Podcast with Jeanne Jennings

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Jeanne Jennings is the General Manager of Only Influencers, the original community of email industry professionals.

Jeanne is also the Chair of Email Innovations World and the Founder and CEO of Email Optimization Shop.

Main Topics

Only Influencer's email community and its role in the email marketing industry

Only Influencers is a community for email industry professionals to network, discuss email-related topics, and share knowledge. The community provides resources such as newsletters, blogs, webinars, and special reports to benefit both members and non-members. It aims to promote collaboration and support within the industry.

Importance of understanding email marketing metrics

The "OI Metrics project" was launched as a resource for understanding email marketing metrics. A recent quiz revealed a need for better comprehension of these metrics among industry professionals. Understanding these numbers can significantly improve one’s ability to manage an email program effectively.

Revenue per Email Metric

Revenue per email (RPE) is favored over open rate or click-through rate as it directly impacts business bottom lines. RPE serves as a clear KPI for determining which emails drive more revenue per sent mail. Open and click-through rates are diagnostic metrics useful for improving RPE but should not be used as primary KPIs.

Understanding Email Metrics and Calculation

Emphasizes the significance of accurately calculating metrics like open rates and click-through rates. Highlights common misconceptions about unique opens, total opens, and their implications on interpreting metrics. Discusses how Apple MPP impacts traditional email metrics like open rates and CTOR.

Importance of Click Reach and Unique Clickers

Click Reach measures unique clickers across multiple email sends, providing insights for multi-effort series. Identifying the growth in new clickers helps in evaluating the effectiveness of email campaigns. Lack of new clickers may indicate the need to modify or eliminate certain email efforts.

Future Outlook for Email Marketing

Addresses concerns about the future relevance of email amidst technological advancements. Explores factors such as privacy regulations, disillusionment with social media platforms, and ownership of subscriber relationships favoring email marketing’s longevity. Draws parallels between historical predictions about email’s decline and its continued resilience over time.

Role of Email Innovation World in advancing email marketing strategies

The conference focuses on providing advanced insights for successful email programs rather than covering basic concepts. It offers opportunities for experienced professionals to learn how to elevate their programs to the next level. The event aims to set itself apart by focusing on innovation within the field.

Email List Growth

New names on the email list perform better than long-term subscribers, leading to higher open rates, click rates, and conversions. Moving the email sign-up from the footer to above the fold resulted in a 46% increase in email list growth. Placing the call-to-action above the fold is crucial for growing an email list.

A/B Split Testing

It’s important to AB split test even if you’re sure that a change will improve performance, as it ensures audience agreement. AB testing is done differently in each email platform. The functionality for AB split testing built into ESP software is often ineffective and can lead in the wrong direction.

Open Reach and Click Reach Metrics

Analyzing open reach and click reach metrics collectively provides insights into multi-effort series performance rather than individual emails alone.

Keywords

👥 Only Influencers 🔐 First Party Data 📧 Email Marketing 📊 Open Reach 🖱️ Click Reach 🌐 Email Innovation World 👨💼 email Industry Professionals 📈 Email List Growth 👆 Unique Clickers 🍪 Third Party Cookies 💰 Revenue Per Email 🍏 Apple MPP 🔀 A/B Split Testing 🎯 Marketing Strategy ✉️ Email Deliverability

Questions / Answers

What is the role of Only Influencers in the email marketing industry? Only Influencers serves as a platform for networking, knowledge sharing, and discussions among members while also providing valuable resources such as newsletters, blogs, webinars, and special reports.

How does OI Metrics project contribute to improving understanding of email marketing metrics? The OI Metrics project serves as a resource aimed at helping individuals understand essential email marketing metrics better through quizzes and educational content available even for non-members.

Can you share more about your journey into working with emails? Jim Jennings shared her journey into working with emails starting from her early career experiences at CompuServe up until becoming deeply involved in the field through writing columns about it.

Can you provide another example of a small detail worth paying attention to? Moving an email sign-up from footer to above-the-fold led to a 46% increase in list growth, highlighting its significance.

What’s your favorite metric? Revenue per Email (RPE) is my favorite metric due to its direct impact on business bottom lines compared to open or click-through rates.

Why are Open Reach and Click Reach metrics important? Analyzing these metrics collectively provides insights into multi-effort series performance rather than individual emails alone.

Will email eventually be replaced? Despite challenges like Apple MPP, third-party cookies ban, and social media disillusionment, various factors indicate a promising future for emails due to direct subscriber relationships and first-party data collection opportunities.

Key points and Insights

Revenue per Email (RPE) serves as a clear KPI for determining which emails drive more revenue per sent mail compared to open or click-through rates, being diagnostic metrics only useful for improving RPE but not suitable as primary KPIs.

Community platforms like Only Influencers play a crucial role in fostering collaboration among professionals within specific industries such as email marketing.

Events like Email Innovation World focus on providing advanced insights tailored towards experienced professionals looking to elevate their existing programs further.

AB split testing functionality built into ESP software can be ineffective due to small sample sizes leading to statistically insignificant results.

Understanding key performance metrics is vital for enhancing one’s ability to manage an effective email program successfully.

Placing call-to-action above-the-fold significantly increases email list growth compared to placing it in the footer.

Ownership of subscriber relationships distinguishes emails from social media platforms.

Accurate calculation of metrics is crucial to understanding campaign performance.

Technological shifts such as Apple MPP impact traditional email marketing practices.

Quotes

Only Influencers is really neat; it’s basically anyone who’s in the email industry can join… it’s a place where people can go talk about emails.

Understanding these numbers makes you even better at your job and much more powerful.

The conference focuses on innovations… to take [email] programs to the next level.

Moving an email sign-up from the footer led us to a 46% increase in list growth.

Revenue per Email (RPE) goes directly towards your bottom line.

Analyzing open reach & click reach together gives insights into multi-effort series performance.

People are becoming disillusioned with these social media networks.

Email has been around for over 50 years… I don’t think it’s going away anytime soon.

Resources

Only Influencers email community

OI Metric Project

Email Innovation World

Email Optimization Shop

Follow Jeanne on LinkedIn