Erin Hogg says, “Implementing basic segmentation to personalize emails is a great beginning to achieving relevancy. Finish Line was off to a running start, but how could the marketing team turn that run into a sprint and break away from the competition? Learn how the team took its basic segmentation practices to turn Finish Line into a champion with highly personalized, multichannel messaging, unifying email, on-site and mobile messaging, social media and display ads. This effort earned Finish Line the Email Awards 2015 Best in Show and will be presented at Email Summit 2015 by Aaron Buchanan,... [...]

Erin Hogg says, “Starting with its long-running infomercial campaigns, Total Gym Fitness began to see less people dialing in and more people coming to its website. With this shift, the marketing team needed a way to translate the Total Gym phone experience to its website, allowing customers to make informed purchasing decisions. Learn how Total Gym leveraged online live chat to meet the needs of customers and answer questions at critical points in the conversion funnel. Along with yielding 39% of Total Gym’s online orders, live chat and related automated online engagement has proven to... [...]

Courtney Eckerle says, “This case study covers an event marketing effort to create an event sponsor guide that came together in 11 days, met a need for the target audience and led greater brand awareness for the company that executed the campaign. Read on to find out how Loggly — a cloud log management company — was able to leverage its main industry event and help its peers, generating 25 leads for one competitor and driving traffic to Loggly’s website and blog. Why did they do it? And how? Read on to see how this surprising tactic generated over 1,000 leads for Loggly”. Tradeshow... [...]

Courtney Eckerle says, “Lifestyle and furniture online brand Dot & Bo switched ESPs and began setting up a closer relationship between the marketing team and testing. They began by tweaking an existing cart abandonment campaign. See how the team was able to turn a focus on testing into a 400% revenue boost within that effort”. Email Marketing: Cart abandonment campaign sees a 400% revenue boost over previous campaign MarketingSherpa  [...]

Courtney Eckerle says, “After the bombing of the 2013 Boston Marathon, 30-year sponsor John Hancock knew that the 2014 race would be especially significant. To reflect that, the company designed a campaign that focused on connecting those involved and featuring their unique stories. See how they were able to draw 33,000 entries into their #WeRunTogether picture and story mosaic that celebrated the strength of the 2014 Boston Marathon”. Social Media Marketing: Boston Marathon sponsor John Hancock brings together 30 thousand people with mosaic campaign MarketingSherpa  [...]

Erin Hogg says, “Filling a blog and website with resources for prospects to educate themselves is a great start to content marketing. However, if your team is creating solution-based, one-off content, your ROI can fall flat, leaving countless hours of development to waste. Five9, a contact center software solution, was creating content but lacked internal alignment in Marketing to turn leads into sales. Discover how Five9 created customer personas, drafted content based on customer research and repurposed highly effective content through 63 assets to generate four times as many leads than previous... [...]

Courtney Eckerle says, “When HomeAdvisor rebranded itself in 2012, the marketing team was able to rescue its low deliverability rate and completely relaunch its consumer email marketing program. With sends in spam folders across major ISPs, the team set up a strict send segment and began testing relevant content that would grow engagement. Read on to see how they were able to increase email generated revenue by 114%”. Email Marketing: Email generated revenue increased by 114% through relevant content marketing and testing campaign MarketingSherpa  [...]

Erin Hogg says, “”Our mission is to empower women through design. For us, that means both the women who make the product and then, also, the women who are our customers,” said Cameron Crake, Director of Operations, Raven + Lily. Raven + Lily, a nonprofit-turned-global-employer for at-risk women, offers handcrafted clothing and accessories. Facing a challenge of an outdated website and ecommerce platform, the team revamped the site to better showcase their beautiful products. Learn how through thinking like their customers, the team achieved a fourfold lift in year-over-year sales”. Ecommerce... [...]

Allison Banko says, “This week’s B2B Newsletter features a case study we originally published in August 2014 on a data-driven campaign by global risk management solutions company, Dun & Bradstreet. The article covers how D&B used data to make business decisions. Read on to find out how D&B doubled lead generation from chat, among other result metrics. Also, attend the upcoming MarketingSherpa Email Summit 2015 on February 23-26 in Las Vegas to catch a presentation by Jacquelyn Kearns, Senior Vice President Global Digital, and Jeannine D’Allegro, Vice President, Global Leader... [...]

Courtney Eckerle says, “Held back by a labor-intensive email service provider, the marketing team at Apollo Education Group, which provides online education to people around the world, was extremely limited in their testing capabilities. After switching ESPs, the team was able to launch A/B tests to learn more about their customers and increase open rates by 39%”. Email Marketing: Education group utilizes A/B testing to increase open rates by 39% MarketingSherpa  [...]