Case Studies: 1096 and counting...

Summary: One way to improve relevance with your email database is to offer dynamic content based on behavioral segmentation. Track what your audience is interested in, and provide the content they want to see.

Read how Hewlett-Packard is targeting two percent of its email database to drive higher engagement and generate 300% higher open rates and 600% higher clickthrough. continue...

Summary: Email marketers are torn in two directions when designing opt-in forms. They have to make the form easy to fill out, but they also need it to capture enough information to deliver relevant messages to recipients and quality leads to Sales. It's a delicate balancing act that can send your conversion rate crashing if you're not careful.

HP struck this balance beautifully. The company's B2B marketers increased conversion rates on an email registration form 186% without hurting lead quality. You'll see the team's before and after shots and steps taken in this case study. continue...

Summary: Social media is a channel that consumer marketers need to engage with. The challenge is finding the best way to meet the needs of your customers and prospects and also receive business value from the social platforms.

This case study is geared toward the marketer looking to get started in the social channel, and looks at the strategy of a personal finance website that is focused on relatively low-key community- and interaction-based approach to social media marketing. Find out how the company created and grew its social media marketing over two years. continue...

Summary: One company that sells and develops products for electricians created an online portal for new product development. Among other efforts, the marketing team heavily relied on social media marketing to promote the inventors who supplied new product ideas.

Find out how this campaign doubled website traffic, increased overall sales by 17% and new product sales by 37% by helping its customers drive product development. The overall effort also helped to make the company a thought leader in its industry. continue...

Summary: Your products likely serve an array of micro-niches in the market. Since the Web gives every obscure interest group a place to meet, you can find these groups online, engage the most influential members, and get them interested in your products.

GNC is taking that approach. The retailer's director of social media finds influencers in a variety of niches and earns their support through conversation and free samples. See how his team uses influencer feedback to improve products and marketing, and how it estimates their impact on sales. continue...

Summary: B2B marketers often face the challenge of getting the specialized industry knowledge their audience will value out of the heads of subject matter experts and into the hands of the media and content marketers.

This case study looks at how a global Internet security services company, with clients such as Google and Microsoft, leveraged its massive amount of internal data into easily consumable quarterly trend reports, and drove a 261% increase in media coverage over two years. continue...

Summary: Getting a new customer is just half the battle. You have to convince people it's worthwhile to buy additional products, renew a membership, and become a repeat customer. The organization featured in this post-sale nurturing case study starts remarketing to current members on day one.

See how a nonprofit organization built a five-part email series of automated emails to welcome new members and further explain the benefits they receive. The emails have 257% higher open rates than the organization's other marketing emails, and 47% higher open rates than its newsletters. continue...

Summary: Reputation management, customer service and protecting the brand are all tied together. Finding new customers is a crucial part of consumer marketing, but retaining existing customers is also very important.

This case study looks at how Dairy Queen balances the challenge of handling customer issues while not being in total control of the entire process due to its individual franchises. We look at Dairy Queen’s process, and offer actionable items on being proactive, highlighting how customer comments can improve product development. continue...

Summary: To employ a more organized digital marketing strategy, take advantage of the interconnection of each channel. Digital marketing can make your message more consistent, and possibly reach more of your target audience.

In this case study, a company earned $105,000 in new sales after moving from its client services personnel delivering incentive fliers for ancillary sales, to delivering that message through a revamped and organized email campaign.

Find out the changes the company made to its overall marketing strategy, how it implemented the new email effort, and how it embraced social media to improve its connection to clients and prospects. continue...

Summary: Even the world's best email copy doesn't engage audiences the way a Hollywood thriller does. But, if you can borrow a tactic that makes movie magic, think how compelling your email can become.

This case study reviews how Blockbuster Express expanded its email marketing approach by reflecting the intrigue and excitement of the movies it vends. Learn how parent company, NCR, grew an already large email audience by more than 300% and increased same store (kiosk) revenues. continue...