What’s Working In Email Marketing? Optimizing Content Across Devices, Increasing Personalization

Email is a steadfast staple of B2B marketing — it retains 92% of customers (compared to 80% for social media and 70% for search engine marketing) and serves as the most successful lead gen channel. In short, email marketing is a necessity for modern businesses, but it’s growing more complex by the day as audiences demand more personalized, eye-catching content.

However, marketers are plagued by low open and click-through rates, a high level of unsubscribers and spam allegations. By balancing media, text and timing, modern practitioners are well equipped to craft email campaigns that simultaneously inform and persuade prospects to act. This special report blends expert commentary with real-world case studies to uncover:

  • The role of automated tools and technologies that help organizations send out trigger-based emails based on certain actions;
  • How to break up traditionally text-heavy emails;
  • The use of email across all stages of the buyer’s journey, from the first personalized letter to late-stage 1:1 deliveries;
  • The growing use of interactive content, such as quizzes, surveys and polls, to better engage subscribers and learn more about their interests; and
  • How to ensure that emails are fully optimized for all mediums, whether it’s a desktop computer or mobile device.


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