Tips For Better B2B Email Marketing

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By Jon Miller
Expert Author
Article Date: 2008-05-14

Stefan Tornquist from MarketingSherpa and I recently hosted a webinar all about helping marketers increase the results from their B2B email marketing campaigns.

This webinar is packed full of great tips, including:

Newsletter offers still work best for getting opt-ins (when you take Volume and Quality of opt-ins into account). Free Trials / Downloads get the most opt-ins.

Newsletter subscribers are 22% more likely to enter the purchase cycle than other forms of opt-ins.

64% of decision makers view email on mobile devices, so be sure to optimize for those devices.

Don't put multiple "Call to Action" links in an email or newsletter. One Action got the best click through rate; two Actions are OK, but more than that and CTR goes down dramatically.

Using customer behaviors to trigger emails dramatically increases relevance and response rates. According to Jupiter Research, compared to untargeted broadcast emails, using web activity data raises open rates by up to 50% and conversion rates more than 350%.

There are even more tips in the full webinar, which is now available on-demand (after a short registration).

Watch Now: B2B Email Marketing Webinar with MarketingSherpa.

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About the Author:
Jon has over 11 years of experience helping marketers with innovative technology solutions. He is current VP Marketing and co-founder of Marketo, a provider of easy to use on-demand marketing automation solutions that help B2B marketers drive and track revenue. Before co-founding Marketo, Jon was a vice president at Epiphany, where since 1999 he led overall product strategy and direction for Epiphany's industry leading marketing automation applications. He has also worked as a CRM strategist at Exchange Partners and as a strategic consultant for Gemini Consulting. Jon graduated Magna Cum Laude in Physics from Harvard College and has an MBA from Stanford Graduate School of Business.