By now, it should come as no surprise that the use of personalization significantly improves campaign performance. However, while 95% of B2B marketers agree with that statement, only 62% of the marketers surveyed in our State of Email Marketing B2B Perspective report plan on including greater personalization efforts in their 2022 strategies. If marketers understand the importance of personalization, why aren’t we seeing more of it? The truth is, there are many reasons why there hasn’t been a larger adoption of personalization strategies in the B2B space—a lack of confidence, […]
As B2B marketers, it’s our job to guide our customers on a journey. This journey should take them from the point of discovery, along a route that inspires and informs, until they reach a destination where a commercial arrangement formalizes the relationship. While many people speak of their incredible adventures in business, you should never confuse your customers’ journey as an adventure. By nature, an adventure is chaotic, longwinded, and potentially dangerous. This isn’t a route you want to take your clients along. While every customer journey is different, there […]
You are not alone if you feel like it’s been even more challenging to hit the inbox consistently. Personalization and relevancy aren’t a guarantee that you will land in the right spot, but it does play a role. Find out how experts in email answered our question: Relevancy in email has been part of the conversation for over 20 years—in 2022, as personalization evolves and bubbles to the top of the conversation, how does the definition of relevancy change? The Experts Christopher Donald | InboxArmy Betsy Grondy | Blackhawk Network […]
A picture is worth a thousand words. That statement should be as true today as when Frederick R. Barnard first suggested it in the late 1800’s. However, as an illustrator famed for his work on the novels of Charles Dickens and early visual advertising campaigns, it’s safe to say that Barnard never experienced the problem of a poorly rendered email. When images fail to download due to lack of internet or mobile connectivity, a picture is worth absolutely nothing. Words and Pictures Suppose you use graphics to represent the text in your email campaigns (think company logos, fancy fonts, promotional banners), […]
It’s a question that email marketers have been asking for almost as long as we’ve been sending emails. Should I collect every email that legitimately comes my way and maximize the size of my lists? Or should I adopt a double opt-in strategy and risk losing potential subscribers with an additional step in the sign-up process, but guarantee the quality of my lists? A single opt-in strategy can indeed help you build your lists approximately 20-25% faster than a more robust double opt-in process. But does this growth come at a cost? If you had asked me a few years ago what my preference was, I’d have erred on the side […]
