Make Email Great Again — With an Actual Strategy On How to Do That
Speaker: Michael Barber | Founder, Barber & Hewitt
We can all agree that email marketing is one of—if not the most—effective B2B marketing tactics. But the problem is that most marketers and organizations have abused the channel leading to depressed open, clickthrough, and post conversation metrics and a love/hate relationship with all emails. To solve this problem, we need to rethink how we connect with people via their Inboxes. We need to radically reduce the propensity to send campaigns simply because our organizations have something to announce and expand the KPIs that dictate success.
At the end of this session you will be able to:
- Understand why email is such an important channel for B2B marketers
- Design and develop modern email marketing campaigns
- Build short and long-term communication plans with your subscribers
- Go back to your office the week following B2B Marketing Forum and make practical improvements to your current email marketing efforts