Heather Rubesch - Mon Jan 28, 2013 @ 09:18AM
Comments: 328


We are please to have a guest post today from Diane Vukovic.  She is a long-time blogger who tackles online marketing from a humanistic, not algorithmic, approach. When she’s not writing for or, she’s making delicious vegetarian food.


Mouse_Hand.pngThere are numerous email marketing metrics which you will need to look at to run an effective campaign, such as list size, subscribes, unsubscribes, and bounce rate, amongst others.  Of all the email marketing metrics though, novice marketers tend to put too much focus on just two of them: open rate and click through rate.  


While these two metrics are important, don’t make the mistake of just looking at them by themselves.


Problems with Open Rate and CTR

A high open rate likely means that your emails:

  • Are being sent on a good frequency (subscribers don’t forget you, but don’t get annoyed by you either)
  • Your subject lines are compelling
  • You aren’t getting caught by spam filters


A high click through rate means that your emails:

  • Have interesting content that subscribers want to read
  • Have content which compels readers to take action
  • Have clear calls to action


(Note: These are generalities.  There are numerous other factors which can influence open rate and CTR email metrics!)


Yes, you should be paying attention to these two email marketing metrics.  However, here are the problems with just looking at them by themselves: 

1) Open rate doesn’t tell you how many people actually read your email

2) People who didn’t open your emails can’t click on the emails, so this skews CTR

3) Open rate nor CTR tell you the level of engagement of your audience


Along Came Click-to-Open Rate

Many email marketing service providers now include click-to-open rate (CTO or CTOR) as one of their metrics. 


CTOR = Number of Clicks/Number of Opens


By looking at CTOR, email marketers can get unique, valuable information about how engaged your audience is.


Take this situation as an example:


A marketer sends out 1000 emails and 100 of them get opened (10% open rate, which is rather poor).  Out of the 1000 emails, 50 get clicked (5% CTR, which is also poor).  


Based on this information, the marketer might decide to change subject lines and frequency, and then experiment with new email designs and call-to-action placement.  However, if we look at click-to-open rate, then the marketer may decide on a very different strategy.


In this case, the click-to-open rate is 50%!  From this information, we can glean that most subscribers are NOT interested – but the subscribers who are interested are very active.  Instead of making drastic campaign changes, the marketer may instead want to:

  • Segment active subscribers in a separate group and continue marketing to them in the exact same way
  • Figure out where the active subscribers came from and work on getting more subscribers through these channels
  • Create a new group for the inactive subscribers and try to reengage them with new subject lines and content


Email Marketing Metrics Matter As a Whole

All email marketing metrics provide valuable insight into your campaign – but they must be looked at in relation to each other if you want to get value from them! This doesn’t just apply to open rates and click rates. You must also look at how your growth rate relates to unsubscribe rate, how unsubscribes are affecting open rate, and so on. Only then will you be able to get a holistic view of your email marketing campaign so you can make strategic decisions.




Tags: Guest Post
Comments: 328
savvy sisters - Fri Jan 25, 2013 @ 06:06AM
Comments: 104


Savvy Week in ReviewMany of us are in the deep freeze this week - all the more reason to cosy up to your digital reader of choice and enjoy some of the great blog posts that the B2B blogosphere served up this week. 

We hope you enjoy them as much as we did. 

Stay warm and we'll see you next week! 

The Savvy Sister

What Is a Director of Content Strategy? by via

As more companies get serious about content marketing, they're making strategic hires. This post helps you understand who needs to be leading the charge.

How to turn every sales person into a top story-teller by

Practical advice and a useful template that will guide your sales reps to better engage prospects and customers.

Thought Leadership Strategy: 3 Steps to the Speaker’s Podium by via

Terrific tips for a strategic approach to getting your folks visibility on the speaking circuit.

Is Your Content Strategy Stuck in Neutral? by

Three great ways to test whether or not you're on track with content marketing.

Get Killer Blog Post Ideas by Using Trigger Events by @Remarkablogger

Excellent creative & mktg-savvy approach!

10 Secrets of Professional Writers Every Blogger Should Know by @bloghappy1 via @jeffbullas

Are you blogging? You should know these tricks of the trade.

Online Reputation Management in 6 Easy Steps by @seanmcginnis via @ShellyKramer

As we say in the Boston area - this one's wicked smaht!

Why You Shouldn’t Do Content Marketing by @FeldmanCreative via @jaybaer

We love content marketing, but it's not for everyone. Is it right for you? This post will clear that up.





Comments: 104
Jamie Lee Wallace - Wed Jan 23, 2013 @ 02:15AM
Comments: 104


I recently had the distinct pleasure of doing a podcast with my charming and super smart friend, Jon Buscall of Jontus Media.


Conversations with Jon are always entertaining and informative, but I was particularly excited about this one because our primary topic was - drumroll please - branding.


Ah, yes ... that drum upon which I've been beating ceaselessly of late over at Suddenly Marketing. Jon and I had way too much fun, and I hope you will to when you give the playback a listen: Bringing Branding Back.


Feel free to drop any questions here or over on Jon's page. Either of us would be more than happy to talk branding all day. And be sure to check out other episodes of Jon's podcast via his site, iTunes, or Stitcher. You can also find him on Twitter @jonbuscall or subscribe to the Jontus Media blog.


Oh, and - P.S. - Jon has written an very detailed and informative ebook about how to start your own podcast: Launch a Podcast & Grow Your Business. We chatted about the benefits of starting a podcast in an earlier episode. Think about it for 2013 ...    

P.P.S. Watch out for the zombie bunnies. They'll get you when you least expect it. ;)




JME5670V2thumbnail.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.

More posts by Jamie

Comments: 104
Savvy Sisters - Fri Jan 18, 2013 @ 08:35AM
Comments: 119

Happy Friday, everyone! We hope you have had a productive week, just as we have. If you have been head-down and unable to keep up your reading, here are the posts to get you up-to-speed. Anything to add? Let us know in the comments.

Savvy Week in Review

The Savvy Sister

Why Content Goes Viral: the Theory and Proof by via

Interesting post recommending fact-backed ways to make sure your content has legs.

How to Avoid 'False Choices' in Content Marketing by via

Joe Chernov offers sage advice on how to reconicle the role of content marketer and lead marketer.

3 Models for Gating Lead Generation Content on Your Website by

Lest you think your only choices are to either require or not require registration info, think again.

The Secret To Spreading Ideas by @bernadettejiwa

This TEDx Perth talk includes many great examples that make Bernadette's ideas super easy to understand (and hard to refute). 

Three Basic Elements of Content that Spreads by @PaulJun_ via @copyblogger

Continuing on the theme of getting people to share your ideas, Paul Jun defines the three keys to connecting with people on a level that drives response.

Does everybody need a social media strategy? by @markwschaefer

Um ... no. Choose carefully.

Are You Making These Common Website Navigation Mistakes? by @crestodina via @KISSmetrics

Thorough guide to creating sensible and effective navigation for your site.

What David Bowie Can Teach You About Online Marketing by @jonbuscall

Sometimes it's about less being more ... but, only sometimes.

Convergence of Marketing and Journalism is a Recipe for Better Content – by @jaybaer

If you are looking for ideas on how to structure your marketing team, listen to this interview with Jay Baer and Kyle Lacy.

Stupiphanies: Lessons for leaders – by @portentient

Everyone from parents to CEOs should rememeber these key lessons from Ian Lurie.

9 Mobile Apps Every B2B Marketer Should Try – by @AmandaF_Batista via @eloqua

A fun and useful post about some mobile apps you may want to check out.

22 Best Marketing Quotes To Drive Your Marketing Strategy by @BrennerMichael

Finally, a little inspiration to get your brain buzzing on Friday. 

Comments: 119
Wendy Thomas - Mon Jan 14, 2013 @ 08:11AM
Comments: 162

This guest post was supplied on behalf of exhibition stand contractors RB Design & Display. For more exhibition marketing tips and stand design inspiration visit their website.



Trade show marketing is an extremely effective way to boost your company’s profile, and boost your sales. But it can also be challenging.

trade-show-roi.jpgWith marketing budgets squeezed, you may be left wondering how you can get the maximum return on your investment. Despite all these current challenges, it is easier than you might think to make the most of your next exhibition:

1. Do your homework

Before you sign your business up for an event, make sure you do your homework.

First, research a variety of events – from local to international – to see which will give you the best bang for your buck. Even as a seasoned exhibitor, it is extremely beneficial to research all the potential leads out there.

When you’ve settled on an event, research the successes and failures of the last few shows. Who showcases there? How well do they do? What is the main audience like? Read blog posts and reviews on the event to get a real sense of what works and what doesn’t.

2. Plan your budget

Many companies are cutting back on their budgets, so you’ll need to make the most of the funds available to you.

Work out exactly what you need to buy – do you need an exhibition stand or is your existing one still relevant? – and how much money you have to play with. Work on a budget with all members of your team, to make sure that everyone is on the same page.

The best kind of ROI is one that more than exceeds what you spent initially.

3. Set attainable goals

Once you’ve worked out your budget, your next step is to create a strong set of attainable goals. These are goals that reflect your budget, and the ROI you would like to achieve. More than this though, they should be goals that you can achieve.

What exactly is it you want to achieve? Do you want to make a certain number of sales? Are you looking to generate a particular number of enquires? Do you want to increase your email newsletter sign up?

Whatever you want to do, make the goals something you can achieve. You want to be pushed, but you need to be if you want the best possible ROI.

4. Make the most of your marketing

To get the biggest bang for your marketing buck, you need prospects to attend the trade show. But if you don’t carry out the right level of pre-event marketing, how will they know they can find you?

Send out direct mail and email marketing shots to inform people of your attendance. Use social media to create a buzz by joining in Twitter chats and hashtags, joining LinkedIn groups, and more. Include exhibitor numbers and information in your email signature, and more.

Make sure everyone knows about the event, and you will generate more leads. More leads will become more sales, which will boost your trade show ROI.

5. Don’t neglect on-the-day experiences

Your promotional efforts shouldn’t end pre-event though.

In order to generate the best possible ROI, you need to give people a great on-the-day experience. That includes making sure your booth is properly manned, offering incentives such as freebies, and running giveaways.

If you make your exhibition stand a nice place to be, people will stick around. If you can keep people on your stand engaged, they are much more likely to buy from you.

Increasing your trade show ROI doesn’t have to be a daunting task. In fact, if you approach it like all your marketing efforts, you should experience great success. After all, face-to-face marketing will never lose its appeal.



Comments: 162
Savvy Sisters - Fri Jan 11, 2013 @ 08:00AM
Comments: 133

The new year is upon us and we Savvy Sisters have resolved to keep curating thought-provoking, entertaining, and eye-opening stories every Friday. So here's the first batch for 2013 -- dig in and start your year off with a bang!

Savvy Week in Review

The Savvy Sister

Crap: the single biggest threat to B2B content marketing by @dougkessler

The fellows at Velocity Partners have done it again: see what hazards lie in store for B2B marketers -- and find out what it will take to survive.

5 proven ways of improving your sales proposal win rates by @bobapollo

The title says  it all.

The Most Valuable Lesson a B2B Marketer Will Ever Learn by @FeldmanCreative via @CMIContent

Barry Feldman makes a bold -- and compelling -- argument for the only two value props a B2B vendor can and should offer.

We found the solution for technology overload. We turned it off. via the @davepell

Do you ever feel like technology is just a bit too much? This guy did, and here's what he did about it. Might work in your business, too! 

Sharecasters: The 5 Motivations Behind Why People Share Content on Social Media & Blogs by @remarkablogger

Interesting look at the psychological and emotional triggers behind social sharing

The Most Important Marketing Metrics by @ducttape

Sane advice on which numbers matter most

20 B2B Marketing Blogs You Need To Read via @BrennerMichael

We were delighted to that our own Savvy B2B Marketing is included in this fabulous list of the best-of-the-best in B2B blogs. Great resources. Great company. Great way to end our week. :) 


Comments: 133
Michele Linn - Wed Jan 09, 2013 @ 10:51AM
Comments: 158

file0001064714375.jpgLike many people, I’m motivated to get organized and be more productive in 2013. At the Content Marketing Institute, one of the things we work on is a daily blog. Even if you are not publishing 365 posts per year, your blog probably takes a substantial amount of time. And, you want it to result in the best possible outcome for your organization.

If you want to improve your results while saving you time, here are a few quick ideas.  

1) Create a Google spreadsheet for your calls to action.

All of our posts have a call to action at the end. While we have some standard CTAs we use, we realized we were missing opportunities to promote a wider swath of options. Even though our editorial and marketing team is small, it was still difficult for us to stay in the loop about everything that our readers may be interested in. To help, we created a Google spreadsheet in which we listed all possible CTAs sorted by topic. The marketing team can now input any ideas, and the editorial team uses this when deciding what to use. For instance, if the post is about blogging, our blog editor have certain CTAs to choose from. Again, this was a pain experienced with a  small team, and it’s something that that bigger teams are challenged by even more.

2) Get a handle on key posts.

As your blog grows, it can be challenging to decide which posts you want to link to . . . if you rememeber to link at all. “Should I link to this post about content strategy or this post?” To help with this effort, we created a roadmap of our key posts that our editorial team has access to. Now, no one needs to second guess which posts are most important for cross-linking.

3) Focus on titles.

One of the changes we made last year was hiring someone to specifically title all CMI posts. While we have both an overall editor and copy editor who does a final look at each post, we did a trial in which we asked someone in to provide title suggestions for every post based on our target keywords as well as what compels readers to open and share posts. This may sound like overkill, but having this person focused on titles has been a great help. Traffic and social sharing have increased -- and this person is a key part of the team in 2013.

What other ideas do you have to making your blogging process more efficient in 2013? 

About the author: Michele is the Content Development Director of the Content Marketing Institute where where she works with a fabulous group of contributors who know a lot about content marketing. She's also a B2B content marketing consultant who has a passion for helping companies use content to connect with their ideal buyers. You can follow her onTwitter @michelelinn or read more of her posts on Savvy B2B.

Comments: 158
Savvy Sisters - Fri Dec 21, 2012 @ 12:00PM
Comments: 110

As we get set to wrap up for the holidays, we can't help but to do the annual wrap up. In case you may have missed these, here are the 10 most popular posts on Savvy this year. 

Beyond Buyer Personas: Connecting with Today's B2B Buyers -- February 2012

The Top 5 Reasons Your Great Content Fails by guest Chris Fell (@clfell) -- February 2012

10 Requirements to Deploy Successful Online Content Marketing by guest Chad Pollitt (@CPollittIU) -- January 2012

B2B Videos: Go Beyond Humdrum to Engage & Enthrall -- March 2012

Thought Leadership: The Most Misused Term in B2B Marketing? --June 2012

How Converged Media is Changing Content Marketing -- June 2012

Could Pinterest Work for B2B? -- March 2012

How to Be a Better Listener in Content Marketing -- April 2012

10 Ways Customer Stories Help Companies Sell by guest Casey Hibbard (@casey_hibbard) -- Jan 2012

We hope everyone has a wonderful holiday, and we'll see you on the other side!

Comments: 110
Savvy Sisters - Fri Dec 14, 2012 @ 07:00AM
Comments: 130

Can it really be that we only have one more full week of work before the holidays? If you are scrambling to get everything finished before your family celebrations while trying to wrap up year-end items at work, you may have taken a break from the blogosphere. No worries -- we have you covered. Here's the best from the week. 

Did we miss anything? Let us know in the comments!

Savvy Week in Review

The Savvy Sister

Does B2B Content Marketing Really Help Buyers Buy? by

Based on discussions with Sharon Drew Morgen, Eric Wittlake challenges marketers to go a step further with their content.

At 'BtoB's' Digital Edge: Yolton discusses social business at SAP via

FInd out how SAP is s using social media and other digital programs to drive business.

Blogger Outreach Software That Will Make You Do a Happy Dance by

Need to tame the task of finding and managing relationships with bloggers? Check out this software. 

Social Media Marketing: AT&T Developer Program calendar strategy increases Twitter audience 136%, Facebook 113% by @MarketingSherpa

This case study outlines how AT&T used a content calendar to guide social media outreach with great success.

Beggars can't be choosers by @ProjectDomino

A whole new way of considering competition.

15 Marketing Trends To Watch In 2013 + FREE Ebook! by @rohitbhargava

Yes, there are a lot of these posts and ebooks out there right now, but this one's worth a look. It's a real book-book. Meaty. 

Are You Making These Social Media Marketing Mistakes? by @Sujanpatel via @singlegrain

A great checklist.

How to Run A/B Tests That Give Your Business Big Wins by @LarsLofgren via @KISSmetrics

This explains why so many testing efforts fail, and how to make sure yours aren't among the failures. Long, but worthwhile.

Bringing Branding Back [podcast]  via @jonbuscall

In which Jamie has the pleasure of chatting with her favorite Swedish marketer about one of her  favorite topic.

Comments: 130
Savvy Sisters - Fri Dec 07, 2012 @ 09:00AM
Comments: 94

How can it be that December is already upon us?! As we hurtle into the holiday season, it can be refreshing to slow down and take Savvy Week in Reviewa breather. And with this week's picks from around the blogosphere, you can sink your teeth into some good reads as you curl up with a cup of cocoa. Ahhhh....


The Savvy Sister

You can create brilliant content marketing and still miss the point by

If you're not including the sales team in your content marketing plan, you're wasting your time.

The Big Content Marketing Fail: How Much Content Do You Need? by

J-P De Clerck paints a picture of the content marketing wasteland that's on the horizon if marketers don't get more thoughtful about the content they create.

Write the Best Titles for Content Marketing: A 10-Point Checklist by

The title says it all!

Responding to the Buyers Purchase Path by

Carlos Hidalgo explains why you can't apply a single buyer's journey to all your personas.

Your 2013 Social Media Strategy: Grow a Pair. by @markwschaefer

Tellin' it like it is. Step up or step off.

Why Emotion-Based Writing is Crucial to Your Business Goals  by @demianfarnworth via @copyblogger

Humans are built on emotions, not logic. 

How Many Social Media Channels Should Your Brand Be Using?  by @jeffbullas

Massive amount of helpful information here (starting with a funny cartoon).

Email Marketing Tips: Say Thanks, Get More Clicks by @ShellyKramer

Your mom was right.

The State of Facebook: What’s Working Now by @AndreaVahl via @copyblogger

This is an extremely tactical and helpful post. Gets you in the trenches.




Annnnnd ... just for fun, have you seen College Humor's spoof on the Instagram craze? 

Comments: 94
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