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7 questions to ask when developing your email subscriber growth strategy

Email marketing is continually named one of the most effective ways to communicate directly to customers – and it’s no surprise. According to recent surveys, 75 percent of companies agree email delivers “excellent” ROI, and time spent checking email among white-collar workers in the United States increased 17 percent year-over-year in 2016.

So how does a B2B marketer capitalize on this? Whether you have already established an email newsletter program or are just getting started, developing a sound subscriber growth strategy can be the best place to start.

Strategically growing your organization’s email list ensures that you are reaching a wider audience with your direct communications and that this wider audience is relevant to your business objectives.

Here are…

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How Starbucks, DuPont and GE are expanding the possibilities of digital marketing

Marketing? There’s an app for that. And it might be more advanced than you think. We know big brands – B2C and B2B – are employing mobile technology to enhance sales and after-sales processes. But these companies also are stepping up their efforts to integrate apps with new technologies that help customers become more efficient no matter where they are. Here are few recent examples:

1. Starbucks Voice Ordering

Starbucks is betting big on the growth of “conversational commerce.” They’re working to optimize voice ordering capability by integrating with Amazon’s Alexa skills system and with Ford’s Sync3 system. Why wait to order in a store when you can order in your home or car? And why bother using your fingers on your phone when you can simply speak up? Taking…

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3 ways to get your brand’s “Stories” told

Social media companies are on a continuous path to innovate and evolve so they can retain users and attract advertisers. These platforms are constantly testing and launching new features to provide the best and most engaging user experience – but what happens when they all start to look the same?

The “Stories” war

Last summer, Instagram launched Instagram Stories, a feature that allows users and brands to creatively share photos and videos, which disappear after 24 hours. The addition for Instagram enabled its users to share more off-the-cuff, everyday content compared with the carefully perfected and curated content most users share. Oddly enough, Instagram Stories very closely resembled Snapchat Stories, which Snapchat has been offering for over three…

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SEC chairman nominee Jay Clayton says IPO regs and costs should be eased

Jay Clayton is likely headed for a smooth confirmation by the U.S. Senate to be the new chairman of the Securities and Exchange Commission (SEC).

We already have a pretty good sense of what Clayton, a high-profile corporate attorney with Sullivan & Cromwell LLP, is likely to focus on, based on his March 23, 2017 testimony before the Senate Committee on Banking, Housing and Urban Affairs:

He said current SEC regulations have made it “too costly to become a public company,” and, as a result, there has been “a dearth of IPOs” in recent years. Clayton noted that the number of U.S.-listed public companies is down over 35 percent from 1997. In 1996, there were approximately 845 U.S. IPOs, while in 2016, there were approximately 128. Clayton’s client work has included…

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3 steps for starting a trade media program

When talking to current or prospective B2B clients about a media relations strategy, trade media is often a major focus, and rightly so. This super-targeted form of communications is a great way to build industry relationships, reach an intended target audience and promote your company’s story.

Looking to add a trade media program to your media relations plan? Here are three tips to help you get started:

1. Analyze the Publications

There are a lot of trade pubs out there. So how do you know which are the right fit for your audience? Our Senior Advisor Cristine Torek suggests looking at five criteria when analyzing publications for an advertising program. These same criteria can also apply when evaluating the quality of a publication for pitching trade media…

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