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 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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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 →

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 →