Did you know email marketing open and click-through rates are in free-fall. Back in H2 2007, based on some industry averages, a B2B Marketer could expect 14% of email sent to be opened. Now that number is 11.2%. So for every 1,000 email sent only 112 will be opened.
Jeff Ogden, has written a new whitepaper called Moving from Transactional to Conversational email”. Find it here: Jeff Ogden Whitepaper
I like what Jeff has to say. He talks a lot of sense and manages to do so in an entertaining way. He has also got a great series of podcasts where he’s interviewed all [...]
There is almost no connection between what is taught on the CIM syllabus and the kind of metrics and analytics used by B2B Marketers in the UK. It doesn’t help that so many Marketers get a ‘nervous’ around numbers. Isn’t the whole reason they went into marketing the first place something to do with the fact that they are not very good at maths?
The temptation for b2b marketers will be to use ‘free software’ and attempt to build alignment without the involvement of sales. What % of ’strategic projects that use free software and don’t involve anyone but marketing succeed?
