White Papers

• 28th November 2006
  
  Season’s e-greetings (say it with email)

  Sending customers Christmas greetings is an old and established practice, but this year rather than send them a printed, mass-produced card why not send them a greeting by email? Sending a seasonal greeting by email that is highly personal, and personalised, is not only a great way to stand out from the crowd, but it is more likely to be remembered than a traditional card – and may even elicit a response.

• 25th October 2006
  
  B2B email marketing and incentives

  As any marketer knows, implementing a successful B2B marketing strategy can be a lot harder to achieve than one aimed at consumers. The decision-making process to purchase is usually much longer in the B2B world, often months rather than weeks.

  Whereas B2B email campaigns are focused on immediate results, B2B campaigns usually concentrate on lead generation and delivery over a period of time. The B2C world is littered with incentives to encourage customers to buy, but for B2B marketers, incentives can be a double-edged sword.

• 18th July 2006
  
  Using email to promote events

  Promoting a corporate event, such as a conference, seminar or webinar, is one of the most challenging and pressurised campaigns a marketer can be involved in. With an average six month lead time to announce, promote and sell the event, combined with the inevitable competition from the myriad of other events vying for your customer’s attention, event marketing is not for the faint hearted. Email is the perfect channel for instantly promoting awareness, building momentum and ultimately selling the event to all your target sectors.