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Three Arguments to Promote Smarter Email Campaigns

July 25, 2012  

In a post at Marketing Insights, Tom Meriam recounts a nightmare scenario described by one of his prospects: Two weeks into a new job, the CEO demanded that an email go out the following Friday—or heads were going to roll.

"He had a relatively defined target audience, but a limited idea of content," notes Meriam. "The executive team was pressuring him to deliver leads, but there was no basis for measurement and no concept of the buyers' needs. He had to beg for budget."

Most of us will never find ourselves in such a dire situation, but we'll almost certainly encounter some aspects of wrongheaded pressure from the C-suite.

When you push back in favor of smart email marketing, here are three points to hit:

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  • by Derek Bell Wed Jul 25, 2012 via mobile

    Your post is timely. I have a salesman/CEO who is pushing to get our TOF lead gen campaign out the door. We're struggling with software, we ran some tests and we will hit go next Tueaday. I've done the problem based messaging myself with little validation from the sales team. Fingers crossed we hit the mark. One thing I'm doing though is keeping the messaging short and to the point. Wish me luck!

  • by Wed Jul 25, 2012 via web

    Thanks for your message, Derek, and by all means good luck!

  • by Derek Bell Wed Jul 25, 2012 via web

    No problems, I'll try to remember to login here and give you an update.

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