B2B marketing
Why Your E-newsletter Isn’t Being Read.
Now that millions of business executives read e-mail on their Blackberry, iPhone or Android smartphone you should be concerned about how you are communicating with them. They’re using those smartphones to primarily access e-mail, in addition to the other productivity tools that make them reliant on the mobile device.
So, if you are sending e-newsletters that are designed like web pages – heavy graphics and content that requires a long load – then all that effort you put forth in strategy, design and content development just got wasted because it’s not readable. And similar to websites that suffer that same fate, smartphone users no longer tolerate that inconvenience and immediately delete or opt-out of future communication. Ouch! Not what you had intended.
How CBD accommodated the dilemma of delivering an appealing e-newsletter design to both desktop and smartphone was to avoid the trap of filling the monitor with images, links and content. Ron Kohudic, CBD’s Interactive Creative Director, designs e-newsletters around e-mail best practices that accommodate both desktop monitors and mobile small screens. He focuses on limiting the design elements to accentuate readability. Ron uses a one-column frame for text with links. The header image is sized proportional to the text column. And he has eliminated unnecessary navigation elements. This has allowed message scalability by our ESP to accommodate the confines of the small screen on mobile devices. This scalability permits readable font sizes on mobile while protecting the integrity of the original format, assuring a pleasant experience for desktop readers as well. If you would like to see an example of this on your smartphone, please provide me with your email address and we’ll include you on our next e-newsletter.
So, what does your e-newsletter look like on a smartphone? You might want to check it out.
CBD Proud of Our Emerging Leader Award Winners
Everyone at CBD is excited for account supervisor Melissa Cary (top) and account executive Katie Whitmore (bottom). They are both recipients of the 2011 Emerging Leader Awards presented by the Chicago Association of Direct Marketing (CADM).
The Emerging Leader Awards honor the area’s best and brightest young marketers, who demonstrate “uncommon promise in strategy, creativity and innovative thinking.”
It’s a wonderful honor for both Katie and Melissa and our agency. They are both highly deserving of this recognition not only for their outstanding current contributions to marketing, but for the larger accomplishments they are sure to achieve in the future.
Since its inception in 2009, the Emerging Leader Awards (EL Awards) have quickly become the the Midwest’s most prestigious recognition for rising star marketing talent.
We invite everyone to join us at the awards dinner Monday, April 9 at the Wit Hotel, Chicago to help us acknowledge and celebrate Melissa and Katie.
Optimizing content for the mobile explosion
Do you work when you’re away from the office? Have you sent texts to colleagues or checked emails in the cab on the way to the airport … in a restaurant … at the theatre? Are you scanning QR codes at trade shows? Do you take your work with you on vacation? A recent study claims that over 75% of Americans do just that. For more and more of us, a smartphone and/or tablet are merely extensions of our arms and brain. By the end of 2011, a 40% growth in smartphone subscriptions and 100% growth in tablet sales is anticipated. Continue reading
Closing the gap between energy suppliers and customers
KEMA got it right at their recent 22nd Executive Forum, in providing the opportunity for both energy providers and C&I customers to relate perspectives on energy industry developments and experiences. Though there are still gaps between each of these constituents, it was important for both sides to talk and listen to one another. It’s a critical step in relationship building that is often overlooked. Continue reading
Dear B2B Marketer: Prepare to Engage
Rethink “marketing” and engage prospects with content, and you could be attracting more qualified leads and shortening your sales cycles. As a discipline, B2B content marketing has long been the domain of successful sellers of high-ticket products and services with extensive sales cycles. But not anymore. Now companies of all types and sizes use it as an integral component in their toolbox.
B2B buyers as a whole are sophisticated and wary purchasers. Providing them with valuable content is a fundamental way to build trust and Continue reading
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