Marketers can never go wrong with the classics — with an average ROI rate of 38:1, email marketing remains a staple for B2B organizations. When coupled with the influx of various software and solutions that automate the more mundane aspects of the strategy, modern email marketers are shifting their focus to harnessing intent data and utilizing new measurement metrics to nurture leads.
As the inaccuracy of open rates continues to grow, modern marketers are relying on click-through rates (CTR) to measure the success of their email campaigns. However, CTR measurement only works if messaging is personalized, engaging and highly relevant.
Throughout this report, we’ll examine the key components of email campaigns that make B2B buyers “click” and discuss the strategies that go into accurate personalization and ensure databases remain up to date.
Specific topics of discussion include:
- An in-depth look at the new measurement landscape for email marketing;
- The content strategies successful B2B companies are leveraging to create standout campaigns that promote further brand interaction;
- How to refine databases and keep target lists accurate; and
- Tips and tricks into creating compelling content.
