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Article

Why Marketing and CRM are Made for Each Other

an Article published on July 10, 2017

...Anecdotal evidence and gut feelings don’t’paint a full picture. Your CRM allows you to drill into what your marketing is really earning for your firm, so you can figure out how to create better, more qualified leads. This functionality...

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Article

Email Marketing Deliverability Best Practices

an Article published on October 26, 2018

Are you experiencing a drop in email engagement and you don’t’know why? If your engagement rates are really low (i.e., an under 10% open rate), you should consider whether your recipients are even getting your emails — because the...

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Email Marketing

The 5 Must-Use Marketing Automation Features

an Article published on June 25, 2014

...your website. What segment of your contacts would your content speak to most directly? Identify that audience and then send them a personalized email based on that content. Don’t’just blast all your emails to your full list. That’s a...

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Email Marketing

How to Comply with Canada's Anti-Spam Legislation (CASL)

an Article published on June 11, 2014

...Canada. That means that even recipients that don’t’live in Canada are protected under the law if they open your communication while in Canada, whether your company is based in Canada or not. This is a big deal. This is...

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Article

Prospect Experience Design

This is The Best Way to Design Your Service Landing Pages

an Article written by Christopher Butler on January 17, 2019

...page dedicated to one of your individual services, if a visitor is ready to go, don’t’block their way. Make it clear that filling out this form is a viable/welcome secondary action: that they can “get started” or “request a...

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Prospect Experience Design

This is The Best Way to Design Your Home Page

an Article written by Christopher Butler on January 3, 2019

...your creative choices don’t’compromise that in any way, then you can be as creative as you like. The sky’s the limit! The key is in keeping the business purpose of the marketing website home page layout in proper balance...

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Prospect Experience Design

These Seven Pages Control Your Prospect's Experience

an Article written by Christopher Butler on December 20, 2018

...culture or values you may share with them. That’s why I have intentionally left these pages out of my lead generation website information architecture recommendations. I am not recommending that you omit them from your site. I just don’t’have...

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Article

Content Strategy

These Tools Will Help You Write Better Positioning Statements

an Article written by Christopher Butler on December 13, 2018

...you feature a tagline beneath or beside your logo, don’t’bury that text in an image file. Your tagline needs to be seen by people and read by machines. That is how a search engine will determine the subjects over...

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Article

Maximizing Inbox Placement When Sending to Cold Lists: A Step-by-Step Guide

an Article published on October 15, 2019

...not a viable sending strategy if your aim is to land in recipients’ inboxes. Thankfully, we’ve identified strategies to improve your inbox placement while incorporating names from your cold list. Emails sent to cold lists don’t’perform as well as...

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Article

Strategy Sessions: Choosing the Right Email Format for Your Audiences

an Article written by Lauren O’Brien on June 15, 2015

...being said, sometimes it’s best just to mix up the format. That’s what we do, actually. We don’t’have just one type of email that we send. We mix it up, and I think our users get a lot of...

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