Email Marketing

Tips on email marketing.

How to Gently Convert Prospects into Customers—and Recurring Customers—Using “Circles of Belief”

May 16, 2020 by Leave a comment
How to Gently Convert Prospects into Customers—and Recurring Customers—Using “Circles of Belief”

In my previous essay, we discussed why the traditional sales funnel is no longer a good model for customer acquisition. We then looked at an alternative model called The Circles of Belief (Figure 1)—a representation of customer acquisition that accounts for modern practices like search, social, email, and content marketing.

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A Simple Formula for Concise Lead Nurturing Messages

October 24, 2017 by Leave a comment

Last month, while writing several lead-nurturing emails for a client, I was reminded of a technique which is so easy and effective, I’m surprised I haven’t written about it before.

It’s a great technique for quickly generating effective lead-nurturing messages of many kinds. In fact, I used this same technique ...

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8 Ways to Leverage Case Studies in Your Other Marketing Communications

December 18, 2016 by 2 comments

Recent surveys of technology buyers have consistently shown case studies to be among the most influential and most viral of all marketing collateral. {1}

But many technology marketers don't seem to realize that case studies are also amongst the most versatile and powerful forms of marketing communication when it comes ...

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The Anatomy of a Responsive Email

August 12, 2016 by Leave a comment

Rather than my usual article, I’ve decided to feature some “guest” content this month. But before I do, I’d like to tell you the story about how I decided to share this content with you.

In November 2014, I wrote the first of a pair of articles for Technical Response on ...

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How to Optimize Email for Mobile – Part II: 8 More Best Practices

December 17, 2014 by Leave a comment

The rise of online mobile devices is changing the way people communicate and gather information. One big change is in the way we consume email.

As we saw in Part I of this series, nearly half of all commercial email is now opened for the first time on a mobile ...

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How to Optimize Email for Mobile – Part I: 7 Best Practices

November 19, 2014 by 1 comment

I have a confession to make: When it comes to cell phones, I'm a bit behind the times.

For example, I don't own a smartphone.

Mind you, I have nothing against smartphones. I just don't really need one. I work almost exclusively from home, I have no commute, and I ...

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13 Ways to Generate Leads with a Sales Letter or Email

May 11, 2010 by Leave a comment

One of the most effective ways to generate leads in B2B is with a brief letter or email offering valuable information to a well-targeted list of prospects.

Here are 13 different ways to use this technique to generate leads for your company.

1. Offer a free white paper or special ...

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Direct Mail Offers Growing Opportunity For Savvy B2B Technology Marketers

March 16, 2010 by Leave a comment

With their budgets slashed and added pressure to turn in positive results, marketing departments everywhere shifted expenditures in search of higher ROI in 2009. The trend was decidedly towards online media. Especially email.

Surveys indicate this trend will continue in 2010. A DMA benchmarking survey found 70% of marketers plan ...

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Lead Generation through Anticipation

October 9, 2009 by Leave a comment

The Internet has turned us into an “I-want-it-NOW!” society.

It provides instant access. Instant information. Instant entertainment. Instant shopping. Instant dating. It has accustomed us to instant gratification of our desires.

It’s made us impatient.

And while the Internet has in many ways been a boon for advertisers, it has ...

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