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 →

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 →

Note: Happy Throwback Thursday! This is the second in my trifecta on snippets — and it’s my #1 client case study showcasing the power of this often overlooked tactic. Although this was first published by ClickZ in January 2008, the tips here are still relevant today. Enjoy!

An old direct marketing trick can help e-mail marketing campaigns today.

A Johnson Box is a box commonly found at the top of direct mail letters, containing the key message of the letter. The purpose of it is to draw the reader’s attention to this key message first, and hopefully grab their attention, enticing them to read the rest of the letter…It has also been adapted to the email format, having the additional benefit of allowing the most important message in the email to be visible in the preview pane of an email reader. Wikipedia, January 2008 Read More →

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 →

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 →


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! Today’s post isn’t an article per se — it’s a presentation that I delivered last year. And even through the title says “What’s Working Now,” everything in here is still relevant. That’s especially true of the section on content marketing and email newsletters (if you haven’t already, check out my recent ClickZ article on theSkimm, a B2C email newsletter that raised a boat load of funding).

Here’s the full overview of topics covered: Read More →