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tactics How to use Cross-Channel Marketing to Boost Lead Generation at Events

The date is set. Now all you have to do is get people in the door and over to your booth. To start, write a press release on what the event is, who from your company is speaking, and what topics they will be covering. Then post the press release on your company blog, before promoting it on social media, in industry groups, and with industry insiders. You should also consider sending your press release to outlets that cover your industry. Finally, Include a CTA with a link to a landing page with a [...] [more]
maropost.com    Automation, Event, Segmentation

tactics How to Avoid the Gmail Promotions Tab

1. More Text, Less HTML. An eye-catching email is sure to please any executive. The logic being it’s pretty, so why wouldn’t recipients click-through? While HTML is great for style points, it doesn’t do any favours for your metrics. That’s because what we do know about Google’s Gmail algorithm is that too much HTML is a red flag. It signals that your email is commercial content and nine times out of ten it’ll land in the Promotions tab. To get in the primary inbox, keep it simple. Write your emails [...] [more]
maropost.com    Deliverability

strategy Building a great Email Program [PDF]

As Chief Marketing Officer at Maropost, I get to see a lot of email programs. Not only that, but I’ve actually run programs that have mailed more than 7 billion emails across more than 35,000 campaigns. I’ve managed to make a whole bunch of mistakes (aka – tests) but have also generated nearly two BILLION opened emails. In looking to maximize the utility of an email program, there’s a plan you can implement to make sure ANY email program is delivering on the substantial promise that email provides. [...] [more] 
maropost.com    Automation, Marketing
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