On the Beat - Email
A boutique hotel used an email campaign featuring a video of its event space to garner a 20% open rate.
When the National Hockey League (NHL) announced that tickets were going on sale for the 2011/2012 season, the league realized that hockey fans don't always live in the same city as their favorite team.
Looking to spread the word about its services, ESET decided to create a program that would turn its loyal customers into product evangelists.
In the face of growing choices in digital channels, marketers are doubling down on email, increasing investments as they work to more precisely tailor messages.
When Pei Wei Asian Diner introduced the Caramel Chicken entrée, the Chinese food chain took advantage of the occasion to beef up its email database. Pei Wei, which is owned by P.F. Chang's China Bistro, worked with email provider ExactTarget to create a multichannel campaign centered on email to help spread the word.
Daniel Schotland, VP of client services at Experian CheetahMail, discusses best practices for holiday email marketing.
Active Ride Shop, a Mira Loma, Calif.-based skateboarding outfitter, has a passionate customer base that enthusiastically turns out for skating competitions, fashion shows and other brand events.
Windows Live Hotmail has released five new tools to make email inboxes more user-friendly by weeding out "graymail" messages, or these unwanted, legitimate marketing messages.
Roadify updates New York City commuters about mass transit delays via its mobile app, but consumers must sift through a scroll of service changes to find those most pertinent to them.
The way businesses and consumers buy things today has been forever transformed by the abundance of information available on websites and social networks. This is fueling a significant change in the way marketing teams work with sales to drive revenue.
For years, "relevancy" has been a buzzword of email marketing. Brands are more aggressively and effectively using analytics to make sure their messages resonate with consumers, though with that opportunity comes challenges.
Major league soccer team the Los Angeles Galaxy understood when best to court consumers to opt in to their email marketing program: at games when those consumers are decked out in Galaxy gear. But as agile as the team's stars may be, its on-site acquisition strategy wasn't at all.
Like the big mail drops of yesteryear, people are being inundated with email, which gets ignored and deleted. The "wow" factor, once a signature of direct mail pieces, is sorely absent in email
When a tornado hit Tuscaloosa, Ala., this past April, the American Red Cross had to act quickly to create a response plan. The organization, whose motto is preparedness, takes this philosophy to heart, from disaster relief down to its marketing programs.
For years, Genzyme Corp. has operated a two-track email program to maintain contact with consumers interested in its Synvisc-One treatment for osteoarthritis of the knee. However, its email opt-in form failed to deliver, says Christine Waite, director of Synvisc-One patient marketing at Genzyme.
When it is done right, email is still one of the most effective forms of marketing that companies can use, so it can and should remain as one of your primary communication channels.
For Freshpair, an e-commerce company that sells women's lingerie and men's underwear, building an email list is an ongoing priority. To help entice customers to add another email to their inboxes, the site is running regular contests including a "National Underwear Day" contest, which gives consumers the chance to win a free pair of underwear.
El Paso Playhouse has two methods to communicate with consumers: its twice-weekly email newsletters and Facebook. But the theater wanted a way to link the two to grow both consumer bases.
Like throwing spaghetti against the wall to see if it sticks, today's email marketing strategy is a hit-or-miss methodology of one size fits all. In one fell swoop of the "send" button, it seems the most common practice is to inundate your audience with as much information as possible, as frequently as possible.
Social media gets lots of buzz in marketing circles, but most marketers will admit that they haven't been able to monetize the channel. However, some savvy marketers are experimenting with how to use social media as an email acquisition channel, since email is known for its strong ROI.
Email is more effective at driving business results when it's paired with social media — so why do so many marketers stop their measurement at traditional metrics like deliverability and open and click-through rates?
Outdoor goods retailer Moosejaw Mountaineering faced the predicament of keeping consumers informed about promotions and events via email while not bombarding them to the point that they would unsubscribe.
Multititle publisher Bonnier Corp. is using email marketing to build relationships with customers who are subscribing to its new iPad magazine. Subscribers who opt in to email messages while buying the digital magazine will receive an email survey with questions about themselves, and what they like and dislike about the iPad edition.
Reading and sending email are two of the primary uses of a mobile device. Considering this, those responsible for digital marketing must make an effort to optimize their strategies to be effective and efficient in a mobile environment, especially given the growth in the marketplace.
Electronic Scrip Inc. (ESI) introduced its eScrip program in 1999 to serve as a fundraising conduit for schools and nonprofits to receive a portion of money from consumer purchases at participating merchants. To broaden the merchant base, ESI debuted a group buying program, Bluebird by eScrip, in May.
A recent report from Proofpoint, an email security supplier, found 35% of US companies investigated a suspected email leak of confidential or proprietary information in the past 12 months.
Social media has turned email, an established channel for most marketers, into an exciting new frontier for marketing testing, learning and optimization. By tapping social insights and integrating social and email programs, both programs are strengthened and the customer dialogue is enhanced.
Vintage Tub & Bath customers are not impulse buyers. The online retailer's flagship products are its clawfoot tubs. The site's shopping cart abandonment rate hovered around 80%, a gaping revenue opportunity the company couldn't ignore.
The timing of email marketing campaigns is an age-old debate for those in the industry. Everyone wants to optimize the timing to improve open rates and sales.
When you are in the midst of executing an email or social marketing campaign — rushing to meet deadlines, pulling together creative, copy and getting approvals — it is easy to lose sight of your campaign objectives.
Founded in 1999, Magazines.com, a magazine subscription service, sells more than 2,000 publications. The company has used email to communicate with customers for nearly a decade, but most of those email communications were "general broadcast," says Nikki Getman, email marketing director at Magazines.com.
Not many customers on the National Geographic Society e-mail list opt to receive mail at the new @Facebook.com address. This hasn't stopped the nonprofit from thinking about how its e-mail marketing program should incorporate this new domain.
Brands use social media in two major ways: creating a social presence on networking sites to communicate with consumers and monitoring what's being said about their brand online.
Founded more than three decades ago, Indianapolis-based Drum Corps International (DCI) has expanded to become a global nonprofit organization. Each summer, DCI hosts 100 music events in North America as part of its annual Drum Corps International Tour.
Florida-based coffee retailer Boca Java recently tested a "three-pack special" campaign against three segments of customers — those who previously ordered two bags, three bags and four bags of coffee.
As a small business, every one of Pet Camp's 10,000 active customers is vital to its continued growth. The pet boarding facility opened in 1997 and about four years ago, it opened a second location dedicated to cats.
The relaunch of Bloomberg Businessweek last April followed a large e-mail survey sent to subscribers designed to get a sense of what they'd like to see from the magazine.
Marketing supports two primary business objectives: business getting and business keeping. Fortunately for marketing professionals, e-mail has firmly established itself as the most cost-effective tool for accomplishing both objectives.
The football organization's database included a handful of different marketing lists from various sources including ticket sales, merchandise sales, season ticket programs and youth programs.
Marketers continue to struggle to ensure their e-mail marketing messages, images in particular, display accurately on mobile devices.
When your e-mail program is profitable and running smoothly, don't get complacent.
Video provider Movies Unlimited was fortunate to possess solid website traffic, but it had a problem with shopping cart abandonment.
E-mail service providers have found a new way to acquire customers in the small business category, a cost-conscious group, by way of an age-old marketing tactic: free samples
Yahoo recently unveiled a new webmail interface worldwide, codenamed "Minty," which follows on Hotmail's recent makeover and Gmail's release of the "Priority Inbox."
The marketing team at La Quinta Corporation, a hotel chain of more than 800 properties, suspected that it could get more out of its frequent traveler program.
Virgin, like many savvy marketers, sends triggered e-mails to help the airline maintain a personal level of interaction with its customers.
Sophisticated post-purchase messages can turn existing customers into brand ambassadors and drive significant incremental revenue.
Events company LiveNation wanted to get more out of the hundreds of millions of e-mails it was sending out to customers.
A number of organizations have found that behavioral triggered e-mails help build customer loyalty, boost ROI and streamline marketing tasks.
E-mail marketing firms have made at least seven acquisitions since the beginning of the year, snapping up social media, mobile and database-oriented companies as the service providers seek to expand into other marketing channels.
Company of the Week
SK&A is a leading provider of U.S. healthcare information solutions and databases. As part of IMS Health, SK&A researches and maintains contact and profiling data for over 2 million healthcare providers, including 800,000+ prescribers. SK&A's data supports research and marketing initiatives for life sciences, medical device, managed healthcare, direct marketing, publishing, education and more. SK&A's proprietary databases are telephone-verified twice per year from its world class Research Centers. SK&A enables multi-channel marketing and sets the standard for data quality and reliability. SK&A's customers include many of America's most recognized healthcare, publishing and pharmaceutical institutions.