August 01, 2012
A boutique hotel used an email campaign featuring a video of its event space to garner a 20% open rate.
July 01, 2012
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.
May 01, 2012
Looking to spread the word about its services, ESET decided to create a program that would turn its loyal customers into product evangelists.
March 01, 2012
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.
January 01, 2012
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.
January 01, 2012
Daniel Schotland, VP of client services at Experian CheetahMail, discusses best practices for holiday email marketing.
January 01, 2012
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.
December 01, 2011
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.
December 01, 2011
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.
December 01, 2011
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.
November 01, 2011
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.
November 01, 2011
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.
November 01, 2011
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
October 01, 2011
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.
October 01, 2011
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.
October 01, 2011
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.
September 01, 2011
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.
September 01, 2011
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.
September 01, 2011
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.
August 01, 2011
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.
August 01, 2011
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?
August 01, 2011
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.
July 01, 2011
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.
July 01, 2011
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.
July 01, 2011
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.
June 01, 2011
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.
June 01, 2011
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.
June 01, 2011
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.
May 01, 2011
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.
May 01, 2011
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.
May 01, 2011
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.
April 01, 2011
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.
April 01, 2011
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.
April 01, 2011
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.
March 01, 2011
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.
March 01, 2011
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.
February 01, 2011
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.
February 01, 2011
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.
February 01, 2011
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.
January 01, 2011
Marketers continue to struggle to ensure their e-mail marketing messages, images in particular, display accurately on mobile devices.
January 01, 2011
When your e-mail program is profitable and running smoothly, don't get complacent.
January 01, 2011
Video provider Movies Unlimited was fortunate to possess solid website traffic, but it had a problem with shopping cart abandonment.
December 01, 2010
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
December 01, 2010
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."
December 01, 2010
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.
November 01, 2010
Virgin, like many savvy marketers, sends triggered e-mails to help the airline maintain a personal level of interaction with its customers.
November 01, 2010
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 R2C GroupR2C creates, produces, distributes and measures messages that inspire and compel consumers to do something with a brand to drive commercial advantage. The full-service advertising agency specializes in creative, production, media, analytics and performance. |
What's in our mailbox this month: fitness postcards from Retro Fitness, American Woman Fitness Centers, Union's United Taekwondo Academy, and Bally Total Fitness. (We're totally pumped.)
Social data can improve a brand's bottom line and customer relationships. Just ask brands Infiniti and Diamond Nexus.
Here are three must-have data sets that every marketer should include in his or her email strategy.
