Email Marketing in a Web 2.0 World - B2B Marketing and Sales Tip #135

I know, I know, “Web 2.0” sounds sooooo cliché but the so-called Web 2.0 world has really changed everything when it comes to marketing including those traditional activities like Webinar marketing, email campaigns, and direct marketing. Now, Jeff Pulver posts some wonderful advice on avoiding email marketing mistakes in Marketing 103: e-mail Marketing Mistakes to Avoid in a Web 2.0 World.

I encourage you to forgive him his “web 2.0 world” reference (we’ve all made them) and read this great post. Most of his advice is focused on formatting the email to look as if it is personalized. But he does offer a few tips that many marketers may not have considered such as:

The sender of the email marketing campaign should be plan to be online and responding to messages as they are received from people asking questions from the email they just received. The more available the sender is, the higher the probability the success rate will be higher. Avoid going dark if you can avoid it.

-- KNOW the DEVICE and Platform being used by the recipient to read their messages. This continues to be the BEST way to increase the chances your message will be seen in a way you intended it to be seen. The information about the default device/platform used to read e-mail can have a tremendous impact on the future effectiveness of future e-mail marketing campaigns."

By following Jeff’s advice and investing in a great database and email automation tools, you can make your email marketing campaigns less of an intrusion and see an increase in click throughs and conversion rates. However, I recommend you take Web 2.0 a step further and offer up a number of options for communicating with your customers. Make sure you give them the choice of receiving an email, RSS feed, or Twitter updates. You can increase the frequency of your outreach to customers and reduce the investment you sink into building an email marketing campaign by leveraging these social media tools to build a network of followers. At BreakingPoint, we’ve built a rapidly growing following on Twitter that is paying off in terms of web visitors, leads, and loyal followers who help us spread word of mouth about our products. Curious about how we did it? Follow our corporate feed at Or, if you want to get updates on The B2B Lead stories follow the bloggers at, and

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