Summary:
Email marketers have seen a steady rise in mobile subscribers. The smart ones treated this group as a new segment to increase relevance and response. This case study describes a company that went a step further.
A team of consumer marketers increased orders 90% by targeting custom banner ads by mobile platform. The article walks you through a test that proves mobile subscribers are not all the same. continue...
Summary:
The email marketers at Helzberg Diamonds tried something different for Mother’s Day. Instead of sending a promotional email, they sent a personal letter from the CEO. It was only the second time they had tried such a thing.
The email triggered heartfelt replies and sales from the audience, and it did not include a promotion. Learn how the marketers designed the email, and how they made it easy to visit the website. continue...
Summary:
Paid search can be an effective way to increase revenue, but the actual process of managing PPC campaigns can also be very labor intensive. Using software to automate some of the overall effort is one way to help manage and track paid search.
One e-commerce site did just that, implementing automation in its extensive paid search campaigns. Find out how it began testing and optimizing its efforts, increased its managed keywords by 500%, and boosted revenue from paid search 22%. continue...
Summary:
As we know, marketers send emails to generate revenue, whether directly or indirectly. But sometimes it's just as important to focus on softer goals to put more money in the bank.
See how a UK-based student portal increased revenue from a welcome email 13% by expanding it to a six-day series. Open rates for the team's newsletters increased 66% after launch. Also, learn how the team increased results without increasing complaints. continue...
Summary:
Companies that sell through retailers and their own direct channel face potentially daunting challenges. How do they balance selling the needs of retailers and consumers?
Step2, a plastic toy manufacturer, addressed this issue by including pricing and links to merchants on its consumer-facing e-commerce website. The overall marketing resulted in a 26.3% increase in conversion to sale on the website, while sending many of those who didn’t buy directly to retailers instead of back to the search engine … and the competition. continue...
Summary:
Marketing campaigns can be a flash in the pan. You spend resources, get a result and move on. However, you can design campaigns to pay off for months to come if you incorporate email list growth tactics.
Last year, Ted's Montana Grill strengthened its email database through three campaigns that promoted a new brand and menu. See how offline and online channels -- including mobile -- added 11% more subscribers, and convinced current recipients to update their contact information. continue...
Summary:
The most valuable content for consumer marketers is often user-generated -- reviews, Facebook conversations, Tweets, Pinterest boards and more. One content resource consumer marketers might overlook, but many B2B marketers utilize, is the knowledge shared by company employees.
This article first ran February 23, 2012, in the MarketingSherpa Inbound Marketing newsletter. Read on to see how retailer Guitar Center generates leads by tapping into the expertise of its sales team. And learn how the company improved homepage traffic by featuring "store experts" in its display ads, and encouraged 66% of employees to create online profiles on the company website. continue...
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. continue...
Summary:
MarketingSherpa research has shown that creating content is one of the most effective tactics for improving your site's SEO. Of course, creating content takes time, money and expertise. So, why not ask the true experts -- your audience -- for help?
One e-commerce site increased organic search traffic, conversion rates and time-on-site by encouraging customers to write product reviews. You'll see how the marketers taught customers how to write content-rich reviews and how they got more of them. continue...
Summary:
Some marketing campaigns are complicated, while others are relatively simple and produce almost immediate results. As an example of the latter, see how an e-commerce company added an online security badge and ran a one-off A/B split test.
The company changed one simple element on an e-commerce homepage that resulted in a boost in conversion, and translated into thousands of dollars in monthly revenue. continue...
