News in Research

To smiley face or not: the complexity of email etiquette

Emails are ubiquitous in a modern, globalised workforce. However, a well-crafted email can make the sender appear approachable and competent, while a poorly constructed one is less persuasive, and leaves recipients less willing to comply with the request. Alongside making requests and providing information, emails help us build rapport in the workplace and long-term business relationships. So it’s unsurprising that there’s a sizable market for help with email etiquette.

Way back in 1971, long before the World Wide Web was even a glint in inventor Tim Berners-Lee’s eye, the economist Herbert A. Simon prophetically predicted the modern marketer’s greatest challenge: “What information consumes is rather obvious: It consumes the attention of its recipients. Hence a wealth of information creates a poverty of attention, and a need to allocate that attention efficiently among the overabundance of information sources that might consume it.”

Marketing suffers from a crisis of credibility. Outside of the marketing department, executives often perceive that marketing exists solely to support sales, or that marketing is an “arts and crafts” function that throws parties and churns out brightly-colored brochures.

In this guide, we’ll review the commonalities between satisfied marketing automation users, and we’ll prepare you to place your company in that happy majority. We’ll give you the tools to build a framework of functionality and features, and help you identify the capabilities that will matter most to your success.

You’ve evaluated all of your marketing automation options, and now it’s time to convince management that this investment is worthwhile. Having worked with a number of marketers facing this task, there’s one thing we know for certain: using the website ROI calculator du jour is not going to help. Why not? First, most companies today lack the organizational alignment and processes required to yield exceptional results from a software tool alone. But most ROI tools assume you’ve got people and process nailed down, so it’ll just be a matter of optimizing your funnel and tweaking MQL, SAL,and SQL.

People from business leaders to product specialists, and social influencers to social media managers speak about how they think social marketing will evolve in 2017. From new ways to measure ROI to channel-specific tactics, we were blown away by the level of insight we received.