Have you ever noticed how most people are interested in getting something for nothing? That’s the principle behind the product samples that are handed out in supermarkets every weekend. If it’s free, many people will take it. But there’s a problem with that strategy. These people are interested in something free, but will they be actual buyers of the product, too? A lot of them won’t. Indian marketer Raimundas M has found a way to use the internet to turn “freebie seekers” into buyers. The free offer attracts a lot of interest, he says, and the conversion techniques... [...]

Martin Beck says, “Facebook today announced buying, video and targeting enhancements to its mobile app advertising program. Starting this week, advertisers will be able to buy app ads that are optimized for reach and frequency. “This allows advertisers to boost awareness while controlling how often someone sees an ad,” Facebook explained in a blog post. “For example, advertisers can set their app ad campaign to reach 5 million people with a frequency cap of three impressions per person for one week. Since reach and frequency optimizes for unique reach, it should only be used for campaigns... [...]

Emily Konouchi says, “Video can be key to conversions and sales, a recent study confirms. For email marketers, using video should be a no-brainer, but the email-video combo still feels like a rare pairing. Only 25% of marketers surveyed last year reported that they used video in their marketing, and a quick look at my own inbox supports that statistic. But the emails with video are the ones that I (and many others) find most memorable, so why aren’t more marketers using them? If you’ve been at this marketing thing for a while, you know that video and email were tough to combine:... [...]

Daniel Faggella says, “For many marketers, the success of any campaign is determined simply by the bottom line: expenses of the campaign vs. revenues generated. In assessing campaigns, companies are often quick to fix the unique and tactical elements of the campaign, but they often leave out vital conversion “checkpoints” that are the ultimate drivers of a campaign’s ROI. In this article, I’ll explain the 4 focus areas of an “email optimization audit” and explain how any company can use this exercise to lift a company’s overall online conversion rates. This process can also... [...]

David Moth says, “Black Friday has come and gone, leaving my inbox full to the brim with tempting offers and discounts. Thanksgiving sales have been big business in the US for many years but they’re now starting to catch on among UK retailers as well. We wrote last week about how the likes of Argos and John Lewis were building up for Black Friday sales, and also looked at how some sites fell over as a result of the increased traffic. And to give another angle to the Black Friday digital marketing bonanza, I’ve dug around in my inbox to look at the different subject lines and creatives used... [...]

Will Schnabel says, “Unless you’ve been living under a rock the past few months, you’ve probably been bombarded with articles screaming that context-driven messaging is the next big thing in marketing. If you’re really unlucky, you’ve even had your boss forward you one of them, captioned with a cryptic directive like “we should be on top of this.” While hearing phrases like “the next big thing in marketing” justifiably triggers gag reflexes, there is some validity to all the attention. Context matters, especially when you’re talking about communication. Take this example from... [...]

Steve Dille says, “Last month, we took a long look at LinkedIn, exploring how it uses email as a key component of creating, sustaining and driving its online community and overall business model. This time around, let’s examine a marketer whose name is practically synonymous with email engagement. Ask nearly anyone about which brands’ promotional emails land in their inbox, and there is an excellent chance one of the first names on their lips will beGroupon. Groupon is a case study in building a business using email. It’s also an example of how a marketer may need to evolve beyond... [...]

Erin Hogg says, “”We really test. If we’re going to take the time to run a special program, like these programs, we’re going to test them. If we can’t test them, we’re not going to run them,” Diana Primeau, Director of Member Services, CNET, said. In this case study, we’ll be covering one element of Primeau’s upcoming presentation at Email Summit 2015 — the CNET welcome and nurturing program. Learn how Primeau achieved a 26% increase in clickthrough and 12% lift in open rate by onboarding new subscribers and optimizing the process”. Email Marketing:... [...]

Pamella Neely says, “As effective as email marketing is, you need a list to make it work. Building a good list takes time, and buying a list is never a good idea. The good news is that building your email list can be sped up significantly. It doesn’t have to take two years, or even one year, to have a reasonably-sized list. If your website is getting anything less than a 2 percent opt-in rate — i.e., at least 2 percent of your website visitors are signing up for your list — then it’s time to add more prompts to get more people to respond. In addition to setting up a few of the free... [...]

VR team says, “Whether you’re a fitness coach, a dentist, run a plumbing company or a computer repair business, as a service-based business, your email marketing needs and desired outcomes may not exactly fit that of a retailer. We’re here to help our service-based clients with a little email inspiration. To get your creative juices flowing, include these four emails in your marketing efforts. Contests Send an email that promotes a social media contest. Contests offer low-cost opportunities to attract customers to your business, increase “likes” on Facebook and help you solicit testimonials. For... [...]