I am a big fan of performance testing – in fact, I have a successful consulting business built on helping clients test to make their email marketing efforts more effective and more profitable.

But if you don’t choose the right Key Performance Indicator (KPI), your efforts could be a waste of time.

Here’s a ‘don’t make this mistake’ case study from an organization with the best intentions whose performance testing efforts were for naught.

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Note: Oops! We got updated conversion information, this campaign had a longer tail than we anticipated, so I’ve updated this blog post accordingly. The results were even better than we initially thought!

Sometimes you can get a big boost from small but thoughtful changes to your creative. Here’s a case study from a recent project we did for a household-name client that resulted in a 95% boost in conversion rate. Read More →

Earlier this month, I led a webinar for the Specialized Information Publishers Association (SIPA). One of topics we discussed was boosting opt-in email list growth. Here are some tips that you can use to acquire new subscribers, no matter what industry you’re in. The key metric we focused on is acquisition conversion rate. Read More →

Email marketing automation is all the rage right now. Being able to set up a multi-email or multi-channel campaign and have it triggered automatically based on an action, a prospect, or customer offers real efficiency.

But a lot of companies try to jump into marketing automation without laying the groundwork for a successful campaign. Here’s a quick primer on how to start. Read More →

Years ago I was obsessed with preheaders, aka snippets or autopreview, and wrote about them in my ClickZ column. Back then I did a lot of testing of preheader copy and generated some great results for clients.

Fast-forward to today. I still consider preheader text when I’m helping clients optimize their email efforts, but am no longer obsessed. But maybe I should be…

A recent test generated a 96% increase in revenue-per-email — nearly double the control — and all we did was change the copy in the preheader. It was an A/B split test — everything else about the creative was exactly the same; we randomly split the list in two and sent the messages at the same day and time.  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. 

I received this email on January 3 from a long-time industry acquaintance we’ll call “Fred.” Fred is one of those people you see once or twice a year at conferences. You know what I mean, someone you’re friendly with but you’re not necessarily friends. The first thing about this email that struck me is that I haven’t received anything from him in a long time. I opened the email to find out it’s been at least FIVE YEARS…

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From lines are a critical part of your email marketing message; they help determine whether a recipient will open your message now, later or never. In most email clients it’s the ‘friendly from line’ — the one without the “@” — that recipients see in their inbox.

But many organizations aren’t fully leveraging this powerful element of their email programs. Case in point: my alma mater, Georgetown University.

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Note: Happy Throwback Thursday! I downloaded iOS10 yesterday, partly to get a first-hand look at the new prominent unsubscribe link in the email app (image below). I was reminded of this article that I wrote for ClickZ two years ago, when Gmail added a prominent unsubscribe to its interface. At that time marketers were fearful that people would remove themselves from lists in droves — but that didn’t happen. I think we’ll see the same here. Read on to get more on my take — and take a look back at some innovative unsubscribe links from a client case study. Enjoy! Read More →

Note from Jeanne: Happy Throwback Thursday! This was originally published by ClickZ in September 2015 as part of my regular Email Marketing Column. That was a year ago but the ideas are as relevant now as they were then. Take a quick read and then try these tactics to grow your email marketing list. 

There are a lot of risky email list growth tactics out there, which I’ve written about before.

It’s a shame that organizations often look to grey area tactics when there are some very effective ways to increase both the quality and quantity of people on your list.

These can be used without risking bottom-line performance, blacklisting, and without having to spend incremental dollars.

Here are few things you can do which will improve your list growth.

Two of the three require some programming, but they are one-time expenses which will continue to deliver you a list growth boost for years to come. Read More →