On the Beat - Email

Hutton Hotel blends video and email to flaunt its boutique amenities

Hutton Hotel blends video and email to flaunt its boutique amenities

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A boutique hotel used an email campaign featuring a video of its event space to garner a 20% open rate.

NHL scores goal with single game ticket sales to far-flung loyal hockey fans

NHL scores goal with single game ticket sales to far-flung loyal hockey fans

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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.

ESET deploys forward-to-a-friend emails to boost sales and customer acquisition

ESET deploys forward-to-a-friend emails to boost sales and customer acquisition

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Looking to spread the word about its services, ESET decided to create a program that would turn its loyal customers into product evangelists.

Marketers combat declining engagement

Marketers combat declining engagement

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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.

Restaurants drive consumers to dine out with calculated email coupons

Restaurants drive consumers to dine out with calculated email coupons

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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.

Q&A: Daniel Schotland, VP of client services, Experian CheetahMail

Q&A: Daniel Schotland, VP of client services, Experian CheetahMail

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Daniel Schotland, VP of client services at Experian CheetahMail, discusses best practices for holiday email marketing.

Active Ride Shop bolsters email acquisition database

Active Ride Shop bolsters email acquisition database

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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.

New Hotmail inbox tools make it easier for users to hide marketing newsletters

New Hotmail inbox tools make it easier for users to hide marketing newsletters

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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 augments mobile app with email newsletter

Roadify augments mobile app with email newsletter

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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.

Metrics must show impact of marketing on revenue

Metrics must show impact of marketing on revenue

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.

Brands integrate Web analytics to create messages that resonate with consumers

Brands integrate Web analytics to create messages that resonate with consumers

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.

MLS team prompts on-site email sign-ups with iPads

MLS team prompts on-site email sign-ups with iPads

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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.

Merge email and direct mail to reclaim lost 'wow' factor

Merge email and direct mail to reclaim lost 'wow' factor

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 disaster strikes, email supplies nonprofits with speedy response rates

When disaster strikes, email supplies nonprofits with speedy response rates

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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.

Genzyme streamlines opt-in
process with email widget

Genzyme streamlines opt-in
process with email widget

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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.

Email: The foundation of engaged brand commerce

Email: The foundation of engaged brand commerce

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.

Brand giveaways ignite email list growth

Brand giveaways ignite email list growth

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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.

Texas theater bolsters email engagement with Facebook

Texas theater bolsters email engagement with Facebook

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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.

Innovate, don't inundate to appeal to b-to-b prospects

Innovate, don't inundate to appeal to b-to-b prospects

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.

Marketers leverage Facebook for email 
acquisition and consumer engagement

Marketers leverage Facebook for email 
acquisition and consumer engagement

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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.

How to get the most out of email measurement metrics

How to get the most out of email measurement metrics

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?

Moosejaw Mountaineering 
offers email snooze button

Moosejaw Mountaineering 
offers email snooze button

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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.

Magazines rely on email for app services

Magazines rely on email for app services

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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.

Success relies on balance of mobile and email strategies

Success relies on balance of mobile and email strategies

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.

Forwarding system boosts fundraising program results

Forwarding system boosts fundraising program results

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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.

Data breaches at ESPs spread security concerns throughout marketing sector

Data breaches at ESPs spread security concerns throughout marketing sector

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.

Assess the impact of your social and email programs

Assess the impact of your social and email programs

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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 recoups its lost revenue with email program

Vintage Tub recoups its lost revenue with email program

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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.

Trial and error determines best email timing strategy to maximize response

Trial and error determines best email timing strategy to maximize response

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.

Leverage retention in email campaigns for more profit

Leverage retention in email campaigns for more profit

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.

Three-step email program reaps high response rates

Three-step email program reaps high response rates

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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.

Marketers see hurdle after Facebook's social inbox 'double opt-in' deployed

Marketers see hurdle after Facebook's social inbox 'double opt-in' deployed

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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.

Social e-mail creates loyalty and customer engagement

Social e-mail creates loyalty and customer engagement

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.

System integration enables DCI to adjust e-mail scale

System integration enables DCI to adjust e-mail scale

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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.

Marketers find deeper list segmentation yields more revenue and positive results

Marketers find deeper list segmentation yields more revenue and positive results

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.

Pet Camp uses Facebook, e-mail to push new service

Pet Camp uses Facebook, e-mail to push new service

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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.

E-mail surveys help marketers round out CRM strategies and evaluate progress

E-mail surveys help marketers round out CRM strategies and evaluate progress

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.

Successful e-mail marketing relies on data and timing

Successful e-mail marketing relies on data and timing

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.

Miami Dolphins integrates data and eliminates waste

Miami Dolphins integrates data and eliminates waste

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.

Image issues thwart mobile e-mail plans

Image issues thwart mobile e-mail plans

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Marketers continue to struggle to ensure their e-mail marketing messages, images in particular, display accurately on mobile devices.

E-mail resolutions to attract and keep customers in 2011

E-mail resolutions to attract and keep customers in 2011

When your e-mail program is profitable and running smoothly, don't get complacent.

Vendor unlocks e-mail retargeting revenue stream

Vendor unlocks e-mail retargeting revenue stream

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Video provider Movies Unlimited was fortunate to possess solid website traffic, but it had a problem with shopping cart abandonment.

ESPs turn to 'freemium' models to help upsell budget-conscious businesses

ESPs turn to 'freemium' models to help upsell budget-conscious businesses

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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 Mail offers new engagement opportunities

Yahoo Mail offers new engagement opportunities

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."

Case Study: La Quinta narrows target to boost guest loyalty

Case Study: La Quinta narrows target to boost guest loyalty

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.

Brands turn to triggered e-mails to build loyalty and drive customer engagement

Brands turn to triggered e-mails to build loyalty and drive customer engagement

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Virgin, like many savvy marketers, sends triggered e-mails to help the airline maintain a personal level of interaction with its customers.

Post-purchase e-mails can unearth greater revenue

Post-purchase e-mails can unearth greater revenue

Sophisticated post-purchase messages can turn existing customers into brand ambassadors and drive significant incremental revenue.

LiveNation's reduced e-mail volume scores higher sales

Events company LiveNation wanted to get more out of the hundreds of millions of e-mails it was sending out to customers.

Four steps to a behavior triggered e-mail program

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A number of organizations have found that behavioral triggered e-mails help build customer loyalty, boost ROI and streamline marketing tasks.

ESPs go on acquisition spree to compete in emerging social, mobile channels

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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.

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