Creative is an important part of any email campaign. Creative refers to the copy and design of your email — in other words, what it says and how it looks. While the copywriter and designer are responsible for these, the ultimate responsibility lies with the marketing manager or other person in charge of the campaign.
You can’t expect the copywriter and designer to develop great creative unless the marketing manager has provided a clear blueprint outlining business goals, supporting documentation, and his or her “vision” for the email message. Too many companies don’t understand this. The old garbage-in, garbage-out adage applies here. Read More →
What can marketers gain from collecting and integrating touchpoint data into the CRM system?
Back in 2015 Gartner reported that organizations worldwide spent $27.5 billion on customer relationship management (CRM). This was expected to increase to $37 billion in 2017. But are companies getting a decent return on this large investment?
And more importantly, is your organization using its CRM system to optimize bottom line revenue? 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 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…
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 →
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?
Read More →
Note from Jeanne: Happy Throwback Thursday! Smart data is the key to success in email marketing — as I laid out roughly a year ago in this column originally published by ClickZ. Enjoy!
“Big data” is often seen as the boogeyman of marketing – and in truth, I’m not a big fan of big data.
But I am a fan of smart data. Smart data is about determining in advance what information you will use for segmentation, targeting, personalization, and customization – and then using this list as your guideline for collection. Don’t collect anything that you don’t have a solid plan to use in the next six months.
Through my work with clients I’ve seen the benefits smart data provides to both marketers and the people they market to. Here’s a primer on four ways to collect and develop smart data that will improve the performance of your marketing efforts. Read More →
Note: Happy Throwback Thursday! Most of what I do with clients is strategy, but I do often roll-up my sleeves and dive into creative direction and that’s what this post focuses on. It’s from last year (published by ClickZ in October 2014) and it was a very popular article back then, I think because there’s something here just about everyone can test to see if it will improve performance.
I never did hear back from this restaurant even thought I sent the critique to them with a friendly note. But I hope they are still in business — and I hope their email marketing is generating revenue for them (whether or not they ended up taking any of my advice). Enjoy!
I love email marketing. It makes me really sad when I see a small business trying to leverage the power of the channel making small mistakes which could be the difference between success and failure.
Case in point: an email I received earlier this month. It appears below; I’ve redacted the details to protect the organization. To set the scene: I attended a business networking event at this restaurant and dropped my business card in a bowl to win a gift certificate. This is the first communication I received from them.
Take a quick look with your best email marketing eye and make a note of what you’d suggest they change in their next go round. My thoughts on 11 things they could have done better follow. 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 →
Note from Jeanne: Happy Throwback Thursday! I wrote this article in February 2014 and it was first published by ClickZ. A year later personalization remains an underutilized tactic in email and other marketing — and a percentage of those who are doing personalization aren’t doing it as well as they could. Here are four tips to make the most of personalization.
There’s a line between constructive and creepy, but when done correctly, email personalization can boost the performance of your email marketing campaigns. Read More →