How to boost B-to-B emails

Matthew Schwartz

Looks at how integrating content marketing can drive better results by looking at the success of email marketing for Key Technology Inc., a provider of automation technologies, and providing tips for marketers to keep in mind when producing their own email campaigns.

Integrating content marketing is just one sure way to drive better results.

Key Technology Inc., a provider of automation technologies for the food processing industry, was gearing up for its first major product launch in several years. The company wanted to make a big splash about the product, a digital sorting platform called VERYX, so it launched a B-to-B marketing campaign with all the trappings of a Hollywood movie premiere. And the starring role went to email marketing.

The brand rolled out a trio of email messages leading up to Pack Expo Las Vegas 2015, where VERYX debuted. The emails...

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