Offline Marketing & Advertising

SUMMARY: Testing and optimization can be done incrementally, by testing details on a webpage or email. Or, the approach can be more radical, by creating a distinct treatment from scratch.

This case study offers both, but centers on a product landing page with a dismal conversion rate. The testing team completely rethought the site design and pitted the two pages head-to-head. Find out how this process led to a 400% increase in sales over one year, and a 90% lift in cart conversion.

Steve Parker, VP, Direct Marketing Division, firstSTREET, will present at the upcoming Optimization Summit 2012 in Denver, June 11-14. read the complete case study

SUMMARY: Many consumer marketers who engage with potential customers in a print format -- from newspaper ads to menus and brochures -- seek to drive that audience to the Web for deeper engagement.

One B2C publisher invested in revamping his website, and undertook an aggressive multi-pronged approach for driving traffic from the print publication to the new site. Find out what tactics he used to achieve this goal, and what efforts were most successful. read the complete article

SUMMARY: There is often reluctance to fix a machine that’s not broken. But when the machine is wasteful, minor tweaks can bring greater efficiency without sacrificing performance.

See how a menswear retailer brought their catalog circulation issues under control, realized huge savings, and invested in customer acquisition. Includes six lessons from their experiences. read the complete interview

SUMMARY: Do you have a short anecdote about test results, campaign lessons or other insights you gained in 2011? If so, please take two minutes to share it for your chance to be published in the 2012 Marketing Wisdom Report, sponsored by HubSpot. read the complete article

By Anne Holland, Content Director

I was listening to a presentation by Rab Govil of Naehas yesterday, when one stat really made me sit up. His agency tested mailing follow-up campaigns for two different B-to-B clients. In both cases, they sent the same offer to the same list twice in a row, waiting roughly three-four weeks between mailings. Nothing startling there except for the fact that both campaigns were sent via postal mail.

Now, we... read the complete blog post