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Email
How an Off-E-mail Multiplier Can Show Your Real Email ROI
Many people do not understand how valuable e-mails are. When management attempts to measure the importance of e-mails to the organization, they typically look at the revenue generated in the shopping carts of the e-mails. It usually comes to about 3% of total revenue. Nice revenue, but nothing to write home about. They are really missing a lot.
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Email
Rebuilding The Shack: Radio Shack Remodels its Brand Without Tearing Down its Legacy
Can a 90-year-old brand with a name that evokes both your great-grandfather’s mass medium and a backyard shed get hip? Fort Worth-based RadioShack thinks so
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Email
Concentrate on B-to-B Enewsletter Content
Putting together a B-to-B e-newsletter? Focus on the actual reader, not the company
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Direct Marketing | Print
The B-to-B Economy: Where B-to-B Marketers are Spending their Dollars in 2011
Chief Marketer talked to several experts to get their take on where and how B-to-B marketers are spending their money in 2011
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Email
Checklists to Help You Better Plan Your Email Campaigns
If you anticipate email being a part of your ongoing marketing, it is smart to have a plan dedicated to it. This will save you time, prevent you (or your associates) from being too reactive and will deliver a roadmap that will help you achieve your stated goals.
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Email
Let Customers’ Email Preferences Be Your Guide
Want to get your email messages into your customers’ inboxes, and more importantly, read? Then let their personal preferences inform your email strategy and deliver content they can use.
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Email
Improving Email Subscriber Targeting With Triggered Messages
Given the typical company’s resource constraints, marketers must use triggered and sequenced messages that utilize existing segmentation schemes. Welcome campaigns are one example of a sequenced campaign.
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Email
Web Conferencing Firm Drives Social Traffic With Email
An eye-catching subject line helped 3-D Web conferencing firm Proton Media to drive people back to their site and blog.
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Email
Tailor Your B-to-B Newsletter to the Reader, Not the Company
Chief Marketer recently talked with Craig Fitzgerald, editorial director of Waltham, MA-based e-newsletter firm IMN, to get his thoughts on what types of content work best in B-to-B newsletters, best practices, and what to avoid if you want to keep your audience opted-in and reading.
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Direct Marketing | Print
Customer Input Pays Off For Revamped Marriott E-Newsletter
At first blush, rewards statement design should be a no-brainer. By definition, a marketer is communicating with its most engaged customers. To paraphrase an old saying, any communication is good communication as long as the customer’s name is spelled right. Right?
Marriott International found differently when it reconfigured its rewards e-newsletter. The new design highlights features members are interested in, strips down verbosity, offers a cleaner look and adds personalized rewards to its communication.
As a result, this group of engaged recipients has become even more so, with revenue per e-mail initially jumping by 25%. Since the new design has rolled out, monthly per-message revenue has consistently been 10%-25% higher, according to Kristen Barletta, Marriott International’s email marketing director.
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