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Jamie Lee Wallace - Mon Mar 05, 2012 @ 09:04AM
Comments: 17

focuspinterest.jpgLast week, I had the pleasure of participating on a FOCUS.com panel called The Basics of Marketing on Pinterest. The panel was moderated by Ann Yastremski of Marketing Profs and also featured Amanda Maksymiw of OpenView Labs, Jessica Meher of hubspot, and Olivier Blanchard of BrandBuilder Marketing. 

With the recent glut of blog posts and articles about this up-start social network (including my own, "The point everyone's missing about Pinterest"), you're probably wondering if the world really needed another conversation about Pinterest. You may also be wondering about whether this visual platform - which currently seems to appeal to a primarily female audience and has a very strong lifestyle focus - has any real potential as a marketing tactic for hardcore B2B companies. I have to answer - "yes" and "yes."

This particular panel was an open Q&A format that allowed attendees to ask the questions that were most important to them. Based on the audience's interests, we talked about everything from how to get started to the intellectual property issues to how to use Pinterest to support a local event to specifically how B2B companies can use this platform.

The recording is available on the event page at FOCUS.com. I also recommend that you peruse the comments and Q&A topics at the bottom of the page - there was a good deal of pre- and post-event discussion around specific issues and inquiries and several people provided some in-depth answers as well as additional resources. 

What do you think about Pinterest? Is your brand using it? Have you experimented with it yourself? Love to hear YOUR thoughts!  

 

 

headshot_jw_thumbnail.jpgAbout the Author: Jamie is a freelance strategist, teacher, and copywriter who partners with solo entrepreneurs to define and market their brands. Her specialties include brand development, social media strategy, and content marketing. Enjoy more of her posts, visit her site at Suddenly Marketing, or drop her an email.

Comments: 17
Savvy Sisters - Fri Mar 02, 2012 @ 08:00AM
Comments: 14

As they say, March comes in like a lion, and goes out like a lamb. So far, they're right. If you're like us in the Northeast and adjusting to the winter weather, you might find a welcome distraction in our favorite picks from around the blogosphere. Enjoy!

Savvy Week in Review

The Savvy Sister

3 Essential Tools To Increase Sharing Of Your Blogposts by @smedio

These are quick and easy to implement. You shouldn't be without them.

250+ Brands on Pinterest by @socialfresh

Curious about this Pinterest thing? Here's a compilation of all the brands currently making a show on this visual platform. (Thanks to fellow FOCUS panelist @amandamaks for the find ... more about the Pinterest FOCUS Panel on Monday!)

Facebook Timeline For Brands: It's About Storytelling by @jamietedford via @forbes

Get this straight and get yourself a win on Facebook.

Your Employees aren’t Stupid, Let them Write by @TheSalesLion

Stop treating your employess like children, or - worse - like a liability; take advantage of their expertise and passion and get them writing.

Everything You Need to Know about Content Marketing – by @JasonFalls

Lots of great data about content marketing in this nifty and comprehensive infographic from BlueGrass. 

Marketing is the New Selling by @ducttape via @davidabrock

How salespeople can succeed in the new B2B buying environment.

 

Comments: 14
Savvy Sisters - Wed Feb 29, 2012 @ 11:00AM
Comments: 22

While engagement on social networks can be worth its weight in gold, managing all your connections and activities can be a overwhelming and a time drain. Here are our favorite tools for getting it all under control and keeping your sanity.

 

Stephanie

HootSuite

HootSuite is one of the first apps I load up every morning. From the dashboard, I can easily find folks to follow, shorten URLs, schedule tweets, manage my tweet streams, and communicate with those in my network. Plus the integration between HootSuite and LinkedIn lets me keep my LinkedIn network up to date.

Jamie

Buffer App

Like Stephanie, I'm a fan of Hootsuite (can't imagine using Twitter without it); but I'm almost more in love with a newer app called Buffer. In the simplest terms, Buffer is a tweet scheduling app. "So what?" you might say. 

Well, let me tell you! 

Buffer has changed the way I use Twitter. Where once I felt hard pressed to maintian even a slow drip of tweets, I can now easily and consistenly publish a rich and full stream of tweetable goodness.

I have installed the Buffer bookmarklet in my browser (which lets me schedule tweets as I'm reading posts on various blogs), and I have also added it to my Google Reader, so I can schedule tweets right from my RSS reader.

Buffer pulls in the post title and adds a shortened link. I wish it could also insert the author's Twitter handle, but I don't mind adding that in myself.

On the back end, I configured Buffer to send my tweets out at regular intervals that I defined in my settings. You can send out as few or as many tweets as you like and set the times at which you want them sent. The app also offers some basic analytics that will help you see which of your tweets had the most cilcks and retweets. 

I highly recommend Buffer. It's the easy way to get yourself in a regular tweeting groove without having to babysit the site all day. 

Michele

NutShell Mail

I want to keep on top of my social media channels and conversations, but I don’t want to be checking Twitter and LinkedIn all the time, either. So, I’ve been on the lookout for tools and processes to help me be more efficient.

One new service I am using is called NutShell Mail. It’s a free email you can sign up for that will give you a digest of activity on your social media accounts: Twitter, Facebook, LinkedIn, Yelp, CitySearch, FourSquare and YouTube. I’m using it for LinkedIn and Twitter.

Here are a few things I like about NutShell Mail:

  • You can set the specific frequency of the emails.  For instance, I get an email Monday through Friday at 11 AM so I can review everything while I am eating lunch.
  • You can customize what information I receive for each account. For instance, on Twitter, I get notified on mentions and DMs, and I also set up some search terms to follow.  For LinkedIn, I want to see profile and status updates.
  • You can respond directly to the tweets via your email. It makes retweeting and replying very easy!

 

What's your favorite social media tool?

Tags: social media
Comments: 22
Savvy Sisters @savvy_b2b - Fri Feb 24, 2012 @ 06:05AM
Comments: 9

Savvy Week in ReviewIt's Friday again - time to share all the best of the best from the blogosphere. As usual, our favorites cover a wide variety of topics and perspectives. We hope you'll take a cruise around and enjoy these as much as we did. 

In the meantime - what are your plans for the 29th? It's kind of special, being a leap year and all. Doing anything to celebrate this extra day in the Year of the Dragon? Whatever you're up to - we wish you a great weekend and a fabulous last day of February. 

See you on the other side! 

The Savvy Sister

B2B ROI: Marketing is Not a Candy Machine by @kathleenschaub of @IDC

Kathleen Schaub explores the complexities of calculating B2B marketing ROI and offers suggestions for becoming financially accountable.

Content Marketing. Content Strategy. What’s the Difference? by @lieblink

Addressing confusion that's swirling around, Rebecca Lieb of the Altimeter Group explains how content strategy and content marketing are different yet interrelated.

How to Embed Outreach into Every Step of Your Content Plan by @adriasaracino via @Junta42

Best practices for integrating outreach considerations from the get-go.

B2B Marketers: It's Time to Become a Growth Engine by @McKinsey via @Forbes

Terrific article on why CMOs have to step up and lead -- and how they can do so.

Lead Capture: HP increases conversion rate 186% on email opt-in page via @MarketingSherpa

Seems there's continual debate about how many fields to include on registration forms. Here's proof that fewer fields yields better results.

50 Qualities of the Best Business Blogs in the World by @TheSalesLion

Great overview of what makes these top business blogs rattle & hum.

Myth: E-Newsletters are easy to create and send by @MargieClayman

Cranking out a newsletter is easy-peasy, right? Not always ... at least not if you want it to be an effective marketing tool. Margie gives you some tips on how to make your newsletter count.

Headline Writing: How a junior marketer beat the CEO’s headline by 92% by @MktgExperiments

Headlines - it always comes down to headlines. Do you know what works? This post will help clue you in.

... and ...

Just for fun, here's a riotous list of all the things evil villians might say if they weren't made out to be so damned stupid. Thanks to @soniasimone for sharing this one and giving us a laugh. 

"I will keep a special cache of low-tech weapons and train my troops in their use. That way — even if the heroes manage to neutralize my power generator and/or render the standard-issue energy weapons useless — my troops will not be overrun by a handful of savages armed with spears and rocks."

"I won't require high-ranking female members of my organization to wear a stainless-steel bustier. Morale is better with a more casual dress-code. Similarly, outfits made entirely from black leather will be reserved for formal occasions."

Comments: 9
Stephanie Tilton - Thu Feb 23, 2012 @ 05:00AM
Comments: 75

Two years ago, I interviewed Tony Zambito -- who originated the development of buyer personas in 2002 -- about the concept of and misperceptions about buyer personas, and what it takes to buyerology.pngextract full value from them. Here he explains why buyer personas are no longer enough, and a new model for understanding your target buyer.

1.  You say that buyer personas are no longer enough when it comes to understanding and motivating your target audience? Why?

One reason is that buyer personas have been oversimplified and have lost touch with their original intention. The original intent was to paint the entire picture of the buyer experience to help inform an organization's future strategy for business, sales, and marketing.

The static snapshot of a single buyer is a key problem with buyer personas today. Organizations need to watch the continuous film of their buyers – instead of just looking at a snapshot in time – so they can see how the full story unfolds.

We began to see this become a reality, especially in the last three years, working with forward-thinking companies. Many senior executives see the buyer persona today as a narrow tactical tool, focused on messaging; it doesn’t represent strategic thinking at the highest level.

For years, marketing and sales have looked through the “funnel/single-buyer lens.” But in the B2B world in particular, we’re seeing lots of buyers with growing dependencies on ecosystems and networks. Because the buyer persona view is tethered to the point of view of a single buyer, it doesn’t accurately capture this new reality. And in interviews we conducted last year, we heard lots of senior-level folks in marketing and sales say that buyer personas alone are not enough. This is a key reason for the formation of Buyerology and a deeper context we call buyer modeling.

2. What do organizations need to know to connect with buyers and move the revenue needle?

We know buyers aren’t operating in a cocoon when making a decision, but today, organizations often aren’t interacting with prospective buyers until quite late in the buying cycle. Organizations need more knowledge about how to better anticipate and predict buyer activities and behaviors so they can respond appropriately and mitigate the guessing game.

3.  Why has the buyer experience become critical to engaging and winning prospective buyers?

When buyers are seeking to make a purchase, they’re not doing so in a funnel. Instead, they’re looking at the entire experience, including what happens before and after the sale. They increasingly consider their network of colleagues and peers and their ecosystem of suppliers, partners, and customers in their decisions. And they are looking for relationships with vendors that cause the least amount of disruption to these interdependencies.

For example, if a supplier is considering bringing on a new order management application, it might consult with its OEMs (who are essentially its customers) to get their take on how the purchase will impact them. The supplier will want to understand how the new software will impact the ordering process from the OEMs’ perspective.

We’re seeing more of this interaction during purchase decisions because companies want to minimize risk. Plus technology such as social media has opened up channels that better enable this interaction.

4.  In your recent webinar, you covered the seven ways to get inside the mind of your buyers. Please outline those seven ways.

We developed these seven ways based on insights we gathered from clients, many of whom are industry leaders pushing the envelope in terms of engaging their market. The seven ways are considered elements of predictive buyer modeling:

1)   Buyer persona modeling: Modeling archetypes of buyers and buyer networks for insight into their goals.

2)   Buyer scenario modeling: Modeling potential buying scenarios for insight into buyer challenges and situational issues.

3)   Buyer decision modeling: Modeling decision processes and rules for insight into the buyer decision journey and the decision-making process.

4)   Buyer mental models: Collective modeling of attitudes, beliefs, and perceptions for insight into the unspoken thinking of buyers.

5)   Buyer content models: Modeling the information needs and goals of buyers for insight into how they find, use, and share content.

6)   Buyer experience modeling: Models the interactions and relational desires of buyers for insight into the Buyer Moment of Truth™.

7)   Buyer value modeling: Identifies how buyers perceive and weigh values for insight into shared values that drive purchase decisions.

5. Explain what buyer modeling is and why it's valuable.

Buyer modeling combines the seven descriptive buyer models above (what we call Business Buyergraphics) to reflect the realities of today’s buyer, while providing foresight into potential situations that buyers might be in and how they might play out. The seven models above combine into descriptive buyergraphics, showing buyer realities in visual and graphical forms that help organizations strategize and take action to best connect with potential buyers.

This helps get a better grasp of buying committees, as well as ecosystems, networks, interactions, goals, challenges, etc. It also helps inform critical decision-making in marketing, sales, and strategy, giving organizations a chance to model as well as zero in on scenarios where they can best play. In other words, it helps them find the intersection between the scenarios, opportunities, and their expertise.

6. What are signs that organizations are on the right track with their target buyer modeling?

When potential scenarios begin to unfold in reality/in the marketplace. Buyers today are being more discriminating about which firms become part of their story, ecosystems, and networks. Being included tells you that your company is on the right track.

7. What's a real-world example of how target buyer models have helped a B2B company better connect with its target audience?

We worked with HP, a company that finds itself in many complex situations because it’s heavily reliant on partners, systems integrators, and other third parties. Plus, it finds itself in different scenarios depending on the industry it’s selling into. Based on the predictive buyer modeling we did, HP’s sales team, with the help of descriptive buyergraphics, now asks ecosystem questions of potential buyers and has been able to set up more 3-way calls between itself, the buyer and a key ecosystem player such as a partner or supplier. As a result of better understanding the buyer’s reality, HP saw a 15% increase in revenues in one year in the vertical markets where it focused this effort.

8. Who should care about buyer modeling?

CMOs, in partnership with sales, are being held increasingly accountable to a revenue number, and that means they need to avoid big mistakes, and put an end to activities and programs that aren’t working. With buyer modeling, they can determine the best probability of connecting with buyers.

Executive teams in general should also be interested in buyer modeling because they need this insight and predictive modeling to make important decisions about the short and long term.

9. What’s next when it comes to understanding buyers?

We’re seeing the rise of predictive analytics because of “big data.” But we also need qualitative predictive buyer modeling data to understand as well as illuminate buying behaviors. In fact, I predict that organizations will begin to bring on buyer behavior analysts whose job is to analyze, monitor, and provide foresight into how buyers are behaving and the impact these behaviors have on their organization. I also see organizations working with third-party firms to integrate predictive analytics and qualitative predictive buyer modeling to get a 360-degree view of their buyer segments. 

 

About the author: Stephanie Tilton is a content marketing consultant who helps B2B companies craft content that nurtures leads and advances the buying cycle. You can follow her on Twitter or read more of her posts on Savvy B2B.

Related posts:

Comments: 75
Savvy Sisters - Wed Feb 22, 2012 @ 07:18AM
Comments: 5

As a marketing professional, we're sure you have a lot of tricks and best practices up your sleeve. This week we asked ourselves to dig deep and come up with the ONE tip that makes B2B copy that really works for our clients.

 

Stephanie

Ask for "the Sale"

Every content asset should include a call to action that clearly guides readers to the next logical step in the path to purchase (whether watching a demo, downloading another content asset, signing up for a webinar or road show, calling a sales rep, etc.) Make it clear why readers should make this move (i.e., the benefits of doing so) and make it easy to take the step. Leaving it up to chance is wasting the engagement time you earned by drawing readers in with compelling, relevant copy.

Jamie

Do your research

There is no substitute for due diligence. 

My best tip for creating copy that does its job is to do yours - ask the hard questions, interview the right people, read the relevant reference materials, research what's worked and what hasn't. 

I am occasionally asked to write copy by a client who doesn't believe in the need for these things. I always politely decline. Writing copy without going through this "initiation and discovery" phase is like trying to paint in the dark. You might get some colors on the canvas, but you probably won't end up with a very nice picture. 

However, when a writer and client collaborate on digging into all the who and the why, the what and the how, the big stories and the small details - that's when the copy falls together almost effortlessly. The hard part of creating copy that works is all the stuff that comes before you ever put the first word down. Get that under your belt, and the rest is cake.
 

Heather

Connect with Their Pain

I always ask my clients to find out what is keeping the key decision maker up at night.  Every department manager at every company has some dirty little secret he is hoping upper management doesn't discover.  If you can created a culture where your current customers will talk to you about that pain and make you a shared part of solving it then you then you are in!  You make fixing that pain the center of your sales pitch. 

Years ago I was working as a Pre-sales Engineer for a software company.  We would talk to customers about address data quality and the amount of returned mail they were getting.  I could always tell by the amount of handwringing and sideways glances around the room if I was hitting the right nerve with the right prospect.

Providing evidence that you understand and have experience with their specific problem and giving validation to the difficulty of that pain point can make all the difference.

TKS09_wendyhead.jpg

Wendy

It's all about the story 

 

Tell a story. It is when we engage our reader that we make a connection. Budweiser's marketing team understands this better than almost any other. Some of the most memorable ads are not about the biggest, brightest, and strongest. They are about a donkey who hopes to be on the hitch someday, a team of horses that travels across the U.S to pay respect to the victims of 9/11, or a bunch of frogs trying to read a sign in the swamp.

 

It can be done with video as well as with copy. We all want to be told a compelling story, complete with a beginning, middle, and an ending that touches us on a personal level commanding us to react.  

 

Do you agree with our tips?

What's your top tip for other marketing pros?

Comments: 5
Heather Rubesch - Tue Feb 21, 2012 @ 08:34AM
Comments: 39

hubspot-ebook-pintrest-business1.pngSix months ago I was at a "knit up" (a get together for knitters) and the word "Pinterest" was introduced into the conversation.  It was a totally foreign concept to me.  Most knitters use a social site specifically for knitting called Ravelry.  I heard these two women banter back and forth about things they were pinning and patterns, etc.  I considered dropping my needles, grabbing a pen and making physical notes on the back of my knitting pattern.  Then my good friend who was sitting next to me leaned it close and said "Stay away from it Heather!  I know you and it will be like crack!  You will fall down a crafty rabbit hole an never come back". 

So for the good of my family and my craft budget (which is monitored and limited for my own good) I stayed off of Pinterest.  But almost everyone I know was using it.  My Facebook and Twitter feeds were full of Pinterest links.  I knew this thing was exploding without me and still I resisted!

Then last week the subject of Pinterest came up in a business meeting.  Clients were asking about Pinterest as part of their social media strategy.  I knew enough to fake my way through the discussion but they were clearly looking to me to guide them.  I needed it figure out how Pinterest could be used for business and I needed to find out fast!

Enter those "always ahead of the curve" folks at Hubspot.  They clearly saw this meteoric rise in traffic as something that could be leveraged for business.  Good for me because they wrote a very awesome "how to" guide complete with Pinterest invitation request, glossary of terms and etiquette.  This nifty little eBook will be all you need to know to get started. 

It will not however stop you from finding 101 ways to make your St Patrick's Day one you will never forget so self restraint for extreme crafters is still up to you!

 

 


 

Tags: Toolkit
Comments: 39
Savvy Guest - Mon Feb 20, 2012 @ 07:00AM
Comments: 143

We're pleased to present this guest post by Chris Fell, managing director and owner of g2m solutions in Australia. Read on for Five-CFell.jpghis insights into typical content pitfalls and ways you can avoid them.

Sometimes your truly great content flops.

It's a nasty shock. After all, you have done everything right. You have carefully avoided promoting your own products and services. Your content has been written by a thought leader in your business, the smartest guy you employ from the research lab. It’s had the full graphic design treatment with call outs, great images, and a snazzy colour scheme that "pops."

"What more am I supposed to do?" cries the frustrated B2B marketer. 

Unfortunately it’s not enough to simply create great content. Great content has to be marketed correctly.

Here are some top reasons great content fails – and ways you can make sure it succeeds.

It Isn't Promoted

No one can find it. Your content is doing its best impersonation of a desert island, albeit a very pretty one! Don’t assume great content will just naturally get found just because “it’s great.” In order for great content to be truly successful, it needs to be promoted.

•   Pull. “Socially enable” your content. Social media has the ability to exponentially expose your content to a vastly increased pool of readers and viewers, but via a recommendation from someone in their own network. That's powerful. Make sure your content is easily shareable. If one person reads your content and finds it interesting, make it easy for them to share it with their own network via social- sharing buttons like Twitter and LinkedIn. Update your LinkedIn status, contribute to conversations on LinkedIn groups and LinkedIn answers, and link to your content.   

•   Push. Send an email to your existing contacts, inviting them to download your new content. Do it a number of times. Don't expect people will all be ready at exactly the same time to read your breathtaking revelations.
 

No "Seed" Content 

Sure you got your thought leader to write the core piece of content – in this case, a white paper – but you don't have a conscious plan to repurpose that content into lots of seeds you can plant in different locations. Different people consume information in different ways. For example, present the paper as a blog series, with each blog article examining just one theme from the paper. Send out an email series to your existing contact list, again exploring one aspect of the paper in each email. Create a 2-page summary article that can be easily digested in just a few minutes but provides a link to the full paper. Extract the case study from the white paper and publish this separately (great for mid-funnel content). Develop a company position on the topic and ask your business development managers to start a discussion on their favourite LinkedIn group. Deliberately aim each piece at specific audiences.

It's Not Optimised for Search

Buyers these days are constantly grazing for information online. One of the best ways to generate organic visibility for your content is to make sure it's optimized for search. Brief your authors properly about the use of keywords in their content. Your target audience is looking for and finding content via search. If your content isn't optimized well enough to show up in their search results, it's not going to get found there. Without proper search engine optimization (SEO), your content is at great risk of failure. Remember though that "off-page SEO" (i.e., links coming to your site) is much more important than "on-page SEO"  (like keywords and h1 headings). Think about building strategic relationships with partners or industry associations where you can guest blog (for example) to expose additional sets of eyeballs to your stunning content.

The Title or Headline is Not Compelling

A great piece of content hidden behind a poor title or headline is just that – hidden. The title of your content is a potential reader's first impression of that content, whether they find a link to your content in social media, search results, or via email. If your headline isn't enticing enough to get that reader to click on and view your content, your content is doomed to fail. People have so little time and such a short attention span that the art of writing a headline is absolutely critical. Experienced newshounds will tell you that you should spend more time on your headline and first paragraph than the rest of the content. These folks know a thing or two. You must catch your audience’s eye and quickly engage them in the first 5 seconds or the moment is lost.

Insufficient Attention to Detail

The topic of your content, the ideas you present, and the way in which you present them may all be groundbreaking. But if the simple details like spelling and grammar are wrong, your credibility is severely and instantly damaged. Don't underestimate the importance of paying attention to these types of details when pulling together a final draft of your content. Always have a colleague proofread and edit your work.

What would you add to this list?  What secrets can you share on how you get your content viewed?

About the author: Chris Fell is the Managing Director and owner of g2m solutions. The team assists B2B firms generate the right quantity and quality of leads to meet their business goals, via the principles of inbound marketing, underpinned by a strong planning methodology, IP and technology tools. g2m's clients are often small and medium businesses spread across Australia and Asia Pacific as well.

Image by woodleywonderworks

Related Posts:

 

Comments: 143
Savvy Sisters - Fri Feb 17, 2012 @ 08:00AM
Comments: 5

Perhaps you're gearing up to celebrate President's Day. Or you're anticipating school vacation next week. Either way, it's hard to believe we're more than halfway through February! Just be sure to check out this roundup of this week's favorite posts before all your precious time slips away. And if you are celebrating a holiday next week, enjoy!Savvy Week in Review

 

The Savvy Sister

Think Like a Journalist to Create B2B Content that Connects and Converts by @Write4Results via @MLTCreative

Telling the story makes a difference - in journalism, in marketing, and in B2B.

 

10 Things You Still Need to Know About Social Media by @thebrandbuilder

I'm glad Olivier never stops harping on this stuff. 

 

Email Summit: Testing Timing and Format Elements in Follow-up Email by @MktgExperiments

You may be surprised at the results of this test.

 

How to Use the Power of Frameworks to Write Compelling Blog Posts by @pushingsocial

If you're going to spend time blogging, you may as well do it right & make it count.

 

Why Marketing Content Needs a Point of View by @ardath421

Ardath Albee offers a terrific checklist to help marketers make sure their content is hitting the mark.

 

Lead Scoring: How B2B Search Marketers Can Lead the Process by @DerekEdmond via @sewatch

Derek Edmond explains how B2B search marketers can contribute to the lead scoring process.

 

The Future of B2B Search: Start Preparing for Social SEO Now by Brad Neelan via @sengineland

Brad Neelan explains how "social signals" impact search engine results, and how B2B marketers can increase their "discoverability."

 

 

Comments: 5
Kate Headen Waddell - Thu Feb 16, 2012 @ 06:14AM
Comments: 9

Trash.jpgeNewsletters are a great way to keep in touch with your client base and maintain “top of mind” awareness. If you’re not already sending one out on a regular basis, you really should be.

But like any B2B marketing effort, a clumsy execution will do more harm than good. In addition to being well-written, focused, and chock full of WIIFM info for your customers and prospects, it needs to, well, not ANNOY them. Because the gold standard for a successful eNewsletter campaign is both a high open rate and a low unsubscribe rate. So how do you balance staying top of mind with not scaring off your subscribers?

There is no “Golden Rule” for email marketing

First you have to understand that the optimum frequency with which you send out your eNewsletters will vary based on a lot of factors – everything from your industry to the general temperament of your target customers. Some retailers find that three emails a week is their magic number – but most B2B organizations will find that their number is much lower. There’s no magic one-size fits all number – that means you have to roll up your sleeves and find out what yours is.

Do a test

One way to find out your sweet spot is to vary the frequency of your missives and watch your unsubscribe rates. You will need to be very disciplined and run several tests, possibly over a period of many months.

Send out a survey

You can run a more focused test if you ask your customers how often they like to be communicated with before you run the test. A simple, well-written survey can help you figure out the optimum frequency and the optimum content for your eNewsletter campaigns. Why should you do a test if you’ve already done a survey? Respondents can be unreliable when talking about their own preferences – use the answers as a jumping off point for further testing.

Once you find out the optimum frequency for your eNewsletter campaign, you can focus on the good stuff – creating an editorial calendar, coming up with offers, and crafting the right messaging.

Happy emailing!

About the author: Kate Headen Waddell is a strategic copywriter specializing in web copy, white papers, case studies, eNewsletters and other B2B marketing tools. You can visit her website at www.smartb2bmarcom.com.

What makes you hit the unsubscribe button?

What do you think is the max frequency a marketer can "get away with?"

Comments: 9
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