Though email marketing may seem like a holdover from the era of Netscape and Windows Me, in fact it’s healthy and growing stronger every day. Why is that important news to tech B2B marketers?
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Over the course of my career, I've worked in many different areas of design, advertising and marketing including interactive, identity, print, product, and direct response. My favorite? Video. Any kind of video. Broadcast, animation, motion graphics, and online. If it tells a story over time, I'm a fan. And not just because I get to collaborate with writers, directors, cinematographers, producers, storyboard artists, animators, actors, and editors. Part of what I love so much about video as a marketing tool is that it actually works to increase audience engagement, which can benefit business results. But don't take my word for it, just take a look at these numbers:
As a member of creative teams for the past 18 years, and now in my role at McBru as Creative Director, I’ve participated in many creative presentations – both internal and client-facing – for tech B2B marketing campaigns. Some have been joyful experiences that led to high-performing work and team pride, while others seemed to spiral out of control and end in misery for all involved. Some ended in applause, high fives and hugs while others ended in heavy sighs and eye rolling. This is an accepted part of being a creative professional. But are there ways to improve how feedback is delivered and received?
Tech B2B email marketing is alive and well, and is still one of the best ways to reach certain audiences, such as C-suite executives (see my blog The Comeback of Email Marketing). But with business people receiving an average of 121 emails per day (according to The Radicati Group, Inc.), how can you help ensure that your promotional email gets opened, engages the reader, and drives a conversion or click through?
What could seem simpler than writing an email?
There’s a communication technology out there that’s growing fast and opening doors for marketers and purveyors of news and information. It’s called email.
But wait? Isn’t email suppose to be all but dead, a relic of the 1990s and dial-up modems? Turns out email newsletters and direct email marketing is undergoing a renaissance, as they have carved out a valuable niche for themselves amid the unending torrents of social media messages and Internet-based news channels.