A session border controller (SBC) is not required for a WebRTC gateway. That might be a strange statement considering most of the industry has assumed an SBC is necessary for successful WebRTC scenarios. Why would the industry make that mistake? Because an SBC is basically an IP-to-IP translation node, and the WebRTC and SIP worlds are both in the IP realm. So, it’s natural to assume that in order to properly handle WebRTC services, one must leverage the SBC’s IP fluency.

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email21In our last post, you learned why email marketing is worth the investment, now it’s time to learn how to create and execute a successful campaign. In this post, Part 2 of 3 of our Email Best Practices, you’ll find facts and figures that prove the importance of grabbing and keeping the attention of your audience.

The key to a successful email campaign is to know your audience. Understanding your audience’s challenges and needs will help you create a campaign that prospects will respond to. Here’s how:


  1. Write down the target audience and list their challenges (as related to your industry or product).
  2. Relevant emails drive 18x more revenue than broadcast emails, so craft emails that speak specifically to your audience.
  3. List all of the things that your audience must know, do or have in order for their challenges to be solved, and then create content that offers a resolution for those challenges.
  4. Offer incentives that will entice your audience to click through your email (inside scoop, discounts, gift cards, etc.).

Now that you know what your audience wants, you must create a compelling Subject Line that entices them to open the email and read further.

  1. 33% of email recipients open an email based on the subject line alone, so consider using this space to tease the content of the email, offer an incentive to open, or add a sense of urgency.
  2. Less is more, so keep it short – 35-50 characters in length is ideal.
  3. Personalize and localize when possible to increase open rates. According to Adestra, personalized subject lines are 22.2% more likely to be opened.
  4. Avoid “selling” the customer on a product or service; rather, give them an idea of what to expect when they open the email.

You’ve gotten them to open the email… Congrats! That’s half the battle, but now what? A strong Call to Action will keep the reader engaged and tell them what they should do once they’ve opened your email.

  1. Always ask “what’s next?” So, once you’ve driven traffic to your landing page or website, make sure the audience knows what they are to do from there (sign up for an email newsletter, share on social media, enter their contact information, etc.).
  2. Your Call to Action should answer the audience’s question of “What’s in it for me?,” and be urgent, using action words and incentives that trigger an impulse to click.
  3. Create a Call to Action that pops visually. Due to the Von Restorff effect, things that look out of place draw our attention, so try using a Call to Action button that contrasts with your brand’s colors.

Now that you’ve got the basics in your marketing tool belt, it’s time to take it up a notch. Check back for Part 3 of our Email Best Practices soon. If you can’t wait to learn more, contact the ScanSource Services Group at partner.marketing@scansourceservices.com to start planning your email campaign today!


WebRTC – A Traveler’s Best Friend

by Jim Machi January 22, 2015 Technology

A traveler has been sitting at the airport for four hours, waiting anxiously for his plane to show up, when the gate agents relay the bad news: his flight to Paris has been cancelled. Within seconds, the massive line takes shape. Dozens of fellow travelers hound the gate agents, each hoping and praying that they […]

ScanSource Services Group’s Email Best Practices

by Emily Joyner January 20, 2015 Marketing

When it comes to executing an Email Marketing campaign, it’s all about understanding the basics. A successful campaign requires thought, understanding, and research. Here at the ScanSource Services Group, we understand that you need to focus on running your company, so we did the research for you. Below is Part 1 of 3 of our […]

Polycom Conference Phone – Deciding based off room coverage

by Hunter Edmisten January 14, 2015 Technology

Polycom manufactures 2 primary groups of conference phones. Both types of phones fall under the SoundStation naming structure. Analog phones are SoundStation2 series and the VTX1000, while the SIP phones are named SoundStation IP x0000 series. I’ve found that most people leave out the most important piece of information when looking for a conference phone, […]

More Happens. With ScanSource.

by Angela Diamantis January 8, 2015 Business

ScanSource Communications is excited to announce the launch of our new branding campaign “& MORE”. This platform boldly celebrates our commitment to providing MORE by helping our partners choose, configure, and deliver the industry’s best products across almost every vertical market in the US and Canada, Latin America and Europe. & MORE reinforces that we’re […]

Does My Application Require a Session Border Controller (SBC) or a Gateway?

by Philip Weeks January 7, 2015 Enterprise

When working in a modern Voice over IP environment, we often come across questions regarding the type of appliance needed for a particular application.  In particular, we are asked when an SBC is required vs. a gateway. Both products perform similar functions.  That is, they take an input from one source and output it to […]

Session Border Controllers – Why are they necessary?

by Philip Weeks January 6, 2015 Business

Session Border Controllers (SBCs) are increasingly necessary in modern Voice Over IP environments due to provider requirements and customer needs. These are typically grouped into three primary areas: Security Routing Media conversion (transcoding) Protocol normalization Let’s look at each of these in turn. The term “security” encompasses many concepts, but it primarily boils down to […]