It may not be the new kid on the block, but email is, for many companies, one of the most effective and profitable digital marketing channels.
It's not hard to understand why: an email address, like a physical address or phone number, gives companies a means to connect with a known individual across time and space, making it a compelling medium for relationship-building.
Given this, it shouldn't come as a surprise that many companies are eager to collect email addresses of customers and potential customers. Most reputable businesses do so through legitimate means, but the perceived value of an email address is often so high that some companies are willing to consider shadier tactics.
The drumbeat of big data's promise is quickening and becoming louder. The role of the CMO is increasingly coming under pressure to techno-fy, automate and focus on bridging the gap between marketing and sales teams.
While social media remains somewhat of a bit player in driving B2B website traffic, it accounted for about 5% of leads in 2012, per results [download page] from an Optify (RT @marccusters: #Twitter outpacing Facebook & LinkedIn for #B2B lead gen?
Every company, every industry, and even every department in a single company can have different results. If you want to truly want to know how to get the best from your marketing, then you need to make testing a priority.
After decades of fighting the image of being a ‘fluffy’ cost centre, the marketing function is finally escaping the long-held mis-perception of being all about ‘creative’ with an inability to prove measurable impact on the bottom line.
Despite marketers and consumers generally believing that traditional media is best for advertising, print, radio, and TV advertising campaigns are rated poorly for their lead generation capabilities, according to results from a Software Advice survey conducted in partnership with Eloqua and CMO.com
There are a few times when we realize that a certain technology is going to change everything about our lives: the first time we used a cell phone, received an email, searched the Internet or downloaded a song.
Simon West, Nett Sales's insight:
On Black Friday 2012, one out of every four dollars spent online at retail websites came from a mobile device. This amounts to more than $300 million dollars in one day alone. For those retailers who’ve already embraced mobile, it was a day of celebration, a culmination of their hard work and foresight. For retailers who didn’t get their share of this new mobile world, it’s a wake-up call: Get with the mobile program, or have consumers leave you behind.
As an online marketer an email address is one of the most valuable assets we can collect but it also comes with a great responsibility. Getting the opt-in is only the first step. Once we have their details and trust we then need to build a relationship with our audience and email is simply the best way to do that.
Here are 7 critical things that every nurturing email needs to communicate. You know something about them. You are aware of their needs and interests, or are looking to learn what they are. You have something valuable to offer them. You know why this offer is valuable to them. Why they should trust you. Why they’d be missing out if they didn’t take advantage of this offer. You’re looking to help them, not you.
If you include these 7 elements into your email marketing you will build strong lasting relationships moving forward.