Jeanne Jennings

#TBT: The real value of loyalty programs: data

#tbt:-the-real-value-of-loyalty-programs:-data

I wrote this column back in 2015 and it was published by ClickZ; it’s based on a casual discussion with my Mom. We were having lunch at a Subway (Mom’s go-to order: Black Forest Ham; I’m an Italian B.M.T.(R) fan myself) and discussing their new loyalty program. As a marketer I knew there was value in loyalty programs, but I’d never thought about them in…

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Thoughts on Life Without Email Open Rates

thoughts-on-life-without-email-open-rates

Life without open rates? If the new email service Hey.com has their way, this will be the new normal for email marketers. Even if Hey isn’t successful, the pendulum is swinging toward more online privacy, which may make open rates and other tracking email marketers rely on today extinct. Here’s the thing… I’ve been in the email marketing game long enough to remember BEFORE we…

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Tips for Driving More Leads from Your Blog Posts

tips-for-driving-more-leads-from-your-blog-posts

“Our blog just doesn’t drive leads.” I hear this a lot. And I get it. The best blog posts aren’t hard-sell pieces, they provide value without a purchase and are intended to education, nurture and persuade — not to drive someone to buy right now. But sometimes the issue is with the blog post page wireframe, not with the content. Read on for some simple…

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From My Inbox: Gentle Critique with Simple Fixes

from-my-inbox:-gentle-critique-with-simple-fixes

Most of my consulting work is with large organizations, but I really love when I see smaller companies doing big things with the channel. And it also makes me sad when I see smaller companies trying, but not quite hitting the mark. This post is about the latter, with constructive advice for this company (I plan to visit soon so maybe I’ll share it with…

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5 Tips to Optimize Your Email Nurture Series

5-tips-to-optimize-your-email-nurture-series

There is a place for email nurture series at all stages of the prospect journey. This post is based on work I recently did for a few clients; in one case the nurture series was the first outreach to people with little or no relationship with the sender (yes, the list was not opt-in; we talk about that!). These five recommendations address the biggest problems…

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Blast, Harvesting, Purchased Opt-in, Engagement, and Click Rate: Email Vocabulary

blast,-harvesting,-purchased-opt-in,-engagement,-and-click-rate:-email-vocabulary

For some reason, a lot of the people I’ve been communicating with lately are using the term ‘blast’ to describe sending to their email list. It reminded me of this article, which I originally wrote for my ClickZ column in 2011. Enjoy! My mother taught me, from the time I was small, that words matter. In my family, saying “I’ve got to pee” wasn’t an…

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3 Misunderstandings that doom new email marketers

3-misunderstandings-that-doom-new-email-marketers

I had a call last month with some smart people who were new to email marketing. It was concerning to me how misunderstandings were driving their efforts — and dooming their program. Here’s how to avoid the same fate. Misunderstanding #1: You need a large email list to be successful There’s no magic ‘threshold’ on list size; you can have a list of a million…

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React, Respond, Redirect: Waves of CoronaVirus Emails

react,-respond,-redirect:-waves-of-coronavirus-emails

I’ve been watching my own inbox and advising my clients on how to message via email to their subscribers in this difficult situation. I have seen three ‘waves’ of communications since this pandemic came to the forefront. Which wave is your company in? When will you move to the next? The three waves I’ve seen are: React: this is happening, oh sh*t!Respond: this could be…

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From My Inbox: A Tale of Two Re-engagement Emails

from-my-inbox:-a-tale-of-two-re-engagement-emails

It’s always interesting to see the re-engagement emails that land in my inbox. Here are two that I received late last year — we’ll discuss the strengths and weaknesses of each, and along the way you’ll get some ideas to test with your own messages to bring dormant subscribers back to life. Yes, I realize that I’ve chosen one B2B email (ANA SmartBrief) and one…

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From My Inbox: A Tale of Two Re-engagement Emails

from-my-inbox:-a-tale-of-two-re-engagement-emails

It’s always interesting to see the re-engagement emails that land in my inbox. Here are two that I received late last year — we’ll discuss the strengths and weaknesses of each, and along the way you’ll get some ideas to test with your own messages to bring dormant subscribers back to life. Yes, I realize that I’ve chosen one B2B email (ANA SmartBrief) and one…

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From the Boards: CTR or CTOR?

from-the-boards:-ctr-or-ctor?

“CTR or CTOR: which do you look at? ” was a question on one of the email marketing discussion boards recently. IMHO, here’s the definitive answer. For those new to email, CTR is click-through rate; it’s calculated by dividing the number of unique (unique meaning one per recipient) clicks divided by the non-bounce send quantity (quantity sent minus bounces). Here’s the written formula: Click-to-Open Rate…

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From the Boards: CTR or CTOR?

from-the-boards:-ctr-or-ctor?

“CTR or CTOR: which do you look at? ” was a question on one of the email marketing discussion boards recently. IMHO, here’s the definitive answer. For those new to email, CTR is click-through rate; it’s calculated by dividing the number of unique (unique meaning one per recipient) clicks divided by the non-bounce send quantity (quantity sent minus bounces). Here’s the written formula: Click-to-Open Rate…

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What’s Up with those Social Media Icons at the Bottom of Your Email Messages?

what’s-up-with-those-social-media-icons-at-the-bottom-of-your-email-messages?

Don’t get me wrong – they’re at the bottom of my email newsletter too. But why are they there? And are they effective? I felt like everyone was including these in the footer of their emails, but in reality that’s not true. An informal and thoroughly unscientific survey of emails from 50 different brands in my own inbox showed that 29 had generic social media…

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What’s Up with those Social Media Icons at the Bottom of Your Email Messages?

what’s-up-with-those-social-media-icons-at-the-bottom-of-your-email-messages?

Don’t get me wrong – they’re at the bottom of my email newsletter too. But why are they there? And are they effective? I felt like everyone was including these in the footer of their emails, but in reality that’s not true. An informal and thoroughly unscientific survey of emails from 50 different brands in my own inbox showed that 29 had generic social media…

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Case Study: a 100% increase in site traffic from email

case-study:-a-100%-increase-in-site-traffic-from-email

You know the ‘conventional wisdom’ that short emails perform better than long ones? It’s not always true. Read on to learn how we dramatically increased traffic from an email to the website by taking a strategic approach to increasing the length of the message. One website, thousands of items for visitors to choose from, a monthly email sent by a partner featuring one item. When…

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Case Study: a 100% increase in site traffic from email

case-study:-a-100%-increase-in-site-traffic-from-email

You know the ‘conventional wisdom’ that short emails perform better than long ones? It’s not always true. Read on to learn how we dramatically increased traffic from an email to the website by taking a strategic approach to increasing the length of the message. One website, thousands of items for visitors to choose from, a monthly email sent by a partner featuring one item. When…

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Email | Innovations | Summit

email-|-innovations-|-summit

I am honored, excited and, to be honest, a little bit nervous about being tapped to chair the 2020 Email Innovations Summit in Las Vegas, a joint production from Rising Media and Only Influencers. Read on to learn more about my approach to programming the Summit, what you can expect when you attend, where to apply to speak at the event, and how you can…

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Email | Innovations | Summit

email-|-innovations-|-summit

I am honored, excited and, to be honest, a little bit nervous about being tapped to chair the 2020 Email Innovations Summit in Las Vegas, a joint production from Rising Media and Only Influencers. Read on to learn more about my approach to programming the Summit, what you can expect when you attend, where to apply to speak at the event, and how you can…

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Email | Innovations | Summit

email-|-innovations-|-summit

I am honored, excited and, to be honest, a little bit nervous about being tapped to chair the 2020 Email Innovations Summit in Las Vegas, a joint production from Rising Media and Only Influencers. Read on to learn more about my approach to programming the Summit, what you can expect when you attend, where to apply to speak at the event, and how you can…

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On Leaving the eec’s MAC…

on-leaving-the-eec’s-mac…

It was with a heavy heart this morning that I resigned from the Membership Advisory Committee (MAC) of the Email Experience Council (eec), and as chair of the eec’s membership and marketing sub-committee (M&M). I hope to continue as a member of the organization. I was a member of the MAC and chair of the M&M for over 3 years. I am proud of the…

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