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The Case for Cases

August 11, 2008  

A Pro Membership at MarketingProfs includes access to case studies that examine a new story of marketing success each week. A recent example—written by Kimberly Smith—looks at Tripmela, a site that aggregates and broadcasts travel bargains to India through a weekly "10 Best Deals" newsletter. In the study's Quick Read section, Smith reports, "The company attempted cost-per-click (CPC) and other paid-search campaigns to grow its email newsletter list (its greatest revenue driver), but those efforts turned out to be inefficient and ultimately too expensive.”

As Smith turns her attention to Tripmela's specific Challenge, she explains, "In early 2008, with the company still in startup mode, CEO Jared Blank determined that he needed to achieve a $1.50 cost per acquisition if he was going to lead this fledgling to profitability. As it was, the company was spending over $2 per acquisition on its cost-per-click (CPC) campaigns and was limited in its capacity to improve that figure.”

Smith then describes the Campaign, in this case a partnership with Pontiflex, that used a cost-per-lead (CPL) model in which Tripmela paid only for actual leads, not impressions or clicks. In the Results section of the case study, we learn that Tripmela doubled its email list in a single month and beat its $1.50/acquisition goal by more than 20 percent.

The Po!nt: There's a new MarketingProfs case study every week, each packed with practical ideas that could generate similar results for your company. If you're not already a Pro member, sign up for a free trial today.

Source: MarketingProfs. Click here for the complete case.

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