Thursday, December 3, 2015

Getting Opens When Most B2B E-mails Go Unread

Most B2B e-mail recipients instantly delete messages without ever opening and reading them, according to a recent study reported by the KoMarketing Associates digital optimization agency. The "2015 B2B Participation Survey" by Iris found that 63% of respondents delete e-mails they don't think they want to read without ever opening them, per KoMarketing. The study found that another 19% open the e-mails they don't want to read--and then unsubscribe. So is there slim hope for B2B e-mail success? Actually, the same survey provided clues on how to craft e-mails, especially subject lines, so messages don't go straight into the trash. Respondents overwhelmingly (70%) said they do want to receive marketing e-mails that lead with example-driven content, and about 66% also said they like e-mails that are professional rather than overly friendly. Plus, unsubscribes are not a given if companies can manage at least a few open-worthy e-mails; 55% of respondents said they do not unsubscribe from a B2B e-mail list if a company occasionally sends an e-mail perceived as worthwhile. Curiosity works in business marketers favor, too, with 32% saying they stay subscribed to e-mail lists just to see what other B2B marketers are sending out. But if e-mail marketers are looking for a surefire tactic to boost opens, KoMarketing cites another survey by VentureBeat: Personalization--via name use, social profile or demographic targeting--increased open rates for a whopping 95% of 200 marketers surveyed, with the largest portion reporting open rate increases between 5% and 10%. For more, read http://www.komarketingassociates.com/industry-news/survey-majority-b2b-email-recipients-delete-messages-opening-2833/

Tuesday, December 1, 2015

Print Can Add Needed Punch to Marketing Plans

Printed material, including direct mail, keeps proving its worth to our clients in this digital marketing era. So our thanks to Jean Gianfagna of Gianfagna Strategic Marketing for a post summing up the reasons for print's continued marketing power. She cites six marketing advantages that make print a must-have for a smart marketing strategy: unlimited creative options, from formats to personalization to dimensional impact; effective branding via the unique impression created by physical materials; enhanced customer relationships from targeted, personalized loyalty, cross-sell and up-sell messaging; increased customer understanding with detailed product descriptions, comparisons and options that don't fit tight digital formats; durability, influencing decisions long after a tweet or e-mail has been discarded and forgotten; and engagement tapping multiple senses (visual and tactile, plus even scent and sound). That said, marketers can also squander budget on overdesigned, untargeted, ineffective print efforts. So Gianfagna adds some important advice on using print wisely: work closely with a printer before finalizing design to choose the most cost-effective materials and formats; be cautious with use of pricey print techniques, such as die-cuts, embossing and foil stamping; use quality data for targeted, correctly addressed direct mail; plus, when it comes to direct mail, keep USPS regulations in mind for lower postal rates. For more detail, go to http://www.gianfagnamarketing.com/blog/2015/10/29/6-reasons-you-still-need-print-in-a-smart-marketing-strategy/