquist from MarketingSherpa and I recently hosted a webinar all about helping marketers increase the results from their B2B email marketing campaigns.
This webinar is packed full of great tips, including:

1. Newsletter offers still work best for getting opt-ins (when you take Volume and Quality of opt-ins into account). Free Trials / Downloads get the most opt-ins.
2. Newsletter subscribers are 22% more likely to enter the purchase cycle than other forms of opt-ins.
3. 64% of decision makers view email on mobile devices, so be sure to optimize for those devices.

B2B Email Marketing - New MarketingSherpa Webinar

When it comes to email marketing, B2B companies have unique needs that are not served by traditional email providers. The days of batch email marketing campaigns with low response rates are over. To convert raw inquiries into sales ready leads, modern marketers need 1:1 dialogue marketing capabilities.

These include drip campaigns with automated lead nurturing and the ability to trigger follow-up activities based on specific consumer behaviors such as whether the prospect opened a prior email or visited a specific webpage. By augmenting prospect profiles with targeted information like this, marketers can improve lead scoring and better measure prospect interest and engagement.