Tag Archives: JeanneJennings

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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6 Tips for More Effective Call-to-Action Links and Buttons

6-tips-for-more-effective-call-to-action-links-and-buttons

Is a picture worth a thousand words? I hope so! I’ve made this blog post image heavy to quickly allow you to skim these best practices for call-to-action text links and buttons in your email messages. Enjoy! 1. Use the visual markers of links sparingly; never on headlines Headlines that are visual hyperlinks look sloppy. Much better to include a button instead – both in

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Case Study: How many products does it take to optimize revenue?

case-study:-how-many-products-does-it-take-to-optimize-revenue?

How many products should you include in an email to optimize revenue? As marketers, we have to balance the number of products we present to potential customers. Too few and you may lose sales because there aren’t enough options; too many and you may lose sales due to analysis paralysis. This is a test I do a lot with clients sending multi-product emails. We work

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6 Tips for Improving the Body Copy of Your Email Messages

6-tips-for-improving-the-body-copy-of-your-email-messages

Earlier this month I provided some tips for better subject lines, preheader text, and headlines. Today let’s build on that by talking about best practices for body copy in your email messages. This is based on best practice and my 20+ years helping clients make their email marketing more effective and more profitable. As always, you should A/B split test into any changes to your

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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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6 Tips for Better Subject Lines, Preheader Text, and Headlines

6-tips-for-better-subject-lines,-preheader-text,-and-headlines

I am a numbers person. When I work with clients, I always want to start with the data. The data helps me understand how subscribers are interacting with the email program. And how they interact with the email messages, what they think about the program, is more important than what I think, or even what the client thinks. But even without numbers, there are email

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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: Strategic Resend, 25% More Revenue

case-study:-strategic-resend,-25%-more-revenue

I was thrilled on a recent Only-Influencers-Members-Only discussion (you should join! Reach out to me to learn more) when another member said that she had tried my ‘strategic resend’ tactic. It worked so well, she said, that it’s now standard operating procedure for her email program. I’ve written about it before in general terms, but I thought a client case study might help further illustrate

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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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Case Study: Subject Line Change Increases Revenue by 9%

case-study:-subject-line-change-increases-revenue-by-9%

It’s always fun to experience, and write about, big wins, like a 918% increase in revenue, or a 350% boost in list growth, or a 100% increase in site traffic. It would nice if every test delivered that, but that’s not the case. Here’s the thing: if you can earn a lift of 10% on every test and apply each learning before you do your

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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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Case Study: More Product Blocks, Less Revenue

case-study:-more-product-blocks,-less-revenue

Back in 2020, I was consulting for a B2B client with an enormous number of products. Their buyers are buying in bulk; they don’t buy one of an item, they buy 100 or 1,000 of an item. We did a series of A/B split tests, with different email templates, to find the ‘sweet spot’ – the perfect number of products to include in each email

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Case Study: 63% Lift in Revenue from a Simple Subject Line Test

case-study:-63%-lift-in-revenue-from-a-simple-subject-line-test

If you’ve been following me and reading my posts, you know that I’m not a big fan of subject line testing. It’s not that testing subject lines isn’t a good thing to do. It’s because many email marketers ONLY test subject lines, because it’s pretty much the easiest thing to test. Subject line tests can boost performance, but they rarely provide a significant boost with

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Case Study: Less Copy Generates a 918% Lift in Email Revenue

case-study:-less-copy-generates-a-918%-lift-in-email-revenue

Sometimes less is more – a lot more. Case in point: this case study from 2020, where removing some copy generated a 918% lift in revenue-per-thousand-emails-sent (RPME). You can see the control at the left below, the test version is on the right. and the color key to content is there as well. When you’re thinking about what you might test, you always want to

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Case Study: 61% Decrease in Revenue-per-Email (RPE), but We Still Learned a Few Things

case-study:-61%-decrease-in-revenue-per-email-(rpe),-but-we-still-learned-a-few-things

When we test, we’re usually looking to boost performance. But you can get some great learnings even if the control wins. Case in point: this case study from 2020. This email was part of an annual campaign; as such, I went back to the 2019 creative and results to put together my 2020 plan. The control here was second in revenue-per-email-sent (RPE) in 2019; we

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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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Case Study: Opt-in Email Lists Deliver Conversion Rates Up to 21-Times Those of Not-Opt-in Lists

case-study:-opt-in-email-lists-deliver-conversion-rates-up-to-21-times-those-of-not-opt-in-lists

Do opt-in email lists really perform better than non-opt-In lists? And, if they do, is the difference significant? Based on my 25+ years in the industry – the answers are yes and yes. But it’s always nice to get a case study to support it, especially when there’s solid quantitative data. So here we go. Most of the clients I work with have their own…

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Case Study: Opt-in Email Lists Deliver Conversion Rates Up to 21-Times Those of Not-Opt-in Lists

case-study:-opt-in-email-lists-deliver-conversion-rates-up-to-21-times-those-of-not-opt-in-lists

Do opt-in email lists really perform better than non-opt-In lists? And, if they do, is the difference significant? Based on my 25+ years in the industry – the answers are yes and yes. But it’s always nice to get a case study to support it, especially when there’s solid quantitative data. So here we go. Most of the clients I work with have their own…

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Case Study: 46% Increase in Email List Growth

case-study:-46%-increase-in-email-list-growth

A few years ago, I noticed a trend in website architecture – putting email opt-in calls-to-action (CTAs) in the footer. I don’t mean in the footer and elsewhere throughout the site – I mean in the footer and no where else. I’ve been told it’s a ‘best practice.’ Well, maybe. But not if you’re looking to grow your email list. I’ve done case studies previously…

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