Leading online retailers of hair and beauty products Lookfantastic wanted to drive sales of a particularly successful product that was recently back in stock.

Sent only to customers who previously bought those products, the email achieved a very impressive open and click-through rate but didn't get across the extent of the other products on offer.

Andrew Seel examines how a few quick and simple ideas could fine-tune their communication with customers.

Uncovering innovative uses of email marketing, every month real results shows how one company benefited from thinking a bit differently.

The more relevant the marketing message is to each recipient's interests, purchase patterns and avoids their turn-offs - your results can improve exponentially.

By using planned and strategic behavioural targeting, Truprint has gone from simple segmentation of their customer database to having a very clear picture of what drives each of them to purchase.

If you are a smaller business, the investment of time and money required to set up your own email marketing system may be a cause for some consideration.

In order to help you fully understand the benefits, uses and things to watch out for, we've created the essential guide to email marketing for small to medium businesses.

This professional practices and outsourcing specialist were aiming to raise their profile locally through email marketing. Design and marketing agency Opening Doors Ltd provided a whitelabelled software solution and html templates, helping Booth Ainsworth create a campaign strategy targeted at specific target sectors and designing eye-catching product and services emails aligned to the company's site content.

Key successes included:

• website page requests increased from 500 to 4,522 a month
• received rates of almost 100%
• open and read rates of nearly 60%

Click here to find out more about using white-labeled email marketing software.

Digital agency Eyefall recently ran a campaign for one of their clients

that implemented a post-click tracking feature recording both the number

and value of sales generated. This meant they could calculate the ROI

for that specific campaign and track the business generated purely

through email marketing.

Key successes included:

• 500+ sales generated
• £18k+ worth of business
• 25% click-through rate

Click here for more information on post-click tracking.

Publishers of the popular 'Hedonist's guide to' city guides used the first of their monthly email newsletters to announce the launch of their new website, a hotel booking engine and to drive site usage. By also monitoring the top five links within the email Hg2 were able to get a clear picture of their consumer's interests, information that will be used to tailor future communications.

Key successes included:

• open rate of 54%
• click-through rate of 40%
• increased sales and site traffic

Communicate more effectively with your customers. Take Pure's 30-day free email marketing trial now.

Gain the confidence to build email into your marketing strategy and learn the practical issues involved in planning and implementing an email campaign.

Book now for just £395 + VAT.

Daniel Rowles, Academy Internet's Head of Internet Marketing gets excellent delegate feedback and regularly scores 10 out of 10 for his practical approach to training.

'Very informative and interactive!' Caroline Woods, Leger Holidays

Academy Internet is a rapidly growing e-learning and internet marketing consultancy which delivers measurable results for customers with training, e-learning and internet marketing projects.

Click here to request more information.