At the recent MarketingSherpa Email Summit in Miami, Dr. Flint McGlaughlin, Director of MarketingExperiments, presented an enlightening optimization workshop. Supported by statistical analysis, Dr. McGlaughlin challenged conventional wisdom and presented key concepts to help guide marketers as they attempt to improve response to their email campaigns.

He demonstrated that a room full of email marketing professionals were unable to predict which of three versions of an email would outperform a control message. His point was that knowledge of best practices alone is not enough to maximize response rates. For example, having an offer “above the fold” is not necessarily a major component of increased response.

Continue for more information and links to free email optimization resources.

The 2010 edition of the MCH Beyond B2B catalog will mail to many MCH clients in the next few weeks. This 112-page book features comprehensive information about each of type organization in the business-to-institution market.

While the print edition is still at the printer, you can download a digital copy from this link.  

There’s still time to register for a special workshop on “Optimizing B2B Lead Generation Results” conducted by renowned business marketing consultant and educator John Coe, Sr., of SMI—the Sales & Marketing Institute. The session will be held from 1:30 p.m. – 4:30 p.m. on Tuesday, February 23 at the UMKC University Center, Pierson Auditorium, 5000 Holmes St., Kansas City, MO 64110.

This special session is presented in conjunction with the KCDMA’s Direct Marketing Days event. MCH is a proud sponsor of the special workshop.

Continue for registration information about this event and the other Direct Marketing Days sessions. 

Are you looking to book more revenue from the library market? One easy marketing mistake is to target only public libraries. There are actually four library markets: public libraries, school libraries, academic libraries, and special libraries. The various types of libraries have many purchasing needs in common, but have distinct characteristics and opportunities.

Continue for more tips and tricks about marketing to libraries.

If you market healthcare supplies, the opportunities in the institutional market are endless. A broad range of institutions like schools, day cares, public health departments, and senior centers need First Aid kits, gloves, safety equipment, and many other “generic” items. More specialized products are used in facilities like adult day cares, residential treatment centers, hospitals, cancer centers, and home health services.

Continue for a full list of institutions that are users of healthcare supplies.

Click here to request a quote for any of MCH's institutional databases and services.