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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Hard to believe that Thanksgiving is this week! It sure seems like it snuck up on us with all of the warm weather we have been having. If you are like most, you are probably still trying to finalize your email plans for holiday. Not to worry, we have scoured the internet to find the BEST 2016 Holiday Guides to help you with your last-minute planning.

Here they are — did we miss one that you found useful? Email me with the name of the guide, the URL where we can find it, what you liked about it and your name, title and company. If we agree, we’ll add your find to the list and give you credit for the recommendation!

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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 always try to be gentle with these critiques but this time… it’s Microsoft, for heaven’s sake!

Microsoft, which so many people have a love-hate relationship with.

True story: in the mid-1990s I had a boss who refused to let our marketing department become a 100% Microsoft shop. His last stand: we used Lotus 123 instead of Excel. Every other department in the company used Excel. During budget period we were constantly having to translate spreadsheets back and forth between the two programs. and just about every time you did it something was lost. It was a bit of a mess.

Microsoft, maker of my Surface Pro, which I love. But also Microsoft, which still causes me heartburn as an email marketer because its Outlook email client blocks images by default, making it more difficult for my clients’ email messages to make a good first impression.

So why, oh why, does the Microsoft Rewards Team send emails which are more than 90% images – and which look like nothing when images are blocked? Case in point…

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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 →

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 →

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 continue to work with clients to make their marketing more personalized — without crossing into the creepy zone. A discussion I had last week in a meeting reminded me of this article from June of last year (it was originally published as part of my ClickZ Email Marketing Column) — read on for some tips on using personalization in a way that won’t upset your customers.  

Last week I had the pleasure of speaking at the Specialized Information Publishers Association’s (SIPA, a division of SIIA) Annual Conference. My presentation focused on data, technology and testing in digital marketing and a particularly interesting discussion arose around browse reminders.

Were they good marketing tools or creepy?

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