There have been many books and papers written about how to build or improve an email-marketing program. Making sense of it all, however, can be difficult. I’ve written this article to help novices gain the big picture of email marketing, while giving experienced email marketers a model for organizing their strategies for evaluating and improving existing programs.
If you’ve read much on our FulcrumTech site, you undoubtedly know that we are constantly talking about the importance of knowing your audience. Knowing your subscribers and then consistently sending relevant content is your key to driving your open rates, click-through rates, and conversions to higher levels.
Your email service provider (ESP) can make a huge impact on the success of your email campaigns (for email newsletters or promotional email). Over the years, I have spoken with many prospects and clients who just didn’t know how much better they could do with the right toolset. As you evaluate your current email service provider (ESP) – and possibly search for a new one – here are some important questions you should be asking…
Did you realize the number and quality of back links – the links that point back to your Web site from another Web page or Web site – are a major factor in determining your Google Page Rank? So that means the more back links you can generate, the more likely your Web site will move to the top of the Google search list and ultimately be found by more prospects and customers.
When it comes to achieving a high return-on-investment (ROI) from email campaigns, it’s often a lot more challenging for business-to-business (B2B) versus business-to-consumer (B2C). Why? For B2B, the lists are generally smaller and their products and/or services are typically not sold directly online. Instead, B2B is more about getting referrals and bringing prospects down the “sales funnel.” In this article, we focus on 4 ways you can use email to help drive B2B referrals.
So many businesses – both large and small – put lots of time and money into creating compellingly written and well-designed promotional online marketing campaigns. But then they point prospects to their company’s home page. This is one of the biggest mistakes you can make!