Case study catch up

Latest posts | Feed | By Mark Brownlow on April 07, 2008

Time to drop a hook into the waters of the web and see what fresh case studies bite.

The good...

We start with reviews of emails that get it largely right...

Justin Premick looks at the strategy, design and targeting approach in travel site Kayak.com's emails. While Andrew Seel highlights the good points in consultancy Stanton Marris's newsletter (but still suggests some possible improvements).

Then some articles on specific aspects of email marketing...

DJ Waldow reviews the positives in the opt-in process used by CBS Sports. Then he switches to the other end of the relationship and (together with Kimberly Snyder) discusses how various companies position and present the unsubscribe links in their emails. (A hot topic of late.)

InternetRetailer has a brief case study on Jelly Belly's email marketing, which includes some indication of the potential deliverability benefits of email certification.

And finally, Lisa Harmon describes some best practices when featuring videos in email (or links to videos), using screenshots and examples to make her case.

The bad...

Josh Nason wags his finger at California Tortilla, not just for their poor layout, but for failing to live up to their brand image with their messages. (Another example of an email disconnect.)

...and the political candidates

Josh (again) is a little kinder about Barack Obama's choice of subject lines, as the email efforts of would-be US presidents continue to attract interest from marketers.

Anne Holland also visits the topic area, reviewing the sign-up pages, welcome messages, responsiveness, newsletters and "special offers" of the Obama, Clinton and McCain teams. As does Al DiGuido, who's not happy and has his own recommendations on how to use email in political marketing.

More case studies | Tags: email marketing, political emails, video email, email certification, email subject lines, list building

[This post brought to you by Campaigner Email Marketing]
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