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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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! 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 →
I’m not a junkie (anymore), but I am definitely interested in the political process. One of my undergraduate majors was Political Science and I spent a few years working in marketing at Congressional Quarterly back in the 1990s. While in college I also volunteered on a few campaigns, including the 1986 Scranton for Governor bid which is a bit infamous for the “Guru Ad” brainstormed by James Carville that most agree won it for the other side.
So I was interested to read that the Democratic National Committee (DNC) was being given carte blanche with regard to the Obama campaign’s email list. From the article:
“DNC officials declined to discuss the size of the list, but DNC digital director Matt Compton’s excitement at owning the list that helped Obama raise “more than $500 million” last cycle according to the Wall Street Journal was palpable in an interview at the DNC’s Summer Meeting. DNC officials said the list was the “largest political email list in the world.””
This appears to be the same list that was rented to a political nonprofit for a cool $1.2 million a year. I don’t know how many sends were included in that rental agreement or if the DNC will be renting the list to third-parties, but it’s certainly an asset that could have a positive impact on the DNC’s bottom line in more than ways than one. Notice I said “could” — not “will.” Read More →
Note from Jeanne: Happy Throwback Thursday! A year after Gmail introduced the prominent unsubscribe link (it’s still there, I just checked) I’ve still not heard of any email marketer who saw their unsubscribes increase significantly. Which makes this article published by ClickZ in March 2014 even more relevant. Read on to learn about a whimsical way that one company incorporated their own prominent unsubscribe in every email — and why they did it. Read More →