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 →
Update (August 29, 2015): I reached out to LinkedIn Customer Support to get their thoughts on members adding connections’ email addresses to email lists without permission. Alas, Customer Support wasn’t very supportive:
“Only your 1st degree connections will have access to your email address on your profile and is possible for them to export those connection’s email information. This is why we recommend only connecting with members you know and trust. If you find a member is misusing your email address, I would recommend breaking the connection.”
If everyone on LinkedIn follows the lead of the person who contacted me, all LinkedIn users will get getting a lot more unsolicited email, which isn’t good for the individuals, the industry or LinkedIn.,,
Back to the original post:
I recently received an email message from someone I know. He had what he thought was a brilliant idea: he had exported the email addresses of all his LinkedIn contacts and was going to ‘auto-subscribe’ them to his email newsletter list.
If you know me or have read my ClickZ column, my book or this blog, then you know that I am devoutly opt-in. That means getting permission before you add someone to an email list. Opt-in isn’t required by law in the United States, as it is in some other countries. But it is a best practice and not getting opt-in permission greatly increases your risk of spam complaints which may get your IP address blacklisted. Also, any legitimate email service provider (ESP) has an opt-in clause in their contracts — so sending to people who haven’t given you permission could cause your ESP to fire you as a client.
I’ve also done research that shows opt-in lists perform better than lists without permission.
But there’s another reason this is a bad idea.
Read More →
Happy Throwback Thursday! This article is 2 years old but the tips here are just as relevant — and just as effective — today. While people are scrolling more than they did back in the 1990s, it’s still best not to count on them finding your email sign-up call-to-action. Put it in a prominent location where they won’t miss it! Enjoy! 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 →
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 →