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:
Segmenting a database and using those segmented audiences for targeted email efforts is an effective marketing strategy. To accomplish this, at least two elements have to be in place -- the database must be large enough to warrant segmentation, and each record must contain enough data to conduct the segmentation.
See how one healthcare company overcame the challenge of reaching its audience, grew its email database to 64,000 entries over four years, and drove a 3,000% ROI in the process. continue...
Summary:
Email marketing is a key element of the complex B2B sale. Its main role is to serve as the communication medium for delivering content to prospective customers. This strategy is important because those prospects conduct their own research long before making a purchase decision, and because an effective email and content strategy helps Marketing provide Sales with higher-quality leads.
Read on to learn how one B2B marketing team utilized email to improve lead generation through a combined email and content marketing strategy, and how this effort led to an average of 35% conversion to lead via online form registration. 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:
Sweepstakes are a popular way to build lists. They often rely on advertising, but if you have a good email list and a few good tactics, you can add subscribers without relying on ads.
In this article, we give a behind-the-scenes look at how Waterford Crystal uses sweepstakes to get current subscribers to grow its email list. You'll see tactics used to gain referrals, keep costs down, and get new subscribers to start shopping immediately. continue...
Summary:
Email marketers are masters of improving response and adding subscribers. But, problems with deliverability can be more difficult to handle. How can you improve your reputation and get more emails into the inbox?
In this case study, a marketing team changed how it handled inactive subscribers and pushed delivery rates above 90%. The team even re-engaged a few dormant contacts along the way. Find out how the team split its sender reputation and lifted results across the board. 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:
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...
Summary:
When your audience plateaus in a social network, sometimes you need more than good content and a chatty demeanor to grow it further. Sometimes, you need a good campaign.
This trade association got thousands of people to join its Facebook, Twitter and email audiences during a 90-day sweepstakes targeting U.S. moms. You'll see the campaign's viral tactics and learn why you should never forget the "sweepers." continue...
