MarketingSherpa.com

#1. SherpaBlog: Inspiration from Best Valentine's Day Marketing Test (Yes, B-to-B Can Use This Idea, Too)

Just before last Valentine's Day, marketers at Idea Art, an ecommerce site run by a small family owned printing firm in the South, sent an email blast to their list of 72,000 opt-ins. The offer: beautifully designed papers with which one could create homemade valentines.

Results were OK. But only just OK. Everyone blamed holiday email clutter. How could they expect a fabulous response rate with so many competing offers hitting recipients' inboxes?

Most marketers would have heaved a sigh and moved on to their next campaign. But, the Idea Art team were too stubborn. Valentine's Day is one of their biggest holidays. They were determined to make email work harder.

So, they whipped out a follow-up email before Feb 14. The creative was similar although not identical. The big change was the list. Instead of sending to their whole file, they sent only to the people who had opened and clicked on the last campaign ... but not purchased.

Results were so outstanding that the campaign won a MarketingSherpa Award for Best Email Test of 2006. (I've popped links below with Idea Art's creative samples and how you can enter this year's Awards.)

I'm focusing on this campaign in my blog today not just because this week is Valentine's Day, nor because this Friday is the deadline to enter this year's Email Awards. Those two items are serendipitous.

Actually, my inspiration is an email Sherpa received last week from Michael Goldstein, who is Director Internet Subscriptions at PRIMEDIA Enthusiast Media. Turns out he's running campaigns nearly identical to Idea Art's (although to a completely different audience). The results are outstanding. Here's what he told Sherpa:

"Some rough stats for you on our remail campaigns:

1. Remail campaigns (we've only done about 6 thus far) range from 12%-50% added production to the overall campaign (mitigated by premiums and price tests vs. previous campaigns without)

2. Open rates on remails are 4-5x higher than the original campaign (which really makes sense since we're remailing the people who either opened or clicked the first time around)

3. CTR is 2-3x higher than original campaign (for the same reason as above)

3. Unsub rates on remails are 30%-40% lower than the original blast

I should note that remails on a campaign are by default a much smaller select since we're only remailing those who open or open and click. Still, if you have the means to do it with your email vendor, it's a no-brainer."

Thanks, Michael, for sharing your results with Sherpa readers! This indicates to me at least that nearly every emailer -- including B-to-B marketers -- should figure out how they can test the re-email idea.

In the meantime, here are those two links I promised you:

Creative sample and details from Idea Art's test:
http://www.marketingsherpa.com/emaw2006/37.html

How to enter this year's Sherpa Email Awards:
http://emailawards.marketingsherpa.com/
(Entry deadline is this Friday, Feb. 16th)

Anne Holland, President
Feedback(at)marketingSherpa(dot)com
MarketingSherpa, Inc

P.S. As always, our Case Studies and articles are open access for about 10 days. Then they go into SherpaLibrary where you can research for a small fee. The links always remain the same.

#3. How Eretailer Doubled Conversions With Better Web Analytics - Five Real-Life Tactics

SUMMARY: In the past two years, the industry has seen a huge upswing in the number of online marketers with access to Web analytics, from about 30% in 2005 to 58% today.

That's all well and good, but new MarketingSherpa data reveals that almost 80% of them say they are "not using Web analytics to the full advantage" even though they know it increases conversions.

See how one company is sailing smoothly after integrating real-time analytics into their merchandising strategies and product relevancy rankings.
http://www.marketingsherpa.com/article.php?ident=29862
(Open access until Feb. 17th)

#6. Special Report: Webinar Buyer's Guide -- 12 Tips + List of Key Vendors

SUMMARY: If you're hosting a lead-generation webinar in the near future, don't sign up with a vendor until you look through our buyer's guide.

We put together a list of seven questions to ask about functionality, features and pricing that will help you match the best product to your company's goals. We also have tips on how to use some of those features to get the most out of your registration pages, email reminders and other webinar tools.

Plus, we compiled a list of key webinar vendors, with details on their options and pricing.
http://www.marketingsherpa.com/article.php?ident=29863
(Open access until Feb. 18th)

#7. Video Surges While Search Lags - 5 Trends to Watch in the Online Content Industry

SUMMARY: Want to know what's working -- and not working -- for online media companies and content providers?

We polled more than a dozen marketers, circulation managers and online strategy directors to learn which tactics are on top of their to-do lists this year (video) and which challenges they're finding most significant (rising costs of paid search).

Plus, they tell us how to make money from online communities.
http://www.marketingsherpa.com/article.php?ident=29864
(Open access until Feb. 18th)

#11. New Book Offer: 'The User Is Always Right: A Practical Guide to Creating and Using Personas for the Web'

Do you have imaginary friends? If you think this concept is not relevant to adults, you're wrong. According to Steve Mulder, fictitious people -- otherwise known as personas -- are crucial in bringing your site success. In his new book, 'The User Is Always Right,' Mulder (along with Ziv Yaar) outlines the steps to making your research actionable.

Many creators fall into the trap of designing Web sites for themselves. Since their personas differ drastically from those of the typical users, there's no focus on what the visitor needs. So, how can designers know what kind of features to build if they don't know their target audience? Moreover, it's crucial not only to be aware of who your site's visitors are, but also to look at the site through users' eyes.

Mulder suggests that the best way of learning about the typical users is by interviewing the user base and consolidating the results to create a number of personas. These characters would have made-up names, pictures and backgrounds. During the site design, their attitudes and experiences would be considered when building features.

So, don't waste time on rarely used systems that are cutting edge and cool, but only to you. Instead, take advantage of the persona technique to enhance your development. You don't have to travel to attend Mulder's seminar and lectures. Learn how to conduct qualitative research and apply quantitative one by reading this book.

Mulder donated five copies for Sherpa to give away. Toss your name into the hat here to try for one.
http://sherpa.bookoffer.sgizmo.com
(Ends 02/18/07)

+ Last week's book offer:
These five lucky marketers will get their own copies of 'The Business of Database Marketing' by Richard Tooker:

Sarah Farebrother, Gazette Communications, Cedar Rapids, IA
Mark Fortune, Acxiom, Little Rock, AR
Kate Harvey, Free Me, Scottsdale, AZ
Brian Rowe, Gold Key Resort, Virginia Beach, VA
Kirsty Traill, Hewlett Packard Japan, Tokyo, JAPAN

P.S. Did a friend send you this? for your own copy - it's award-winning, useful, and complimentary.

P.P.S. Got questions, comments, or ideas for editorial?
Email Editorial Director Tad Clarke at TadC(at)marketingsherpa(dot)com
or call Customer Service at (877) 895-1717 -- thanks!