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We often help clients promote events they’re hosting – from conferences, to executive roundtables, to luncheons, webinars, road shows and more. We use a multi-touch marketing approach to get people to attend these events and raise awareness about a client’s brand or product. Our typical approach to event promotion is using direct mail, email, and social media in a strategic campaign.  We find excellent response rates using a multi-touch approach, and have success growing clients online community. That said, I often see email marketing standing out as a very strong element in drawing attendees to events.

Email marketing may seem like it’s receiving less attention these days, with the savvy technological advances of social media platforms and applications. However, when it comes to reaching someone with a direct message and an exclusive invitation, email can be very effective.  Here at enter:marketing, we have many internal best-practices and tried & true approaches to reaching a strong event RSVP rate.

If you don’t have a database list to send emails to promote your upcoming event, we can provide that service as well. We offer end-to-end event promotion, with strong email creative development,  outbound strategy, and follow-up, using our best practices. Just remember: when promoting an event, always include email marketing to drive your response rate.

Have you ever written an email and wondered “What should the subject line be?” then proceeded to think about different options before realizing you just wasted way too long thinking about a subject line. There is a reason that Facebook is doing away with subject lines all together- they aren’t necessary, but when used correctly, they can be an effective advantage.

The one word that grabs a person’s attention, either verbally or written, more so than any other word is simply their first name. So use it. Having written thousands of emails, no email gets a higher response rate than one that starts with the person’s first name. You can add another few words after the name, however. They too should be action words that are relevant to the email and make the person want to read it. As a broad example, the subject line “Name- quick question” has garnered the most immediate responses.

In today’s world, the smart phone has become a part of the work place, so your emails should be easy to read on it! If someone is skimming down their emails while walking down the street, or sitting in a meeting, the subject line must pop out. Personal and to the point. Its that simple.

What makes success difficult for email marketing campaigns? For B2B marketing professionals, several factors can impede progress, but targeting recipients is at the top of the list. Let’s take a look at the top six challenges B2B email marketers face:

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Email marketing has been around for a while, and many marketers have clear thoughts on the value it provides. Respondents to a recent MarketingSherpa survey indicated a variety of perspectives on email marketing, ROI and investment, though almost all surveyed indicated seeing the value of this approach.

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Is email marketing a priority for your company? Nothing answers that question quite like your budget. After all, how you allocate your marketing capital is the truest indicator of what’s important to your business. According to the latest survey by MarketingSherpa, it looks like email marketing means different things to different companies.

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Email marketing hasn’t gone out of style. Even though there’s plenty of buzz around social media, its predecessor remains a powerful tool for reaching a powerful audience with a specific message. This is evident in the latest research from MarketingSherpa, which shows a clear priority for this approach among email marketers.

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B2B marketers are spending more money on being found, according to the latest survey by MarketingSherpa. Some inbound tactics are attracting greater investment than others, though, and the bias is definitely toward web-based channels.

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Are you looking at e-mail open rates as a success metric? Well, it’s time to get past that. While this measure does provide some indication of interest in your newsletter, it still doesn’t get the recipient into the sales cycle … and that’s what matters most! Of course, there is still some value to open rate, as it helps gauge interest in your message, but it’s only a first step, and you need to track the entire set of results.

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We all know that B2B and B2C are totally different animals. What works for selling toilet paper doesn’t really translate to virtual desktop infrastructures. In e-mail marketing, content reigns supreme … which is why we expect corporate blogs to increase in influence through the end of the year and beyond.

According to recent research by MarketingSherpa, 67 percent of B2B marketing professionals use e-mail to deliver “content relevant to segment,” compared to only 61 percent of B2C e-mail marketers.

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Telemarketing is a crucial aspect of IT channel demand generation — there’s no doubt about it. Even in a world where we have Facebook pages, Twitter accounts and e-mail campaigns, there’s definitely a place for having a bunch of guys work the phones … effectively. The problem with most telemarketing efforts is that they are basically random. Even if you buy or rent a list, you know very little about the names on it except company, title and telephone number. Fill your telemarketing campaign with actionable sales intelligence, and you’ll get better results.

Our approach is that telemarketing is best paired with something else — like a steak that’s screaming out to be joined by a glass of cabernet. Each on its own can be good, but together, they create an unbeatable taste. So, we tend to use telemarketing as part of an integrated program that includes direct mail and online surveys. The result is that our telemarketing team is able to focus on prospects who have already opted into the sales cycle. They’ve told us exactly what interests them about a particular IT challenge or solution set. In the end, we’re able to drive higher quality appointments for IT solution providers.

Telemarketing without other marketing tools lacks substance. Pour some intelligence into a vacuous telemarketing campaign, and you’ll get more than just calls: you’ll get results.