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    Business Communications Best Practices: Royal Carribean Cruise Email Campaign
    written by tessa and filed under General and Marketing and Websites and E-mail and Advertising and External Communication | 6:33 pm | 3/23/2006

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    Anne Holland of Marketing Sherpa gives us another best practice case study with the Royal Carribean Cruise’s interactive email campaign launched in 2005.

    According to Holland, the email’s landing page “is one of the coolest landing pages of 2005.” I looked at the sample - and even with only a screen shot I just have to agree.

    Although people usually go on cruises in June to September, or even up to December, cruise marketers launch their campaigns as early as January. This is a major challenge with the competition sending out a wave of campaigns and people still not having that vacation on their minds. One has to really stand out with high impact. (more…)

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    Business Communication Best Practices: Splitting Test Offers in Email Marketing
    written by tessa and filed under General and Marketing and Websites and Writing and E-mail and Advertising and External Communication | 9:19 pm | 3/22/2015

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    Another best practice case study in email marketing, as provided by Marketing Sherpa is this test done by Peet’s Coffee & Tea to take advantage of the previous Christmas season.

    The established brand already has a loyal following that looks more at taste rather than price. These customers visit the company’s website regularly and look forward to its emails. Brian Platter, Peet’s General Manager for Home Delivery, was quoted saying the company does not have to offer discount promos often but only does it when they are “trying to encourage people to do something different.”

    Last December, Peet’s wanted to get its loyal customers to choose its products to give away as their Christmas gifts. To encourage this, the company decided to offer a free shipping promotion.

    A similar thing happened when our client wanted to be a part of our email marketing scheme. By putting their product up on different pages with a 'free delivery' tag got more business than usual.

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    Business Communications Best Practices: How to Optimize Flash Email
    written by tessa and filed under General and Marketing and Websites and E-mail and Advertising and External Communication | 9:00 pm | 3/21/2006

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    After giving a case study on using rich media in email, here’s another point of view. Rich media may not always be the best option for your email marketing campaign. Or, more specifically, be careful in using Flash email.

    Flash is an animated graphics technology and format that could sometimes include sound. According to Thomas Granger, many commercial entities claim they can design and send Flash email for you since “99% of recipients have Flash.” This, he points out, is misleading because very few of these companies can actually guarantee that your email can be viewed correctly by any large group of recipients.

    Granger has personally tested Flash email and he reports it has never shown a hundred percent correctly in any of his email clients. The email comes garbled or as alternate content interpreted as links, static images or gifs. Apparently, Flash email can be blocked or distorted by security settings, browser restrictions, anti-virus software, system firewalls, the ISP’s firewall, email clients, operating systems, or any third party software such as email forwarding and SPAM blockers. (more…)

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    Business Communications Case Study: Tulane U’s Post-Katrina Email
    written by tessa and filed under General and Marketing and Writing and E-mail and Publications and External Communication | 4:55 am | 3/17/2006

    From Chris Baggott’s Email Marketing Best Practices, I was pointed to a case study on email that could be of good use to email marketers. An article at DirectMag.com discusses the plus points of a rich media email sent by Tulane University to welcome back 20,000 students, faculty and staff five months after the destruction of Hurricane Katrina.

    Rich media means using a combination of media such as text, graphics, animation, sound and video. Some definitions argue that it refers only to the use of new non-mainstream media. Whatever definition you use, using video in email is still not mainstream right now. And that is exactly what Tulane University did. (more…)

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