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An ideal database is designed around the needs of B2B marketers and the results the data would facilitate. The objective while screening databases is to focus not only on quantity of contacts, on quality and accuracy of profile information as well.

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Of 192.2 billion mails sent daily, does your email campaign stand out?

Behind every successful email campaign is a smart marketer…are you one of them?

Do you know…

When it is the right time to send a mail?

Through which device are emails read the most?

If you’re ‘white listed’ by your subscribers?

Emails should tell a tale to engage readers and create a connection. Storytelling is a powerful tool in getting your message across. No matter how compelling your message may be underlying tactics need to be used to boost email engagement, readability, and deliverability.

Email marketing provides the ability for readers to instantly access free information offered. If you have linked emails with resources such as white papers, case studies or research reports, all they have to do is click on the link, sign up and access what is offered. The fact that readers can directly gain valuable information makes this channel preferred over others.

However, many marketers think sending emails are free. The fact that email marketing is inexpensive makes it an advantage as well as a disadvantage. Billions of email accounts are opened worldwide and the number of emails an individual or business sent and received every day has led to the biggest challenge yet, spamming.

Based on a USA survey, “over half of all emails are deleted within 2 seconds without ever being opened”

With inundation of emails to readers, they have short attention spans, are fickle and have very little patience. In order for emails to reach an inbox, for them to be opened and clicked, they need to be relevant, customized and creative. People today don’t read emails today, they scan through it. All those colorful and long messages with complex offers are surely not going to get you anywhere. Keeping emails short and simple has more impact.

Email marketing is one of the most effective channels for any kind of business, especially, small and medium-sized businesses. It is cost-effective and considered to be one of the best marketing channels to increase conversion rates, engagement and customer loyalty.

So what’s your brand’s story?

Are you sharing it or selling it to your audience?

Connect with Your Target Market Relevantly

ACCESS AN EMAIL DATABASE WITH EXCLUSIVE LEADS

Personalize with Personality, Make Emails Click Worthy!

59% of B2B marketers say email is the most effective channel in generating revenue, according to BtoB Magazine. Why is email marketing, still a preferred digital marketing tactic by marketers worldwide?

• Because it will be profitable - For every $ spent, email will bring $35.2 and revenues worth $2.5 billion by 2016 - Direct Marketing Association (DMA)
• Because emails are accessed more now through various devices - 98% of adults online use email, 96% of the US market are on mobile phones, 64% send or receive SMS messages, 44% of the US market are now on smart phones, 29% of the US market own a tablet or use an eReader - Forrester Research, The New Email Messaging Mandate, eMarketer, US Digital Media Usage Report, & Pew Internet Report
• Because mobile optimization is the order of the day - 85% of U.S. adults own a mobile phone, 56% of U.S. mobile phone owners access the Internet, more than 50% of them access emails on their phones, 88% of them check emails on their phones daily - The Pew Internet and American Life Project, Knotice

29% of consumer inboxes comprise of e-newsletters and 60% of spam trap hits comprise of marketers - Return Path, EmailIntelligence Report. “Over half of all emails are deleted within 2 seconds without ever being opened” - A USA survey

How do you plan to "Stay Connected, Above All the Noise"?

Personalize with Personality 

Send Emails to Readers than Inboxes 

Remember the R Word - Relevancy

Earn Email Campaign ROI! 

Why EMAIL MARKETING is STILL the Preferred Digital Marketing Tactic from InfoCheckPoint

Data! Data! Data!

With data, every organization needs to negotiate and balance quality, quantity, relevancy and currency. It’s not only about boasting how much you have, it’s about how much you have that makes sense and is useful. The ROI of data is only evident when you know what you want to do with it.

As a Business Development Manager, what do you WANT? 

• To improve sales from your team
• To expand sales into new markets and geographies
• To find a solution that will increase the productivity of your team

As a Marketing Manager, what do you WANT?

• To obtain sales leads and reduce time of sales people spent on cold calls
• To spend more time planning the next product instead of giving most of your time to promoting the product that’s just launched
• To get more returns from his marketing investment

As a Recruiter, what do you WANT?

• To reach as many specific job applicants in the shortest time
• To obtain verified contacts for headhunting
• To obtain contacts that specifically match with the job description 

Get to know how you can:

• Add high-value leads to the pipeline and boost lead generation 
• Improve data quality and boost marketing campaign conversion rates 
• Gain access to highly qualified resources to manage growth and rapidly increasing client requirement.
• Obtain specific results ranging from small-scale, local geographic specifications to large-scale national and international requirements 
• Integrate external data through website forms, feedback surveys and registrations with your database
• Use a centralized source of credible data with access niche contacts

Get To Know Why “YOUR SEARCH ENDS HERE”

CHECK OUT OUR CASE STUDIES

Business Case Studies - Why Your Search Ends Here from InfoCheckPoint

How to Gain Sales-Ready Leads

You got to keep an eye out for changes in data.

You don't want stale data biting into business bottom lines, do you?

Keep you data current, relevant and accurate. 

Check Out Our Video

Remember the R Word - Relevancy in Email Marketing

Email Marketing is a preferred marketing channel,
Not because it is the easiest, because it works,
If you want it to!

Boost Email Marketing ROI with Power Packed Databases! 

Sources: -

·         "The Truth About Email Marketing", a research study by Simms Jenkins

·         Epsilon, Q1 2012 North America Email Trend Results

·         Yesware Research: Email for Sales Open Rate Findings

·         IBM’s Email Deliverability benchmark study

·         Radicati Group (A technology research firm)

Characterize your Email Campaigns!

The protagonist in email marketing is of course, The Email!

Focus has to be on messaging, visual appeal and relevancy. They are essential characteristics of a good looking email. The objective of an email campaign is to first capture attention, and then convey the message.

The Perfect HTML Email Prototype

Here are few pointers to ensure your HTML email newsletter is perfect 

1. Who is the email from? 

Ensure your name or your company’s name is evident in the ‘From’ address tab in order to clearly state your identity to your recipient 

2. Whom are you sending to?

The ‘To’address tab should contain the name of the recipient and not just the email id, as this will personalize your message.

3. Make your subject line crisp

Recipients need to know what the mail is about before reading it. The subject line should be direct and not too ‘spammy’, however it should instill interest.

4. What if the recipient cannot view the message?

Provide a link to enable recipients to view the newsletter / message in a separate browser, in case the message is not view able in the email.

5. Always give the choice to opt-out

Provide a one-click option to unsubscribe from receiving mails. By allowing recipients to choose whether they wish to receive messages or not indicates your respect to their privacy and preferences.

6. Show that you care

Ensure you add a link to your Privacy Policies to provide recipients with information about you intend to protect their privacy and utilize their details.

7. Display your credibility

Providing a complete physical address and contact details of your company will add credibility to your email

The Perfect Plain-Text Email Prototype

It may be plain but it has to be pretty too! Don’t make your plain text mail an afterthought. A helpful tip is to use ‘plain text editors’ like Notepad for Windows and TextWrangler for Mac. 

1. The ’60 Character’ Visual Ruler - A good way to keep your message aligned is by adding a “visual ruler”. Most email applications wrap your sentence after around 60 characters. Therefore a trick that you could use is to type a letter 60 times and use that as a reference for a margin.

2. Divide to Capture Attention – Making a plain text email attractive is a challenge. Creating dividers by using ‘visual markers’ or bullet points helps divert attention to important parts of the email. 

3. The ’60 Character’ Hard Return – As email applications usually wrap the message after every 60 characters, typing in a hard return after every 60 characters ensures the formatting stays in place to the maximum extent possible.

4. Type the Complete URL – you cannot rely on email applications to automatically add a clickable link to the URL you add. Ensure the complete link is typed to enable readers to copy and view the website.

Now that these prototypes give you an idea of how to create that perfect email, get a power-packed database to give due credit to the message!

Connect with High Value Customers!

• Connect with that one perfect prospect, at the right time with the right message.
• Find a smarter and faster way to connect with prospective customers.
• Make Deals with Sales Ready Leads!

Get to know the ABCD of Marketing

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How Well Do You Know Your Customer?

We all know that email marketing is one of the preferred channels B2B marketers use to connect with customers and promote their brands. However, email marketing is also a tool through which you can know your target market better.

How many of us know:

• Why customers join our email lists?

• What customer expect from business emails?

• How customers read, relate, understand and treat emails?

Basically how many of us know the ‘Why, What and How’ of our customers? 

To find out how much you know your customers, try out this simple checklist, the ‘Email Engagement Evaluator’ 

Answers to these 10 questions will give you a basic idea of your customer persona. Utilize email marketing as an intelligent tool to gain insights, let your email database facilitate better B2B marketing!

118 Seconds Is All You Have!

In an article on the HBR blog, global celebrity Jeffrey Hayzlett stated that you get only 118 seconds to “grab attention, convey who you are, describe your business and explain what you can offer.”

Your elevator pitch should be conversational, it should be real and it should most definitely make the listener want to know more. An ideal pitch would not be a sales spiel; it would quite literally be like sharing a story with another person in an elevator.

When creating an elevator pitch, you need to focus on:
• What your business offers your customers, rather than what you are selling.
• What customers benefit, rather than how your business can help them.
• Keeping conversations interesting so that your prospects lean in to hear the rest of it.
• How your story is different from others and how it helps prospects.

As thought leader Seth Godin explicitly mentioned, “It's not a practiced, polished turd of prose that pleases everyone on the board and your marketing team, its a little fractal of the entire story, something real.”

Creating an email campaign, whether it is an elevator pitch or not, compliments communication with prospects through various touch points. Moreover, when combining it with new channels such as social media, the impact of the campaign is twice fold.

And if you are wondering why email marketing is still the preferred marketing channel? Get to know why.

Email Marketing is preferred not because it is the easiest because it works!

Is ROMI Your Redemption?

Return on Marketing Investment (ROMI) is a metric every B2B marketer, CMO or CIO resonates to. In email marketing, choosing the right vendor is as important as segmentation and personalization.

What email marketing vendors provide is a 360 degree view of your target market. They have the knowledge, technology and power to make or break your campaign. The fundamental factor should be not in selecting the lowest bid, rather in choosing the provider that best meets your business requirement. 

• Know What You Want - Before you set out to shortlist email service providers (ESPs), you first need to know the objectives your campaign needs to accomplish. This involves identifying business goals, budget and timelines.

• Be Open – Knowing what you want is good. However, being too specific leaves no room for vendors to propose ideas and solutions that will eventually boost your campaign.

• Make Relevant Selections - Considering every possible service solution or feature is only going to disorient implementation. It is better to drill down on features that are relevant to your today and in the next 12 to 14 months. Be clear of what you need and make sure features you choose to use actually work for you as you expect.

• Get Some Groundwork Done – You need to evaluate and assess various providers in order to be able to negotiate. The lowest bid is not necessarily the one that will work best for your requirement.

In the end, the fate of your campaign and ROMI lies in the hands of your email marketing provider. Find not just an email marketing vendor; choose an end-to-end digital marketing service provider. Get to how with ‘The Art Of’ Series.

List Buying - “Don’t Give Marketers a Bad Name”

Thinking of purchasing a list to increase leads?

Think twice!

Marketers and sales professionals, who still treat email marketing like direct mail marketing, need to get a reality check. They need to upgrade their tactics to make marketing relevant in this millennium. 

Why do you think list buying is a deadly tactic for marketers?

• Because you purchase a list that your company does not have any relationship with.

• Because your email response rate will deteriorate, as recipients have not explicitly stated interest in receiving mails.

• Because when you send them an email, you run the risk of being blocked by ISPs by sending unsolicited spam.

• Because when recipients see a mail from someone they do not know, it is automatically sent to the junk folder.

With email marketing, relationship with your recipients is the key to a successful campaign. The ideal method is to build your own list. In that way marketers can also adopt best practices such as segmentation and triggered campaigns based on behavioral patterns.

The main issue with list buying is that it contains inactive email addresses that invariably will be detected by spam traps and honey pots. By maintaining a house list on the other hand, regular data cleaning can be conducted to remove inactive email addresses and reduce bounce rates.

Email marketing campaigns should ideally have:

• Recipients that have a relationship and association with you and your company.

• Emails that refer to previous correspondence and past engagement.

• Emails that offer something more than what the recipient received in the past.

There is no shortcut to marketing, brand building and promotion, you have to nurture prospects and customers and eventually a relevant relationship and database can be developed.

As Mike Volpe, CMO, HubSpot rightly quoted, “Doing marketing right, building relationships and creating love for your company requires some work. Suck it up and do your job, and please stop giving marketers a bad reputation by cutting corners.”

We respect people’s preferences and privacy; if they not opted-in, we do not have them in our databases. Sign up to try out our white-listed databases; see how it fits in implementing your targeted campaigns!

What’s Your Story? Share It Not Sell It!

Storytelling is a powerful tool in getting your message across. Emails should tell a tale to engage readers and create a connection. However, no matter how compelling your message may be there are underlying tactics that help boost email deliverability, readability and engagement. Questioning is a good way to get answers:

When is the right time to mail?

In order not to get lost in the inundation of emails received by a person daily, time is of essence. Depending on the industry you function in, your customers have specific behavior. 

• Is there a best time to push the send button to optimize Click through rates (CTRs)?
• Some say Monday mornings is best time to send emails, others say Tuesday or Thursday is.
• Some say persona based campaigns drive higher results others say trigged campaigns work better.

Click through rates (CTR), is one the main email metrics used in measuring success of email campaigns. Industry experts say using a segmented database improves CTR by 16%. 

No matter what kind of statistics and suggestions, what works best is what Actually works only for you! The mantra should be to “Experiment, Analyze, Adapt and Execute”. 

You need to know your target market, analyze their behavior and preferences, adapt them into your communication and connect with them personally. 

Through which devices are email read?

It is important to design emails based on how majority of your customers view their mails. Keeping in mind the torrential introduction of new devices, emails need to be developed to cater to specific gadgets.

Has permission been obtained?

Marketers need to understand that obtaining permission before sending a mail is not an option, it is mandatory. Besides ethical aspects, permission based email marketing ensures better deliveriblity, response rates and increase in brand affinity and confidence.

Are you on your subscribers’ ‘white list’?

Wholesale buying of lists is a solution of the last decade. It is important to ensure that you are added to address books of everyone on your emailing list. Getting on their white list makes sure your emails do not end up as spam.

While these are some of the factors in ensuring successful implementation of email campaigns, there is one keyword that says it all…Relevancy! It is the difference why people choose to open an email or choose to ignore it. 

The core of an email campaign is an email, and it has to be right! Get to know how you can create that perfect message with Part IV: The Art of Developing the Perfect Email Message

Email Marketing Is Still Alive and Kicking!

Email marketing has been around for ages and it now shares space with social media and digital ads to influence customers. Irrespective of new marketing channels, hard stats published by two authoritative organizations CMO Council and Direct Marketing Association (DMA), reinstate why email marketing is still alive and kicking!

In May 2012, email marketing was rated as “the most successful digital marketing tactic” by marketers worldwide.

In June 2012, for house lists there was a 2.6% improvement in average open rates and 1.1% increase in clickthrough rates (CTR) of U.S. emails as compared to 2010. House lists is defined by DMA as a list of emails from present and past customers from a company’s in-house database. For prospect lists, there was a more than double increase in percentage in click through rates.

What’s the reason behind such a robust channel?

With the introduction of new implementation tactics such as data segmentation and marketing automation, targeted, personalized and relevant communication is possible therefore increasing engagement rates. 

The ‘elephant in the room’ however seems to be the fact that increase in engagement rates need not necessarily translate to higher sales. The slight decline in conversion rates says it all.

The reason behind this is observed to be other channels grabbing conversion share. Customers who converted through email earlier are now finding new ways to connect such as through social media, search or retargeted display ads. 

No matter what new marketing channels emerge, email marketing will be the preferred medium. Not because it is the easiest, because it works.

And don't forget the 'R' word. Make it Relevant. Keep your ROI rocking!

Target your ideal customer profile with personalized marketing campaigns. But first get organized and sales ready with a segmented database. Ask us how!

5 Actionable Tips for a Better Email Template

Emails are not just about writing and sending. As a marketer you need to watch what you are presenting your readers. The way you present your emails can determine success of your campaigns. Here are a few best practices related to using a proper template for sending emails:

 

 

Make Email Appending Ethical Not Mythical!

Myth 1: Email appending is about buying lists

A misconception marketers need to clear is that email appending refers to obtaining new lists. If you do not have a business connection or relationship with the recipient, it is most likely your emails will be considered as spam. A legitimate ESP (email service provider) provides appending services to those clients who possess a customer list they wish to update.

Myth 2: An email appended list is less superior to in-house lists

In fact it has been observed that lists that have been appended result in increased open rates and revenue in comparison with in-house lists! The reason behind this phenomenon is that in-house lists can get accustomed to receiving messages, therefore reducing attention and engagement levels. However, reconnecting with customers who you have not contacted for a while will instill fresh interest.

Myth 3: Email appended lists already have opt-in and opt-out permissions

Providing an ‘opt-out’ option alone does not mean it is ethical, an ‘opt-in’ option needs to be provided in order to gain permission. The ICO (Information Commissionaires Office) recommends that using data for third party use (such as appending) should have an “active ‘opt in’ consent, not ‘opt out’ implied consent.”

While there may be claims and suspicions about email appending, there is nothing wrong with updating a list of your customers; those that you have a relationship with and have agreed to receive communication from you.

Know What You Need To Do by Knowing What You Shouldn’t Do

1. You should not send mails to appended lists that are included in in-house suppression files. 

2. You should not send Mobile Service Commercial Messages (MSCMs) to wireless devices of recipients who have not explicitly expressed interest or authorization to receive such communication.

You should however include notices providing a choice for subscribers to continue communication. 

While the best way to obtain a list that contains subscribers who read your messages is to encourage them to opt-in, however ethical email appending does get you a list that will help in increasing response and engagement. Get to know how

Psst: - “Before you start pointing fingers, make sure your hands are clean!” – Bob Marley 

6 Commandments of Effective Email Marketing

 Email marketing campaigns that use permission-based email IDs, are usually able to convert visitors into buyers. It also strengthens your relationship with your customers. If your email content is good enough to convince your target audience, your product or service is bound to be a big hit.
   
Owing a verified email list is always better than owing an unverified one. People these days has become choosier and pickier than before. They want quality stuff and don’t like wasting their time on things that don’t interest them.

Your email should have a certain level of interesting readability that will enhance your reader’s interest and will help you proceed further. To sell your product or services successfully online, you need to catch your target audiences’ attention with attractive subject lines and good content.

In fact, choosy consumers are making email marketing more technologically advanced. People are coming up with new techniques to improve this marketing medium. However, to conduct an Email Marketing campaign effectively, you need to be aware of a few basic rules. Given below are SIX essential rules that is bound to be fruitful.

Possess a flawless list
You need to be equipped with a fully prepared list of email addresses of your prospective and target audience. This list needs to be updated every now and then as this list will be the key to your success. You should see to it that the names and addressees are recent, and of course they have agreed to receive your mails.

Smart subject lines
Once your email lists are ready, you need to prepare an eye-catching subject line that will compel your target audience to open the email to read further. Separate subject lines should be set aside for first batch of emails and follow up emails. You can even come up with a set of three to four email subject lines and run a test to determine the best.

No room for typos
Your email should be free of typos, spelling mistakes and grammatical errors. Make an impression with a neat and flawless mail.  

Call-to-action placement
Apart from clearly telling your email recipients what you want them to do with your email, place the call-to-action where it will be noticed. Don't make your target audience search the entire email for the call-to-action.

Options for Opt-in subscriptions
No one likes to be bullied. Your target audience should be given a free reign to choose whether they want to subscribe at all or not. This option will help you to reach out to those people who are truly interested in your products or services.

Never run campaigns during the holidays
During the holidays people hardly check their emails. Don't waste your email marketing campaigns by sending your emails during holidays like Christmas or New Year. Most probably your email will remain hidden under a pile of other unread emails. Chances are all but the most important messages will be deleted in a rush without a even second look. 

Successful email marketing is more about availing the best possible response from your target prospects. You can have a winning email marketing campaign only when you can turn these prospects into customers.

Answer 10 Questions to Know Your Data Quality

Gain High Email Deliverability | Get On To That ‘White List’ | Increase Email ROI

According to MarketingSherpa, 2.1% of contact details change every month and almost 25% of your data goes stale! Utilize data quality tools, techniques and tactics. Maintain high hygiene of your data.

Try this simple exercise. Answer just 10 questions to know the quality of your data:

1. Is data in your database verified and validated?
2. If Yes, was verification done in the last 6 months?
3. Have you appended your email database in the last 6 months?
4. Have you removed “toxic” email addresses from your database?
5. With multiple emails per user, do you know the “best” email address of your customers?
6. Do you have double ‘opt-in’ options in your emails?
7. Do you have an “opt out” policy?
8. Have you tested your email campaign before going live?
9. Are you weary of honeypots and spamtraps?
10. Is the size of your database more important than an authentic target audience?

The score here is not important, however the answers to these questions are! We are curious to know the results, aren’t you? Let us in on the insights

Psst: - ‘Think Green, Think Blue’, Make the Internet Devoid of Data Junkyards!

Do You Know the ‘Why, What and How’ of Your Customer?

You have a power packed database, then what?

You create an email marketing program?

What kind of campaign do you adopt?

Credit: Don Bishop

Customers are inundated with emails everyday consider these statistics:

•  89 billion is the number of business emails sent and received everyday in 2012!
• 143 billion is the estimated figure of emails that will be sent and received everyday by 2016!

Source: The Radicati Group, Inc. (A Technology Market Research Firm)

So how do you stand out? How do you create an impression without being too promotional? ‘Bulk blasting’ and selling surely is not the tone your email marketing campaign should have. The ‘buzzword’ here is personalization. Create emails that you wish to read as well!

The first step in creating a personal email campaign is to know the ‘why, what and how’ of your customer.

Why do customers join email lists?

What do customers expect from business emails?

How are customers accessing emails today, through what devices?

Once you establish answers to get to know your customers better, only then will it be possible for them to relate to what you are trying to tell. The bottom line here is to develop emails that sell, engage and personalize equally.

Create conversations, develop dialogues, make emails customer centric!

How do you do it? Let us in on your thoughts, they translate to interesting insights! http://bit.ly/JArva5

What is the Mojo of your Marketing Database?

Do you have a high ‘data quality quotient’? 

Without quality data even the best of analytical minds will not be able to decipher data into business intelligence.

Do you have qualified analytical experts?

What you need, are analysts who understand the business of database and direct marketing, not just statisticians.

Do you involve analysts in the strategic and tactical decision making process?

Involvement of analysts is a great way of integrating ideas, addressing issues and discussing implementation aspects.

Do you constantly seek to find innovative ways to capitalize on data you have?

It is not the fact that you have data, but how you use it that makes your business competent. Finding new ways to interpret, analyze and utilize data provides scope to identify niche audiences and unique solutions.

Based on a recent IDC report, every 2 years, digital information is estimated to double. Harnessing the power of data creatively, intelligently and effectively is a great way to keep the mojo rising!