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Why email marketing still matters–and how to make it work

 

Andrew Schulkind recorded a webinar on how to make email marketing campaigns work for you. Unless you’re selling goods or services with a buying cycle of “right now” (like lattes) you need a way to stay in touch with prospects as they move through the buying cycle toward a decision. That need is particularly crucial early in the process, when prospects aren’t yet open to talking to a salesperson. Email, done well, may just be the perfect solution.

But how do we create email campaigns that work?

  • By understanding what your audience really wants–and doesn’t want–when they go to their overstuffed inboxes
  • By knowing how to measure what is working and how to adjust over time
  • By understanding the importance of balancing mobile vs. desktop, impressions vs. engagement, and other sometimes competing elements of successful email marketing

In this free 30-minute Biznology® webinar with Andrew Schulkind, you will learn the concepts that work regardless of your industry and audience, and learn the metrics to track to ensure your email marketing is always improving. We’ll focus on building great subject lines, crafting great content, encouraging action, and staying on the right side of the regulatory line.

A veteran content marketer, web developer, and digital strategist, Andrew founded Andigo New Media to help firms find a more strategic and productive mix of tools that genuinely support online brand goals over time. With a passion for true collaboration and meaningful consensus, his work touches social media, search engine optimization, and email marketing, among other components. He views his primary goal as encouraging engagement. Getting an audience involved in your story requires solid information architecture, a great user experience, and compelling content. A dash of common sense doesn’t hurt, either.

Thanks to all our sponsors!

andigo-350w

BarnRaisers LLC

GaggleAMP

Gerris digital

 

 

 

 

 

 

 

 

 

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Mike Moran

Mike Moran is an expert in internet marketing, search technology, social media, text analytics, web personalization, and web metrics, who, as a Certified Speaking Professional, regularly makes speaking appearances. Mike’s previous appearances include keynote speaking appearances worldwide. Mike serves as a senior strategist for Converseon, an AI powered consumer intelligence technology and consulting firm. He is also a senior strategist for SoloSegment, a marketing automation software solutions and services firm. Mike also serves as a member of the Board of Directors of SEMPO. Mike spent 30 years at IBM, rising to Distinguished Engineer, an executive-level technical position. Mike held various roles in his IBM career, including eight years at IBM’s customer-facing website, ibm.com, most recently as the Manager of ibm.com Web Experience, where he led 65 information architects, web designers, webmasters, programmers, and technical architects around the world. Mike's newest book is Outside-In Marketing with world-renowned author James Mathewson. He is co-author of the best-selling Search Engine Marketing, Inc. (with fellow search marketing expert Bill Hunt), now in its Third Edition. Mike is also the author of the acclaimed internet marketing book, Do It Wrong Quickly: How the Web Changes the Old Marketing Rules, named one of best business books of 2007 by the Miami Herald. Mike founded and writes for Biznology® and writes regularly for other blogs. In addition to Mike’s broad technical background, he holds an Advanced Certificate in Market Management Practice from the Royal UK Charter Institute of Marketing and is a Visiting Lecturer at the University of Virginia’s Darden School of Business. He also teaches at Rutgers Business School. He is a Senior Fellow at the Society for New Communications Research. Mike worked at ibm.com from 1998 through 2006, pioneering IBM’s successful search marketing program. IBM’s website of over two million pages was a classic “big company” website that has traditionally been difficult to optimize for search marketing. Mike, working with Bill Hunt, developed a strategy for search engine marketing that works for any business, large or small. Moran and Hunt spearheaded IBM’s content improvement that has resulted in dramatic gains in traffic from Google and other internet portals.

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