By Marie Wiese | President of Marketing CoPilot How Can I Navigate Out of the Unknown? As marketers and business people, we want to believe that we know and can identify everyone in our target market. But the reality is that we quite frankly, cannot. Think of your target market as a continuum that spans from unknown, to slightly known, to well known, and then qualified. The question we ask ourselves when looking at this image is: “How can we turn those unknown people in our target market into sales-qualified […]
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, […]
When the success of your marketing automation campaigns relies on sending the right message to the right person at the right time, dynamic content increasingly becomes a “must-have” strategy. Dynamic content creates tailored experiences for your audience by delivering highly targeted content based on their previous engagements across a variety of marketing channels, including your websites, social media, and email marketing campaigns. Dynamic Content: Time to Invest in a Bit of Magic When compared to your “old school” static email marketing newsletters and landing pages, dynamic content might appear as […]
In our annual Email Marketing Benchmarks Report, we take a look at who sent the most email, number of unique clicks, and results from holiday sending. Our findings tell us that email is most certainly not dead. We also saw that: B2B marketers seemed untouched by the pandemic due to the average click rate and volume of emails they sent in 2021. This past holiday season (November 1 – December 31) saw an uptick in open rates across all but three industries which bodes well for 2022. People want and […]
Email marketing has been an important way of corresponding with consumers since it was first introduced. It has extensive reach and it’s effective at its job of providing a direct form of communication between entities. While there are about a gazillion marketing strategies to engage audiences, like traditional marketing (newspaper ads, TV commercials, radio spots) or digital marketing (social media, texts, PPC), email is where it’s at. And, you must admit, because we understand its power, it does consume us as marketers. We plan out strategies months in advance, attend […]
