Note from Jeanne: Happy Throwback Thursday! A year ago LinkedIn made some big changes which drove me to write this article which was first published by ClickZ in August 2015. Whether or not it worked for them it raised some good questions about send frequency– here are some of those questions, along with my suggestions for how to find answers specific to your own email audience. Enjoy!
Did you notice?
Last week LinkedIn announced some big changes to its email program: they decreased their send quantities – dramatically. For every 10 emails they used to send, they now send only six. That’s a 40 percent decrease.
Most of my colleagues didn’t notice the difference. But I did. My morning email from LinkedIn, the one I read religiously every day along with theSkimm, disappeared. I was wondering what happened to it. That said, I am sure there are other email messages from LinkedIn which have disappeared that I’m not missing.
LinkedIn says they made the change because of customer feedback – and jokes on late night talk shows. They are happy with the results; complaints have been cut in half since they made the change.
Frequency is one of the biggest challenges facing email marketers today. Whether you’re considering sending less, like LinkedIn did, or increasing your send quantities, here are some things to consider. Read More →
We live in a multi-channel world — but not all actions that we, as marketers, ask people to take are really made for all channels. Think of a long, multi-page survey, which is a fine customer experience on a large screen but a nightmare on a small one.
To address this in email messages I’ve used ‘show and hide’ to provide different calls-to-action based on screen size (on a large screen you see the link to take the survey; on the small screen you have a call-to-action to remind yourself to take the survey when you’re in front of a large screen). But there’s not always a responsive design email (0r even an email at all) involved in a transaction. So what’s a marketer to do.
Here’s one answer from EmojiKeyboard.org — I was tickled when I saw this message in the app store and even happier when I saw that it had worked…
Read More →
Happy Throwback Thursday! Since I joined CohereOne as a partner I’ve been speaking with a lot of retailers about the benefits of a kick-ass email marketing program. I was reminded of this Webinar which I presented last year for FierceRetail – Enjoy!
Email marketing can be the life blood of a success e-commerce organization — but only if you take full advantage of the channel. In this deck you’ll learn:
- Which triggered email programs are “no brainers” for online retailers — and how to optimize their effectiveness
- The four ways to collect information to personalize and customize messages for maximum effectiveness — with real world examples
- The 15 types of things every e-commerce organization be should be testing to improve performance, with a challenge to make it happen
- and more!
This deck is full of industry statistics, case studies and real world examples to help guide your efforts. Read More →
Smart marketers are relying more and more on automated, multi-series email campaigns to nurture leads, drive engagement and generate revenue. While traditional open and click tracking applies here, there are some advanced ways you should be looking at these campaigns to gauge performance and identify ways to optimize.
Here’s a primer to get you started.
Let’s look at an automated 4-effort welcome series. The goal is to turn these new subscribers into fans and also to drive revenue; the final effort includes a discount offer. Read More →
From time to time I’ll pull a message from my inbox and do a walk-through of its pros and cons. These gentle critiques are intended to educate; I hope that the companies mentioned as well as readers will keep that top of mind.
This is the tale of three email messages, sent over the course of four months from the same organization. As with any great story, there are high points and low points to this tale — read and score it yourself, decide whether the positives outweigh the negatives. This organization is certainly trying and making progress, but are they succeeding?
The email I received yesterday, the last of the three, follows. Read it quickly, gather your thoughts, then read my thoughts below. Read More →
Note from Jeanne: Happy Throwback Thursday! I wrote this article back in February 2015 and it was published by ClickZ. A lot has happened since then but email newsletter remain as hot as ever. Read on for an in-depth look at theSkimm, with lot of ideas and tips that would easily be applied to your own email newsletter to boost performance. Enjoy!
Email newsletter are big news lately. In case you’ve missed it:
- Nearly a year ago Quartz Insights’ Global Executives Summary found that 60% of executives read an email newsletter as one of their first three daily news sources
- In June 2014 The New York Times reported on “a radical publishing technology that is catching on in news media companies big and small” – which turned out to be email newsletters [Note: As I’m writing this I just got news that David Carr, the NYT Media columnist who wrote this article, has died. RIP; my thoughts and prayers go out to his family and friends. I will miss his articles on the publishing industry, which I grew up in.)
- In December of last year a start-up called theSkimm, whose only current offering is a daily email newsletter, raised $6.25 million in funding
On a personal note, I spoke to a business communications class at the University of Maryland last September – my topic was email newsletters. Not only did my session get rave reviews from the students, but I’ve been asked to present again this semester.
So if you’re not currently doing an email newsletter to support your business goals, now’s the time to start. Implementing some best practices will help you be successful – so here’s a quick and dirty review of a recent email newsletter from theSkimm to get you started. Read More →
In case you missed it, now both Hillary Clinton and Donald Trump have ’email issues.’ Here’s a bring overview of the latter situation along with some tips for avoiding the rookie mistakes made by the Trump Campaign.
Mr. Trump’s problems are a little different from Mrs. Clinton’s — his revolve around deliverability caused by a gap in some basic email knowledge within his organization and/or its consultants. In a nutshell:
According to Return Path, 79% of the email messages sent by Paramount Communication Group on behalf of the Trump campaign were not delivered to the inbox. As a result of this and the spam complaints generated by the send Adestra, Paramount’s email service provider, suspended their account.
There were a number of things the campaign did that contributed to the deliverability issues. It appears that they did not warm up their IP addressess — it also appears that they purchased an email list that wasn’t well targeted.
Let’s talk in detail about the second one. Read More →
I was speaking with a couple of salespeople I know a few months ago and one of them used the word “idiot” to describe a C-level executive at a company he was hoping to close as a client.
I have a lot of thoughts about this particular situation. The C-level executive is someone I know and like and I strongly dislike use of the term “idiot.” I shared my thoughts at the time, but I’ve had trouble letting go of the experience.
I’ve been thinking about the bigger picture implications of disparaging your prospects. Does it negatively impact your ability to convert them into customers? Read More →