Summary:
Email without content to share with a database of potential customers is just technology, not marketing. In fact, Chris Baggott, Chairman, Compendium, and co-founder, ExactTarget, sees email marketing as a three-legged stool comprised of technology, data and content.
This article offers six tactics from Baggott. Read on for tips on content marketing and how it intersects with email, including mining customers for content, why the blog should be the content "hub," repurposing content, and even how to mine outgoing email from Sales and customer service reps for effective, and reusable, content. continue...
Summary:
Maintaining deliverability can be tedious. It’s easy to get lost in the details and lose sight of the big picture -- the deliverability tactics that matter most.
Check out the five tactics this flash deals website says are the most important to keeping its average delivery rate above 99%. You’ll find why the team doesn’t wait for people to unsubscribe, and what you need on your registration page to prevent it from killing your list. continue...
Summary:
Late last year, we made a major change here at MarketingSherpa in our newsletter article access. Previously, new case studies and how-to articles were available with free, open access for only 10 days.
Now, our entire library of case studies and how-to articles is available to you. This marketing resource contains 2,986 MarketingSherpa articles, dating back to 1999.
We pulled this article from the MarketingSherpa library to show that a how-to on testing email programs from two years ago is still relevant today. Read on for five ideas to include in your email testing and optimization program. continue...
Summary:
While triggered email alerts can keep your brand and message in front of your email subscriber list, a poorly-designed campaign can prevent these outreach efforts from being a positive experience.
Paul Ramirez, VP Operations, Eventful, and his team produced triggered email alerts that kept click-to-open rates in the 60% range throughout 2010. Ramirez will share how his team successfully welcomed new members to their brand at our upcoming Email Summit 2012. Read on to discover how a global events website regularly reaches out to its subscribers through an alert program with consistently strong results. continue...
Summary:
Email marketers who only consider their online impact might be missing part of the picture. Increasing offline sales, raising brand awareness, and other hard-to-measure benefits are often ignored for hard and fast conversion goals -- but not at Columbia Sportswear.
Check out how this apparel brand shifted its email program away from promotional emails and toward branded messages. See why the team took an "educational" approach instead of a hard sales push, and why Columbia designs its emails for mobile audiences. continue...
Summary:
Email is often the channel of choice for sending reminders, updates and recurring offers -- and for good reason. Email is instant. You can send an alert and have your audience on your website in minutes.
See how Newegg uses email and SMS alerts to power a daily deals program that is one of the e-retailer's top promotional outlets. Check out how the alerts and deals are designed to generate maximum buzz. continue...
Summary:
The greatest challenge B2B marketers face is to generate high-quality leads. Since 55% report email marketing as only "somewhat" effective, there is clearly room for many to improve their email nurturing.
See how Citrix stopped sending an email newsletter, started sending targeted content, and nurtured more than $1.5 million in leads in four months. Learn what they automated, what they didn't, and their results. continue...
Summary:
Delivering highly relevant content is critical to the success of your email efforts. Yet, how can you stay relevant when so many uncontrollable variables affect your subscribers at the time your content hits their inbox?
By harnessing three key controllable elements – timing, segmentation and content – you increase the odds that your emails will find a receptive audience. Learn eight tactics you can use to wield this control, and improve your chances of engaging subscribers with more relevant emails that boost conversion rates. continue...
Summary:
Triggered email alerts can provide value to your subscribers and engagement with your brand -- but they have to be well-designed. Otherwise you risk turning a helpful email into a bad experience.
See how a worldwide events website maintains an alerts program with millions of subscribers, keeps engagement metrics high, and counts on the service to welcome new members to the brand. Also, find out how the marketers kept click-to-open rates in the 60 percent range throughout last year. continue...
Summary:
Deliverability is an especially large concern for marketers who rely on email for a majority of sales. If emails stop arriving, then the business stops earning. Delivery rates must be maintained and monitored.
This local deals website maintains near-perfect delivery rates by testing emails before they're sent, monitoring metrics and jumping on problems quickly. See how it sets subscribers' expectations from the outset and why this is critical. continue...
