Mitzvah Market has employed the Contactology’s technology to help launch and promote its online brand through email marketing initiatives. Launched in November of last year, the site has more than tripled its number of registered users interested in content related to Bar/Bat Mitzvah planning.  “I’m currently planning my daughter’s Bat Mitzvah for 2010 and my son’s for 2012 and noticed a void in the Mitzvah online marketplace,” said Sheri Lapidus, co-founder and advertising director, MitzvahMarket.com. “I wanted to create a place to house all of the great advice, ideas, products, and services my friends were telling me about – but I didn’t know exactly where to begin.”  Lapidus turned to her friend and former colleague, Erica Salmon, for help, and together, the two launched MitzvahMarket.com. The pair felt the most economical and immediate way to bring the information to the marketplace was through e-newsletters. Working with Contactology, Lapidus and Salmon developed a dynamic newsletter template for their e-newsletters called Mitzvah Mail and have organically grown the number of registered users who receive it twice a week. Advertisers were quick to jump on board and they were soon able to develop a more robust web site to complement their editorial content.  The Mitzvah Mail e-newsletters are segmented to “Mitzvah Moms,” with a Monday newsletter designed for those at any stage of planning their children’s Bar/Bat Mitzvahs, and to “Mitzvah Kids,” with a Thursday newsletter which profiles a child and their Mitzvah Project. A third e-newsletter goes to “Mitzvah Vendors” which contains PR and marketing ideas as well as editorial and advertising opportunities. The Mitzvah Market web site also collects registered users’ Mitzvah dates which will be used for future triggered email campaigns.  While registered users and advertisers are somewhat localized to the tri-state area including Connecticut, New Jersey, and New York, MitzvahMarket.com sees an increase in traffic and sign-ups from regions across the country as “word of Mom” spreads. Each newsletter’s Forward-to-a-Friend feature and strong integration with social networking sites such as Twitter, Facebook, and LinkedIn also help drive traffic to the web site and get readers to sign-up for their Mitzvah Mail e-newsletters.  “With such a niche audience, email marketing has proven to be the ideal way for us to share our targeted editorial content,” said Lapidus. “In addition, newsletter-based advertising has developed into a significant revenue-generation model for our site, which we hope will eventually allow us to regionally expand our brand into different cities across the country.”  To date, Mitzvah Market’s e-newsletter Mitzvah Mail enjoys a consistently high open rate around 40% per newsletter. One of its most successful campaigns to date included a review and promotion of the previously-released book by Nancy Berk, Secrets of a Bar Mitzvah Mom. Although it had been in circulation for several years, the book’s Amazon ranking jumped significantly after the newsletter went out – proving the power of a Mitzvah Mom and influence even a relatively small e-newsletter can have.

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