POM’s Approach for Refreshing Email Templates to Maximize Engagement

Refreshing your email templates is more than just a design update—it’s a strategic move to enhance engagement and performance. At Pomerantz Marketing, we understand the importance of ensuring your email templates align with both your brand identity and marketing objectives. Here’s how we approach the process to deliver modern, effective templates that resonate with your audience and drive results.

How POM Does It:

1. Comprehensive Audit of Existing Email Templates
Our process begins with a thorough audit of your current email templates. We evaluate the design, content, and performance metrics to identify what’s working and where there’s room for improvement. As part of this audit, we also recommend looking at emails you receive from other brands. These can be a great source of inspiration, helping to identify fresh ideas and design trends that can be adapted to suit your brand. This holistic approach ensures that we develop templates that will better engage your audience and align with your brand’s goals.

2. Goal-Driven Strategy Development
A key part of our approach is setting clear goals for your email templates. What do you want recipients to do? Whether it’s clicking a link, scheduling a demo, or making a purchase, defining these goals upfront drives the design and content strategy. We work collaboratively with you to ensure each template is equipped with 1-2 strong calls-to-action (CTAs) that guide your audience toward those goals.

3. Design and Content Refresh
In today’s fast-paced world, people don’t read lengthy emails—they skim. That’s why we focus on creating visually engaging content that captures attention quickly. Our refreshed templates feature modern design elements paired with concise, meaningful text, ensuring your emails are both visually striking and easy to navigate. This approach not only draws in your audience but also encourages them to take action.

4. Optimization, Testing and Deployment
Before your new templates go live, we rigorously test them across different email clients and devices to ensure they perform flawlessly. We also optimize them to enhance deliverability, making sure your emails land in the inbox, not the spam folder. Once everything is fine-tuned, we handle the seamless deployment, setting you up for improved engagement and success.

The Advantage of Refreshing Your Email Templates with POM:

With a focus on modern design, strategic content, and seamless performance, POM’s email template refresh process ensures your communications are both engaging and effective. By aligning your email templates with your goals and keeping them current with industry trends, we help you capture your audience’s attention and drive meaningful results. Let us enhance your email strategy and set you up for long-term success.

Ready to get started? Book an intro call!

Why an Email Template Refresh Is Critical for Maximizing Engagement

In the ever-evolving digital landscape, email remains one of the most powerful tools for communicating with clients and prospects. Just like any other part of your marketing strategy, however, email templates can become outdated and less effective over time. Regularly refreshing your email templates is essential to ensure they continue to resonate with your audience, reflect your brand’s current identity, and achieve the best possible results. Here’s why it’s essential to keep your email templates fresh:

Benefits of Refreshing:

1. Keep Up with Design Trends
Design trends in email marketing evolve quickly. What looked fresh and modern a year ago might now appear outdated or cluttered. Updating your email templates to align with current design trends ensures your emails are visually appealing and engaging. Clean, modern designs not only grab attention, but also help your message stand out in crowded inboxes.

2. Improved Engagement and Readability
An outdated email template can result in lower engagement rates. By refreshing your templates, you can enhance readability with more effective fonts, improve spacing, and organize content more effectively. A well-structured email that’s easy to read on both desktop and mobile devices is more likely to capture attention and drive action. This ultimately leads to higher open rates, click-through rates, and conversions.

3. Adapt to Evolving Brand Messaging
Your brand’s messaging and voice are likely to evolve over time, especially as your company grows and market dynamics change. Your email templates should reflect these changes, ensuring consistency across all your communication channels. Whether you’re introducing new products, services, or rebranding altogether, updating your templates is key to maintaining a cohesive brand image.

4. Enhance Deliverability 
Deliverability is crucial to the success of your email campaigns, but outdated templates can pose challenges. Older templates may include elements that inadvertently trigger spam filters or cause compatibility issues with newer email platforms, preventing your emails from reaching your audience. Refreshing your templates with modern coding techniques and simplified designs can boost deliverability, making sure your messages reach the inbox where they’re intended to be.

5. Reflect Product and Service Updates
As your products and services evolve, your email templates should too. Keeping your templates up to date ensures that your emails accurately reflect your current offerings. This not only informs your audience but also highlights your company’s growth and innovation, building trust and credibility with your clients and prospects.

The Advantage of Refreshing Your Email Templates:

Refreshing your email templates is more than just an aesthetic update—it’s a strategic move that can significantly boost engagement and performance. Modern, goal-oriented templates not only capture your audience’s attention but also drive meaningful interactions. POM’s B2B marketing experts are here to help transform your email communications to reflect your evolving brand and achieve your marketing objectives.

Ready to elevate your email strategy? Book an intro call!

Why Vertical Marketing Outperforms Broad Campaigns for Lead Generation & Demand Creation

In the ever-evolving landscape of B2B marketing, companies constantly seek strategies that maximize reach and effectiveness. A common approach is “casting a wide net,” aiming to attract a broad audience. While this might seem like a surefire way to increase leads and drive sales, it often falls short of expectations. Casting a wide net requires deep pockets to get results, and you need to expect to pull in many fish you will want to toss out. Here’s why targeting specific industry verticals outperforms casting a wide net in B2B marketing:

Understanding Vertical Marketing:

Vertical marketing focuses on tailoring marketing efforts to specific industry sectors, or verticals, such as healthcare, finance, manufacturing, or technology. This approach allows businesses to develop a deep understanding of the unique challenges, needs, and trends within each vertical, enabling them to create highly relevant and personalized content.

This approach contrasts with horizontal marketing, where messages are broadly applied across multiple industries. By concentrating on verticals, you can gain a comprehensive insight of the unique challenges and needs within those sectors, allowing for more targeted and effective marketing strategies.

Benefits of Vertical Marketing:

  1. Better Relevance and Resonance
    By focusing on verticals, you can develop content that speaks directly to the unique challenges and priorities of each industry. This targeted approach ensures that your audience feels heard and understood, leading to higher engagement and establishing your brand as an expert in their specific field.
  1. Improved Lead Quality
    Vertical marketing attracts more qualified leads. Instead of a high volume of unqualified leads from a broad campaign, you gain fewer, but more relevant leads who are more likely to convert into customers.
  1. Better Resource Allocation
    Focusing on specific verticals enables more efficient use of marketing resources. Your budget, time, and effort can be concentrated on strategies that are more likely to yield results within those sectors, rather than being spread thin across a broad audience.

Implementing Vertical Marketing: 

  1. Identify key verticals
    Conduct thorough industry research to understand the pain points, challenges, and trends within each vertical as they relate to your offerings to help tailor your messaging and solutions to address these issues directly. Additionally, analyze your current customer base to identify which verticals generate the most revenue and engagement. Study competitors to see how they target these verticals and identify gaps and opportunities where you can differentiate your offerings.
  1. Develop vertical-specific content
    Create content that addresses the specific needs, challenges, and trends within each vertical. This could include industry-specific blog posts, case studies, e-books, white papers, and webinars.
  1. Tailor your messaging
    Customize your marketing messages to resonate with the audience in each vertical. Highlight how your product or service can solve their unique problems and add value to their industry.
  1. Utilize vertical specific channels
    Leverage industry-specific channels and platforms to reach your audience. Participate in industry events, join relevant associations, sponsor marketing activities and advertise in vertical-specific publications.

The Strategic Advantage of Vertical Marketing:

While casting a wide net in B2B marketing might seem like a good strategy for reaching a large audience, it often leads to inefficiencies and low conversion rates. By focusing on vertical marketing, you can develop deeper industry expertise, create more relevant and personalized content, and attract higher-quality leads. This targeted approach not only improves your marketing ROI but also builds stronger, long-term relationships with clients in your key verticals. Utilize vertical marketing to drive better results and establish your brand as a leader in an industry.

Read how the power of vertical marketing generated 300+ monthly leads for our SaaS client.

5 Ways to Make Your B2B Social Media Strategy a Success

This blog post was written by Kathy Floam-Greenspan.

Now, more than ever, everyone is on social.

With over 302 million users and a 91% market penetration, social media connects most people across a vibrant ecosystem.

They spend a lot of time there. The average person dedicates nearly 2.5 hours daily on social media platforms, a number that has increased almost every year since 2012. Collectively, users invest an eye-popping 4 trillion hours on social media annually.

Since social media is where the proverbial party is, it’s no wonder that 95 percent of B2B marketers rely on it as a central part of their marketing strategy.

They’ve found a receptive audience.

Ninety percent of social media users follow at least one brand on social media, proving that consumers prefer direct connections with brands and making social media an essential component of cultivating customer relationships and brand loyalty.

When implemented effectively, the results can be incredible. One survey found that 75 percent of B2B buyers use social media to help make buying decisions.

Social media is a crowded and fast-moving space, requiring B2B brands to be strategic and agile in their approach.

Here are five secrets to success in B2B social so your brand can capture attention and foster meaningful engagement with your customers.

1. Pick the Right Platform
The average person uses 6.7 social media accounts every month, making it difficult to reach the right people in the right place and at the right time.

Knowing where to reach your audience is a critical first step in an effective B2B social media strategy.

B2B marketing often starts on LinkedIn, where 93 percent of B2B content marketers leverage the platform for social media marketing, making it a significant lead generator for many B2B brands.

LinkedIn is ideal for businesses focusing on B2B marketing. It offers opportunities to connect with decision-makers and publish niche content tailored to a specific audience.

According to LinkedIn’s own survey data, 40 percent of B2B marketers say LinkedIn is the most effective channel for driving high-quality leads.

However, LinkedIn isn’t the only social media platform for B2B marketing.

For instance, Gartner reports that 70 percent of B2B buyers use Facebook when making purchasing decisions, while 62 percent turn to YouTube.

Undoubtedly, the right platform will look different depending on your industry and target audience, but prioritizing a few of the most important platforms is a better strategy than trying to be everything to everyone all the time.

2. Prioritize the Right Content
Social media users don’t just care about what information you share. They care about how you share it.

As a Forbes analysis succinctly explains, “Both brevity and authenticity are winning the day on social media, with short-form videos—typically less than a minute—capturing the attention of 66% of consumers.”

High-quality, short-form videos are a great place to start. When paired with compelling carousels, striking photography, and personal stories, B2B brands can effectively engage their audiences across platforms.

Most importantly, avoid constantly posting sales material. Instead, create valuable social media content that your audience wants to engage with, and let your audience grow from there.

3. Present the Right Vibe
Social media platforms are still, as their name suggests, social institutions.

As a result, people don’t just want information. They want to make connections, even with brands.

Therefore, don’t only publish long-form content and problem-solving posts. When posting, be sure to:

Be relatable: Share stories and experiences that resonate with your audience, showing that your brand understands and reflects their values and daily lives.

Be authentic: Let your brand’s personality shine through in every post, whether through behind-the-scenes content, team introductions, or sharing your brand’s mission and vision.

Be interactive: Encourage engagement and monitor accounts for near real-time follow-up when people comment or engage with your posts.

A dedicated social media person is critical to striking the right tone and presenting the right vibe. This person should have an excellent awareness of each platform’s strengths and limitations while ensuring audience engagement is always at the top of their minds.

4. Provide the Right Value
Social media isn’t second-tier content for casual consumption. It should be high-quality, compelling information that is valuable, relevant, and engaging to your target audience.

This might include links to informative articles accompanied by helpful commentary, entertaining videos that convey your brand’s personality, and eye-catching graphics that break down complex information.

This is important for engaging your audience today and growing your audience tomorrow.

When people find your content engaging and valuable, they are more likely to share it with their network, amplifying your reach, expanding your lead generation potential, and building your brand reputation as a thought leader in your sector.

It’s multiplied marketing that doesn’t increase costs while activating your audience to become more engaged buyers and better brand ambassadors.

5. Pivot at the Right Time
Social media trends come and go, and today’s captivating strategies are tomorrow’s cringe content.

Don’t let your social media strategy grow stagnant.

Stay informed on the latest trends, solicit feedback from your audience, and innovate boldly, recognizing that social media is a dynamic ecosystem where experimentation is often rewarded, and stagnation is the worst outcome.

Put differently, feel free to try new things, experiment, and pivot your strategy as you determine what works and what does not.

Pomerantz Marketing Supports Your Social
Social media isn’t just for influencers and celebrities. It’s a valuable part of any brand’s B2B marketing strategy, allowing you to connect with customers, share your story, and build brand loyalty.

It can be difficult to cut through the noise in a crowded social ecosystem, but you don’t have to do it alone.

Pomerantz Marketing is your social partner. From strategy and branding to content creation and social media management, we are here to help you develop online strategies and campaigns that enable leading companies to engage with prospective customers, strategic partners, employees, and recruits on various social media platforms.

Connect with us today to learn how we can help you make social a central (and impactful) part of your B2B marketing strategy.

How to Use Competitor Insights to Level Up Your B2B Marketing in 2024

This blog post is written by Kathy Floam-Greenspan and appears on the Forbes Agency Council. You can read the full post here.

Successful B2B brands are intensely focused on their customers, and they should be. After all, without a thriving customer base, brands will struggle to build and maintain thriving, sustainable companies that succeed. However, brands can’t afford to ignore the other part of the successful company equation: the competition.

Competitor analysis—the process of identifying your competition and researching their products, tactics and communication strategies—allows brands to better understand the competition, enabling their success in the process.

This doesn’t mean brands should lose sight of what they did well. Rather, competitive market research contextualizes their offerings to identify paths to differentiation, not emulation.

Let’s make it more personal.

Competitor analysis isn’t about replicating what your peers are doing. When implemented effectively, competitor analysis creates opportunities for original marketing strategies highlighting your product or service’s unique value proposition.

Here are three things every B2B brand can learn from competitor insights that allow them to level up their marketing in 2024 and beyond.

1. Product or Service Positioning

Many products or services seem revolutionary when they are in development. Of course, promise and potential are very different from actual consumer impact…

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B2Bs: 5 Questions to Ask When Shaping Your 2024 Marketing Plan

This blog post is written by Kathy Floam-Greenspan and appears on the Forbes Agency Council. You can read the full post here.

As we approach a new year, it’s time for companies to reflect on their marketing strategies and sales outcomes.

The past 12 months have been uniquely disruptive, so these efforts can be especially fraught, as identifying patterns, trends and best practices from an atypical time can be incredibly difficult.

Many companies know they will (slightly) increase their marketing budgets, incorporate generative AI, and accommodate the latest B2B buy preferences. They are much less sure about how they will achieve this.

Asking the right questions can help illuminate shortcomings, opportunities and strategic steps marketers can take to elevate results in the year ahead.

Here are five essential questions to ask to elevate your 2024 B2B marketing plan.

1. What does my sales team say?

Marketing and PR should support sales outcomes. These teams should work in tandem, collaborating to better connect with customers and drive sales outcomes. In this regard, content is king…

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5 B2B Lead Generation Ideas to Fill Up Your Sales Pipeline

This blog post is written by Kathy Floam-Greenspan and appears on the Forbes Agency Council. You can read the full post here.

Lead generation as a concept is simple: Find buyers with a problem and provide a product or service that solves that problem. When your brand is a good fit, your leads will convert to buyers, bolstering your bottom line and enabling business growth.

If only it were that easy. Lead generation can be incredibly difficult, as any sales or marketing professional will tell you. Many rank lead generation among the most pressing business challenges, allocating significant financial and personnel resources to generating new leads.

However, quantity and quality are not synonymous. Effective lead generation isn’t just about volume. Inundating sales teams with low-quality leads can be debilitating and counterproductive.

Rather, effective lead generation is about leveraging the right strategies to generate high-quality leads that convert. Here are my top five ways to identify and engage with these high-quality leads.

1. Provide Useful Content

Content marketing works. It allows you to promote your products and services while providing value to an eager audience…

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A Marketing Blueprint For Scaling Your Small SaaS Business Effectively

This blog post is written by Kathy Floam-Greenspan and appears on the Forbes Agency Council. You can read the full post here.

As many companies tighten their belts and conserve financial resources, some budget categories, including software and IT services, continue expanding. This trend has continued mostly unabated for over the past decade, soaring during the Covid-19 pandemic and continuing to escalate in the following years, totaling more than $783 billion in 2022.

Small software as a service (SaaS) companies looking to reach bigger audiences and broader verticals with their high-quality products and services can capitalize on this trend. However, a significant gap often exists between ambition and new customer acquisition, requiring companies to take strategic steps to grow and expand at scale.

While a haphazard expansion can cause growth companies to stall out, a well-planned rollout can provide fertile ground for small SaaS companies to grow.

Here is our proven marketing blueprint for taking a SaaS business to the next level.

1. Research & Test Vertical Markets

Taking a SaaS small business to the next level requires a better understanding of your existing customers and the vertical markets where you want to expand. Penetrating these markets requires a blend of data-driven insights and customer understanding…

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How To Transform B2B Engagement With Video Marketing

How To Transform B2B Engagement With Video Marketing

This blog post is written by Kathy Floam-Greenspan and appears on the Forbes Agency Council. You can read the full post here.

Almost one-third of Americans say they are online “almost constantly,” scrolling through social media feeds, scanning headlines and responding to Slack messages.

Even a decade ago, when the web was much less widespread and smartphones were just achieving mass market appeal, the average American consumed more than 100,000 words daily between print and web content. That’s almost a quarter of Tolstoy’s War and Peace, a famously verbose text. Today, this total is undoubtedly higher.

People are awash in text, swimming in an ocean of words, while trying to achieve the proverbial equivalent of drinking from a firehose with a straw. Unsurprisingly, online audiences have become skimmers, overwhelmed with the volume of online information flooding their screens. As a result, finding potent strategies for capturing audiences’ attention has become paramount. This is especially true for B2B organizations looking to optimize their brand messaging for a word-saturated ecosystem.

Cue the video, including live-action, screen-recorded and animated productions, as valued assets to augment or replace written content online. In 2023 and beyond, video isn’t a nice-to-have B2B marketing asset. It’s a critical pillar of any effective B2B marketing program.

Why Video Is Essential In Your B2B Marketing Strategy

While everyone has their own unique content preferences, data shows that video content is quickly becoming people’s preferred medium. According to one study, 83% of consumers prefer video over text for informational or educational content. Wyzowl’s 2023 State of Video Marketing report found that businesses are responding to audience preferences, with 91% leveraging video as a marketing tool this year, an all-time high.

Notably, 96% of marketers reported that video is an “important part” of their marketing strategy, as 92% said that video provides a positive ROI, driving sales, understanding of products or services, and brand awareness.

Consumers share this sentiment. Ninety-one percent of people said they want to see more videos from brands this year.

In total, 88% of consumers have made a purchase after watching a company’s video, underscoring video’s capacity to propel purchasing decisions.

Even the nonbelievers are starting to take notice. Seventy percent of “non-video marketers” plan to implement video marketing this year.

5 Steps To Implement A Successful Video Marketing Strategy

Implementing video into your business and brand strategy efforts can feel overwhelming. After all, nobody wants their new brand initiatives to fall flat.

Here are five steps you can take to begin implementing video marketing into your business…

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Improve Your Website Performance Without Starting Over

5 Ways To Improve Your Website Performance Without Starting Over

This blog post is written by Kathy Floam-Greenspan and appears on the Forbes Agency Council. You can read the full post here.

In today’s digital-first world, brands must have an attractive and engaging online presence to remain compelling, competitive and convincing. In other words, whether you’re a small business or a major corporation, you need a website—a good one.

According to a consumer survey, nearly three-quarters of respondents said a company’s website carries at least “some influence” over their buying decisions. Additionally, a Gartner sales survey found that 83% of B2B buyers prefer purchasing through digital commerce, underscoring the centrality of a brand’s website as part of a holistic sales strategy.

However, time constraints, finite resources and limited expertise prevent many companies from putting their best digital foot forward, making an outdated and unfocused website the brand’s first—and often only—impression.

Fortunately, improving your website doesn’t necessarily require an expensive, ground-up rebuild to cultivate success. Making tangible improvements that account for common website pain points can help brands enhance their online presence without starting from scratch.

Common Website Pain Points

There are more than 1.13 billion websites worldwide, and while just over 200 million are actively managed and maintained, differentiating your website from the competition can be extremely difficult. With the average visitor forming an opinion about a website in less than one second, brands have a very limited opportunity to capture their audiences. However, many websites fail to achieve their goals because they are:

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