Note: Happy Throwback Thursday! I’ve been having a lot of discussions lately about snippets with a friend who is wanting to leverage them to improve the performance of his email newsletter. It occurred to me that there are still email marketers out there who aren’t leveraging this extra piece of copy to drive better results. So here is a trifecta (this is the first of three, watch this space for the other two) of ‘oldie-but-goodie’ articles to get you up to speed on the hows and whys of leveraging snippets.
This article, which I wrote, was first published by ClickZ in October 2006, but the facts remain the same. Enjoy!
Do you optimize for snippets? Do you even know what snippets are?
I’m embarrassed to say I didn’t think much about snippets, or even know their official name, until a client brought them to my attention. With regard to snippets, the Unofficial Gmail FAQ says: “Gmail snippets will show the first part of the message right in the title bar, similar to how Google shows snippets of web pages in their result pages.” Read More →
Note: Happy Throwback Thursday! My last #TBT post discussed the value of testimonials and presented my tried-and-true, surefire way to get quality testimonials for e-mail, Web site, and other marketing efforts.
This week, let’s move on to discuss effective uses of testimonials, and what to do if the person who gave you a testimonial changes names, positions, or companies. This column was originally published by ClickZ back in 2008, but it’s all still very relevant.
Use of Testimonials in E-mail
Once you have great testimonials about your company, you want to leverage them in every way possible to benefit your brand. Positive testimonials are an asset to your organization, so don’t just collect them and let them sit in a file folder.
You can build entire marketing campaigns around a single testimonial or a group of testimonials. This works equally well for e-mail, direct mail, and other channels. The credibility of the statement is greatly increased since it comes from a peer, rather than your organization’s marketing department.
Here’s an easy way to do it: Read More →
Note: Happy Throwback Thursday! Good testimonials can be excellent additions to an email marketing message (or any marketing communication, online or offline), but getting them can be a challenge. This was first published by ClickZ back in 2007, but I was reminded of it in doing work for a client last month. When I went back to look at it — it was still 100% relevant today. Enjoy — and look for Part 2 here next week.
One of my favorite marketing tactics, especially in e-mail campaigns, is the use of customer testimonials. Testimonials are beneficial in a number of ways:
- They add instant credibility. You’re not telling prospects how great your product is, one of their peers is.
- They leverage your existing client base. It’s a subtle way of saying, “These companies use us, why don’t you?”
- It’s the original form of user-generated content. What’s more Web 2.0 than having your clients evangelize your service to others?
Read More →
Happy Throwback Thursday! If you follow me at all you know that I love my data and my spreadsheets. I’m a numbers and metrics girl — these are quantitative representations of how your readers are interacting with your email messages.
Along those lines here’s a Webinar presentation that I gave last March. It shows you, in great detail, how to use data trees to analyze your email performance, determine what’s causing performance issues and identify where you should focus your efforts to fix it. Best of all it’s still completely relevant, even a year later.
It’s definitely an advanced topic — but one that can make you a rock star in your organization when you use it to improve your bottom line performance. So take a deep breathe and dive in — I promise I’ll make it as painless as possible. Read More →
Happy Throwback Thursday! This article is 2 years old but the tips here are just as relevant — and just as effective — today. While people are scrolling more than they did back in the 1990s, it’s still best not to count on them finding your email sign-up call-to-action. Put it in a prominent location where they won’t miss it! Enjoy! Read More →
Note from Jeanne: Happy [Belated] Throwback Thursday! There’s a fine line between engaging a potential customer and completely over-selling. The key to not over-selling lies in setting realistic goals for your efforts based on the channel and your relationship with the prospect.
Here’s a column I wrote for ClickZ last year at this time with some tips for getting it just right… enjoy!
I was at a networking event recently and I met the senior vice president of a consultancy specializing in “Advanced Messaging Design and Delivery” (that was the tag line on his business card). At first I found him very interesting. Read More →
Note from Jeanne: Happy Throwback Thursday! A year after Gmail introduced the prominent unsubscribe link (it’s still there, I just checked) I’ve still not heard of any email marketer who saw their unsubscribes increase significantly. Which makes this article published by ClickZ in March 2014 even more relevant. Read on to learn about a whimsical way that one company incorporated their own prominent unsubscribe in every email — and why they did it. Read More →
Note from Jeanne: Happy Throwback Thursday! I’m a huge fan of numbers — email marketing metrics and Web analytics give us insight into how audiences are interacting with your marketing efforts. But if you’re only looking at opens and clicks you are missing the boat.
This presentation covers: Read More →