Let’s face it, spam filters can make a marketer’s life a nightmare, but there are some tricks that you should know to ensure a high delivery rate for your next e-mail campaign.

To help avoid the ‘junk e-mail’ folder, resist the following:

• Spam-type words
  i.e. – free, #1, no cost, guarantee, marketing, credit card, etc. To see a whole list, visit this helpful site: Mannix Marketing, Inc.
• Red text
• All capital letters
• Incomplete information
• Excessive punctuation !!!, ???
• Excessive use of “click here” especially in all capital letters
• No “From:” address
• Misleading (or missing) subject line

At Canyon, we use Constant Contact to distribute and track e-mail marketing campaigns. This web-based e-mail marketing service allows marketers to easily and efficiently develop HTML/Text-based e-mail marketing campaigns at the touch of a button. Plus, it allows you to instantly upload distribution lists, track progress and view on-demand reports to help measure campaign success and track ROI.

Following these helpful guidelines and suggestions will help you avoid the junk mail folder and make it into your customers’ and prospects’ inboxes.

Do you have any tips to add to this list?

Even smart B2B marketers make mailing mistakes. I was reminded of this recently when a client asked for help with a direct mail piece.

Naturally, we asked questions such as: Who’s the audience? Is mail the most effective and least costly way to reach them? Which database/list is being used? What’s the key message? What is the call to action? Is there an incentive? What is the timing?

Next, the most critical question: Have you tested the list, the message and the offer so you know what kind of response to expect?

If your offer is too good, you could break the bank; if it’s weak, you’ll have negative ROI.

Lastly, how will you track results? What is the follow-up—repeat mail, e-mail or phone? Then, what’s your plan for holding on to new customers gained?

This is just a short list of things to consider prior to sending out a mailing. Do you have more to add to the list?

Despite theories that direct mail will one day cease to exist, I’m still a firm believer that print – when properly executed – is far better than using digital media alone. I was recently forwarded this article from the Wall Street Journal that echoes the same feelings.

Marketers are discovering the value in coupling print with digital media. While digital media may be less expensive, it lacks the personal touch that can be added to a printed piece. When combining the two, they can compliment each other and prove to be a more effective solution.

We have used this approach for our “Name that Super” campaign currently running for our client Phoenix Environmental Care. We found that combining a website with several e-blasts and direct mail has resulted in a great response we might not achieve by just e-mail or direct mail alone.

What do you think? Is snail mail on the endangered species list or will it always have a place in the marketing mix?

Most B2B marketers are used to writing benefit-oriented bulleted copy for direct mail postcards, or solutions-oriented text for case studies. However, I find that many marketers are not experienced at writing telemarketing call guides (AKA scripts, though I don’t like that word). So, here’s a little outline to help you develop successful, action-oriented call guides for your outbound B2B telemarketing efforts.

1. Introduction/Credibility Building. It’s critical to introduce yourself and build credibility right off the bat.
2. Problem Identification. No matter why you’re calling, it is critical to discover a problem that you can help solve. Do some probing on your prospect’s pain points (now say that tongue-twister three times fast!).
3. Present Solution. Explain to your prospect that you have a solution for their biggest challenges. You know, the ones that keep them up at night.
4. Offer. This vital step is often overlooked. You must have a compelling offer for your prospect. A ‘free infrastructure analysis’ or ‘complimentary ROI assessment’ should do.
5. Close: Typically, you’re trying to set an appointment or asking your prospect to take some sort of action, right? Now is the time.

That’s the top-line stuff, but be sure to include some objection responses, a way to verify contact information and gather opt-in e-mail address. Did I leave anything out? Do you have any horror stories about bad call guides?