How Cisco Doubled Email Registration Conversions
by Offering Fewer Sign-up Choices
Last year, Brian Ellefritz, Sr. Manager Customer Relationship Marketing, Cisco Systems, was determined to solve the problem of what he calls the “90-day honeymoon” for one of his company’s monthly customer newsletter programs, BizWise/TechWise.
“Even if they see value in it, the newsletter in their minds eventually tails off into the category of, ‘Yeah, yeah, yeah, I’ll look at that later,’ ” he says. “And you see your open, clickthrough and response rates worsen over time.”
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