B2B Email: 5 steps to increase the relevance of your messages and improve results
W. Jeffrey Rice, MECLABS, and Adam T. Sutton, MECLABS
Subscribers are more likely to act on emails that are tailored to their motivations and needs. Yet, according to MarketingSherpa research, targeting recipients with highly relevant content is one of the most significant challenges in B2B email marketing today — or so they think. You must choose from a variety of ways to add more relevance to your program, otherwise you risk boring your audience into inactivity. This session presents research-based tactics you can use to add more relevance to your B2B emails and increase the performance of your program.
At B2B Summit 2012, Joel Book, principal, marketing research and education, ExactTarget, and Chris Baggott, chairman, Compendium, will be teaching sessions about B2B email marketing.
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