Summary:
The email marketers at Helzberg Diamonds tried something different for Mother’s Day. Instead of sending a promotional email, they sent a personal letter from the CEO. It was only the second time they had tried such a thing.
The email triggered heartfelt replies and sales from the audience, and it did not include a promotion. Learn how the marketers designed the email, and how they made it easy to visit the website. continue...
Summary:
Every email marketer wants to increase relevance, whether through timing, content or segmentation. The e-commerce marketers in this article push for one-to-one relevance. They send personalized content to individual subscribers and get great results.
We describe three tactics that increased revenue by more than 10% across the company’s campaigns. You’ll see how the marketers weaved each tactic -- such as customized display ads and abandoned cart follow-ups -- into the strategy and their results. continue...
Summary:
As we know, marketers send emails to generate revenue, whether directly or indirectly. But sometimes it's just as important to focus on softer goals to put more money in the bank.
See how a UK-based student portal increased revenue from a welcome email 13% by expanding it to a six-day series. Open rates for the team's newsletters increased 66% after launch. Also, learn how the team increased results without increasing complaints. continue...
Summary:
Marketing campaigns can be a flash in the pan. You spend resources, get a result and move on. However, you can design campaigns to pay off for months to come if you incorporate email list growth tactics.
Last year, Ted's Montana Grill strengthened its email database through three campaigns that promoted a new brand and menu. See how offline and online channels -- including mobile -- added 11% more subscribers, and convinced current recipients to update their contact information. continue...
Summary:
Online retailers and consumer marketers might turn a deaf ear to automation and lead scoring, but these tactics apply beyond B2B. In this article, a complex-sales strategy earned great results for one consumer-facing company.
See how the company's system of 170 automated emails earned a 416% increase in average customer lifetime value, alongside the tactics that make the automated sends more personal and effective. continue...
Summary:
Over time, sending general emails to an entire database can erode results. However, many marketers continue to do this, because they're unsure of how to move beyond "batch and blast" practices to a more targeted approach.
Yet, this change can be easier than you might expect. See how a marketing team from one e-commerce company selected a high-value segment, sent a targeted offer, and saw conversion rates jump by 208%. You will also learn which segment the marketers chose, and how they crafted a strong offer. continue...
Summary:
A new subscriber welcome message doesn't necessarily have to be just one message. SavvyMom, a Canadian digital publisher, increased new subscriber engagement by refreshing a welcome note that assumed readers were familiar with the newsletters. A new series of three emails now leverages focused messages and strategically designed graphics to walk readers through the offerings.
See how SavvyMom updated its approach to welcoming new subscribers, and review the five-step process that led to a 450% increase in unique clickthrough rate. continue...
Summary:
Companies are starting to dip their toes into Pinterest, a fast-rising social network that focuses on sharing content. Some email marketers are already figuring out what works when promoting their company's Pinterest pages, and what doesn't.
This article describes how a marketing team evolved the promotion of its Pinterest presence in its email newsletter and increased response for three consecutive sends. You'll see each of the emails and how the team plans to push response further in the future. continue...
Summary:
The content and offers you choose for your email program have a direct impact on results. Yet how often do you go on "gut" instinct instead of on solid data? Is there a better way to choose what we send in our emails?
Read about how Savings.com uses a dynamic-content engine to weigh different variables and send subscribers unique emails that are tailored to their preferences. Clickthrough rates are up 88% since launch. continue...
Summary:
Your email newsletter is only as engaging as the content it features. You can strategically select content and get good results. Or you can randomly select content and get inconsistent, random results.
By using social media to inform better choices, The New York Public Library increased email newsletter traffic to blog posts by 135%. Open and clickthrough rates are up, too. See how the team’s social media monitoring and analysis helped newsletter content selection and boosted traffic. continue...
