access intelligence email new publication

Earlier this month I re-published an article from last year about a great opt-in campaign executed by T.j.Maxx to entice email subscribers to sign-up for an additional email publication. I loved it because they went for the opt-in — they didn’t just assume that all their current subscribers would want additional content.

I was reminded just how unusual this is last weekend, when I received an email from another brand offering me additional content and more email messages from them. But this one is a negative option opt-out, rather than an opt-in. When you do a negative option opt-out, you assume that silence (no response) equals permission.

Here’s the email message:

access intelligence email new publication

Aside from the little personalization glitch in the salutation (where “Dear” is not followed by my name), it’s not a bad letter. But the key here is what they are looking to accomplish.

If they want more people on their list then this is the way to go. I would bet that their open rate on this was 30% or less, since they sent it to business people on a weekend. So that means that even if everyone who opened it opted out, they would still be adding 70% of their current list to this new list.

That’s likely much higher than the response rate on the T.J.Maxx campaign.

But with my clients I’m looking for email recipients that want to receive the clients’ messages; people who are motivated to open them and hopefully then click on them, every time one of my clients’ missives hits the inbox. And if this is your goal then an opt-in campaign, like the one that T.J.Maxx did, is the way to go. While you will likely garner fewer new subscribers, those you do gain will be more engaged.

One more note about the Folio / Access Intelligence email above. Notice what the new email publication is — they will be sending email messages from other organizations. They are adding these email addresses to a list they will be renting to third parties. Typically these rentals are done on a cost-per-thousand basis, so the more names on the list the more they can rent it for. So a larger list will maximize revenue in the short term – but if the performance is poor, which it likely will be based on then negative option opt-out, then they may not get many repeat rentals. Time will tell.

Open Reach 200 wide

Oops — I meant to publish this last week. A bit delayed, but happy #TBT!

I originally published this on ClickZ last year just after Cyber Monday. I realize we’re a week out but if you are planning a high frequency campaign here are some things to keep in mind based on programs done last year by Keep and Essential Apparel. If you’re not going high frequency on Monday — it’s not too late to add in at least one more send to see if you can boost performance.

And you might also want to check out a companion post I did here on the blog last year called Cyber Monday 2014: Highlights with information on the email marketing I received from 51 brands last Cyber Monday. Enjoy!

How many messages did you send to your email subscribers on Cyber Monday?

Multi-effort email campaigns can dramatically increase your open and click reach. The charts below are from an actual client campaign and illustrate the relationship between single campaign rate metrics and reach metrics. Read More →


It’s happening again…

Organizations are weighing in on the best day and time to post, publish, send and/or tweet — in general when you should let your marketing loose on the world.

Back in the day there were a lot of studies published about the best day and time to send email. Some gave a single day and time; others gave 2 different answers, one to maximize open rate and one to maximize click-through rate.

It’s not a bad thing, but I can’t help but think of the words of one of my favorite philosophers: Read More →

2015-11-02 RPE Scholastic Image 200 wide

When most people think of email marketing metrics, they think of open and click-through rates. But my tastes are a little more exotic – one of my favorite email marketing metrics is Revenue per Email (RPE).

RPE is simple to calculate – you take the total revenue which was generated and divide it by the number of email addresses that received email (the quantity sent minus the bounces). Here’s a simple example: Read More →

TJ Maxx header 200

Happy Throwback Thursday! Thinking of launching a new email publication? Here are some best practices for sending it to your existing email list. ClickZ first published this article in November 2014 — but it’s worth a second look. Enjoy!

How do you view the opt-in permission you received from your subscribers?

As a blanket opt-in giving you the right to change send frequency as well as the types of email sent as you see fit? Or a narrow opt-in related to just specific types of messages or email publications that they agreed to receive?

It may seem like an academic question – until you have a new email publication or new type of email alert that you want to launch. Do you start from scratch and ask for an opt-in? Or do you just start sending it to all of your subscribers? Read More →

2015-10-29 TBT List Growth

Note: Happy Throwback Thursday! Isn’t it great when you look back at something you did a few years ago and think “Wow, that was pretty good.” This is the feeling I got when I found this presentation, originally delivered via a Webinar for the American Marketing Association, back in May 2012.

Although it is over three years old the tips hold up — I cover: Read More →

winning strategies 2015-10-14

Last year about this time I presented at ClickZ Chicago. I love this presentation because it really gets back to basics but it uses case studies and data to support the standards and best practices that will help you make your email marketing program more effective and more profitable. Enjoy!

The Direct Marketing Association projects that email marketing returns $28.50 for each dollar spent – the highest return-on-investment (ROI) of any other direct response channel. Join Jeanne Jennings, Vice President of Global Strategic Services for Alchemy Worx, to learn how organizations are optimizing their email marketing efforts to improve opens, clicks, conversions and ROI.

This fast-paced session will provide real-world examples of inexpensive strategies and tactics you can implement with your own email program. We’ll cover: Read More →

2015-10-14 tbt

Happy Throwback Thursday! It was just a year ago that I had the honor of speaking at the All About Email Virtual Conference and Expo hosted by eM+C and Target Marketing (this year’s event is November 12 and I’m speaking again — join us!). The issues I discussed last year — email frequency, cadence and ROI — are just as relevant today. Enjoy!

Are you over-mailing? Under-mailing? How do you know? What are the consequences (both positive and negative) of each? And how do you come up with the ‘perfect’ frequency and cadence (if there is such a thing)?

Read More →

Click Reach 2014-10-27

Happy Throwback Thursday! It was about a year ago that I wrote this column; I was preparing to speak at ClickZ Live Chicago. I taught a half-day workshop on Advanced Email Marketing Strategies and Tactics there, one of my very favorite topics. Here’s that article again, a year later but still 100% relevant. Enjoy!

Today I wanted to write about 2 of my favorite advanced email marketing metrics: Click Reach and the Value of an Email Address.

1. Click Reach

You’re likely familiar with click-through rate (CTR) and click-to-open rate (CTOR), but click reach is a different animal. CTR and CTOR are measured for a single email message; click reach is measured over a series of messages or, more accurately, over a span of time.

Here’s a simple example. Read More →