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| February 18 2004 Dear Reader, Take a moment and get caught up on the latest in e-mail marketing, including Jakob's Nielsen's newest tips on e-mail newsletters, an advertising honcho's call to move more toward 'permission marketing' and ways to lessen resistance when you're moving a print publication to e-mail delivery. Table of Contents 1. Publisher's Note: Moving a Print Publication to Email Delivery Jeanne S. Jennings 2. Online Survey on Sp*m Trans Atlantic Consumer Dialogue 3. Targeted Email Newsletters Show Continued Strength Jakob Nielsen's Alertbox 4. Sender Line More Important Than Subject Line ClickZ.com 5. We're Just Daring You To Get This Newsletter Email Insider 6. P&G Marketing Chief Critiques The Advertising Industry AdAge.com Content 1. Publisher's Note: Moving a Print Publication to Email Delivery Jeanne S. Jennings, February 18 2004 Incentives. Benefits. Communication. What do these three things have to do with moving a print publication to e-mail delivery? Lots. Read Jeanne's suggestions to an organization trying to make the change -- but getting lots of resistance from their members. These ideas have worked equally well when moving paying subscribers from print to e-mail (or online) delivery of content. 2. Online Survey on Sp*m Trans Atlantic Consumer Dialogue, October-December 2003 Nothing surprising here -- but another resource to use if you're fighting an internal battle over whether your e-mail acquisition should be opt-in or opt-out. Lots of statistics (82% prefer opt-in, 80% say that non-opt-in e-mail should carry the 'advertisement' label, etc.). Includes US as well as European respondents. 3. Targeted Email Newsletters Show Continued Strength Jakob Nielsen's Alertbox, February 17 2004 Long-time readers know I'm a big Nielsen fan -- and he has once again turned his usability expertise to e-mail newsletters. This time the focus is on how people read them (last time his concentration was the registration process). In addition to good statistics (only 11% of the e-mail newsletters his test subjects received were read thoroughly), he includes tips on layout and content to help you get your e-mail newsletters read. The free summary is good -- I've not read it yet, but I bet the full report (available for a fee) is great! 
4. Sender Line More Important Than Subject Line Joanne Belbey and Karen Gedney, ClickZ.com, January 14 2004 I loved this article -- written for B2B but just as relevant for B2C -- with quick 'tips' from marketing expert Ruth Stevens, including the one mentioned in the title. A good read/refresher for any e-mail marketer. 5. We're Just Daring You To Get This Newsletter Bill McCloskey, Email Insider/MediaPost, February 12 2004 You'll laugh, you'll cry -- you'll rush to your e-mail newsletter registration page and make sure your company's not making any of these mistakes. A good check on how not to treat people who want to receive e-mail from you. 5. P&G Marketing Chief Critiques The Advertising Industry Jack Neff, AdAge.com, February 12 2004 Wow. Jim Stengel of P&G is calling for all advertising, not just e-mail newsletters, to be more 'permission marketing' focused. He rates the advertising industry a sorry C- overall on embracing this approach, first presented 10 years ago. A 'big picture' article but it makes some good points about what all marketing -- including e-mail marketing -- should do to evolve. Closing Thanks for reading! As always, your thoughts and feedback are welcome. Best, Jeanne Jennings Consultant, Marketing and New Product Development Publisher, The Jennings Report Columnist, ClickZ.com mailto:publisher@jenningsreport.com Phone: 202-365-0423 |
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The
Jennings Report
