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by Tom Kulzer
Building a list of responsive subscribers via a Web site that has a bit of traffic and quality content is surprisingly easy. But sometimes, when working with users, we're surprised to see low conversion rates. So, we take a look into just why that might be. Here are five factors ...
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by Dan Forootan
If you're a marketer, every undelivered message translates into lost revenue. Luckily, there are ways to improve the odds of delivery and decrease the chance of running into problems in the first place.
The key to email deliverability lies in earning the trust of internet service providers, or ISPs. Because these ...
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by Kimberly Smith
When it chose to enter the saturated inkjet market 20 years late, Eastman Kodak had a few surprises up its sleeve. Still, the company found it also needed a little marketing ingenuity if it was to gain market share.
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by Winston Bowden
Nonprofits are confronted with many of the questions that any other enterprise often ponders: How do I connect with my customers? Which communication vehicle will provide my organization with the highest return on investment? How can I determine what my target market wants?
While many of our corporate friends have turned ...
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by Nettie Hartsock
How does a university up its visibility with an increasingly wired target market of both students of alumni? By orchestrating a Web 2.0-focused Web site redesign that set the foundation for an ongoing social media campaign.
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by John Kembel
As a result of its online customer community, a company can get much more than basic product feedback. It gains deep insight into the needs of customers, and creates ever-greater customer loyalty by embracing customers as co-designers.
Most importantly, the company goes directly to the source for product enhancements, pulling new ...
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by Nettie Hartsock
Continental Warranty used pay-per-click ads to generate leads by providing free quotes for extended-warranty coverage. But lead volume had plateaued. So it began to profile its web visitors, then direct them to microsites matching their profiles—and nearly doubled leads.
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by Lester Wunderman
An engagement between a buyer and a seller begins with a single point of contact. It could be as a sale or an inquiry that, with the appropriate follow-up, can be converted into an ongoing experience for both the seller and the buyer.
It is such an experience or set of ...
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by Nettie Hartsock
Internt fax service provider MyFax wanted to tap into the power of word-of-mouth referrals by improving the customer experience and maintaining highly personalized customer interactions. But as an online company, it faced the issue of how to individually engage customers to ensure long-term relationships. Here's what it did.
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by Amy Gesenhues
One of the biggest challenges that marketing departments face is producing marketing tools that actually get used by the sales team.
You want to create marketing tools that help sell products, not collateral that sits on a shelf. So how do you do it? How do you create a marketing tool ...
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by Eric Hansen
As web marketers seek new ways to boost conversion rates and improve the site experience of their visitors, interest in multivariate testing is on a feverish rise. But those unfamiliar with the techniques are often unclear about where to start, or how to ensure success.
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by Jeannette Kocsis
Online users expect more today from Web sites, and competition is fierce. Marketers should be considering how to change their sites to keep up with customer expectations of the Web, and to increase conversions and enhance the brand experience.
In fact, all companies with public-facing Web sites may soon be challenged ...
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by Laurie Lande
Makana Solutions needed an inexpensive way to reach the elusive small business market. Rather than chase small businesses, it hired an online "inbound marketing system" to help small businesses find Makana. The results: Web site traffic climbed 75%, and sales leads have doubled.
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by Jeff Hassemer
Much is being said these days about how marketing effectiveness can be increased by targeting customers with the right message at the right time based on customer behaviors and buying patterns.
However, many companies have not been able to evolve past text-based confirmation messages.
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by Sherri Leopard
Technology marketers have spent decades trying to connect with CIOs. And in an environment where technology is fueling innovation, yet investment capital remains tight, reaching CIOs has never been more important (or more difficult). Here are five proven approaches.
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by Kimberly Smith
For personalized gifts retailer Personal Solutions, matching up complementary items for a monthly catalog was one thing. Manually serving up suitable recommendations and keeping up with seasonal inventories for real time online sales without an automated process was another.
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by Kimberly Snyder
The ability to move, motivate, and entice consumers within the confines of their inbox is not an easy task. Too often, marketers overlook the tools available to attract and draw customers to open their messages.
The inbox is a competitive arena in which you must fight for your open. The battle ...
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by Laurie Lande
In late 2006, Dollar's business was slowing at New York's LaGuardia airport. With some outside help, the local marketing manager developed an email survey, then used the answers to pinpoint Dollar's weaknesses. The resulting efficiencies helped Dollar grow its parking-related business by 24%.
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by Karen Talavera
In this second of our three-part series on the six Cs of permission email marketing, we continue to define the permission fundamentals by examining the third and fourth dimensions of permission: Clarity and Confidence.
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by Laurie Lande
By hiring an outside expert in lead optimization and leveraging its full range of data, San Francisco-based Objectivity increased turnout for its webinars an average of 10%. The quality of the leads is high as well: More than 30% of the leads typically score high enough to be handed off ...
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by Josh Nason
For email marketers, dealing with the small business owner can be an ongoing challenge. There are typically three main obstacles to introducing email marketing to a small businesses.
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by Jeremiah Owyang
Sadly, the value of most conference panels is questionable, due mostly to the lack of effective moderation. But done well, a panel can be enlightening and instructive and can serve the needs of the audience (and the speakers) equally well. In other words: Yes, there is a right way to ...
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by Reggie Brady
Most marketers have email addresses for less than half their customers and prospects. If this is the case for your company, it might make sense to explore email appending.
Let's first look at the process, and then we'll examine how one publisher implemented its communication plan.
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by Glenn Gow
Are we in a recession, or poised to enter one? Maybe, maybe not. However, let's assume that the US economy will be in a recession and that as marketers we need to work within that reality. Here are five tips for what you can do to market your products or ...
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