Strategy

6 Tips for Building an Effective Message Map for Your Email Campaign

6-tips-for-building-an-effective-message-map-for-your-email-campaign

A well-thought-out message map is the key to a successful multi-effort email series, and if you’re automating that series for use over the long term then it’s doubly important to get the message map right. The message map is an outline for which key topics will appear in each of your emails. The idea is that each email should stand alone – but together they

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6 MORE Tips for More Effective Automated Email Programs

6-more-tips-for-more-effective-automated-email-programs

This is part 2 of my series on email marketing automation (here’s part 1) — check out these tips to make your current automations more effective and/or to create new automations that will up the profitability of your email program! Note: I presented some of this content at the GURU Conference in November 2022, but due to time constraints I could not present all of

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6 Tips for More Effective Automated Email Programs

6-tips-for-more-effective-automated-email-programs

Check out these tips to make your current automations more effective and/or to create new automations that will up the profitability of your email program! Note: I presented some of this content at the GURU Conference in November 2022, but due to time constraints I could not present all of it. So, if you saw me there, this post and it’s soon-to-be-published companion will give

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Case Study: Do Personalized Logos Increase Revenue?

case-study:-do-personalized-logos-increase-revenue?

It’s conventional wisdom that  personalization boosts the bottom-line performance of your email marketing. And it often works. But maybe don’t count on it… That’s what we learned from this case study, which is the second of a series (here’s the first one) about a journey into personalized email that one of my clients took. You’ll learn what they did, how it performed, and what we

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Personalization and Email Performance (A Case Study)

personalization-and-email-performance-(a-case-study)

You’ve probably read about personalization and how it boosts the bottom-line performance of your email marketing. Or maybe you’ve read about how it can be creepy. Or maybe both. Here’s a case study, the first of a few I’ll publish, about a journey into personalized email that one of my clients took. You’ll learn what they did, how it performed, and what we learned. As

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A Tale of Two Purchased Lists (A Case Study)

a-tale-of-two-purchased-lists-(a-case-study)

Which segments of your list are most profitable? Are purchased lists always low performers? This client case study provides answers to both of these questions – as well as providing a framework for you to use to answer them for your own list segments. As always, don’t just take these test results as gospel – do your own testing to see how your audience performs!

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Holiday Prep: Best Day to Send Email (A/B Split Test)

holiday-prep:-best-day-to-send-email-(a/b-split-test)

I always get a laugh out of research promising to reveal the ‘best day to send email.’ Because, think about it… if the research says ‘Thursday at 3:00 PM ET’ is the best day/time to send, and everyone started sending at 3:00 PM ET on Thursdays, then the best time to send would be any time but that. Because at 3:00 PM ET on Thursdays

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43% increase in revenue with a holiday campaign! Here’s how we did it…

43%-increase-in-revenue-with-a-holiday-campaign!-here’s-how-we-did-it…

I’m not a big fan of subject line tests for a couple reasons. They’re overused and many don’t have a good chance of success because they lack a sound hypothesis. If I undertake a subject line test with a client I’m going to do it strategically, to give us our best chance at a significant lift in bottom-line performance. That’s what we did for an

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Proof that Click-through Rate is NOT a Good KPI

proof-that-click-through-rate-is-not-a-good-kpi

“We don’t have tracking set up for revenue or conversions. We just look at opens and clicks. Because the email with the highest click rate probably has the highest conversion rate as well, right?” As an email marketing consultant and trainer, I hear this a lot. I get it. It takes time, budget, and resources to integrate Google Analytics or another platform that’s measuring your

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Case Study: 21% More Revenue and Analysis Paralysis

case-study:-21%-more-revenue-and-analysis-paralysis

Have you heard of ‘analysis paralysis?’ Here’s a definition from Wikipedia: “Analysis paralysis (or paralysis by analysis) describes an individual or group process where overanalyzing or overthinking a situation can cause forward motion or decision-making to become “paralyzed,” meaning that no solution or course of action is decided upon within a nature time frame… An overload of options can overwhelm the situation and cause this

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Leveraging the Email Marketing Funnel to Boost Your Bottom-line Performance

leveraging-the-email-marketing-funnel-to-boost-your-bottom-line-performance

One of the things I love most about email marketing is all the data. It’s so trackable; you can see how recipients are engaging with your messages at each step of the email marketing funnel. Here’s the thing; there’s so much data that it’s easy to get lost in it. It’s rare that my clients don’t have access to the data they need to analyze

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Great Example of Progressive Profiling from the Dave Matthews Band

great-example-of-progressive-profiling-from-the-dave-matthews-band

Looking to do progressive profiling on your email subscribers? Here’s a good real-world example of it, along with some tips to make it even better. Definition (courtesy of AuthO.com): Progressive Profiling is a technique for gradually building up a profile of your customers each time they interact with your product. It allows you to keep questionnaires and forms short and to the point, but still

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The *Best* Way to Do Email Resends

the-*best*-way-to-do-email-resends

I see a lot of marketers doing email resends — but I rarely find anyone doing them the way I do them with my clients. Here’s the very *best* way to extend reach, relevance, and revenue with resends, without the potential pitfalls of most resend strategies. In email jargon, a resend is sending an email to someone a second time within 7 to 10 days…

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The *Best* Way to Do Email Resends

the-*best*-way-to-do-email-resends

I see a lot of marketers doing email resends — but I rarely find anyone doing them the way I do them with my clients. Here’s the very *best* way to extend reach, relevance, and revenue with resends, without the potential pitfalls of most resend strategies. In email jargon, a resend is sending an email to someone a second time within 7 to 10 days…

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The *Best* Way to Do Email Resends

the-*best*-way-to-do-email-resends

I see a lot of marketers doing email resends — but I rarely find anyone doing them the way I do them with my clients. Here’s the very *best* way to extend reach, relevance, and revenue with resends, without the potential pitfalls of most resend strategies. In email jargon, a resend is sending an email to someone a second time within 7 to 10 days…

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#TBT: Do Not Reply to This Email

#tbt:-do-not-reply-to-this-email

A full half of the transactional messages I recently reviewed in my inbox asked me not to reply to the email. In this age when most companies are actively trying to engage them in social media, why don’t they want email replies? Here are some reasons – along with ways, if you must, to make “Do not reply to this email” more reader-friendly. First off, I…

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#TBT: Do Not Reply to This Email

#tbt:-do-not-reply-to-this-email

A full half of the transactional messages I recently reviewed in my inbox asked me not to reply to the email. In this age when most companies are actively trying to engage them in social media, why don’t they want email replies? Here are some reasons – along with ways, if you must, to make “Do not reply to this email” more reader-friendly. First off, I…

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#TBT: Do Not Reply to This Email

#tbt:-do-not-reply-to-this-email

This article written by Jeanne Jennings was first published by ClickZ on September 1, 2014. A full half of the transactional messages I recently reviewed in my inbox asked me not to reply to the email. In this age when most companies are actively trying to engage them in social media, why don’t they want email replies? Here are some reasons – along with ways, if…

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#TBT: Do Not Reply to This Email

#tbt:-do-not-reply-to-this-email

A full half of the transactional messages I recently reviewed in my inbox asked me not to reply to the email. In this age when most companies are actively trying to engage them in social media, why don’t they want email replies? Here are some reasons – along with ways, if you must, to make “Do not reply to this email” more reader-friendly. First off, I…

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#TBT: Is Living Social Overly Dependent on Email?

#tbt:-is-living-social-overly-dependent-on-email?

This is one of three articles I wrote in 2014 on Living Social, the daily deals industry and email marketing; here I present information from eDataSource on inbox placement, read/open rates, and send quantities for Amazon, Groupon, and Living Social. Back in early November 2014, Living Social announced a reorganization; not surprising for a company that has been struggling, but what jumped out to me in the…

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