Archive for the ‘ Case Studies ’ Category

Increase ROI and Confidence in the Media Mix

The top challenge marketers face this year is increasing or proving marketing ROI.  Part of the problem is 50% of advertisers aren’t confident in their own media mix.  A surprising 55% of advertisers aren’t confident they know and understand how to effectively reach and influence people along the customer journey.  One of the root causes…

The top challenge marketers face this year is increasing or proving marketing ROI.  Part of the problem is 50% of advertisers aren’t confident in their own media mix.  A surprising 55% of advertisers aren’t confident they know and understand how to effectively reach and influence people along the customer journey.  One of the root causes of this dilemma is they’ve been unable to measure campaign results across isolated media channels and big data silos.

 

So, what can be done about this problem?

 

The obvious answer is to improve campaign measurements so ROI and media effectiveness will reveal themselves, but I suspect most sophisticated marketers are already pushing the limits of tracking reports.

 

abilitytotrackroibychannel

 

What if there was a way we could measure the impact of channels that are currently limited in their own tracking capabilities?

What if we could also increase wholesale lift across the board at the same time?

 

Let’s take an example of a campaign running across channels, using the audience targeting features each network or site has available.  Just because we instruct Facebook and AdWords, for example, to target the same profile of person doesn’t mean those same people will be served our ads in both places.  If we’re doing a good job there has to be some overlap, but there’s no reliable or measurable way of seeing that.

 

Compare a different approach where we force an overlap of most of the people targeted in the campaign.  These isolated channels and platforms on their own, or using a management tool like AdRoll, don’t have the ability to force this audience overlap.  Fortunately, there are marketing data firms that provide the one-to-one targeting data to ensure the same people see ads in a truly omni-channel experience for each person.

Anytime an impression, click, page visit, or site conversion comes from an ad unit served to the overlapped audience, you will automatically know that person was also influenced by all the other channels in the mix.  If you weren’t serving ads to the same people in all channels you wouldn’t know the total impact each channel has on the customer journey.  By forcing the overlap of audience targeting you have the ability to aggregate the total impact and ROI of this mix-within-the-mix.  This approach has resulted in campaign performance increases of up to 66%.

 

Going back to our original problem of increasing and proving ROI, there is a light at the end of the tunnel.  Reaching hyper-targeted audiences one-to-one across channels has been proven to boost campaign performance.  This approach gives marketers the ability to measurably prove the ROI, boosts confidence in the media mix, and increases performance all at the same time.

 

 

Based on Getting Digital Right by Millward Brown Digital

Case Study: Creativity vs. Clarity in Email Subject Lines

We all know an email’s subject line is critical. If it’s not effective, the rest of the message never gets seen. The question is, what do consumers respond to: creative subject lines or straightforward, clear subject lines? A recent MarketingSherpa case study explored this question in detail with 20 different subject lines sent to 45,000…

We all know an email’s subject line is critical. If it’s not effective, the rest of the message never gets seen. The question is, what do consumers respond to: creative subject lines or straightforward, clear subject lines? A recent MarketingSherpa case study explored this question in detail with 20 different subject lines sent to 45,000 subscribers while measuring responses to the emails across several channels: email subscriptions, traffic, Facebook Likes, Tweets, and comments.

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The results? Clear subject lines outperformed creative versions on average by a whopping 541%.

Read the full MarketingSherpa article to learn more about why subject line clarity is paramount.

 

Case Study: Expert Email Marketing Advice Helps Fitness Club Grow Membership Sales

With nearly half a million members at their network of clubs, one of the largest fitness companies in the United States faces the ongoing challenge of attracting new members. The company’s brand image was tarnished by past campaigns that used an email rental list that lacked strict subscriber permission. Also, the vendor involved was unable…

Fitness image

With nearly half a million members at their network of clubs, one of the largest fitness companies in the United States faces the ongoing challenge of attracting new members. The company’s brand image was tarnished by past campaigns that used an email rental list that lacked strict subscriber permission. Also, the vendor involved was unable to reconcile the poor performance or provide advice to improve conversion rates.

The company subsequently tried Future Flow Media’s full service Hyper-Targeted Email Advertising program. They were attracted by Future Flow Media’s proven campaign management methodology and high-touch customer service approach that includes email marketing best practices consulting. The campaigns delivered strong email performance but the real boost in membership sales occurred when Future Flow Media’s Principal Consultant reviewed the campaigns and advised the company on ways to improve the design of their landing pages.

The experience of working with Future Flow Media had even farther reaching impact: when the fitness company applied the landing page design lessons learned to their house list email campaigns, they realized an immediate and significant lift in open and click rate performance. Impressed with the quality the database and Future Flow Media’s expertise, the company has made Hyper-Targeted Email Advertising an important ongoing component in their marketing mix.

To learn more about the hyper-targeted email advertising success, read the full case study: Expert Email Marketing Advice Helps Fitness Club Grow Membership Sales.

B2B Case Study: Targeted Email Advertising Successfully Launches New Product Line

When one of the world’s leading manufacturers of a line of building products introduced a new line of commercial products in a completely different category, they faced a major hurdle. They needed to expand the popular notion of their brand by engaging potential customers with educational information and compelling offers. Unfortunately, their target buyers proved…

Fortune 500 CompanysWhen one of the world’s leading manufacturers of a line of building products introduced a new line of commercial products in a completely different category, they faced a major hurdle. They needed to expand the popular notion of their brand by engaging potential customers with educational information and compelling offers. Unfortunately, their target buyers proved very difficult to reach through traditional advertising channels such as trade shows or web and paper advertisements.

That’s how they came to try Enriched Email List Rental. An email address list with detailed profiles for over 51 million business subscribers, gave the agency an unprecedented ability to target B2B messages according to industry, company size, job role, geography, and much more.

Armed with this message delivery capability and the full-service assistance of their Future Flow consultant, the agency crafted and executed permission-based email campaigns to:

  • Create new product awareness
  • Provide special offers and promotions
  • Drive direct response calls and orders.

The results? 100% delivery rate, record-setting response to coupon offer, increased orders and opt-in growth.

To learn more about targeted email advertising for B2B, read the full case study: Targeted Email List Rental Fuels Fortune 500 Company’s B2B Product Launch >

Case Study: Tourism Board Wins with Fresh, Accurate Email Address Lists

A major State Tourism Board and their agency were under pressure to boost website traffic, increase online referrals to their destination partners, and–ultimately–grow tourism visits to their state. They experimented with several email list rental providers but just weren’t getting results. Deliverability rates were extremely suspect and open and click rates were very disappointing. The…

A major State Tourism Board and their agency were under pressure to boost website traffic, increase online referrals to their destination partners, and–ultimately–grow tourism visits to their state. They experimented with several email list rental providers but just weren’t getting results. Deliverability rates were extremely suspect and open and click rates were very disappointing. The problem was a result of stale, inaccurate, un-targeted lists. It was a classic case of “spray and pray”. The Tourism Board felt burned; they wasted six months media budget and had nothing to show for it. Their agency also came off looking bad.

Fortunately, they persisted and turned to Enriched Email List Rental for help. Working with their Future Flow consultant, the State Tourism Board and their agency were able to precisely target their ideal audience: mid-income families with young children, living within driving distance of their state, with interests in specific seasonal outdoor activities, and a history of responding to online offers.

The results? Response rates doubled.

To learn more about the targeted email advertising success, read the full case study:
State Tourism Board Wins with Fresh, Targeted Email Address Lists >