Last week Chad White published a fabulous infographic all about Snippets on the Salesforce Marketing Cloud Blog — not only does it talk about why snippets matter (and then do!) but also about how to control what content appears as a snippet. One data point really jumped out at me — 54% of the email messages he reviewed had a poorly or not at all optimized snippet. That’s more than half!
It reminded me of a case study that I published on ClickZ back in 2008. The full text of the original article appears here; as a companion piece, see optimizing for snippets, which I published back in 2006.
These are truly Throw-back Thursday pieces, I realize. They are from a long time ago, yes, but the tips they provide to leverage snippet copy are still relevant today. At least for the 54% of email messages which don’t have optimized snippets. And I’ve included a bonus that didn’t appear in the original article, which is…
Read More →
Hear ye, hear ye!
A new report from Forrester Research has just set in stone what those of us in the email marketing industry have been observing for years now, which is:
“IF YOU HAVE TO CHOOSE BETWEEN ADDING A SUBSCRIBER TO YOUR EMAIL LIST OR GAINING A NEW FACEBOOK FAN, GO FOR EMAIL EVERY TIME.”
I agree — EVERY TIME. Why? Read More →
Years ago (was it 2008? 2009?) when David Daniels was the leading email analyst for JupiterResearch he declared it the year of video in email. I think he was a bit of an early adopter, but a study done by his current firm, The Relevancy Group, clearly shows that video can increase click-through rates, time spent with email and share rates.
Yes, I know this is a blog, not email (although this will be included in the first issue of my email newsletter, which I’ll publish soon). But as I mentioned in my first blog post here, I am exploring ways to further leverage social media and other tactics. So here I am talking about my love of email, what sets me apart and what’s next. Basically ‘Jeanne 2.0’ in my own words. Read More →
“The Oscars of the Email Marketing Industry”
This is how Loren McDonald, Email Evangelist at Silverpop and fellow World’s Top Email Marketing Influencer, describes the Email Experience Council’s (eec’s) Email Marketer of the Year Awards.
And he should know — he won the first one back in 2011.
This year it could be your turn. You or someone you nominate could receive complimentary registration to attend the 2015 Email Evolution Conference, taking place in Miami February 2nd through the 4th. Once there, you or your nominee could be called to the stage at a luncheon in his or her honor and recognized for their work in the email marketing industry. Read More →
Note from Jeanne: This was one of the most popular columns I wrote for ClickZ in 2013. If you’re looking to make your email marketing more effective and more profitable you have to test. As the title suggests, here are 15 types of email marketing tests you should be doing. Enjoy!
I was recently asked to develop a “testing protocol” for a client. The deliverable was a worksheet that would document tests for a particular send, but they wanted it to do more than just that. They wanted it to educate on the value of testing and spur the groups within their organization to truly leverage testing to their advantage.
Not a simple task.
One of my observations, both with this client (who I’ve been working with for more than two years) and with other clients, is the focus on subject line testing. My personal goal, with this project and in general, is to get email marketers to go beyond just testing subject lines and look at other elements that might improve response. Read More →
It’s nearly Halloween — do you have your holiday email marketing program locked, loaded and already in process? If so, congratulations! If not, read on for a few free resources to help you get it in tip top shape before the trick-or-treaters start ringing your doorbell!
Quick note: these are a few of my favorites, but there are so many others! Please feel free to share YOUR favorites in the comments section. Read More →
I’m excited to be leading a session titled ‘Winning Email Marketing Strategies: Improving Opens, Clicks, Conversions and Return-on-Investment’ at ClickZ Live Chicago on Thursday, November 6, 2014. This blog post provides a sneak peak of two of the subject line tips and trends we’ll be covering in this session – visit the ClickZ Live Chicago Website to read the full session description and register.
One more note: I’ll also be leading a half–day pre-conference workshop titled ‘Beyond Basics: Advanced Strategies and Tactics to Boost the Performance of Your Email Marketing Program’ on Monday, November 3, 2014 – I provide a taste of the advanced email marketing analytics section of that workshop in my 27-Oct-2014 ClickZ column. Hope to see you there!
Subject lines – they are one of the most critical parts of any email marketing message you send. Subject lines can stop recipients in their tracks and get them to read your email right now — or they be yawn-inducing and drive people to scroll past your message without even thinking about opening it.
There’s actually been some interesting things going on around subject lines in the last few years; here are two trends worth following, along with tips for testing them with your own program. Read More →
Back in 2006 I collaborated with BtoB Magazine (now part of Advertising Age) on an infographic (I don’t remember calling it that back then, but in hindsight — that’s what it is!) for their Email Marketing Insight Guide — I provided the ‘best practices’ and a mock-up of a B2B email newsletter, they added some cute ‘handymen’ (just checked — none of the characters look like ‘handy women’ unfortunately) around it.
The original email newsletter infographic appears below (click on it to open it in a new window — click again to make it larger) — keep reading past that for my thoughts on what still holds up and what I’d do differently today, 8 years later. And let me know your thoughts in the comments. Read More →
Note from Jeanne: I wanted to share this in case you missed it — it was one of the top ten most popular articles published on ClickZ in September 2014. Enjoy!
Content marketing is all the rage these days; 90% of B2C Marketers and 93% of B2B Marketers are doing it, according to recent reports from The Content Marketing Institute (CMI). And email newsletters are a channel of choice for distributing this content, according to more than 75% of the marketers surveyed by CMI.
But like many things, successful content marketing is more difficult that it initially sounds. According to the CMI reports the #1 challenge is lack of time. Read More →
Happy Throwback Thursday!
One of the things that I love about email and online marketing is the robust tracking and reporting available. The metrics tell you so much about how people are interacting with your email messages and Web pages — and you can use this information to identify areas with opportunity for improvement.
Back in 2010 I wrote a blog post for MarketingSherpa (at the time I was leading their full day Email Marketing Training Workshops in Canada, Germany and the United States) about metrics and numbers that every email marketer should know by heart. While some of the usual suspects (open rate, click-through rate) are on the list, many of the items are things that are often overlooked — even thought they are important for success.
Although the list will be celebrating it’s 4th birthday early next month it’s still relevant, so I decided to share it as this week’s Throwback Thursday (TBT) post.
Here are the first 5 from the list — do you know these numbers cold? Read More →