email marketing Archives

Being authentically useful with your content marketing

As a company, we're pretty successful sales and marketing specialists (if I do say so myself). As part of our everyday offering we: plan the sales and marketing for many large and small companies globally contribute to a part of the marketing for a handful of large companies - also globally do (almost all of) the marketing for around 50 smaller Australian businesses. But at the same time, our own marketing often suffers. We don't have enough time, worry that we don't have enough worthy ideas, and sometimes struggle with a consistent brand voice. We work super READ MORE ›

2021-03-23T17:02:15+11:00By Hugh Macfarlane|B2B marketing blog, Tactics|

From good to great: Five ways to boost your email marketing efforts

A lot of work goes into your email marketing, so you want to make sure you get a return on effort (and investment) by having it reach as many of your prospects as possible. But think about your own inbox – how many emails do you get a day? How many do you delete without even opening? When you think about how little you spend considering each message in your inbox, it’ll give you a good idea of just how little time and opportunity you have to catch your audience’s attention. That’s not to say you shouldn’t READ MORE ›

2021-02-25T15:49:14+11:00By Bella Newton|Tactics|

The rules for sending an effective cold email

Cold emails are not necessarily spam — but if poorly done, they can be just as annoying. So, what do you have to do to get it right? First, prepare Before crafting a cold email, there are some key questions you need to ask yourself: What message do we allow? Do we even want our brands to outbound? Should the emails be automated? Most importantly: before diving into cold emails, you need to understand the spam laws in your country. Most countries are trying to stop spam due to emails being sent out that are unsolicited, fraudulent, READ MORE ›

2020-07-02T14:33:54+10:00By Hugh Macfarlane|B2B marketing blog, Evergreen, Tactics|

7 Tips for Crafting Cold Electronic Direct Mail (eDM)

Cold, bulk emails are an awful tactic. Your buyers hate getting them, you hate the responses, and you also hate the lack of replies you receive. They're ineffective and they can even devalue your brand. But sometimes, just sometimes, they're welcomed and very successful. I want to talk today about those exceptions. https://youtu.be/aos2WQZkxUQ Here are my 7 tips for crafting cold outbounds using Electronic Direct Mail (EDM) These first few tips are for people who are new to their role; we call them 'new brooms'. New Brooms: Build an asset for targets who are new to their READ MORE ›

2020-06-03T11:01:08+10:00By Hugh Macfarlane|B2B marketing blog, Tactics|

4 tips for using Electronic Direct Mail (eDM) to promote events

Electronic Direct Mail is a great way to warm a prospect up to some great event, but warm up means warm up, not blast them with too much heat. Let me explain how to warm up your prospects. In B2B, there are all sorts of events that we might want to warm a prospect up to using electronic direct mail or EDM. Some fairly common examples are a physical event itself or a webinar, maybe some kind of launch of a product or service that’s new for you or new for that market. It could also be that READ MORE ›

2020-06-03T11:01:08+10:00By Hugh Macfarlane|B2B marketing blog, Tactics|

7 opportunities to ask for a meeting using triggered Electronic Direct Mail

Electronic direct mail, or EDM, is a great B2B tactic for people who visited your site, discovered a great asset and downloaded it. Because what you really want isn’t to give them an asset, what you really want is to get a meeting. Today, I'll show how to do that with Electronic Direct Mail. If somebody visits your site, reads about an asset, downloads it, and in the process of downloading it, gives you their details, it's safe to assume they're interested. Because of that, everything changes. https://www.youtube.com/watch?v=3cfHXuRX3uc We need to use the EDM to earn the READ MORE ›

2020-06-03T11:01:08+10:00By Hugh Macfarlane|B2B marketing blog, Tactics|

6 tips for writing Electronic Direct Mail to nurture your prospects

Not everyone is ready to buy from you right now. But that doesn't mean they won't be ready to buy from you soon. In B2B marketing, we use email nurturing as a tactic to remain positioned with our prospective buyers even when they're not ready to buy. Electronic Direct Mail provides us with an opportunity to remain at the front of a lead’s mind and shape their thinking until they’re ready to buy. In today’s blog, I've got 6 tips for writing Electronic Direct Mail to nurture your prospects. Let me share them with you now. https://www.youtube.com/watch?v=z_e6DgvvxOo&feature=youtu.be READ MORE ›

2020-06-29T16:26:08+10:00By Hugh Macfarlane|B2B marketing blog, Tactics|

Why email newsletters don’t work [video]

Email newsletters don't work. That might be an unpopular opinion- but it's true! Email newsletters are poor marketing tactics, simply because your inactive buyers don't care about your new features, your recent wins, or your stellar hiring decisions. They simply don't care about your news. This isn't a recent change. Email newsletters have never been a good tactic for the reasons I explained. But email marketing can be your most powerful tactic. The difference? Well, it's the content, of course. https://www.youtube.com/embed/P7G3uTjZrT0 Why email newsletters don’t work Flip your perspective just for a moment. Become one of READ MORE ›

2020-06-05T13:23:02+10:00By Hugh Macfarlane|B2B marketing blog, Tactics|

Cold email templates [video]

We were asked to look at cold email templates for B2B. We found 16, and unpacked what we think the essential common elements are of the recommendations. We've added one really critical missing ingredients. It's important. We've added it in, and we've created our own template that you can base your own cold email template on. Today, I'm going to start with the conclusions right up front, then I'll give you the research that led to those conclusions, and then finally I'll end with our cold email template for B2B. Here's what we learned: Provide a benefit READ MORE ›

2020-08-11T10:00:03+10:00By Hugh Macfarlane|B2B marketing blog, Tactics|

B2B email examples and 8 actionable tips [video]

Email marketing remains one of the most effective tools in a B2B marketer's arsenal, but what really works? Today, let me share with you some great B2B email examples and eight actionable steps that you can take to improve your B2B emails. Let me start with the tips first. There are eight of them. The first tip is make it all about them, not you. Pack as much unique value into your email as you can, but invert the triangle, that is, pack the value into the beginning. Use as few words as you can, but as READ MORE ›

2020-08-11T08:36:25+10:00By Hugh Macfarlane|B2B marketing blog, Tactics|