Summary:
Email marketers have seen a steady rise in mobile subscribers. The smart ones treated this group as a new segment to increase relevance and response. This case study describes a company that went a step further.
A team of consumer marketers increased orders 90% by targeting custom banner ads by mobile platform. The article walks you through a test that proves mobile subscribers are not all the same. continue...
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:
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:
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:
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:
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:
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...
