direct mail

Three unique B2B marketing campaigns

We are regularly asked for more B2B examples of great marketing campaigns.

B2B is one of the categories in the annual Digitals awards handed out by Econsultancy. So, I thought I’d revisit the spring 2013 shortlist and pick out some B2B nominees that haven’t made it on to the blog yet.

Here are three campaigns that are unique, for one reason or another. Perhaps a unique client, idea or business gain.

Let me know what you think, or leave your own examples in the comments.

Email marketing: How to make more of subscriber data

Email marketing is easy to get wrong and difficult to do
well, yet many firms fail to use the data they’ve captured to target their
messages more effectively.

This means that they are effectively choosing to work blind
and use guesswork to increase their open and click-through rate, when they
could be working with real facts and figures about their recipients instead.

Marketing budgets to increase in Q3/Q4: report

Is the global economy back on track? There’s probably no question more capable of sparking a heated debate. But if the optimism of marketing directors in the UK is any indication, things are getting better.

According to the Royal Mail’s second annual confidence tracker poll, conducted in partnership with The Marketing Society, found that a third of the UK’s top marketing directors anticipated an increase in marketing spend in the second half of 2010. More importantly, only 13% of those polled expected their budgets to be cut.

Do successful online offers break a cardinal direct mail rule?

choiceChoice: online, more is better. Or so discovered the head of digital marketing for a major consumer publishing megabrand (who sadly cannot be identified). This flies in the face of one of the cardinal Rules of Direct Mail: one offer, one call-to-action.

Our publisher has been working on online offers, both on the site, in search and in email, to boost the print subscriber base of a wide variety of magazines. Time after time, the more choices offered to consumers for subscribing, the higher the conversion rate.

Is the internet set to slay direct mail?

The list of industries that have been impacted greatly by the internet is a long one. The internet pretty much impacts everyone today.

From the newspaper industry to Hollywood, many industries had their own issues and the internet can’t be blamed for all of the changes they’ve had to cope with. But it has played a significant role in forcing them to change faster than they would probably have liked.