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 →

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…

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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 →