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We love case studies at Vero, so we were thrilled when Ish Fuseini, the database marketing coordinator for the NBA’s Minnesota Timberwolves, published a post about a recent email campaign.

The Timberwolves, along with their WBNA partner Minnesota Lynx, hold youth basketball camps each summer. Ish leveraged email to promote the camps with quite a bit of success. Below are some excerpts from his post, which you can read in full here, then a quick Q&A with Ish.

Using our CRM Data, We were able to segment our fan base to members with children under the age of 18. We combined these leads with previous campers from the past two years.

I wanted to make sure the the look and feel of the email matched the experience on the website. Our Digital Media Team and our friends at Morsekode team crafted an experience that would match the experience delivered on the court. I sought to extend that experience to their inbox.

The website:

The email:

The mobile email:


You can view the emails here.

So how did our email do? Let’s take a look at the data.



We made some money!

The buying process for camps, clinics and training is not an impulse buy. Email has generated more revenue than any other source. Its still early to tell but including cart abandonment, camp reminders (maybe a remind me later feature?) via email could generate more revenue for the Academy.

(Lots of) Traffic

We had the most visitors on our site since our launch. The majority of this traffic was via email. We have increased awareness of our Basketball Academy which should help drive visitors.

We caught up with Ish to ask him a few questions about his email marketing strategy.

Can you give us a hard number that represents your success with email?

Ish: Email drove 29.7 percent of total revenue for our basketball academy in first three months of marketing with just ONE send!

How did you achieve such an impressive conversion rate?

Ish: We spend a lot of time perfecting the look and feel of our emails. In this case, we wanted to make sure the message was optimized for every email client and screen size. You can take a closer look at each version here.

How important is email marketing to your business?

Ish: Our sales reps can only make so many calls in a day. With our increasing number of season ticket holders and our dedicated fan base, we need a way to engage with our fans year-round. Email marketing provides an opportunity to interact with fans during the offseason and we are also able to extend experiences to fans that don’t live in the area.

What are you working on next?

Ish: Automated nurture campaigns and deliverability are going to be key for us moving forward. We are about to launch our Pack Profile — an initiative to gather demographic data about our fans — which will help us segment our emails and deliver more targeted content in the future. We are also planning to double down on deliverability to make sure fans that want email get it and those that don’t aren’t bothered.

Check out Ish’s blog to learn more about read his posts about email marketing.

In the startup world, Twitter reigns supreme. It’s also a largely untapped resource, mostly because it’s incredibly overwhelming.

This post is designed to fix that. It’s a curated look at the resources that have shaped my Twitter strategy and, more importantly, my Twitter philosophy. It may seem random, but I assure you the whole is great than the sum of the parts.

Twitter, in a sense, is the ultimate startup. It has a storied and tumultuous history, plenty of drama, an astronomical growth curve and, now, a number of shareholders itching to know it’s next move. Working for a startup, I find that the history and philosophy of the businesses that make the tools I use can have a meaningful impact on the work I do.

Yes, new followers are important. And yes, driving traffic is important. But before you craft a social media strategy based on data alone, it’s worth exploring the deeper meaning of sites like Twitter. An understanding of the history of each network, some background information on its founders and a few think pieces will help shape your vision and refine your strategy.

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Australia’s love affair with online shopping is a gift that keeps on giving. While more than a quarter of us shop online once a week, we’re shunning overseas sites in growing numbers, preferring to spend our cash on domestic sites. Indeed, 79 percent of Australians who shop online mostly spend their cash on local websites.

Some online shoppers are explicitly seeking out local merchants to mitigate some of the risks, ensure friendly return policies and guarantee quality goods; for other shoppers, it’s all about supporting local retailers.

This is great news for local merchants who are willing to capitalise on the preference for shopping locally.

Many emerging Australian startups are dedicated to making online shopping an easier process and are creating opportunities for businesses to bolster their sales. Here are five innovative ideas to consider in 2014.

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Does writing an email subject line make you sweat?

Knowing it can make or break your email campaign sure puts on the pressure, doesn’t it?

I’m about to make it easier for you to write a winning email subject line. I’m going to share research findings about high-converting email subject lines — the ones that get the email opened and read.

Researchers have tested at least four elements:

  • The use specific words
  • Personalization
  • Length
  • Reader connection

Read on to learn how email campaigns can be affected by these elements and how you can use them to get better results.

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Every day, we receive more email than we’ll ever open. At some point, it seemed like a good idea to sign up for a particular mailing list or subscribe to a favorite group’s updates. But the flow of email rarely slows, so most of us are picky about what we actually open and read. If you want your firm’s email to be a part of the inbox in crowd, you need an email marketing strategy that takes into account who your recipients are and what they’re looking for and allows you to tailor your content to them.

Consider this: 60 percent of marketers say that email is currently producing a positive ROI; an additional 32 percent believe email marketing will eventually produce a positive ROI. These numbers are difficult to ignore.

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It’s time we have a talk about content cannibalization.

Disclaimer: You might be offended but this is a conversation that needs to be had.

Okay, ready? Better metrics aren’t always good for your business.

What the heck does that mean? Let me explain.

Marketers often cannibalize their content by putting the carriage in front of the horse. In content marketing speak, putting the conversion in front of the reader.


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The sad truth is that most people do email marketing all wrong.

Fifteen percent of marketers were willing to admit that their email marketing stinks, but the real number is probably much, much higher.

Everyone uses email. From charities to political advocacy groups and nearly every business, it’s well known that email is a powerful way to build awareness and loyalty. But there are some distressingly common errors, all of which are largely preventable.

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Email receipts are the easiest way into an inbox, yet they’re the most underutilized form of email marketing.

If you own a brick-and-mortar store, why would you pay for paper that you know customers will throw away or lose? A digital copy, delivered straight to the inbox, is environmentally friendly, easy to find and perfect for a subtle call to action. Email receipts are more convenient and less expensive and are likely the future of email marketing.

For online services and businesses, email receipts are a necessity, but they should also be used for marketing. Just a few years ago, businesses thought of customer service as a cost center; today, customer service is at the heart of the marketing plans developed by most successful businesses. In the same way, email receipts are an opportunity for growth hacking.

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A few months ago, I came across a post on the Moz blog about creating “big content.” It was witty, insightful and impressively thorough. By the time I reached the end of the article, I was hungry for more.

It turns out that the author, one Mackenzie Fogelson, is also the founder and CEO of a community and brand building company called Mack Web. The implications of trust-based, relationship-focused, customer-centric community management for email marketers cannot be overstated. We knew Mackenzie could even teach email pros a thing or two about earning their way into an inbox, so we asked her to share her knowledge here on the Vero blog. Luckily, she agreed. We picked her brain about email, the nuts and bolts of community building and the future of marketing, and we learned a lot in the process.

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You know that feeling you get when you find a new blog that is just loaded with good information? Get ready to have that feeling 50 times in row.

Marketers need good resources to make good decisions. And to be quite frank, there is a lot of junk out there. We spend a lot of time reading marketing blogs to stay in the know about the latest and greatest. If you want to know exactly what Chris Hexton and I read, you’ve come to the right place. This is exactly what you will find in our RSS readers.

Editor’s note: Of course, there are more than 50 great marketing blogs out there. Did we miss one that should be on this list? Let us know in the comments.

Update: We have a fix for the OPML issue in Feedly. First, download this file. In Feedly, choose “Add Content,” then “Import OPML”. Let us know if you have any issues.

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