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In B2B, content marketing is widely used and highly effective. Instead of aggressively promoting your company, products or brands, you address users with editorial content in content marketing. Current market information, studies, industry reports or checklists are usually more exciting for users than product news and press releases. If you become an important source of…
Interactive emails eliminate media breaks and in the best case, the user remains in the email until conversion. Automatically send follow-up emails after webinars or other events asking attendees for next steps, such as specific interest in a solution to a topic. Provide only 2-3 response options to choose from at the beginning. Depending on…
Email marketing is permission marketing. This is why opt-ins are the basis for the success of every email marketing campagne. In this post we show you how to win opt-ins with mobile contexts, like QR-Codes, SMS/ messenger inbound, chatbots, bluetooth, registration for wifi and apps. 1. QR codes QR codes are displayed in almost…
A guest contribution by Urs Thüring, CEO at Mayoris AG. The digital marketing sector is in revolt once again. After AdTech service providers have been affected by the prevention of consequent collection of tracking-data by the third-party-cookies, this time the email sector is affected. For some time we know, that the GAFA (Google, Apple, Facebook…
If your Marketing Automation system allows it, a marketing automation campaign can be as complex as you want. Theoretically, you could map your entire customer dialog with all use cases in one large marketing automation campaign. But again, complexity can quickly become a killer if your campaigns lack focus. Automation should reduce complexity, not…
As with everything in B2B marketing, taking action in email marketing should be preceded by a strategy and setting clear goals. Only if you define in advance what you want to achieve can you plan precise measures. Email marketing enables a wide range of use cases. Focusing on specific objectives helps avoid wasting time on…
Winning opt-ins is a fundamental part of email marketing, because the consent of as many users as possible to receive marketing emails is crucial for the success of your email marketing measures. One possibility for winning opt-ins is the referral. If your users relish certain topics or offers it is very likely, that their friends…
Address hygiene and opt-in generation are among the most important tasks in email marketing. Use interactive emails to obtain or expand opt-ins. Convert customers to newsletter recipients, for example, or obtain further-reaching consent from them for profiling or for additional subject mailing lists. Integrate the opt-in process, including checkboxes, privacy policy and confirmation buttons, directly…
Opt-ins are one of the key success factors in email dialogue marketing. The more contacts that have agreed to be marketed by email, the greater the leverage in all measures. It is particularly your own contact points with the potential target group at which you should consistently acquire opt-ins. In this post, we show you…
Transactional communication is not only an essential touchpoint with your customer in online channels but also offline at the point of sale (POS). Use loyalty cards or location-based services to identify your customers at the POS and send them a purchase confirmation after a purchase, including a digital receipt, loyalty information, vouchers, cross- & up-sells…
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