Happy Throwback Thursday! Thinking of launching a new email publication? Here are some best practices for sending it to your existing email list. ClickZ first published this article in November 2014 — but it’s worth a second look. Enjoy!

How do you view the opt-in permission you received from your subscribers?

As a blanket opt-in giving you the right to change send frequency as well as the types of email sent as you see fit? Or a narrow opt-in related to just specific types of messages or email publications that they agreed to receive?

It may seem like an academic question – until you have a new email publication or new type of email alert that you want to launch. Do you start from scratch and ask for an opt-in? Or do you just start sending it to all of your subscribers? Read More →

Note: Happy Throwback Thursday! Isn’t it great when you look back at something you did a few years ago and think “Wow, that was pretty good.” This is the feeling I got when I found this presentation, originally delivered via a Webinar for the American Marketing Association, back in May 2012.

Although it is over three years old the tips hold up — I cover: Read More →

Note from Jeanne: Happy Throwback Thursday! It was 2 years ago that I did this work with a client (and published this article on ClickZ) — but the lessons on smart list management are timeless. Read on to learn how we did it — and how you can do it with your own email marketing campaigns. 

A lot of companies looking to improve their email marketing focus on creative, like subject lines and the copy, design, and/or layout in the body of the email. This isn’t wrong, but there’s another element you should be looking at: your list selections.

Here’s a case study showing how I helped one of my clients nearly triple their ROI, taking it from $0.94 to $2.77, primarily by focusing on which lists they sent to.

Read More →

The topic of double versus single opt-in has come up in a few conversations recently. As a result, I wrote about it in my ClickZ column this week. Feel free to read that piece either before or after this blog post — while each stands alone they are intended as companion pieces.

If you aren’t familiar with double opt-in, here’s a description (with thanks to About.com): Read More →

15 Types of Tests

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 →