Anne Holland

Thorin McGee is editor-in-chief and content director of Target Marketing and oversees editorial direction and product development for the magazine, website and other channels.

B-to-B marketers are often guilty of laziness when it comes to testing their communications, whether it's testing the copy approach, the layout, the offer or the target audience. Well, to call it laziness may not be entirely fair. It's a fact that the typical B-to-B campaign targets universes that are too small to support a split test. If you're selling specialized machine tools, you're lucky if you have 10,000 potential customers worldwide.

More than 60 percent of respondents to the fifth annual Target Marketing Media Usage Survey plan to increase their social media budgets in 2011 over 2010. Staying ahead of the game has never been more important for a marketer. And, if you can spare a little time at your desk to log in on March 15, we have been working on an excellent free event that will help you do exactly that.

Few direct marketing channels are as challenging to navigate as e-mail, with its awkward dance between marketers, e-mail service providers (ESPs), ISPs, corporate IT departments and end-users. Your success is based on an ever-changing list of best practices that boil down to one overarching principle: Do everything possible to ensure your e-mail will not be detested by anyone in the receiving audience. Since, of course, campaign execution is far more complicated than this, let’s try to pin down a few of the best practices that current research shows are vital to reaching your e-mail marketing goals. Anne Holland, president and founder of MarketingSherpa, a Warren,

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