Archive for Heidi Anderson

Showing 141 items

• Get Right with AOL, Part 2
  Delivering e-mail to AOL subscribers has always been tricky. Second of a series of case studies examining how real-life mailers get around the hurdles. Oct 28, 2004
• Get Right With AOL, Part 1
  Delivering e-mail to AOL subscribers has always been tricky. First of a series of case studies examining how real-life mailers get around the hurdles. Oct 14, 2004
• What Does a Switch to E-Mail Mean to the Bottom Line?
  How one nonprofit halved its communications budget when it switched from snail mail to e-mail. Sep 30, 2004
• Do E-Mail Coupons Really Work?
  A duck, a newsletter, some surprising results. Sep 16, 2004
• It's All About the List
  After six years of campaigns, an Aussie retailer finds its e-mail campaigns hinge on one essential element. Sep 2, 2004
• Conducting a Dialogue
  National Semiconductor's successful strategy to engage and convert Web site visitors. Aug 19, 2004
• Cheetah Chatter: A Wildlife Newsletter Grows Up
  How low-budget operations can create viable e-mail newsletters. Aug 5, 2004
• Driving Traffic (Literally) to Brazilian Petrol Stations
  A Brazilian oil company pits e-mail against direct mail to drive motorists to its gas stations. Jul 22, 2004
• Create Loyal Customers by Building a Community, Part 2
  How an Indian beer company used e-mail to create a branded community. Series conclusion. Jul 8, 2004
• Create Loyal Customers by Building a Community, Part 1
  How an Indian beer company used e-mail to create a branded community. Jun 24, 2004
• Small List, Big Stakes: An Aussie Case Study
  Car importer VDC extracts big results from a small mailing list. Jun 10, 2004
• Fun @work: Viral Marketing for the Office
  Serious savings, fun campaign: A fairly staid company uses entertainment to find prospects and lower ad costs. May 27, 2004
• How to Do an E-Newsletter Really, Really Well
  From presentation to navigation to personalization, HP's e-newsletter is done right. May 13, 2004
• Making Customers Care
  An organic dairy's newsletter inspired customers to take political action. Apr 29, 2004
• Growing Your E-Mail List, Part 2: Retention
  How Philosophy drives visitors to its site and keeps them looking forward to e-mail messages. Apr 15, 2004
• Growing Your E-Mail List, Part 1: Acquisition
  Drive visitors to your site and keep them looking forward to your e-mail messages. Apr 1, 2004
• The Little E-Newsletter That Could
  Can a low-budget campaign abandon all marketing channels but e-mail -- and sell out? One marketer achieved exactly that. Mar 18, 2004
• Gourmet Retailer, Gourmand E-Mail List
  How an online retailer grew its e-mail list 20 percent in only five months. Mar 4, 2004
• Plain Text to Deep Data
  A grocer's e-newsletter evolution. Feb 19, 2004
• Getting Through to AOL
  Tower Records' campaign had one goal: to get its e-mail delivered to AOL subscribers. Feb 5, 2004
• The Zoo's News
  How one nonprofit runs a successful e-newsletter on a shoestring budget. Jan 22, 2004
• Call for Case Studies
  Heidi's looking for case studies. What have you got to share? Jan 8, 2004
• Basking in the Orange Glo of Coupons
  When Orange Glo e-mailed coupons to drive sales offline, results sparkled. Dec 11, 2003
• It Gets Attention, But Does It Sell?
  A Playmate is proven to drive CTR -- but is she moving the product? Nov 13, 2003
• Case Study Follow-Up: Flash and E-Mail
  How do you incorporate Flash in an e-mail campaign? How can you ensure recipients get the experience? Oct 30, 2003
• CTRs and List Rental Practices: Readers Weigh in
  ClickZ readers respond to Heidi's recent columns addressing CTR deceptions and the ethics of list rental. Oct 16, 2003
• Rich E-Mail: In-Line For Rollerblade
  The skate manufacturer glides into rich e-mail marketing. Oct 2, 2003
• E-Mail Goes Swimmingly For Pool Company
  Selling high-ticket goods: Kayak Pools makes a splash with e-mail. Sep 18, 2003
• What If the Lights Go Out on Your Campaign? Part 2
  BP Solar saw a fantastic opportunity to show off an alternative to traditional energy. Damage, and damage control. Sep 4, 2003
• What If the Lights Go Out on Your Campaign?
  BP Solar saw a fantastic opportunity to show off an alternative to traditional energy sources. What went wrong? Aug 21, 2003
• Tracking Results on a Budget
  Small businesses don't have larger companies' deep pockets. How to track e-mail campaign results on a budget. Aug 7, 2003
• E-Mail Case Study: Hold the E-Mail
  Though not about e-mail, today's case study offers ideas for an e-mail campaign. Jul 24, 2003
• Cruising to E-Mail Results
  How Holland America Line used e-mail to boost its share of the Caribbean market. Jul 10, 2003
• Leveraging One-to-One E-Mail Marketing
  How one-to-one relationships can increase e-mail marketing effectiveness. Jun 26, 2003
• Grow a List: 3K to 11K in One Year
  The eight measures a B2B services company took to quadruple its house list in only a year. Jun 12, 2003
• Five Mini Case Studies
  Lessons learned from testing, testing, and more testing. May 29, 2003
• Conducting a Dialogue
  National Semiconductor's successful strategy to engage and convert Web site visitors. May 15, 2003
• Acquisition Methods: Learning From Specpan's Approaches
  Specpan tries three acquisition methods. Below, the lessons they offer. May 1, 2003
• Get the Picture?
  A marketer decided to enliven its e-mail messages with images. It ran a test (of course) with surprising results. Apr 17, 2003
• A Regular Joe Drives Extraordinary Results
  Give your e-newsletter a face, a name, and a personality. Apr 3, 2003
• ASAP Case Study
  Readers sometimes ask if e-mail marketing is really the way to go. If you're still not convinced, today's case study is for you. Mar 20, 2003
• Nintendo Case Study: Rules Are Made to Be Broken
  The game giant plays e-mail to win. Mar 6, 2003
• Glitzy E-Mails Befit a High-Gloss Hotel
  A five-star hotel generated a surprising result when it added video to its e-mail marketing messages. Heidi gives us the lowdown on the campaign. Feb 20, 2003
• A Download and a Baseball Cap Help Build a List
  Placing text ads are one way to grow your list. Read about another. Feb 6, 2003
• Birth of a Mailing List
  How a life insurance company grew its list from near-zero to almost 10,000 relevant e-mail addresses in three months. Jan 23, 2003
• Forefield Case Study: When Traffic Is the Goal
  Heidi examines how one company used increased site traffic to keep current customers and gain new ones. Jan 9, 2003
• Lessons Learned in 2002
  What wisdom have we gleaned from other companies' email marketing experiences in the past year? Dec 26, 2002
• Ricochet's on Target With Locally Focused Campaign
  When you're rolling out a service one market at a time, location really matters. Dec 12, 2002
• Pipe Tech Company Stands Out With Baseball Pitch
  Here's how a flow-measurement company hit a home run with an unusual email promotion. Nov 14, 2002
• New York Rangers Case Study
  Rich media email: skating on thin ice? Here's how the Rangers scored. Oct 31, 2002
• Erma Bombeck's Screen Saver, Revisited
  Want a low cost, effective way to drive customers to your site and keep your brand on their desktops? Here's a quick lesson from the University of Dayton. Oct 17, 2002
• Pioneers in the Email Highlands
  It's not quite 'Braveheart,' but it's still been a battle for these Scottish marketers to launch an email PR effort. Oct 3, 2002
• Email Versus Direct Mail: A Head-to-Head Test
  Result? An 890 percent cost-per-lead gap for one marketer. Guess which method came out ahead? Sep 19, 2002
• Back-to-School Column
  Summer 2002 as a case study? Off the beaten track, but email marketing lessons were learned. Sep 5, 2002
• Rubbermaid Bounces Ideas Off Recipients
  It has hundreds of different types of customers. So, Rubbermaid listened closely to them as it developed newsletter content. Aug 22, 2002
• Crank Yankers Case Study
  For laughs, let's cross an email campaign with the telephone.... Aug 8, 2002
• Plan, Test, Research -- Exceed Expectations
  A well-planned B2B campaign triples the average click-through rate. Jul 25, 2002
• Waking Hibernating Email Addressees
  List clogged with opt-ins who never click through or visit your Web site? Here's how MasterCard addressed the problem. Jul 11, 2002
• Email or Direct Mail: Which Has Better ROI?
  You know an email campaign costs less than direct mail. But what about the ROI factor? Jun 27, 2002
• The Mysterious Underperforming AOL Email
  Getting confusing open rate numbers when sending HTML emails to AOL users? Join the club. Then, discover the solution. Jun 13, 2002
• Potential Spammer: Our Readers Intervene!
  A reader asked if spamming tastefully is permissible. You wrote in by the hundreds to say no -- and offered dozens of marketing alternatives. May 30, 2002
• Got Answers? Three Campaigns -- Three Conundrums
  Our columnist is stumped -- it's up to you. Three case studies, three riddles. And...can you convince one very tempted marketer to take his finger off the spam button? May 16, 2002
• Maccel Group Case Study
  When one company switched from direct mail to email to promote its seminars, its costs were cut in half while attendance soared 240 percent. May 2, 2002
• Email Testing: Here Come the Bridesmaids
  Not testing your mailings? These case studies of email tests should be all the convincing you'll need. Apr 18, 2002
• Converting Nibbles Into Bites
  Plenty of response to your email but next to nothing in sales? One marketer fixed what wasn't working -- and boosted conversions 800 percent. Apr 4, 2002
• MicroStrategy Case Study
  Text? HTML? Flash? In this B2B mailing, the richer the format, the better the results. Mar 21, 2002
• Newsletter Sponsorships: B2B Success
  The right publisher -- and the rightpublication -- can link you directly to your target audience. A respected title also adds value to your brand. Mar 7, 2002
• HTML Always Outperforms Text? Don't Stake Your Career on It
  When CareerJournal's campaign was emailed in text, HTML, and Flash, guess which version delivered the highest response? Feb 21, 2002
• Blink: They Won't Miss This Offer
  Call(back) to action. If your offer doesn't convert the first time, CyberDrawer could give your campaign a second chance. Feb 7, 2002
• A Lesson in Making Learning Fun
  If this History Channel email campaign is any indication, the lure of games are unmatched in enticing people to click through. Jan 24, 2002
• B2B Basics: A Judicious Mix of Technology, Timing, and Travel
  Hachette Filipacchi combined technology, timing, and travel incentives to lure media buyers into considering its new network of Web sites. Jan 10, 2002
• The Best Email Campaigns of 2001
  A look back at the best -- and most successful -- email campaigns of the year. Dec 27, 2001
• From Soup to Nuts in Record Time
  It's said that one of email marketing's big advantages is its quick turnaround time. Heidi tells the story of one company that took advantage of this strength. Dec 13, 2001
• Worth a Thousand Words
  B2B email marketing an art? Take a look at this beautiful -- and effective -- promotional mailing. Nov 29, 2001
• Glitzy Emails Befit a High-Gloss Hotel
  A five-star hotel generated a surprising result when it added video to its email marketing messages. Heidi gives us the lowdown on the campaign. Nov 8, 2001
• Doing a Sound Check
  An online greeting card company wanted to see if adding audio to an email campaign would affect its results. Listen up to hear what it discovered. Oct 25, 2001
• Erma Bombeck's Screen Saver
  Learn from the University of Dayton how to grow an email list responsibly -- and on a shoestring budget. The key? Enticement. Oct 11, 2001
• Email That Sings
  What's one way to fine-tune your email marketing-campaign and increase sales revenue? Heidi tells you about a music club campaign that used technology to turn on the music. Sep 27, 2001
• Brodeur: You Can Spare Some Change
  Heidi shares how one company revamped its online newsletter and in the process doubled its subscriber base -- and saw some quantifiable results in terms of tracking readers' online activities. Sep 13, 2001
• Strengthen Your Brand Through Email
  The more consistently you can communicate your image, the better. If you get your image out there -- on your Web site, on business cards, in magazine ads -- your message will come through more clearly. Of course, this goes for your email correspondence, too. Aug 30, 2001
• 'Jewelry Therapy': Redesigning Success
  When banner ads, keywords, and an online newsletter don't bring you enough ROI, what do you do? You reconsider. Maybe you redesign your newsletter and through trial and error discover what generates revenue. Aug 16, 2001
• What's Up Down Under?
  Today, Heidi takes a look Down Under at an integrated campaign that could not have taken place in the United States. It used Cuban cigars to sell software. Aug 2, 2001
• An Email Marketing Case In Point, Part 2
  Last time, Heidi asked for readers' opinions about an email marketing message -- and about 70 or so of you responded. Now she shares a few of the responses that resonate, demonstrate consensus, or otherwise just make for good reading. Jul 19, 2001
• An Email Marketing Case In Point
  Usually, it's Heidi who has her hands full happily heaping words onto a page, but she's now asking you to join her in critiquing a "campaign." So it's time for everyone to join in on the fun: Are you as critical as your fellow readers? Jun 28, 2001
• SkyDesk: Flying High, Automated and Accurate
  Sure, growing your business is good. More customers, more revenue -- everybody's happy, right? But you know it's rarely a smooth growth curve. Along with more customers comes an increased need for customer support. Jun 14, 2001
• Dancing to the Tune of State Regulations
  Wine and song may naturally go together, but Geerlings & Wade has to do a complicated song-and-dance routine to avoid being tripped up by state liquor regulations. The wine distributor is quick on its feet, though, and carries off its email campaigns gracefully and efficiently. May 31, 2001
• Expanding Your Customer Base
  Most start-ups have at least one thing in common -- the need to acquire new customers. Can you, like zipRealty.com, add more than a thousand registered customers to your database each month? May 24, 2001
• Commerce-Enabled Email Sends Conversions Sky-High
  Jewelry retailer ICE.com is an old pro at email marketing. It had built up a database of more than 700,000 names and was sending out thousands of messages each month. Then it tried something new. May 17, 2001
• Email Marketing: Key Issues Behind the Scenes
  Heidi has been a tireless chronicler of email marketing as it's practiced by companies large and small. Today she's stepping back from the front lines to take a look behind the scenes. May 10, 2001
• @Once Helps Vans Deliver Cool Shoes
  An email campaign that generated a 20 percent click-through rate and saw fewer than 0.5 of recipients unsubscribe. Fantasy? No. Awesome? Totally. May 3, 2001
• Taking a Great Program Another Notch Higher
  You've got scads of names in your database. Multiple newsletters that promote your brand and products. Proven success in sending out offers to your many loyal customers. Never-never land? Not for one major media company. Was it content to stay there? Never! Apr 26, 2001
• Automating Marketing Reaction to Customer Action
  For every action, there is an equal and opposite reaction. It's a basic principle of physics. Here's another fundamental truth: For every email prospect action, there is an optimal marketing reaction. Call it the Third Law of Email Marketing. See how PropertyFirst.com applied it. Apr 19, 2001
• AnIntegrated Campaign Pays Off for PropertyFirst.com
  So you've gotten site visitors to register. But what use is a good opt-in list if these visitors don't return regularly? To address just this issue, PropertyFirst.com took an integrated approach that gave a big boost to its usage AND nearly doubled its database. Apr 12, 2001
• Email Clients and HTML: Readers Weigh In
  Heidi's inbox was filled to overflowing this past week. Why did so many write in? To weigh in on a topic of central concern to email marketers: what email clients people are using and what they can see with them. Apr 5, 2001
• How Well Can Your Audience Read HTML?
  HTML email, we know, gives a better response than text email. But we also know that not all email clients are built alike. Do you know how well your audience can read your HTML communications? Here's what one email-newsletter publisher learned. Mar 29, 2001
• Outsource to Streamline Your Campaign
  Here's one way to create a powerful email marketing program: Consolidate your databases and tie your referral program into that database. It's cost effective and results in happy customers. Mar 22, 2001
• Psst! What's the Best Font for Your Newsletter?
  If you're like a lot of other email marketers, you send out HTML messages. You labor over the offer, the content, the graphics, the format... but have you ever labored over the font? Mar 15, 2001
• Schwab Makes a Good Program Better
  In viewing the big picture, sometimes a detail or two can get overlooked. Take your email marketing strategy: By changing just one or two things, could you improve your program? Read how Schwab took this approach to make its good program even better. Mar 8, 2001
• Personalization: Just Part of the Picture
  We know how valuable personalization is. Or do we? It is, after all, only one part of the whole picture. Take a little test to see if you can predict its role in driving response. Mar 1, 2001
• Writing Contest Finds E-Marketing a Winner
  The beauty of e-marketing is that it can stretch a small budget into impressive results. And then there's the trackability. Here's a case in point. Feb 22, 2001
• A Sweepstakes Campaign That Hit the Jackpot
  Online sweepstakes and lotteries: They're fun for users, but do sites really benefit from offering them? Here's the story of one site that certainly did -- and got more than it expected. Feb 15, 2001
• Sending Email to Best Advantage
  Sure, variety's the spice of life, but email marketers face so much of it that it's overwhelming. Here's a campaign that delivered an offer in the most suitable format for each recipient... and saw an amazing response. Feb 8, 2001
• Doing an Email Newsletter Right
  Which is better for an email newsletter, HTML or text? Everyone seems to know the answer to this question -- but no one agrees on what that answer is. See what MobilePlanet learned... and what its newsletter can teach you. Feb 1, 2001
• A Grass-Roots Email Campaign to Fight Urban Blight
  You don't need a big budget to market effectively with email. Take Brownfields.com. This one-man operation launched a creative campaign with a strong incentive and viral component. It's a model to market by. Jan 25, 2001
• 12degrees: Going Places With Email Marketing
  Numbers, numbers. They're important, but they don't always tell the whole story -- especially in the early stages of a campaign with long-term goals. Case in point: An email marketing campaign by luxury travel site 12degrees. Jan 18, 2001
• Sometimes It Pays to Be Rich
  Plain-text versus HTML and rich media email. It's an ongoing debate. Sure, sometimes plain-text delivery is best. But sometimes it pays to be rich. Jan 11, 2001
• Promoting an Idea, Not Just a Holiday
  Sale, sale, sale! Christmas, Valentine's Day, Presidents' Day, Labor Day, Halloween, Thanksgiving... Each special day of the calendar brings with it dozens of not-so-special offers from merchants. How can you make your offer different -- and truly special? Jan 4, 2001
• The Email Marketing Year in Review
  Over the past year, Heidi's tried to help you learn about email marketing through a number of case studies. Now it's time for her to share what she's learned about email marketing in the process. Dec 28, 2000
• How Reflect.com Turned Browsers Into Buyers
  Between 75 and 90 percent of online shoppers abandon their shopping carts. That translates to retailers losing big bucks. See how Reflect.com, a purveyor of customized beauty products, customized emails to encourage shoppers to complete the buy. Dec 21, 2000
• Email Turned to a Great Cause
  Just in time for the holidays, Heidi's here with an email marketing success story to warm the heart. Dec 14, 2000
• Culwell & Son Case Study: Building an Email List
  We all know how cost-effective email is compared with direct mail. So it makes sense for a retailer with a substantial direct mail list to want to get those names onto an email list. Here's how one high-end men's clothier went about doing so. Dec 7, 2000
• Snowball.com Finds That Sometimes Less ISNT More
  If you publish an email newsletter, you know the conventional wisdom about delivery: Once a week is the maximum an audience can handle. But sometimes it pays to question convention. Nov 30, 2000
• Good CRM: The Ticket You're Looking For?
  What's the buzzword du jour? "e-CRM" -- you hear it everywhere. So let's take a look at how Ticketmaster.com turned savvy customer relationship management into great conversion and response rates. Nov 23, 2000
• Targeting Tactic: Provide Value for Information
  After consumers have signed up for your mailing list, they expect to receive relevant, timely messages. But determining what's relevant isn't always easy. See how one company encouraged visitors to provide personal information. Nov 16, 2000
• Readers Respond to Targeted Email Newsletters
  Sure, they both like books, but is the science fiction aficionado that interested in what the romance novel reader fancies? Borders didn't think so, and thus decided to develop email newsletters targeting these audiences and others. What do the newsletters share? Great content and a growing number of subscribers! Nov 9, 2000
• Sometimes It Pays NOT to Target
  We all know that when it comes to marketing, targeting is the way to go. But Health4her.com disagrees. See how this three-year-old business has realized about $4 in revenue this year for every $1 spent on advertising. Nov 2, 2000
• Picture This: An Email Postcard Campaign
  Now here's an email campaign worth writing home about. What started off as a personal vacation turned into an email-documented journey and a way of life for a husband-and-wife team. The creativity of the unusual email "newsletter" this couple founded is a model for commercial and noncommercial groups alike. Oct 26, 2000
• An Email Marketing Effort That Broke the Mold
  Email marketing is email marketing, right? In most cases, yes. Sure, the specific offer, the targeted audience, etc., will vary, but whether you're a new company selling one product or a huge corporation selling hundreds, the drill's the same. Unless you're Logos Research Systems. Read about how this electronic-book publishing company used email to sell a product that didn't yet exist and in the processpulled in big bucks and made a lot of customers happy. Oct 19, 2000
• TechWeb Turns Dumb IT Questions Into a Smart Campaign
  "When it says 'click the right mouse button,' do they mean MY right or theirs?" "Where's the ctrl-alt-delete key?" "Can you help me find my document? I don't remember what I named it." Argh! What can you do with such boneheaded questions? Well, a lot, actually. Hear how TechWeb turned dumb IT questions into a very smart campaign targeting IT professionals. Oct 12, 2000
• Zoomerang Gets Great Results From MyPoints.com
  The Internet company Zoomerang decided late last year to build up its membership database. Concluding that a third- party loyalty program would be a good place to start, Zoomerang looked to MyPoints.com. Did the approach pay off? You bet! See how Zoomerang acquired more than 100,000 new customers and saw usage of its product increase sevenfold. Oct 5, 2000
• mySEASONS.com: Building Brand With Email
  Imagine you're a relatively new e-business. You've got confidence in your business model, but there are major players out there. Where do you focus your energy and your marketing dollars? Learn how gardening retailer mySEASONS.com developed a database of loyal individuals through a combination of online banners, buttons, and insertions into opt-in email newsletters. Sep 28, 2000
• Building Strong Customer Relationships
  Email marketers have come a long way but still have a lot to learn when it comes to establishing and maintaining customer relationships. Working with Outrider, Yankelovich Partners directed a campaign to current clients, asking for input on a trial partnership program. The campaign generated an impressive 37 percent click-through rate and quality leads that helped close 30 percent of trial partnership sales within the first two days. Sep 21, 2000
• FamilyWonder Outsources Campaign for Optimum Results
  When should a company outsource its email marketing operations? If you're struggling with this question, this column is for you. Heidi shares the experience FamilyWonder.com had when it joined forces with Avenue A, a digital marketing optimization company, to outsource its email marketing campaigns. Sep 14, 2000
• Stanford Wins With Rich Media Email
  If you're considering a rich media email marketing campaign, you may face a trade-off. On the plus side, you can create a vibrant, eye-catching campaign that really gets your message across. On the minus side is the fact that not all computer systems are capable of handling such snazzy messages, and a rich media campaign can potentially turn off as many recipients as it wows. Here's a campaign for Stanford University that was a winner for all users, regardless of pipes. Sep 7, 2000
• Email Marketing Gone Bad
  Usually Heidi reports successful email marketing case studies. But today she tells the story of a company that just doesn't get it. Speaking from the consumer perspective, Heidi tells you how she got on the mailing list of a company she's never heard of or requested info from. Despite numerous attempts, she can't get off the mailing list. And now they've started sending her a second newsletter! Aug 31, 2000
• Nintendo Opt-In List Scrubbed to Enhance Growth
  Nintendo scrubbed its existing database to identify the ages of the individuals, then got parental permission for each existing and future member. The initial database was reduced to less than half, but a subsequent mailinggarnered a terrific response. Results to this new, parentally OK'd opt-in list was 25,208 total messages delivered, 19,914 total links clicked (79 percent), and only 48 (.19 percent) unsubscribes. Aug 24, 2000
• Testing Your Copy for Best Results
  Here are the results of the pop quiz we gave you a few weeks ago. We asked you to take a look at the email- marketing tests conducted by e-marketer Digital Impact and Reflect.com, an interactive boutique where women customize their own beauty products. As you can see, Reflect.com was able to use the data to sharpen its marketing messages and provide better service to its customers. Aug 17, 2000
• Targeting Is Everything
  Email marketers know that targeting is key. TechTarget put its energy into creating highly targeted email campaigns resulting in excellent click-through and conversion rates. The game plan was to experiment with different audiences, different messages, and different offers to acquire and retain new members through the use of various highly targeted third-party opt-in lists. Aug 10, 2000
• The Joy of Responsible Email Marketing
  What would you do if you had a database of thousands of email addresses, but no explicit permission to contact the people behind the addresses? If you're a spammer, you'd simply send out your message and hope for the best. But if you're a responsible company that understands how consumers value their online privacy, you'd be a bit more circumspect. Learn how the Thomas Cook travel site went from 16,000 email addresses with no permission to contact the individuals to 250,000 opt-in customers. Aug 3, 2000
• Flooze-Your-Friends: Acquire Customers and Loyalty
  A viral marketing campaign can be used to acquire new customers, but often the underlying goal is simply to learn more about how viral marketing works. Flooz.com launched a successful acquisition campaign. But it takes a lot of resources to handle all these new customers. So Flooze's second campaign was aimed toward loyalty. Jul 27, 2000
• Track Your Campaign to Improve Future Results
  Here's a Flash campaign for Opus2 Direct by Interactivebyte. It's not just cool, what's notable is its information-gathering capability achieved by tracking. Content? Give 'em a web page, right in the email. And with the tracking data, you can optimize for the next campaign. Jul 20, 2000
• Multimedia Campaign Generates Great Response
  Aquent talent agency teamed with ad agency Passaic Parc to create a multimedia marketing campaign geared toward some of the most web-savvy people around: web professionals. How did they, in fact, attract these elusive Internet pros? Jul 13, 2000
• The Newsletter Debut That Roared
  What does it take to get email newsletter click-through rates of close to 30 percent? From unique visitors, no less? And what does it take to get total click-through rates of more than 80 percent? Just ask the people at Mediconsult.com, an online resource for medical information, interactive tools and online communities. Its Diabetes Dispatch newsletter goes out to 1,400 readers, serving up news reports, tips, recipes and other articles focusing solely on diabetes. Heidi reveals the factors that contributed to this newsletter's successful debut. Jul 6, 2000
• Effective E-Marketing Strategies: YOU Be the Judge
  This week, you're going to experience a different type of case study, one in which you get to predict how it will turn out. Heidi's taking a look at Reflect.com, an interactive boutique where women customize their own beauty products. To those at Reflect.com, it seemed obvious that one-to-one email marketing campaigns would dovetail nicely with the one-to-one product goals of the site. So the company teamed up with Digital Impact to test e-marketing strategies. Which ones do YOU think will pan out? Jun 29, 2000
• OurHouse.com: A Ticket to Mine
  We all know renting someone else's opt-in email list can be a successful email marketing tactic. It works for OurHouse.com, which first built up its database by using MyPoints.com and focusing on registrations. Later, the homeowners destination site went for sales and pocketed a nice profit in two weeks. The bottom line: Not all recipientsturn into loyal customers, but those who do become valuable people to mine. Jun 22, 2000
• SmarterKids.com: List Rental Done Right
  It can be dicey to rent someone else's mailing list. But here's a case where SmarterKids.com rents appropriate lists regularly from PostMasterDirect with excellent results in building up its own database. Heidi tells you how list rental can work, as long as it's done right. Jun 15, 2000
• Ticketmaster Newsletters SellMore Merchandise
  Ticketmaster.com teamed up with e-Dialog, an email marketing service provider, to send email messages to consumers after the sale, rather than before. Not only did the campaign spawn a large volume of positive responses, it generated significant sales of additional merchandise. You may want to consider focusing on building an effective CRM model through email marketing. Jun 1, 2000
• University of Dayton: Alumni Newsletter Cuts Costs
  Hit the books and learn a lesson from this university! It's an email marketing attack that repeatedly attracts alumni to its website while saving bucks! May 25, 2000
• Futureshop.ca: An Effective Bilingual Campaign
  Deciding which language to use to communicate online is usually easy. But as the Internet truly becomes a global network, language decisions are becoming less easy and less obvious. Consider what happens if a company is based where one language is native but markets goods and services to a community where another language is native. Is it wise to conduct all communications in one language? Here's a bilingual campaign that paid off handsomely in Canada. May 18, 2000
• The Campaign That Wowed: Streamingmedia.com
  If someone says "email," what pops into your mind? If you're like Heidi and have seen some of the email messages sent out lately by streamingmedia.com, "way cool" might be your response. These emails really grab you; they compare to HTML mail as HTML mail compares to plain-text email. It all started a couple months ago when streamingmedia.com teamed up with RadicalMail to promote its upcoming Streaming Media East 2000 Conference. Read more about the message sent initially to 27,000... and opened nearly 37,000 times. May 11, 2000
• Countrywide: Trends Online Newsletter
  Here's the first of our weekly email case studies, starting off with a look at a company that knows how to put together an email newsletter from start to finish. Although this model email marketing tool takes place in the B2B space, it applies to consumer-oriented companies, too. Countrywide Home Loans uses email marketing as one of the primary means of promoting its REALTOR Advantage site with Trends Online. Find out why the approach works. May 4, 2000

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