Is your company web site lazy? Would it rather slack off and snack on pizza instead of getting some real work done?
I found this video over at the B2B Marketing Blog and thought it would be an entertaining little clip to watch on this fine Friday afternoon.
Have a laugh, but ask yourself if your company’s web site resembles the lazy Baywatch fan in the video. If so, you’ve got some work to do.
Business websites are “a highly valued and indispensable source of information” in the eyes of business decision makers, according to a survey released late last year by the Association of Online Publishers (AOP) in the UK.
Their research showed that 97% of business decision makers choose B2B websites as the media most used for work.
Other key findings include:
- 51% of business decision makers choose business websites as their preferred source of business information.
- 60% ranked business websites as an “essential” source of information in their work.
- 60% consider business websites as sources of information that they couldn’t get anywhere else.
- 56% visit B2B websites first when researching/informing business decisions
- 55% visit B2B websites first when researching/informing purchase decisions
The survey also revealed that 82% of all business decision makers use at least one business to business digital delivery mechanism for work, rising to 91% among regular B2B websites users. Email alerts/newsletters are the most popular (51%) form of delivery.
When it comes to advertising, 43% of business professionals are more likely to respond to ads on a business website than advertising in other media.
Of those surveyed, 70% reported that business to business websites offer more engaging content and advertising than other business information sources and considered them to:
- Offer instant access to information (79%)
- Save time (77%)
- Offer innovative ways to access information (74%)
- Allow business decision makers to interact with peers more efficiently (69%)
Visit AOP UK for additional details from the report.
New research shows that the length of your email subject lines may not be the most important factor when it comes to email performance.
While sending emails with shorter subject lines does correlate with higher open and click-thru rates, subject-line word order and content may be just as important to email performance, according to new research by U.S. marketing services firm Epsilon.
Epsilon analyzed more than one billion emails over almost 20,000 separate campaigns, finding that the relationship between subject-line length and open and click-thru rates is relatively weak.
The most critical email success factors include word order, word choice and brand and audience awareness, according to their analysis.
“Marketers should keep in mind that most recipients will likely decide to open an email based on their relationship with the sender and the first 38 to 47 characters of the subject line,” the report stated. “However, that decision may depend less on a subject line of 38 to 47 characters, and more on the information those 38 to 47 characters contain. campaign, the vital piece of information may be the brand name. For another, it may be the consumer benefit.”
Here’s what you should do:
- Put the most emphasis on positioning the most important elements first. Put the most important information at the beginning of your subject lines.
- Keep subject lines as short as possible. Use only as many characters as you need to convey the message. Use long subject lines only when there is a compelling reason to do so.
We usually spend the most time thinking about and testing the creative aspects of emails, leaving little time to focus on subject lines. Remember, more people will be looking at our subject lines than will ever take a peek at the creative.
Even with the rise of Web 2.0 communications and social networking, email marketing refuses to take a back seat and remains the most popular online activity for adults. As we enter the new year, top marketers predict that we’re going to see that trend continue.
HR Marketer has learned a lot this year in their marketing efforts in the HR marketplace. Luckily, they decided to share their latest best practices with all of us out here in the B2B marketing world.
But first, HR Marketer reminds us that:
- Email marketing will become more important in 2009 than ever before, but companies need to focus on relevance.
- Buyers of HR products and services prefer initial supplier email contact more than phone calls and face-to-face selling.
- According to HR Marketer’s latest report, most HR suppliers feel that email marketing is the most important marketing and PR tactic out of a list of over 20 activities.
They analyzed what they’ve been doing lately and shared some of these email best practices:
- Less is more, less is more, less is more. Keep your call to action, HTML visuals and text concise.
- “Free” is a four-letter word. Never use the word “free” ever in your email copy or subject lines. Instead, use words like “complimentary.”
- Content is king. Business to business content offers have better lead-generation scores than any other offers. “Give them something that will help them improve their businesses today, whether they buy anything thing from you or not.”
- Click-thrus vs. open rates. “Just because someone inadvertently opens your campaign doesn’t mean anything.” Move your focus to click-thru rates to gauge the success of your email campaigns.
And, that’s just half of it. Make the trip over to HR Marketer for their full list of email best practices to follow in 2009.
Happy Holidays, see you next week!