Channel | Email

Eighty-five percent of respondents to this year's annual Chief Marketer Lead Generation Survey plan to use email in 2011 as a prospecting tool, compared to 80.2% in 2010.

Many people do not understand how valuable e-mails are. When management attempts to measure the importance of e-mails to the organization, they typically look at the revenue generated in the shopping carts of the e-mails. It usually comes to about 3% of total revenue. Nice revenue, but nothing to write home about. They are really…

Can a 90-year-old brand with a name that evokes both your great-grandfather's mass medium and a backyard shed get hip? Fort Worth-based RadioShack thinks so

Chief Marketer talked to several experts to get their take on where and how B-to-B marketers are spending their money in 2011

Putting together a B-to-B e-newsletter? Focus on the actual reader, not the company

If you anticipate email being a part of your ongoing marketing, it is smart to have a plan dedicated to it. This will save you time, prevent you (or your associates) from being too reactive and will deliver a roadmap that will help you achieve your stated goals.

Want to get your email messages into your customers’ inboxes, and more importantly, read? Then let their personal preferences inform your email strategy and deliver content they can use.

Given the typical company’s resource constraints, marketers must use triggered and sequenced messages that utilize existing segmentation schemes. Welcome campaigns are one example of a sequenced campaign.

An eye-catching subject line helped 3-D Web conferencing firm Proton Media to drive people back to their site and blog.

Chief Marketer recently talked with Craig Fitzgerald, editorial director of Waltham, MA-based e-newsletter firm IMN, to get his thoughts on what types of content work best in B-to-B newsletters, best practices, and what to avoid if you want to keep your audience opted-in and reading.