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Ignore the naysayers; email marketing is here to stay.

73% of marketers agree that email marketing remains core to their business (Marketing Cloud) while 69.7% of internet users in the US say email is their preferred method of communicating with businesses (eMarketer).

What has changed, however, is how winning businesses market via email. While the core aim is the same, to reach the right people at the right time, the old approach of throwing mud at a wall and seeing what sticks is completely ineffective at a time when tools exist to make correspondence highly contextual.

With this in mind, we’re offering our five top tips for businesses seeking to improve email performance. If this is something you’d like to hear about in more depth, then check out our guide, Generating More Lead at Lower Cost Continue reading …

Following on from our recent blog post looking at B2B marketing predictions for 2016 we take a further look at email marketing. What changes are we going to see in email marketing in 2016? And what can marketers do to make sure they stay on top of the latest new trends? Continue reading …

B2B marketing is plagued by two types of email disengagement: the “blanket unsubscribe” and the “emotional unsubscribe”. Every email unsubscribe is difficult for marketers to recover from, and when they happen it may seem like all is lost (at least with that prospect). However, there are ways around the issue, especially if you are willing to invest time and energy in strategy and content.

Continue reading …

keyboard-311803The 80s was a crazy time; a decade of shoulder pads, space hoppers, Rick Astley and eccentric parents naming kids after their favourite combination of typewriter keys.

Not familiar with the last one? Then you’re obviously not the salesperson who has been dumping emails addressed to “Dear qwerty” in my inbox for the past three months.

The background to the story is simple and I’m sure most of you can guess what happened. I downloaded something from a business’s site, was presented with a form that was too long, and lazily entered false details to make the process quicker. In truth, I don’t even remember doing it.

Now some may argue that this is just an unfortunate consequence. The company cannot feasibly spell check every new inbound lead and then research the right details associated with the email address – besides, this would potentially introduce a “creep factor” for a recipient who has already given a clear sign that they do not wish to be contacted.

In reality, this is where the lines between B2C and B2B remain distinct at a time when blurring is occurring in almost all other areas. Continue reading …

marketing predictions

What does the future hold (source)

This year B2B Marketing trends have focused mainly on content, marketing automation and mobile marketing. These trends look set to continue into 2016 but are we going to be seeing more and less of in the B2B marketing world next year? We take a look at some marketing predictions for 2016.

Continue reading …

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