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 →

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 →

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!

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…

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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.

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 →

Note from Jeanne: Happy Throwback Thursday! A year ago LinkedIn made some big changes which drove me to write this article which was first published by ClickZ in August 2015. Whether or not it worked for them it raised some good questions about send frequency– here are some of those questions, along with my suggestions for how to find answers specific to your own email audience. Enjoy! 

Did you notice?

Last week LinkedIn announced some big changes to its email program: they decreased their send quantities – dramatically. For every 10 emails they used to send, they now send only six. That’s a 40 percent decrease.

Most of my colleagues didn’t notice the difference. But I did. My morning email from LinkedIn, the one I read religiously every day along with theSkimm, disappeared. I was wondering what happened to it. That said, I am sure there are other email messages from LinkedIn which have disappeared that I’m not missing.

LinkedIn says they made the change because of customer feedback – and jokes on late night talk shows. They are happy with the results; complaints have been cut in half since they made the change.

Frequency is one of the biggest challenges facing email marketers today. Whether you’re considering sending less, like LinkedIn did, or increasing your send quantities, here are some things to consider. Read More →

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 →