THE MARSDEN MARKETING BLOG

Email Workflows: How to Get Them Right

Posted by Christina Simms

Thu, Oct 13, 2016 @ 09:15 AM

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There are days when technology fails to cooperate with me and I daydream of chucking my computer, phone, etc. into a running trash compactor. Or reminisce about the scene in Office Space when they go to town on their frequently malfunctioning printer with a baseball bat. But on the flip side, most of the time I am thankful for the luxuries technology affords me. Marketing automation, for instance, is one part of my life where technology saves me time, helps me scale my efforts, and enables me to better serve clients and their customers. 

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Why Segmentation Matters in B2B Email Marketing

Posted by Erwin Grigorian

Tue, Oct 04, 2016 @ 10:11 AM

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Email marketing is an integral part of B2B companies’ marketing strategy. But ask yourself, are you canvassing your emails to your entire contact database, or are you smartly targeting your email messages by your prospects’ titles, industries, or activities? For most companies, the answer is “no” when it should be “yes.”

If you’re asking what I mean by “smartly targeting your email messages,” it’s called email list segmentation and it’s a method used to categorize your prospects into groups that have similar traits. At its most basic level, you would have two lists: prospects and customers. But segmentation can go a lot deeper. For example, you can segment prospects based on demographics, job titles, industries, behaviors and activities. As for customers, possible segments could include length of time as a customer, purchase history, product/solution owned and so on.

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15 Pitfalls of Automated Emails and How to Avoid Them

Posted by Jeffrey Willis

Tue, Jun 07, 2016 @ 09:21 AM

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You have a marketing automation tool, such as HubSpot or Pardot. That’s great. High five to your team! But now what? Launching an email is no longer simply loading and sending a message to your database. You are now more sophisticated, with the right technology to back it up. You are now thinking in terms of campaigns and multiple touch points throughout the sales funnel. You wield powerful functionalities that allow you to personalize and target like you have never been able to do before. Yes, the road to success can seem like a long and winding path filled with twists and turns. But, if you manage to take into account and avoid these 15 pitfalls of marketing automation emails, you will be well on your way.

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Quality Over Quantity: How to Clean Up Your Email Lists

Posted by Charlotte Cook

Thu, May 19, 2016 @ 10:44 AM

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Email can be a great tool for B2B marketing. In fact, email is 40 times more effective at acquiring new customers than Facebook or Twitter (Campaign Monitor). It’s a proven way for your business to attract new customers, gain exposure, and build relationships with your customers and prospects. However, old or purchased email or database lists can have a lot of problems associated with them.

In a recent blog post, we told you how to create web forms to capture better data from your visitors. Once your forms are optimized, the next step is to create a process for monitoring, refining, and segmenting your data. Utilize these best practices to help clean out and maintain your lists for better email marketing, reporting, and overall database management. 

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6 Key Elements to Include in Every Email Marketing Template

Posted by Brenna Zenaty

Tue, Sep 08, 2015 @ 10:00 AM

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Not long ago, the industry speculated that email marketing might be passé for the modern marketer. Instead of fizzling out, however, email marketing has evolved thanks to the inbound marketing methodology and the development of tools like marketing automation.

In fact, HubSpot, a leader in the marketing automation & inbound marketing industry, found that companies using email to nurture leads generate 50% more sales-ready leads and at a 33% lower cost. And nurtured leads, on average, produce a 20% increase in sales opportunities compared to non-nurtured leads.

So, you’re ready to ramp up your email marketing program, but aren’t sure where to start? Whether you’re sending out a content offer, newsletter, or company announcement, here are a few key components to include in every e-mail you send.

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8 Easily Forgotten Do’s and Don’ts of Email Marketing

Posted by Sydney Graham

Tue, Jun 23, 2015 @ 08:45 AM

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It’s nice to know email marketing is alive and well. Oh, you didn’t know? Well here’s a fun fact: 69.7% of US Internet users say email is the preferred method of communicating with businesses (eMarketer).

So your consumers have spoken, and now it’s a matter of getting to their Inbox. Seems simple, right? Write a subject line, say what you’re offering, and wait for the leads to start rolling in and qualifying. Here’s another fun fact: email marketing has evolved. There’s so much more to consider now: words aren’t just words anymore, an email address doesn’t always equal permission to contact, and prospects don’t have to sit back and let your emails pile up in their Inbox. 

With this in mind, use this list below to remind yourself of the do’s and don’ts of email marketing. 

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Getting "More" Out of Your Email Marketing Lists

Posted by Jeffrey Willis

Tue, May 19, 2015 @ 10:10 AM

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There’s a well-known adage that sometimes more isn’t always better…sometimes it is just more. This is especially true when referring to your email marketing lists.  

Unfortunately, letting go is not always so easy when it comes to email addresses. You had such high hopes that joe@business.com would turn your marketing team into superstars with Sales. But without a healthy list of prospects, marketers are often doing more damage than good. Your digital reputation can quickly become tarnished by a few bad seeds, (it’s just like high school all over again isn’t it?), and that could prevent you from even reaching your true prospects.
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Email Marketing Gone Wrong: 4 Mistakes Not to Make

Posted by Candice Rose

Tue, Dec 16, 2014 @ 11:10 AM

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Fact: our inboxes are jam-packed with marketing emails. With the typical email subscriber receiving a staggering average of 416 commercial messages a month, an email must shine to be seen amongst the masses.

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4 Email Marketing Strategies to Keep Prospects from Opting Out

Posted by Mehr Kassam

Tue, May 13, 2014 @ 10:30 AM

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Every day I receive hundreds of emails from all different types of companies – from my favorite retailers such as Sephora to blogs from Marketo and HubSpot. Whether it is a B2C or B2B email, what all these emails have in common is that I haven’t unsubscribed from them…yet. But as email boxes are getting more cluttered, more people are opting out.

Here are four strategies to use in your email marketing program to prevent prospects and customers from unsubscribing: 

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