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Case Studies: 1504 and counting...

Case Study #CS23264:

How to Create a Series of Automated Follow-Up Emails to Convert Average Sales Leads into Hot Leads

Summary: This inspirational new Case Study features details on how a marketing department slammed by staffing cuts created a new automated email campaign that helped sales turn around.

Includes a useful step-by-step calendar of which messages go out when, plus absolutely fascinating data on how offline marketing budget cuts can directly affect the cost of sales lead acquisition costs for email marketing. Yes, offline does affect online! continue...
Posted: May 13, 2003
Case Study #CS23262:

How to Improve eretail Partner Sales Without Cannibalizing Your Own Online Sales

Summary: Do you sell products through major eretailers? Learn how
electronics manufacturer D-Link changed their site design to
funnel more visitors to shop on partner sites.

Plus, hear how they used back-end reports on their partner's
inventory, pricing and conversion rates to twist arms so partners performed better. Very useful data. continue...
Posted: May 07, 2003
Case Study #CS23260:

Business ecommerce on a Tiny Marketing Budget: How Flourishes

Summary: Do you have to reach a broad-based business audience with your
marketing efforts?'s Asad Haroon reveals how he
manages to bring in $40 million in annual auction sales with a
tiny budget by focusing on the metrics that matter.

Includes ideas to improve your PR, search marketing, email
newsletters, and print ads. continue...
Posted: May 06, 2003
Case Study #CS23256:

How to Succeed by Turning Down Banner Ads -- RetailWire's Unusual Content & Sponsorship Model

Summary: This Case Study is a must-read for everyone involved in trade or business news publishing. You will learn how three entrepreneurs invented a new kind of info service that their readers and their advertisers love. It does involve getting up at an insanely early hour of the morning though. (That is a theme for this week's issue of SherpaWeekly!) continue...
Posted: May 01, 2003
Case Study #CS23253:

Trial vs White Paper Offer - Results + 5 Steps to Email Campaign Success

Summary: If you market software, or to the educational marketplace,
definitely check out this Case Study. Our favorite part is what
the marketer did when she had gathered a fresh list of hand
raisers who said, "Yes send me your email newsletter," but the
newsletter was not quite ready to launch yet. continue...
Posted: Apr 29, 2003
Case Study #CS23255:

How Jacob's Creek Winery Used Screen Savers to Boost Brand Awareness and Retention -- 11 Tips

Summary: Can offering consumers a cute screensaver from your brand's Web site really make a difference for offline sales? Lots of retailers have tested this tactic, and we finally got one of them to talk about the experience.

BTW: Our reporter Mark Brownlow had to get up at 3 A.M. to interview Jacob's Creek folks in Australia, so we hope you find this story useful! continue...
Posted: Apr 25, 2003
Case Study #CS23246:

How to Get Your Distributors to Double Sales by Marketing to Their Sales Reps

Summary: If you have ever gnashed your teeth when sales reps did not pitch your product or service properly, this Case Study is for you.

You will see behind-the-scenes in the Canon vs. Xerox marketshare wars; and, how one clever marketer used a neat little binder, a fabulous Webcast, and ESPN to get Canon's sales reps to literally double sales in a target market segment. continue...
Posted: Apr 22, 2003
Case Study #CS23250:

How a Travel Site Raised Sales Conversions 30% With 26 Little Site Design Tweaks

Summary: Are you daunted by the idea of improving your company Web site so more visitors buy? You know that a few tweaks can make a world of difference, but which tweaks exactly?

This Case Study features practical step-by-step details of how studied their metrics and conducted little "tweak tests" to come up with the 26 small changes that raised conversions by 30%.

One simple change alone resulted in $250,000 more sales this quarter. Especially useful for eretailers. continue...
Posted: Apr 21, 2003
Case Study #CS23240:

Ask the Expert Feature Enthralls Business Execs Receiving Cincom's Promotional Email Newsletter

Summary: Writing an email newsletter to promote your company can be more tiring and time consuming than you expected. However, Cincom's marketer figured out a clever way to solve the problem.

He added an "Ask the Expert" button to Cincom's newsletter and now spends less than a single workday putting together each fortnightly issue, and gets outstanding results. Learn how you can copy this idea. continue...
Posted: Apr 15, 2003
Case Study #CS23245:

How the Boston Symphony Orchestra Mixes DM, Radio, Taxi-Tops, Web Ads, & Email to Sell More Tickets

Summary: Best idea in this Case Study: Try a postal (snail) mail campaign to get your current offline customers to order online. Works like a charm. The BSO now sells 35% of tickets online.

Also includes useful email and online advertising tips, and loads of fun creative samples, such as a moving "taxi-topper" ad. continue...
Posted: Apr 14, 2003

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