Features

• EMAIL REVIEW: Building Construction Design

  For an effective email, ‘less is more' when it comes to text and logos says Tink Taylor, managing director at DotMailer

• DIGITAL MARKETING: Tablets – just another pill to swallow?

  What can the iPad offer the B2B sector and what are the benefits of becoming an early-adopter business? By Paul Hatcher, web development director at Base One

• TECHNOLOGY: Social mobility

  Tom Chapman, social media strategist at Headstream PR, on why it's important to integrate mobile marketing with social media and how to make this convergence of techniques work

• EMAIL MARKETING: How often is too often for email?

  Send your prospects something of value and make it clear that your emails are optional, advises Kara Trivunovic, senior director of strategic services at StrongMail

• BOOK REVIEW: 'Buzz, real life lessons in word-of-mouth marketing'

  Reviewed by Meera Chandra, MD, SyzygyPublished by Profile books

• BOOK REVIEW: 'Digital engagement' by Leland Harden and Bob Heyman

• EMAIL MARKETING: 'Must try harder'

  The importance of email is continuing to rise, according to new research, although many marketers have yet to maximise the potential benefits of this medium

• EMAIL MARKETING: Poor email data management affecting B2B marketers

  Accuracy of email marketing data is undermining B2B brands' reliance on email as a key communications channel, according to new research by B2B Marketing

• BOOK REVIEW: 'Meatball Sundae' by Seth Godin

• EMAIL MARKETING: What does the future hold for email marketing?

  With threats from inbox overload, spam and image blocking, how must email evolve to retain its place as the key B2B marketing medium? And how should it be used to maximise its effectiveness? Lucy Fisher reports

• EMAIL MARKETING: Science or magic? Getting email timing right

  Email experts Skip Fidura and Kath Pay of the DMA Email Marketing Council, give their insight into optimum times for email delivery

• EMAIL MARKETING: Video in emails

  If a picture paints a thousand words, how many does a video make? Denise Cox, newsletter specialist for European ESP Newsweaver, talks about adding video into email marketing for maximum effect

• TECHNOLOGY: Picking the perfect platform

  With the range of marketing technology now on offer to all B2B enterprises, choosing the right platform for your business can be daunting. Dave Howell surveys the current marketing technology sectors and reports on how to ensure you buy the right technology for your business

• TECHNOLOGY: Buying the correct platforms

  Marketing technology that all B2B enterprises can implement has continued to diversify. Dave Howell outlines your technology choices and explains how to buy the right platforms for your business

• DIGITAL MARKETING: Quest for the holy viral

  The recession means marketers are seeking cost-effective channels to disseminate their messages. Many B2B brands are turning to viral campaigns for the answer – with varying levels of success. Meg de Jong investigates the rise of viral marketing and how to make the best out of this channel

• EMAIL MARKETING: Creating 'deliverability'

  Gary Taylor, MD of Safig Cabestan, discusses how to make the most out of your emails using creative

• BOOK REVIEW: 'eMarketing excellence' by Paul Smith and Dave Chaffey

• EMAIL MARKETING: Integrating blogging and SEO

  Newsletters, blogging and search often compete for marketing supremacy. However they can actually complement each other and can boost each other to perform better

• EMAIL MARKETING: Why do people unsubscribe?

  What are the reasons people want to stop receiving emails from a company? Denise Cox, newsletter specialist at Newsweaver, examines the possibilities and offers advice on how to overcome them

• EMAIL MARKETING: Do your emails pass the test?

  With the right know-how, permission-based email marketing can be an effective medium for B2B marketers. But there's an even more spectacular element to the medium, because it offers the ability to easily test campaign elements before a mailing is sent out. Denise Cox explains how to put your next email campaign through its paces

• BOOK REVIEW: 'Email Marketing by the Num8ers' by Chris Baggott et al.

• BOOK REVIEW: 'Commonsense direct & digital marketing' by Drayton Bird

• EMAIL MARKETING: Don't just send - email preparation

  Email marketing is an increasingly sophisticated medium that demands proper preparation. Alex Blyth considers the fundamental question a company must ask before pressing send: should we outsource or do it in-house?

• DIGITAL MARKETING: Breaking e-mail down barriers

  Email marketing faces many problems: spam, firewalls and graphic image blocking can all result in emails never reaching their recipients. Martin Croft examines how electronic DM is winning the fight against suppression

• EMAIL MARKETING: Why isn't viral catching?

  Viral marketing is well established in B2C marketing, with a strong track record of success and a reputation for generating cut-through in numerous diverse marketing sectors. So why is it being so widely ignored in B2B? Mark Tobin investigates

• ANALYSIS: Software marketing – older, wiser, better

  The marketing of business software is undergoing a resurgence, with greater maturity in its attitude to product development, together with newer and more sophisticated techniques, driving investment. But as Joel Harrison reports, changes in the way applications are sold and licensed present challenges for the future

• BEST PRACTICE: Six top tips

  Sarah Charlton, creative director of Moonfish, offers a six point plan for successful and effective business-to-business email marketing

• EMAIL MARKETING: Is email the new DM?

  Email has the potential to sway the balance of power from traditional to digital DM but with industry opinion on etiquette and best practice divided, it's hard to envisage an immediate shift in the status quo. Mark Tobin investigates

• EMAIL REVIEW: Makeitcheaper.com

  A successful email must convey a clear message, account for blocked graphics and avoid a ‘batch' tone, says Denise Cox, newsletter specialist, Newsweaver