The office supplies retailer say it sacrificed some sales to improve online profitability. It also redesigned its business-facing e-commerce site, StaplesAdvantage.com.
Initial topics include advice on subject lines and e-mail analytics.
The Direct Marketing Association has launched a YouTube channel designed to give marketers tips about creating stronger e-mail campaigns.
Overseen by the trade association’s E-mail Experience Council, the channel features video clips from e-mail professionals. Initial topics include subject line best practices, e-mail for branding purposes and e-mail marketing analytics.
Viewers of the clips can link to and syndicate relevant content, the trade association says.
“The goal of the YouTube channel is to help marketers engage with educational content in a fun and creative way in support of the overarching mission of the EEC to evangelize the benefits of the channel,” says Lana McGilvray, co-chair of the council’s speakers’ bureau and vice president of marketing for Datran Media. “We are very excited about the launch of this educational channel and look forward to enhancing it over time based on viewer feedback and engagement.”
Two calls for submissions to the council’s 1,400 members produced the initial videos. The group plans to add more videos on a regular basis.
As of Friday morning, the channel had 12 videos and eight subscribers.