Review
Ms. Jennings offers a framework for email segmentation for those who only have an opt-in date and response metrics. Relevant for both B2C and B2B. Ansaco view: good advice, clearly described.
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Really Simple E-mail Segmentation: A FrameworkPunch Up Your Email Subject Lines (How National Geographic Can …)ReviewWriting good subject lines for emails is an art. Get a tight match between the Subject Line and the actual Call-to-Action and the ‘open’ stands a much better chance of becoming a ‘click’. Who to turn to for consistently excellent examples? “National Geographic magazine”, says Lyris staff writer. Ansaco comment: wish I’d thought of that. Marketing and Sales AlignmentReviewA recurring theme among B2B companies is how to get Marketing and Sales to work together effectively as a team. This 16-page white paper by Marketo and Reachforce offers practical advice: key points which the two need to discuss and agree on; business processes that have to be built and maintained. Understanding the connection between markteing and sales, the processes, the hand-overs and the success criteria than become the backbone of the eMarketing strategy for Lead Generation. Recommended reading for all eMarketers who want to support Sales teams effectively. E mail Marketing Design & Rendering: The New EssentialsReviewThis 16-page pdf decsribes eMailing from both Marketer and Designer perspectives and is a useful way of describing to each profession what the other does and the value they each bring to online communication. For me, the key value is “Marketer Part #2 – Designing for the Five Stages of Email Viewing” on pages 5 to 7. This is a seriously useful step-by-step breakdown of eMails as the Reader sees them. Recommended reading for Beginner and Advanced eMarketers alike: advice you can act on. Progressive Profiling: Ask Less, Gain MoreReviewAaargh! Superb choice of subject and of interest to eMarketers making the transition from Beginner to Advanced … but this piece only sketches a brief definition. More, please MarketBright … give us the details: why, how, what and when. What is B2B Marketing?ReviewThe areas that differentiate a B2B buying process from B2C. Not a complete definition, but the points presented are valid and clearly described. The real value of the piece is the links to more detailed descriptions of specific issues. Is a lead with a public email address as valuable as a lead with a business email address?ReviewThe author prefers to stay anonymous, but the choice of subject alone speaks volumes for his experience. He argues that yes, we should keep private email ids in our B2B databases and provides 8 reasons why. Good stuff – he’s shifted my view from ‘anti-private-email-ids’ to ‘OK, keep them’. Guiding Website Leads Through Complex SalesReviewTotally pragmatic view of handling Online Leads once they’ve come in, with the emphasis on sales professionalism. If you’re B2B, ignore the references to Real Estate – this is solid material. Well worth thinking about all these points – and acting on them – before you actually switch on the online campaign. Seven Keys To Improving Deliverability MetricsReviewDescribes seven aspects of email deliverability that can be improved, to make lead generation more effective. |
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