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 →
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 →