A simple but important principle of email marketing has emerged from recommendations we are developing with a client. This principle is one of those fundamental techniques that everybody knows but few put into practice. That principle is: Don’t boil the ocean. Allow each element to have one, and only one, purpose.

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This article on MarketingSherpa, "How to Maximize Impact of Email Newsletter Ads - 4 Takeaways on Ad Recall, Forwards & More," is about a study conducted by the American Institute of CPAs on the effectiveness of their own email marketing.

Of the four major takeaways, two are lessons in how to use content, especially in B2B marketing. They key is to educate the reader, not push a sale. Read More

We are launching our blogletter—an email newsletter that is built on top of our blog. What a concept!

How does it work? Instead of putting long articles in our e-newsletter, or creating new web pages for the articles, we simply post the articles to our blog. They make great blog posts. Then, we send out our e-newsletter with brief, easy-to-read introductions to the articles, and links to the full versions in the blog posts.

Not only is the blogletter handy for communicating to our clients and friends, but it's also efficient: Read More