|
|
| February 26 2004 Dear Reader, It's the last week in February -- how are you doing on your New Year's Resolutions regarding your e-mail marketing? We can help. Check out my 7 tips for 'good' e-mail news- letters in the publisher's note. And a new report on response rates and good e-mail creative from Harte-Hanks. And if you're going to the DoubleClick event in NYC next week, e-mail me and let's meet for coffee! Table of Contents 1. Publisher's Note: Why are Some Email Newsletters so Bad? Jeanne S. Jennings 2. Looking for the Patterns Email Insider/MediaPost.com 3. Creating--or Compiling--the Right E-Newsletter Content BtoB's E-Mail Marketer Insight 4. Industry Invitations: Insight 2004: Growth through Customer Knowledge DoubleClick 5. Stat Heaven: Building High Response Email Harte-Hanks Content 1. Publisher's Note: Why are Some Email Newsletters so Bad? Jeanne S. Jennings, February 26 2004 This question was posed to me last week at a client meeting. Here are my thoughts and 7 tips for making sure your news- letter is one of the 'good' ones. 2. Looking for the Patterns Bill McCloskey, Email Insider/MediaPost.com, February 19 2004 Pity Bill McCloskey -- spending 12 to 16 hours a day sorting through e-mail. Can you imagine! But it does lead to some illuminating data -- like this article, which compares two industry newsletters and their effect on website traffic. The more regularly published newsletter lead to more site traffic overall -- another reason to set a fixed publishing schedule and stick to it! 3. Creating--or Compiling--the Right E-Newsletter Content Karen J. Bannan, BtoB's E-Mail Marketer Insight, February 19 2004 Karen has included some great tips on developing e-mail newsletters that are meant to sell. She references the '80/20' rule (80% editorial content, 20% marketing content) as well as talking about compiling content from other sources and the typical time/money outlay associated with each issue. Great reading if you're publishing an e-mail newsletter to market something -- or thinking about it. 4. Industry Invitations: Insight 2004: Growth through Customer Knowledge This is DoubleClick's fifth annual trends and best practices conference for marketing, advertising, catalog and publishing professionals. I've attended DoubleClick events in the past and have been impressed by the quality of the speakers -- as well as the knowledge and experience of the other attendees. I'm going to NYC for this one -- if you are too, e-mail me and let's grab a cup of coffee and chat (publisher@jenningsreport.com). When: Monday and Tuesday, March 1st and 2nd Where: The Grand Hyatt, New York, NY Cost: $595.oo per person ($495.00 each for five or more) Click on the link in the title to learn more or RSVP. 5. Stat Heaven: Building High Response Email Randy Wussler, Harte-Hanks, February 2004 This linkgoes to the home page and press release summary -- click the link at the bottom that reads 'In the News: Harte-Hanks Study Examines B-to-B Email Campaigns, Trends & Best Practices' to read it. This is a B2B two-fer in more ways than one. It includes both the results of a study of e-mail recipients and benchmark metrics for click-through rates (which show them ranging from 0.3% to 2.1%). And there's a quick-read summary as well as an indepth PDF you can download. The PDF has a lot of value-add as it offers some case studies and the most detailed disection of e-mail creative I've seen in a long time. Great information -- thanks Randy! Get the full 57-page PDF with this link -- go to 'Email Marketing>Building High Response Email Campaigns' in the horizontal navigation bar -- that will take you to registration and then on to the document. Closing Thanks for reading! As always, your thoughts and feedback are welcome. Best,  Jeanne S. Jennings Consultant, Marketing and New Product Development Publisher, The Jennings Report Columnist, ClickZ.com mailto:publisher@jenningsreport.com Phone: 202-365-0423 |
|
|
The
Jennings Report
