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Business to Business Email Marketing

Embedded Channel - 2009 in Review

Monday, December 14, 2009 by Bryan Wade
It's been an amazing run in 2009 for the Embedded Channel at ExactTarget.   For those of you who don't know - the Embedded channel works with software companies that utilize ExactTarget's SOAP API's to go to market with their own email or sms products. 

As I look back I realized we've grown the number of Embedded partners from 22 to 60 ISV's.   We have Embedded partners who offer Business to Business email marketing / campaign management software in the Print, Auto, SMB, MRM, Voice, Medical, Events, and eCommerce verticals (to name a few).   It feels like software companies are realizing that their customers want reliable and scalable email sending capabilities with the email tracking/reporting data to go along with the sending.   They've realized that building it all out is a daunting task, especially when you can partner to get to market quickly.   

The most important thing that has happened in 2009 is the build out of the Embedded team within ExactTarget.   We've hired 4 new folks on the Embedded team alone and have plans to hire even more in 2010.   This gives us the people to support the Embedded program, which can be just as or more important then technology we offer.

Thanks to all for the great year and expect more from the Embedded team next year!

Bryan
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Drip Model Marketing– Is that a leaky faucet or your email marketing software?

Tuesday, November 10, 2009 by Kristeen Hudson
Phrases like “drip campaign”, “automated email drip”, “drip email program”, and “drip email” are thrown around ExactTarget a lot. This is because ExactTarget is in the business of sending email, especially automated email drips.  However, everyone may not understand what a drip campaign is.  Let me tell you a little bit about the basics of drip marketing.

Drip marketing comes from the phrase drip irrigation, which is where crops are watered in small amounts over a long period of time. This same concept is applied to marketing and is called drip model marketing. Customers or potential customers are given small amounts of information over a long period of time.

The idea behind a drip campaign is that it takes between 3 and 30 impressions of a brand to make it sink in. When creating a drip campaign its important to have a consistent brand with varying messages to help develop the reputation of your company.

Drip emails are the most common type of drip communication, however there are other ways to communicate in a drip campaign. Some other options are - voice messages, SMS messaging, and direct mail.

Drip model marketing is a good way to help avoid always trying to sell a product and a good excuse to provide content that will engage subscribers. Think of this as a great way to nurture your potential clients. Drip marketing can be used for business to consumer or business to business email marketing solutions.

The good news is ExactTarget is one of the best email marketing software providers for creating automated email integration. To learn more about ExactTarget checkout their website.
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Measuring ROI By The Square Foot

Tuesday, August 18, 2009 by Teresa Becker
Measuring ROI By The Square FootI was driving along the interstate last week when I noticed a billboard alongside the road. In big, bold letters it read: "Measure Your Advertising ROI By the Square Foot". Suddenly the difficulties of advertising in print media took on a whole new light. Advertising on paper is a very difficult task. You can't measure impressions, you can't track data, and it's almost impossible to follow the path of your customers through the buying cycle. In the end, it comes down to a guessing game paired with a hopeful strategy. So what can marketers do to target their audiences and to track relevant information? I'm glad you asked.
 
Enter a One-to-One Digital Communication Platform. The hassles and difficulties of tracking impressions and leads no longer has to be a daunting process. You don't need to measure your effectiveness by the square foot - with business to business email marketing, you can measure actual conversions by clicks, leads, and impressions and take out the guessing games.

In fact, with a platform like this, you can Integrate Email, CRM, and Web Analytics, helping you to spend your marketing dollars even more wisely and giving you the power to make informed marketing decisions.

Don't throw your marketing dollars to the wind. In this economy, it's more important than ever to make sure your marketing dollars are giving you the best return - a Digital One-to-One Communication Platform will help you track your ROI without the guessing.
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