Quick Reads: Metrics & ROI

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B2B Direct Mail: Four Tips for a Healthy ROI B2B Marketing
In a recent article at Chief Marketer, Beth Negus Viveiros argues that leaving direct mail out of your B2B marketing mix might be a big mistake—even in the digital age. "Done the right ...
Is 'Free' Still a Dirty Word?Email Marketing
"Email marketing can be a tricky balancing act," writes Melissa Miller at HubSpot. "You want to use copy that will get your recipients' attention, but you don't want to select ...
Five A/B Tests You Should UseEmail Marketing
"A/B testing is one of the most methodical and sure-fire methods...to gauge the viability of your marketing strategy," writes Ruben Corbo in a guest post at Remarkablogger. With A/B testing—which simply ...
How to Clear the Gmail HurdlesEmail Marketing
If you're one of Gmail's 350 million users, you know how vigorously the service defends your inbox from unwanted email. Obvious junk goes to the spam folder. But that's not ...
Three Arguments to Promote Smarter Email CampaignsEmail Marketing
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 ...
Three Steps to Calculating B2B Social Media ROIB2B Marketing
Countless B2B marketers have balked at the difficulty of calculating social media ROI. But Andy deBrunner, in a guest post at the B2B Insights Blog, begs to differ: He offers ...
Tracking Traffic From Pinterest: Three MeasurementsSocial Media
Pinterest serves more than 11.7 million US users monthly. But how do you know how many of them are checking out your Pins? While Pins and Repins of photos from your ...
Five Steps to Measuring B2B Marketing ProgramsB2B Marketing
B2B marketers face myriad barriers to accurate measurement of marketing programs.But lucky for us, some help arrived last summer with Marketo's popular Definitive Guide to Marketing Metrics and Analytics. In ...
Driving Engagement With the New Facebook Ad Optimization FeaturesSocial Media
Building to its IPO, Facebook unrolled improvements that let marketers optimize ads for multiple actions (not just Likes). In a post at Mashable, Victoria Ransom shares four tips for enhancing ...
To Video or Not to Video?Email Marketing
Once upon a time, notes Ryan at the MarketFish blog, email was the pinnacle of cutting-edge online technology. But that was then and this is now. "While there [are] a ...
Three Ways to Boost Email Marketing ROIEmail Marketing
Despite the naysayers who like to predict the imminent demise of email marketing, one fact remains true: It's highly profitable. "Email averages a return on investment (ROI) of $40 for every ...
An Email Metrics Primer for the NoviceEmail Marketing
In a post at the Vision6 blog, Belinda Walsh admits to the thrill she gets from metrics. "My colleagues will tell you they hear my gasps of excitement on a ...
Why Inactive Subscribers Might Be Just FineEmail Marketing
According to conventional wisdom, if email subscribers remain inactive for at least one year, it's best to remove them from your list. But Dela Quist takes a contrarian view. "Inactivity is ...
Four Mobile Email Myths You Need to Bust Right NowEmail Marketing
"With the increase in smartphone adoption, there's been a lot of talk lately about mobile email," writes Anthony Schneider of Mass Transmit. "Some of it is brilliant. Some of it's ...
Three Ways to Know Your SEO is WorkingSearch Engine Marketing
You've put an SEO program in place—but how can you tell if it's working? "Ultimately, the only factor that determines success is the bottom-line; like any investment, we do not ...
Sweat-Free Ways to Check Your Social PulseSocial Media
Once in awhile we need tools that can help us maintain our social chops. To help you bring some coherence to all the noise across Twitter and the blogosphere, we've ...
Four Email Marketing Trends That Remain StrongEmail Marketing
If you've been an email marketer for awhile, you know how swiftly the landscape can change and evolve: What worked in 2011 won't necessarily work in 2012. Scary thought, yes. But ...
Before You Name Your Company, Consider How Google Will Rank ItSearch Engine Marketing
Naming a company or a product used to involve a number of factors—none of which related to SEO considerations. But no longer. "It doesn't matter whether your brand is online ...
Are Popover Forms Right for You?Email Marketing
Although improved browser technology has rendered the popup window nearly obsolete, most of us remember its intrusive horrors. "As a result," writes Mark Brownlow at Email Marketing Reports, "email marketers ...
Three Tips for Effective Feedback-Loop ManagementEmail Marketing
"If you are a large-volume sender of email, you should be signed up for all the feedback loops that are available," writes Tom Sather in an article at MarketingProfs. "Why? ...
Four Steps to Taming Wild B2B DataB2B Marketing
In this age of massive data collection, a new challenge has emerged for B2B marketing teams: figuring out what to do with all that information. "Organizations might have thousands, or ...
Four Questions to Ask About an SEO AgencySearch Engine Marketing
Adam Singer has heard his share of unimpressive SEO agency pitches over the years. "When reviewing their plans I'm frequently amused by just how ignorant many are to a truly ...
Track B2B Customer Lifetime Value to Boost ResultsB2B Marketing
In a post at the B2B Sales & Marketing Knowledge Sharing blog, Scott Gillum cites stats from a recent benchmark report. The report, which was prepared by the IT Services Marketing ...
Turn Your Data Into Infographics: Five Cool ToolsSocial Media
One aspect of being social is relaying information as efficiently as possible. But data is dense, and we have more of it to sift through than ever before. To help you ...
How to Present Analytics to Your Leadership TeamSearch Engine Marketing
"Visits, pageviews, time on site, time on page, unique visitors, conversions, impressions, click-throughs, view-throughs," writes Zack Pike in an article at MarketingProfs, "the list of metrics used to measure the ...