Tips, Tricks, and Hacks for B2B Email Marketing Success [Podcast]
MarketingProfs has published a new episode of Marketing Smarts podcast ‘Tips, Tricks, and Hacks for B2B Email Marketing Success’ featuring Michael Barber.
George B. Thomas says, “Is email dead? Hardly. “We’ve been having this conversation about the death of email for 15-ish years at this point,” Michael says. “What we’ve continued to see….is that email continues to drive incredible success for marketers who do it well.”
Lists of emails purchased from a third-party are always bad, right? Well… not quite. “This idea of never buying a purchased list….It works in some cases, but you have to be very cognizant of where that list is coming from…Let’s say you’re a major sponsor of a tradeshow and that is a part of the registration and part of your sponsorship, I think there are really strategic ways that you can use that for good.”
The biggest bust from Barber goes to the importance of how many subscribers you have. What matters, he insists, is engagement. If you have 500,000 subscribers but nobody clicks on anything, it’s “hurting our campaigns worse than anything else,” Michael says. “Worse than unsubscribing, worse than marking as spam.”
Listen to the entire show now from the link above, or download the mp3 and listen at your convenience.”
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