All Articles

Summary: Aeroplan, Canada's enormous consumer loyalty club, is a coalition of more than 100 travel, retail and financial services brands.

Millions of Canadians are already members -- and 50,000-60,000 new members join each month. But hardly any of them clicked through on Aeroplan's member emails.

Discover how Aeroplan's email design team ripped their welcome messages and monthly newsletters apart, and then put them back together again for increased results: continue...

Summary: This week's Case Study is thanks to not one but two separate Sherpa readers who wrote in to say, 'Would you find out what Bell Canada's doing with their email?' Well, sure! So we called up Bell Canada's Alain Tremblay and he agreed to be grilled by us for over an hour. Turns out his team is using three list-building tactics that are not only smart but also permission-based. Here are all the details, including creative samples and fascinating response data. continue...