Jeanne Jennings Tips...

Scientific Email Testing Improves ROI

Make your email look like it's related to your landing page

Take the time to split test your email. The ROI can be huge!

If you've got automated programs, make sure you're checking them at least once every three months if not every month to make sure they're working as intended

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Doug: Well, welcome back, listeners. Today I've got a special guest joining me in the studio. Her name is Jeanne Jennings. She is a recognized expert in the field of email marketing with more than 20 years experience in online marketing and the product development realm. She is the founder and chief strategist of Email Optimization Shop, a consulting agency that helps medium-to-enterprise-size organizations make their email marketing more effective and more profitable. Three things that set Email Optimization Shop apart is her and her team develops strategies but they also stay on with their clients to help them with the tactics and the implementation.

They take a direct response approach with a focus on metrics like ROI. They utilize scientific methods and A/B split testing to ensure that they're consistently boosting the bottom line performance for their clients. In addition to consulting, Jean is a prolific writer, sought-after speaker on various email marketing topics. You can catch her and her presentations at eTail West, Email Evolution Conference, and the Email Innovation Summit, among other places in the first half of 2018.

She is also an adjunct professor at Georgetown University School of Continuing Education, teaching digital marketing to students earning their master's degree in integrated marketing communications. She is also on the board of the Email Experience Councils membership advisory board, and as we are speaking before she came on the show, she's also a huge hockey fan. And in her spare time, you can find her cheering on the beloved Washington Capitals. So welcome to the podcast.

Jeanne Jennings: Hey. Thank you, Doug. It's a pleasure to be here.

Doug: So is there anything that you wanted to add aside from your love for hockey, which we talked about, that I might have missed in your introduction or bio?

Jeanne Jennings: Oh, gosh, no. I think just that it's hard. I love the Capitals, but I love email too. There's so much to love about email. So I'm excited to talk to you about it, and I think that in general most organizations are probably not leveraging email as much as they could, and so I'm hoping to help get the word out about that. Hopefully, some of your listeners will hear us speak today and then go back into their office and say, "You know what? We're going to do more with email."

Doug: No. Fair enough. A huge fan email. Love email marketing. It's made millions of dollars for us and for our clients. Do you want to share with us maybe a breakthrough, or a major success, or something you've had with a specific marketing tactic, or maybe it's a specific client that you're working with?

Jeanne Jennings: Sure. So we had some sun last month. I'm working with a client who is a major publisher, a major newspaper. The goal here is to drive, of all things, new print subscriptions, which is an unusual thing to be doing with email, but we're using one of your favorite things, which is the third-party rental list, a very legitimate one, and what we did is we did some playing around with the creative. So we've done a number of tests for them, but the latest one was kind of exciting because we actually increased revenue generated by 97%. So we brought in almost twice as much revenue.

And all we did is we actually looked at the email they were sending,