Archive for November 2014

The End Isn’t Just Near — It’s Here

I hate to be the bearer of bad news, folks, but 2014 is over in five weeks. And crammed into those five short weeks are 4 major holidays plus a half-dozen significant others. You might as well face the fact that, in terms of goals and accomplishments for this calendar year, what’s done is done and what isn’t done ain’t happ’nin’. Instead of beating yourself up, though, use these next five weeks — weeks during which we all know no one is at peak performance — to get a leg up on 2015.

Email Marketing: Are You Hitting Your Target?

Email marketing is relatively cost-effective, straightforward and measurable, offering the potential for an extremely high return on your investment. However, all of that success hinges on your message’s ability to actually reach —and thus be heard — by your audience. Here are a few quick pointers to ensure your message reaches your target:

Does Your Copy Offer a Way Out?

I’ve stumbled across some exceptional copywriting over the years — but I’ve also tripped over exponentially more atrocious copywriting along the way. As a writer, I’m constantly evaluating what I see out there as both a critic and a colleague. I’m always rooting for writers to hit home runs, but trust me — it hurts to see a poorly crafted message make its way into the public eye.

How Rich is Your Media?

Think about in this day in age the number of ways in which communication, even business communication, tries to replicate face-to-face interactions. With technology, we try to get as close as we can to replicating this experience. We’re fortunate to have so many communication tools available to us through a simple internet connection and a number of devices right at our fingertips. But how do we know the best way to communicate in any given situation?

Getting a Seat at the Table

B2C marketers often use a customer analysis model called RFM (Recency, Frequency, Monetary). The model is primarily used in database and direct marketing to identify and target customers with the highest propensity to purchase. But can this model be utilized in B2B marketing?

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