Note: Happy Throwback Thursday! This is the second in my trifecta on snippets — and it’s my #1 client case study showcasing the power of this often overlooked tactic. Although this was first published by ClickZ in January 2008, the tips here are still relevant today. Enjoy!

An old direct marketing trick can help e-mail marketing campaigns today.

A Johnson Box is a box commonly found at the top of direct mail letters, containing the key message of the letter. The purpose of it is to draw the reader’s attention to this key message first, and hopefully grab their attention, enticing them to read the rest of the letter…It has also been adapted to the email format, having the additional benefit of allowing the most important message in the email to be visible in the preview pane of an email reader. Wikipedia, January 2008 Read More →

Note from Jeanne: Happy Throwback Thursday! Today’s post isn’t an article per se — it’s a presentation that I delivered last year. And even through the title says “What’s Working Now,” everything in here is still relevant. That’s especially true of the section on content marketing and email newsletters (if you haven’t already, check out my recent ClickZ article on theSkimm, a B2C email newsletter that raised a boat load of funding).

Here’s the full overview of topics covered: Read More →