OpenView Report Examines Leading E-mail Marketing Tactics

OpenView Venture Partners, an expansion-stage venture capital firm focused on providing technology companies with deep operational support, released a new report today entitled, “E-mail Marketing Tactics: Do Your Messages Measure Up?

The report examines the evolution of e-mail marketing tactics, and shares three best practices for B2B marketing professionals to follow.

“Ensuring that your messages stand out in increasingly crowded inboxes is the most important part of any e-mail marketing campaign,” said Brian Zimmerman, Managing Director of OpenView Labs, the firm’s strategic consulting arm. “As our latest report shows, an e-mail’s content, design, and compatibility with mobile devices is what ultimately determines its success as a marketing medium.”

The report analyzes three e-mail marketing best practices, citing examples of them in action from companies such as Grovo,, Statusboard, and Eloqua. It also outlines how to optimize e-mail marketing campaigns by tracking and acting on key performance metrics.

“With nearly 3.4 billion e-mail active accounts worldwide, e-mail is not a dying medium,” continued Zimmerman. “The issue isn’t whether B2B marketers should be engaging their customers through e-mail, but rather if they’re doing enough to ensure that their messages are getting read.”

OpenView’s reports span a variety of topics, including technology, venture capital, marketing, and sales, and are created from the research OpenView Labs conducts in support of its portfolio companies. This report is the first of a four-part series that will analyze examples of B2B companies that are successfully implementing online marketing tactics across interactive content, crowd-sourcing, and location-based events. It comes on the heels of the firm’s June 2012 report, “Above and B2B-eyond: A Look at the Creative Marketing Tactics Leading B2B Technology Companies Are Using Online.”

About OpenView Venture Partners

OpenView Venture Partners is an expansion-stage venture capital fund based in Boston that is focused on high-growth software, Internet, and technology-enabled companies. Through its staff of seasoned operating executives, who collectively bring several decades of technology and management experience to the firm, OpenView is able to help portfolio companies quickly optimize their product, go-to-market, and organizational and operational functions. Founded in 2006, the firm invests globally and has approximately $440 million in total capital under management.

About OpenView Labs

OpenView Labs is the strategic and operational consulting arm of OpenView Venture Partners, a global venture capital fund that invests in expansion-stage technology companies. The Labs team consults to the management of OpenView’s portfolio companies across an array of functional areas, including recruiting, go-to-market support, and research and analytics. Together with its network of senior advisors, the team supports OpenView’s portfolio companies on a range of initiatives ranging from methodology incubation and market research, to providing strategic coaching.