Jeanne Jennings

As mobile use grows, marketers have fewer opportunities to employ cookies to track consumers and target them with online ads. This may be a distressing trend for some marketers, as Fluent CMO Jordan Cohen says his company's research reveals "60 percent of all ads are now displayed on mobile devices." It's one of the reasons many vendors use email addresses to track consumers online, including Facebook's Custom Audience Targeting and now, perhaps, Google's similar product. In both cases, however, marketers need to supply the vendors with their customers' email addresses in order to get started. This post will provide a few ideas for gathering more opt-ins from consumers before handing the information over to vendors like Google.

Is email marketing on the way out?  No way. No how. Is email marketing more challenging? You bet! That's why I am delighted to make your day. Our All About Email Virtual Conference is starting this morning at 10:00 am ET. It is free. It is packed with information. And, if you can't attend for the entire day, it will be on-demand for the next 90 days. Just click here to register, check out the full agenda and see the great panel of speakers!

Join eMarketing + Commerce on Feb. 12 in New York City for the first installment of the All About eMail Live! Breakfast series, featuring email experts Jeanne Jennings, Gretchen Scheiman and Greg Grdodian offering their insights on how your email program can generate more revenue in 2014. You’ll walk away from this event with the information you need to immediately become a better email marketer. Lock in the early bird rate of $69 by using the code “THEWORM” when registering (the early bird rate expires Jan. 31)

I was recently asked to develop a "testing protocol" for a client. The deliverable was a worksheet that would document tests for a particular send, but they wanted it to do more than just that. ... One of my observations, both with this client (who I've been working with for more than two years) and with other clients, is the focus on subject line testing. My personal goal, with this project and in general, is to get email marketers to go beyond just testing subject lines and look at other elements that might improve response

Most companies have embraced email—and they spend a lot of time and money to grow their email lists. This is good, but it’s not enough. The most successful email marketers not only work on growing their email lists, they work to turn email addresses on their lists into fully engaged customers. Here are a few ways to leverage editorial and service email messages to drive sales.

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