Note: Happy Throwback Thursday! I wrote this piece nearly 10 years ago when I was revamping the creative on a transactional email for a client. Right at the top of the email it said “DO NOT REPLY TO THIS EMAIL” — just like that. All caps. What a way to begin a missive to a customer! This is still relevant today; it’s also one of my most read articles on ClickZ. In fact it’s the one they usually pull once a year when I skip a deadline and they run an encore article. Enjoy!

A full half of the transactional messages I recently reviewed in my inbox asked me not to reply to the email. In this age when most companies are actively trying to engage them in social media, why don’t they want email replies? Here are some reasons – along with ways, if you must, to make “Do not reply to this email” more reader-friendly. Read More →

I was surprised to see this headline (“Clinton’s apology won’t make e-mail scandal disappear”) in my Washington Post app this morning. Not because of anything having to do with Hillary Clinton, but because of the spelling of the word ‘e-mail.’

My standard is ’email.’ This happened back in 2006 when I was writing my book for SitePoint — their standard was ’email’ and after about three chapters I decided that I needed to change what was then my spelling (‘e-mail’) to match theirs.

Looking back, I think I was just lazy. ‘Email’ was one less character to type; switching would also make it easier on my editors, who were forever having to fix one of the most common words in my manuscript. Right around the same time the Email Experience Council (EEC) took a stand for ’email’ over ‘e-mail’ which also swayed me, I’m sure.

So when I saw this headline it made me wonder — how many media organizations are still using the hyphen?  Read More →

Note: It was just over a year ago that Vocus (now Cision) published the list referenced below. Even if you missed it then it’s not too late to check out who made it and start following them — as well as the 3 people listed below who were omitted. This article was first published as one of my ClickZ columns back in July 2014. Enjoy!

My last column on industry organizations every email marketer should join was very popular, so I thought I would follow it up with some of the industry thought leaders every email marketer should be following on Twitter.

Actually, Vocus beat me to the punch with their list of “The World’s Top 50 Email Marketing Influencers” that they published last week. I am so honored to be included on the list – and while I’d like to write about everyone on it, I have limited space so I decided to feature three of my personal favorites from the list as well as three other great minds that also deserve to be there (so hard to pick just 50!). Read More →

Note: This article is one of my ClickZ columns from a little more than a year ago, but both of these organizations are still ‘the place to be’ if you’re a serious email marketing professional. Enjoy!

One thing I love about the email marketing industry is the camaraderie. I was reminded of this again last week while I was in New York on business. I was lucky enough to connect with fellow ClickZ columnist Stephanie Miller and a few other industry friends for dinner. I’ve had similar dinners in Atlanta, Kansas City, London, Washington, D.C., and many other places.

If you’re an email marketer and you aren’t linked into this community, you’re missing out. So I thought I would write today about two organizations that are near and dear to my heart – and which I highly encourage you to join if you’re looking to build a career in email marketing. They are the Email Experience Council (EEC) and Only Influencers (OI). Read More →

Note: Happy Throwback Thursday! It was just over a year ago that Canada’s anti-spam legislation (CASL) took effect. If you’re based in Canada or sending email to people in Canada hopefully you are in compliance. If you aren’t sure, here’s one of my ClickZ Columns from last year, guest written by Matt Vernhout, with everything you need to know about CASL. Enjoy!

2014 Note from Jeanne: When I spoke at ClickZ Live Toronto last month there were a number of questions about CASL, which takes effect soon. I realized that it would make a good topic for an article – and I also realized that I learned most of what I knew about the legislation from Matt Vernhout, chief privacy officer and manager of deliverability at Inbox Marketer and a long-time industry friend. So rather than paraphrase his words, I asked him to guest write a column for me and he graciously agreed. So without further ado, here’s Matt and a good primer on CASL. Read More →

You may have read my recent ClickZ Column on LinkedIn Sending Less Email — what I didn’t know when I wrote it was that the changes were going to have a negative impact on my love life.

Here’s what happened.

I’m not sure it was as clear as it could have been in that article — LinkedIn globally restructured its email program in an attempt to decrease user complaints. It voluntarily cut back send quantities by changing the structure of its triggered email program WITHOUT telling users what it was doing. And without proactively giving them a choice of which emails they would continue to receive and which would stop. Read More →

Note: Recently on one of the industry discussion boards a call went out for sample email production schedules. I pulled a set of production schedules I had done for my first big client about 10 years ago and provided them to the list. Some were amazed that I had scheduled 28 days from start to finish for one email; others defended my timeframes as necessary to do great work. Here’s an article I wrote for ClickZ back in May 2013 that talks about the need for time — and how to best spend it to improve your email marketing efforts. Enjoy! 

Want to make your email marketing more effective? Make sure your production schedule allows enough time to develop great creative.

Can you develop and send an email in a couple hours? Sure. And sometimes you need to. But most projects are on the calendar well in advance; starting early will allow your creative team the time they need to give you great copy, design, and programming.

My standard production schedule for a brand new email campaign is Read More →

Note from Jeanne: Happy Throwback Thursday! This article is from last year; it was published by ClickZ in April 2014. But the three tips for better testing are still applicable. Enjoy!

Last week I attended and spoke at Which Test Won: The Live Event in Austin (the European version of the show is taking place in London later this month). As the name suggests, the show is dedicated to testing to improve performance. If you know me, or if you’ve be a regular reader of my articles over the years, you’ll know that I am a huge fan of testing. So this has been a fabulous experience!

Here are some tips on performance testing – both for those just starting out with A/B split or multivariate testing, or for those who have been doing it for a while. Read More →

Note: Happy Throwback Thursday! This is one of my favorite columns; I wrote it for ClickZ in May 2014. I love it because I was able to deepen my understanding of responsive design and then share what I learned with readers. It was also the start of a friendship with Luca Bellavita; we’ve kept in touch even though we’ve both left the agency we were with last year. 

Responsive email design and coding are here to stay. Whether you’re a marketer, a designer, or a coder, increasing your responsive design and coding knowledge will serve you well in the future.

According to Litmus, mobile operating systems accounted for 47 percent of all email opens in March 2014 – down from a high of 51 percent late last year. Apple’s iPhone was the leader in market share last month, being credited with 26 percent of all opens – a large lead over Outlook, which was number two with 14 percent.

It’s possible that your audience isn’t reading your email messages on mobile devices – but it’s unlikely. I feel that I understand the concept of responsive design and that I know enough to answer some basic questions. That said, I was eager to learn more and understand some of the nuances, especially around how you decide which technique to use to achieve the responsiveness. If you feel the same, this column is for you. Read More →