The Latest Email Marketing Benchmarks
IBM released its 2016 Email Marketing Metrics Benchmark Study. Important knowledge for anyone in communications. Among the more interesting revelations was a phenomenon dubbed “the frequency math...
View ArticleThe Eight-Second Window
Jill Johnson of IBM Marketing Cloud led a webinar that looked at some of the benchmarks and data that emerged from IBM Marketing Cloud’s Email Marketing Benchmark Survey. She pointed out that a typical...
View ArticleMeasuring Email Content Effectiveness the Right Way
Most understand that clickthroughs measured against emails delivered is your email’s clickthrough rate (CTR). For those who don’t know, the click-to-open ratio (CTOR) measures clickthroughs against...
View ArticleQuick Tools for Doing an Audience Deep Dive
Twitter LinkedIn Email Print The Business 2 Community website correctly points out that it is a challenge to create content that motivates B2B buyers to act. Also correct: That getting to know your...
View ArticleTime to End ‘Space Shuttle’ Content Management
Twitter LinkedIn Email Print While the costs vary wildly depending on the source, consider these numbers for costs per kilogram for shipping cargo into space: Space Shuttle = $60,000…SpaceX rocket =...
View ArticleBanner Ad Blindness: How to Write Around It
Twitter LinkedIn Email Print A user’s “blindness” to banner ads has been a very real thing for a very long time (it was first documented in 1997). The latest research from Nielsen Norman Group confirms...
View ArticleIs ‘Drip Marketing’ Dead?
Twitter LinkedIn Email Print Let’s take a look at the challenges posed by binge consumption. As media have evolved, so have our media consumption habits…or it could be the other way around. Likely,...
View ArticleThree Methods for Making Your Copy More Scannable
Twitter LinkedIn Email Print I’ve encountered the following scenario in my career too many times to count: Client wants to “put something on the website.” I receive a 1,200-word document. I explain the...
View ArticleMore Signal, Less Noise
Twitter LinkedIn Email Print Many principles of user experience (UX) can be applied to writing and communications. A recent example: signal-to-noise ratio (from Nielsen Norman Group). Consider relevant...
View Article3 Tips for Building Trust Through Storytelling
Twitter LinkedIn Email Print There is universal disdain for being sold to. Reactions range in severity, from mild annoyance to outright rage. At the same time that sales efforts have become more...
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