Explorer's Journal

February 8th, 2018

Once upon a time, sales reps could send a pithy email to an executive and actually get an appointment. But sales reps overdid a good thing. The number of unsolicited emails sent to executives exploded. Executives are as likely to respond to one of them today as pigs are to fly. Less likely, in fact. So how can sales reps use email to their advantage? By making it personal. An introductory email should open with something personally relevant and specific in the very first…

READ ARTICLE

February 8th, 2018

Email marketers had better adapt now to Millennials’ attitudes and behavior, as they represent the “new normal,” says the Direct Marketing Association. DMA surveyed over 1,200 consumers and found:  – Millennials prefer pictures in emails and are correspondingly less enthusiastic about text.  – Millennials, nevertheless, are twice as likely as older consumers to read long emails.  – Millennials are better disposed to personalization than older…

READ ARTICLE

February 8th, 2018

Registration provider Eventbrite last year surveyed 340 event organizers about their email marketing practices. The organizers participating in the survey were responsible for all kinds of events, including concerts, festivals, sports events, workshops, and professional conferences. The survey found that professional conferences have the lowest email open rate among event organizers. That doesn’t surprise us. Marketing a conference is hard, hard, hard. To improve open rates,…

READ ARTICLE

February 8th, 2018

B2B marketers’ emails receive roughly half the clicks B2C marketers’ emails do, according to the Direct Marketing Association, which sampled over 37 billion emails sent by 12 different ESPs to reach that conclusion. And mail click-through rates are dropping. One reason B2B marketers’ emails receive fewer clicks: many are simply informational, requesting no action from the recipient. But what about the rest of those emails? Why are click-through rates on the decline? In a word:…

READ ARTICLE

January 11th, 2018

Old-line retailers—desperate for sales—were criticized last month for deluging holiday shoppers with irrelevant emails. Are you guilty of acting desperately, too? Many event marketers are swamping attendees’ in-boxes with vague offers of “must-attend” trade shows and conferences. Attendees are growing angrier and more resistant by the day. How can you tell you’re sending too much email? Your opt-out rate. If you see it start to climb abnormally, you can bet you’re…

READ ARTICLE