Subject: How to Test E-mail Landing Pages (More Easily)

From: Chief Marketer <[email-masked]>
Date: Tue, 13 Feb 2007 11:23:24 UT

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February 13, 2007 | A Prism Business Media Publication

TABLE OF CONTENTS

How to Test E-mail Landing Pages (More Easily)
Five Steps to an Optimized Customer Experience--and a Stronger Brand
The Other 20 Percent of Success
Four Tactics for Engaging Women as Healthcare--and General--Consumers
First Person: What Do "You" Want Today?
Chiger Chooses

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This Week's Stories

How to Test E-mail Landing Pages (More Easily)
"When you think about e-mail tests, traditionally you think about stuff like subject lines, copy, offers, and text vs. HTML," writes MarketingSherpa president Anne Holland. But as she already showed in a previous article, marketers reap a greater ROI from testing their landing-page copy.

But what exactly should you be testing on those landing pages? And just as important, how can you run these tests if your IT department (like those of so many other companies) has put your request at the bottom of a long to-do list? Holland provides the answers in her latest column for CHIEF MARKETER.

Five Steps to an Optimized Customer Experience--and a Stronger Brand
"Reason to Believe" isn't just a Tim Hardin song. It's also a key element in providing a customer experience that strengthens the value of your brand, according to Imperatives president Scott Glatstein.

"Identify your reasons to believe" is the first of Glatstein's five steps to an improved customer experience and brand. Learn more about that step and the other four at www.ChiefMarketer.com.

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The Other 20 Percent of Success
In keeping with the time-honored 80-20 rule, "it turns out that the not-so-obvious last 20% of success in search marketing takes about 80% of the effort," notes Performics vice president Cam Balzer. But that remaining 20% is still worth the effort--now more than ever, says Balzer, as "this year many marketers will find the low-hanging fruit harvested."

Among the less obvious search-related marketing techniques Balzer advocates are content targeting and affiliate marketing. Read why at www.ChiefMarketer.com.

Four Tactics for Engaging Women as Healthcare--and General--Consumers
Although Kelley Connors, principal of KC Healthcare Communications, specializes in marketing health and wellness products and services, her suggestions for winning over female consumers apply to a broad range of categories. Among the tactics she discusses are "target women in 'life stages,' not 'age stages'" and "involve women in 'coparenting' or creating your messages with you." Click here to learn more.

First Person: What Do "You" Want Today?
"People want a perfect product that will delight them when they purchase it, delight them in its use, delight them when they go to replace it, and delight them when they seek other products from that brand," says Gary Grossman, founder/president of Innovations and Development. For Grossman's take on how his company, a product strategy and packaging firm, helps clients determine what will delight their customers, click here.

Choice Links of the Week

Chiger Chooses
Many jokes of questionable (at best) taste followed last week's death of Anna Nicole Smith. So did marketing opportunities, such as this pitch, posted on Gawker: "I was wondering if you had any plans for a story in response to the Anna Nicole Smith news today. If so, I work with the Waismann Method - an opiate detoxification center - and I wanted to make available to you two of our addiction specialists..."
On the other hand, opportunities may be narrowing for TrimSpa, the weight-loss product for which Smith had been a spokesperson. As branding expert (and CHIEF MARKETER columnist) Robert Passikoff told CNNMoney.com, "When you mention TrimSpa, the image that came to mind was Anna Nicole Smith and that's the difficulty with being so closely tied to a celebrity."
It doesn't help that a TMZ photo shows that Smith kept in her refrigerator cans of rival weight-loss product SlimFast alongside cans of TrimSpa -- and just above a carton of methadone.
Let's move on to cheerier topics...say, the funny pages. So far product placement hasn't made much of a splash in books (though several years ago novelist Fay Weldon stirred up controversy by accepting payment from jeweler Bulgari for repeated mentions of the brand in her imaginatively titled novel "The Bulgari Connection"). Bucky Katt of comic strip Get Fuzzy shows how J.K. Rowling could have made even more money with "Harry Pfizer and the Goblet of Flagyl."
We didn't have the Harry Pfizer books when I was a kid. But we did have the Goodyear blimp. I grew up just a few miles from the small airport that was the blimp's Philadelphia home, and as I was telling my seven-year-old the other day, sometimes my family would drive to the airport to catch a closer look at the blimp. After hearing this anecdote, my daughter gave me a look of unadulterated pity, the same kind of look I'd no doubt given my mother when she told me about growing up without television. So while my daughter's not excited about the return of the Goodyear blimp, I am. And apparently so is Goodyear. As an exec told Brandweek, "We are going to change every touchpoint from here on to match this campaign."
>From aircraft hangars to apparel hangers: MediaPost's Marketing Daily reports on EcoHangers, a partnership among In-Home Media, several national marketers, and 35,000 dry cleaners "to provide marketing-message-branded, environmentally friendly dry-cleaning hangers to replace traditional wire hangers." I'd insert a Joan Crawford joke here, but MediaPost beat me to the punch(line).

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Learn how top online retailers use transactional emails to up-sell, enhance branding and improve customer loyalty. Silverpop's new study reveals revenue-boosting secrets!

Silverpop -- Your Partner for Email Marketing Success
Download your free copy today!

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