Case study round up
Latest posts | Feed | By Mark Brownlow on February 22, 2008
Despite all that modern technology, the traditional email newsletter is still plugging away turning loyal readers into loyal customers. Three recent interviews help make the point...Michael Katz reveals the value in the e-newsletter approach, particularly for service companies. And Anna Billstrom and Christopher Knight interview ISITE Design and JPMorgan respectively about their own successful newsletter efforts.
Not that a newsletter need be entirely about marketing a business. Brad Day talks about his experiences building a publishing venture though the medium of email in this interview about his Weekend Sherpa ezine.
Back in the B2B marketing world, Karen Gedney has a much more rational look at one company's use of email to drive tradeshow visits. (The same case study appeared previously elsewhere, but was reported rather sloppily.)
And on the B2C side, Josh Nason reviews the email efforts of baseball teams and finds problems when you try to impose uniformity and central control over a set of franchises.
In a typical business, central control ensures brand conformity. But with baseball, the team is the important brand to would-be subscribers, not Major League Baseball. Which makes things more complicated
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[This post brought to you by Campaigner Email Marketing]
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