Michael Thompson

Michael Thompson is chief deliverability officer at ClickSquared Inc. Reach him at mthompson@clicksquared.com.

Most Recent Articles by Michael Thompson

E-mail is just one tool in your marketing arsenal

When e-mail marketing began, the possibilities of reaching new audiences through electronic means and getting real time results made marketers absolutely giddy. Today, many of those marketers find themselves wondering why they can't raise their conversion rates. That's because those marketers define e-mail as a contact strategy rather than a key piece of the overall interactive marketing strategy. While e-mail by itself remains effective, its uses have evolved. Marketers need to think of it as one tool in an arsenal that leverages other tools and disciplines to make it more effective.

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Company of the Week

We recently were named B2B Magazine's Direct Marketing Agency of the Year, and with good reason: We make real, measureable, positive change happen for our clients. A full-service agency founded in 1974, Bader Rutter expertly helps you get the right message to the right audience at the right time through the right channels. As we engage our clients' audiences along their journey, direct marketing (email, direct mail, phone, SMS) and behavioral marketing (SEM, retargeting, contextual) channels deliver information relevant to the needs of each stage. We are experts at implementing and leveraging marketing technologies such as CRM and marketing automation in order to synchronize sales and marketing communications. Our team of architects and activators plan, execute, measure and adjust in real time to ensure the strategy is working as needed and change things if it's not.

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