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 →

Crowd-sourcing creative reviews. The act of getting so much input from so many different people on each round of review for a marketing piece that the project goes on-and-on, in circles, resulting in excessive time, money and resources being spent for a sub-par end product.

Round 1: My boss suggested making the green button bigger.

Round 2: Let’s make the button red, my colleague thought that would look nice.

Round 3: I think it’s too much red and my wife agrees; let’s make the button gray. Read More →

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.

Read More →

I get a lot of email messages from recruiters who find my profile on LinkedIn.

I’m not looking for a job myself, but I often peruse the job descriptions to see if I know anyone to recommend.

And sometimes I read these job descriptions and wonder if the client realizes that they are literally looking for “Wonder Woman” — although I’m not even sure Wonder Woman could do everything in this particular job description well. Read More →

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 →

Optimize your email marketing program by testing its functionality with these strategies.

Test, test, test – it’s a mantra within the email marketing industry. But often marketers find themselves at a loss for what to test. Here are some tips for developing strategic tests that will boost your bottom-line performance.

I was cleaning out my desk and found some swag I got at a trade show years ago: 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 →

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 →

It’s happening again…

Organizations are weighing in on the best day and time to post, publish, send and/or tweet — in general when you should let your marketing loose on the world.

Back in the day there were a lot of studies published about the best day and time to send email. Some gave a single day and time; others gave 2 different answers, one to maximize open rate and one to maximize click-through rate.

It’s not a bad thing, but I can’t help but think of the words of one of my favorite philosophers: Read More →