All posts tagged Strategic Campaign Execution

Analyzing Email Marketing Benchmarks

The MarketingSherpa Email Marketing Benchmark Report provides some revealing insights into the email marketing trends over the last year, and provides insights for potential opportunities in the coming year. At more than 200 slides long however, the information is a little dense.

We encourage you to look at the original report to form your own impressions but to make things easier to manage, we’ve outlined three key insights we feel are the most applicable and beneficial for Business-to-Business organizations.

1. Measure the Right Metrics:

Some responses revealed a disconnect between strategy and tactics when it comes to email metrics. In aggregate, measuring engagement was seen as a higher priority than post-click conversion, but high engagement and high conversion were not always correlated. In fact, one response suggested engagement rates were highest in “knowledge sharing” pieces, while these same pieces also resulted in the lowest conversion of leads to sales.

“The most engaging content for our customers is knowledge sharing, but that tends to produce the least amount of sales leads.”
What do I do? Ask yourself if the metrics you track are telling you what you want to know. If you want to know how many leads you generate from social media, you have to track more than the number of re-tweets. Remember, impressions do not necessarily equal sales.

2. Quality Content Is King:

Most responders (two thirds!) agreed that delivering quality content is a priority in email marketing, but nearly one third of responders noted that creating this content is presenting a problem. The inability to consistently generate relevant content was one of the biggest challenges faces by Business-to-Business organizations.
Oddly, only a third of responders integrate the company blog (a potentially huge content source) with their email program:
What do I do? If you can, supplement premium content like white papers or studies with lighter content like thought leadership pieces or guest blogs. This can fill the content gap and also give your subscribers one more point of connection with you, strengthening your relationship.

3. Make the Move to Mobile!

The responses around mobile point out a huge disconnect between what B2B customers want and what their corresponding organizations provide. One in four B2B users report viewing email on a mobile device and yet only 40% of B2B organizations design their emails to render differently and only one out of every six organizations integrates mobile marketing into their email campaign. Talk about a missed opportunity.
What do I do? Even if you have already started the move to mobile, further integrating mobile into your email marketing efforts is a surefire investment. The percent of users accessing email through a mobile device increases monthly, so passing up this opportunity is just self-sabotage.

These insights may seem obvious based on your experience, or they may be completely revelatory. The interesting thing to note was the consistency of answers to the majority of questions. In most cases, for better or worse, there was consistency among B2B organizations in terms of priorities, challenges, goals, strategies, short-comings and even individual metric measurements. In other words, they’re all doing pretty much the same things in the same ways, mistakes and all. But this insight also provides a perfect starting point for correcting that course, outlining a clear path for improvement in B2B email marketing.

Effective Planning Strategies [Part 2]


Improving Existing Campaigns

By eliminating the efforts that don’t yield the kind of results we are looking for and maximizing the kind of efforts that do, we are able to continuously be in a process of campaign and response improvement. It often happens that CMOs are continuously pushing out new campaigns in an effort to see if something new will stick, but what’s more important to understand is that our existing database and previous efforts are the goldmine – by working with what we already have and improving on it, we are able to perfect our campaign and activities. It is not in new efforts that we see success, but instead in methods that we are continuously striving to improve.

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Effective Planning Strategies [Part 1]


Developing campaign strategies

A good place to start is by identifying the types of campaigns that will have an impact on your business goals. There are various marketing channels that are used by marketers to reach out to perfect consumers. Either by incorporating more traditional media from direct mail to telemarketing, or social media to webinars – by determining your specific campaign objectives you will be able to monitor and evaluate campaign performance and have a better idea of which campaigns yield the most results.

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Strategic Campaign Execution: Planning before Launch


Digital marketing is that aspect of professional marketing that takes into account how a company brand is perceived by the buyer. Now more than ever, consumers are calling the shots regarding whether or not to continue to engage with a brand or leave that brand behind for someone else to stumble upon and step over.

The online channels and social media avenues marketers use in an effort to engage with potential consumers have to have a deeply rooted strategy before they can be executed (if you’re spending resources to launch a campaign, you need to ensure the CIO sees your efforts directly tied back to revenue goals.)

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