Summary:
If your audience has responded favorably to social media elements on your website, it makes sense to offer additional ways to interact. Determining which features to launch, and when to add them, is another matter.
Find out how the marketing team for a Latin music and entertainment website tested and expanded the site’s social media features to increase visitor engagement. Time spent is up 33% on some portions of the site -- and registrations and impressions are up, too. continue...
Summary:
Think your email reputation is as good as it should be? As many as one in five campaigns gets junked, blocked or bounced, according to data from MarketingSherpa’s new Email Marketing Benchmark Guide 2008.
That’s why you have to see how an online tickets marketer improved their deliverability rate 20.4% and increased email-driven conversions 143% in just two months. Includes four easy steps you can follow. continue...
Summary:
Effective merchandising can be a problem for even the smartest eretailers. The puzzle gets more complicated if you don’t sell directly to customers but rely on eretail partners.
See how a leading outdoor sportswear manufacturer generates more qualified leads for their partners through a redesigned site and emails that target their customers’ lifestyles. The customized newsletters are getting 19.7% higher clickthroughs, and the average dollar value of each prospective sale is up 44.4%. continue...
Summary:
On an average day, 10,000 visitors typically pay $20 each to tour the Georgia Aquarium. That alone is a huge win for a tourist destination that only opened last November.
But here's an even bigger deal -- 93% of tickets are sold online, directly from the Aquarium's Web site.
Plus prior to opening, sell-out fundraising efforts were conducted online. Whether you're in ecommerce entertainment, or drive donations, this MarketingSherpa Case Study should prove inspirational: continue...
Summary:
Are you trying to improve your email copywriting and segmentation so each recipient feels a strong personal connection to your organization? Cirque du Soleil's email team sends 6-8 campaigns per week with exceptional response rates. Our new Case Study includes details on copywriting that works, design (simpler than you'd expect) and how to gather more double opt-ins. Plus, what to send to your list when the circus is *not* coming to their town for the next 10 months. continue...
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Are you considering giving away some content to try to increase the number of people paying for your site's premier content? Read on for a look at how Linden Lab tested and implemented this tactic to radically improve its paid membership rates. continue...
Summary:
How can you build a fan base for an entertainment property that's still in production? A typical videogame marketing cycle starts at least nine months out from product launch date. You begin by contacting fans of your company's prior games and let them know a new one is coming. But what if you're a brand new company with no past games, no past track record, no past fans? Discover how the new studio behind Darkwatch turned an unknown game into one of the most-anticipated launches of 2005 by building a community online. Includes creative samples and fascinating results data reports. continue...
Summary:
Today, new country music star Dierks Bentley releases his second album. Will sales sink into the dreaded sophomore slump or can Dierks repeat his first platinum? His fate is largely in the hands of the fans. So, for the past nine months, Dierks' marketing team has been quietly building a fan evangelism program behind-the-scenes. Discover the tactical best practices they've relied on and initial results metrics. Plus, useful creative samples including street team instructional emails. continue...
Summary:
Most music industry execs regard peer-to-peer downloads and Internet-based file sharing with fear and loathing. So when we heard famed rocker Steve Winwood was bucking the trend by actively encouraging people to download a song from his latest album, we knew you'd want details and results data. This Case Study is also cool because the marketers mixed multiple media -- including TV ads, Web ads, and PR -- for maximum impact. Here are the lessons they learned from this experimental campaign: continue...
Summary:
Are you looking for inspiration for an email campaign? This short Case Study includes data on clicks and "tell-a-friend" forwards comparing a rich media send with a static HTML send.
HBO's email campaign won a major national award -- see why: continue...
