Target Marketing

You will be automatically redirected to targetmarketingmag in 20 seconds.
Skip this advertisement.

Advertisement
Open Enrollment | Subscribe to Target Marketing HERE
Connect
Follow us on
Advertisement
 

4 Email Marketing Trends Seen in the B-to-B Inbox

November 9, 2011 By Heather Fletcher
Trends in B-to-B email marketing show that the channel aiming to communicate with this specific audience is perhaps one of the most integrated, current ones around. Plus, the communication flow is circular.

Just based on their own habits, professionals are demanding that messages delivered to them flow through content delivery mechanisms convenient to them. Otherwise, they're not delivered.

Those delivered messages also have to be engaging, or they'll be ignored.

The engaging messages then have to be integrated with other channels, or the sender's reputation might suffer. Which leads back to deliverability.

Providing more insight on these trends are:
  • Tyler Garns, director of marketing at Gilbert, Ariz.-based marketing automation software provider Infusionsoft; and
  • Maria Pergolino, senior director of marketing at San Mateo, Calif-based B-to-B marketing automation software provider Marketo.
1. Content delivery mechanisms have to be convenient for on-the-go professionals. Pergolino says: "Mobile rendering of emails becomes an even hotter topic. Marketers can no longer ignore how their emails appear in mobile browsers. With the majority of decisionmakers viewing emails on their phones, marketers must consider how their content reads on iPhones, BlackBerry [devices], iPads, Androids and other mobile devices."

Professionals are also expecting the content to change channels according to their delivery needs. Garns says: "There is a shift in the way marketers deliver content from physical media to online channels. B-to-B email marketing programs are a channel for delivering protected content to paying and non-paying subscribers."

2. "Deliverability is based on reputation and social popularity," Pergolino says. "Today's top email marketers put heavy importance on their email reputation to ensure best delivery, but in the future this will not be enough. Instead, email clients will look to social popularity in delivering and prioritizing email. We are already seeing signs of this with Google's Priority Inbox. But this is only the tip of the iceberg, and is soon to be a much bigger focus of deliverability."
 

Companies Mentioned:

SPONSORED CONTENT

MORE ON B-TO-B >>

FROM THE BOOKSTORE

As important as email marketing is, being an expert at it is no easy task. But do not fret. Email Marketing 2014 provides the trends and best practices you need to follow. You'll find: 21 email trends charts featuring data from Who's Mailing What!Analysis of 11 effective cross-channel emails Best practices covering everything from email copywriting and design to data, metrics, CRM, deliverability and more4 email case studies Email Marketing 2014 Trends, Best Practices & Case Studies

As important as email marketing is, being an expert at it is no easy task. But do not fret. Email Marketing 2014 provides the trends and best practices you need to follow. You'll find: 21 email trends charts featuring data from Who's Mailing What!Analysis of 11 effective cross-channel emails Best practices...

ORDER NOW

A guide to delivering a better user experience through A/B testing: Offers best practices and lessons learned from over 100,000 experiments run by over 2,000 Optimizely customersDetails a roadmap for how to use A/B testing to personalize your customer's web experience and a practical guide to start A/B testing todayAuthors Dan Siroker and Pete Koomen are cofounders of Optimizely.com, an user-friendly testing system that more than 2,000 organizations use A/B Testing: The Most Powerful Way to Turn Clicks Into Customers

A guide to delivering a better user experience through A/B testing:
Offers best practices and lessons learned from over 100,000 experiments run by over 2,000 Optimizely customersDetails a roadmap for how to use A/B testing to personalize your customer's web experience and a practical guide to start A/B testing todayAuthors Dan...

ORDER NOW

 

SPONSORED CONTENT

MORE ON EMAIL >>

FROM THE BOOKSTORE

Let the world's highest-paid writers show you the secrets of making readers love your: e-mails, letters, memos, blog, ... website and yes, especially your résumé!Does your writing bore readers? Write Everything Right! will 
introduce you to the tested and proven attention-getting (and 
attention-holding) secrets of an elite, anonymous cadre of writers. They
 earn six and seven figures a year. These are advertising copywriters 
who have been mobilizing the English language and sending it out to sell
 for the past 800 years. Their unique skill: copy so powerful and 
smooth, it's easier to read than to skip.



For a free PDF sample of Write Everything Right!

Click Here

You must have a PDF Reader in order to read the sample.What readers are saying...
Once again, Denny Hatch provides us with 
sage and proven advice from the trenches.
The book is chock full of examples, takeaways, 
and strategies for making every word more 
compelling and persuasive. This is easily one 
of those "top shelf" books you’ll reference 
time and time again. —Charles Gaudet

I read the book in two days...I couldn't put
it down! It is fun reading filled with resources,
anecdotes, and although I have an MBA in 
Marketing, I learned much more from your
book than many of my classes. —Basia Christ

This book is guaranteed to help you fine-tune 
your writing skills whatever you write. Denny's 
wit and craftsmanship as an experienced
writer/author shine through on every page.
 —Pat Friesen Write Everything Right!

Let the world's highest-paid writers show you the secrets of making readers love your: e-mails, letters, memos, blog, ... website and yes, especially your résumé!

Does your writing bore readers? Write Everything Right! will introduce you to the tested and proven attention-getting (and attention-holding) secrets of an elite, anonymous cadre of...

ORDER NOW

As important as email marketing is, being an expert at it is no easy task. But do not fret. Email Marketing 2014 provides the trends and best practices you need to follow. You'll find: 21 email trends charts featuring data from Who's Mailing What!Analysis of 11 effective cross-channel emails Best practices covering everything from email copywriting and design to data, metrics, CRM, deliverability and more4 email case studies Email Marketing 2014 Trends, Best Practices & Case Studies

As important as email marketing is, being an expert at it is no easy task. But do not fret. Email Marketing 2014 provides the trends and best practices you need to follow. You'll find: 21 email trends charts featuring data from Who's Mailing What!Analysis of 11 effective cross-channel emails Best practices...

ORDER NOW

 

COMMENTS

Click here to leave a comment...
Comment *
Most Recent Comments: