{"id":2867,"date":"2016-01-25T11:43:50","date_gmt":"2016-01-25T11:43:50","guid":{"rendered":"https:\/\/email.uplers.com\/blogs\/?p=2867"},"modified":"2020-08-07T17:30:40","modified_gmt":"2020-08-07T12:00:40","slug":"interview-with-jeanne-jennings-from-digital-prism-advisors","status":"publish","type":"post","link":"https:\/\/email.uplers.com\/blog\/interview-with-jeanne-jennings-from-digital-prism-advisors\/","title":{"rendered":"Interview with Jeanne Jennings from Digital Prism Advisors"},"content":{"rendered":"

When email marketing has proven to be the most quintessential & effectual way to generate genuine leads, many email marketers miss the mark and fall prey due to campaign ROI. Poor email design strategy, inaccurate personalization, irrelevant information, etc. could be some of the reasons.<\/p>\n

To attain a coherent view on segmentation & profiling, personalization, and effectual email design strategy, we interviewed one of the experts in the email marketing industry, Ms. Jeanne Jennings. The Managing Director of Digital Marketing, Digital Prism Advisors, Ms. Jennings shared her valuable views.<\/p>\n

What according to you could be the upcoming trends that might revolutionize the email completely?<\/h2>\n

Jeanne: <\/strong>I don\u2019t really see anything on the horizon to revolutionize email \u2013 but then again, I don\u2019t believe email needs to be revolutionized. That said, there are a lot of trends that are making email marketing even more effective for organizations.<\/p>\n

Marketing automation is one of these. The ability to trigger email messages<\/a> based on an action the recipient has taken is huge and, done properly, can greatly increase relevance. Triggered email messages have much higher open rates (52.1% vs. 31.0%) and click-through rates (11.4% vs. 3.5%) than business-as-usual messages, according to Epsilon\u2019s Q3 2015 Email Trends and Benchmarks Report. Much of my work for clients today is developing strategies to help them fully leverage their marketing automation opportunities.<\/p>\n

Another trend worth taking note of is smart data. More companies are getting on board with the idea of using the information they collect from customers and prospects (both reported and observed) to deliver more relevant email and online marketing content. The trend toward \u2018marketing stacks\u2019 which come with CRM and Marketing Automation systems fully integrated makes it easier to leverage data that could boost bottom line performance.<\/p>\n

With smart connected devices and internet of everything coming into the picture, how do you see email marketing adding the value to multi-channel strategy?<\/h2>\n

Jeanne:<\/strong> I rue the day when a message from my refrigerator is more engaging than one from my Aunt Jane!<\/p>\n

But seriously, the Internet of Things (IoT) is amazing. The advances in digital communication that I\u2019ve seen in my lifetime to date are huge. And the IoT will likely take things many steps further before I leave this earth.<\/p>\n

I went to work for CompuServe in the 1980s and we had this \u2018vision\u2019 of the world that we sold businesses on. At the time it was amazing \u2013 and now it\u2019s all come true and it\u2019s very \u2018ho-hum.\u2019<\/p>\n

I think the IoT is going to be same. I think the things we are talking about now are just the tip of the iceberg. Talk about smart data! Your refrigerator automatically ordering you more Gruyere cheese when you are low after hosting a fondue party is just the beginning.<\/p>\n

Does email have a role? Most certainly. Right now we believe it will be to alert you that the refrigerator has arranged for your cheese monger to replenish your Gruyere \u2013 but that\u2019s certainly just the tip of the iceberg. I can\u2019t wait to see what else the IoT brings\u2026<\/p>\n

What is your take on big data? How can it help in boosting the email campaigns?<\/h2>\n

Jeanne: <\/strong>I\u2019m not a fan of big data \u2013 but I love smart data! Collecting smart data on your customers and prospects \u2013 and leveraging it in smart ways — allows you to deliver more relevant marketing messages in email and all channels. With many of my customers we\u2019re using smart data to improve the relevance of their email and other online marketing campaigns.<\/p>\n

Email and other online and offline channels can also be used to collect smart data \u2013 what people click on, what they purchase, what they search for, what they share in social channels \u2013 all these are smart data points which can and should be collected and then used to deliver more relevant content in the future.<\/p>\n

In a 2015 study conducted by eConsultancy and ResponseTap, 73% of marketers stated that data was critical to understanding the customer journey; but only 5% rated their company\u2019s ability to act on insights provided by data as \u201cexcellent.\u201d Another 29% said their abilities in this area were \u201cgood.\u201d So only about a third of companies out there are able to execute on something that three-quarters of them feel is critical to success. That\u2019s a problem.<\/p>\n

How do you see the value of direct response digital marketing in the process of brand building?<\/h2>\n

Jeanne:<\/strong> Every touchpoint, every interaction with a customer or prospect factors into their perception of your brand, whether or not you consider it marketing. Too often direct response promotions go for the sale at all cost \u2013 and damage the brand\u2019s reputation with the customer, causing a loss of future revenue. This is something I work with my clients to avoid at all costs.<\/p>\n

Many brands only use digital marketing channels to sell \u2013 this is a mistake. Email and other online channels can be great at building relationships with customers and prospects. It\u2019s so easy to personalize an email<\/a> or a landing page with the person\u2019s name and to use smart data to customize it with non-promotional content that is (a) relevant to the recipient and (b) helps them get more enjoyment out of activities related to the brand\u2019s products. Again, this is something I am working on with my clients.<\/p>\n

Years ago we did an exercise with a large telecommunications client. We tracked impressions and then looked at what it took to turn someone into a customer. Turns out the most effective combination had a mix of branding and promotional messaging. So there\u2019s a place for both in every online marketing program.<\/p>\n

While implementing a creative email campaign, what are the challenges that marketers face the most and how to overcome them?<\/h2>\n

Jeanne:<\/strong> The biggest challenge I see with my new clients is a lack of time. Many are crunching to get their email messages sent, so much so that they don\u2019t focus enough on the content and what they are sending.<\/p>\n

The solution is to slow down and put in place realistic production schedules to allow for adequate time to strategize and execute ideas that can boost performance. I often draw a line in the sand with my clients and \u2013 from that point on \u2013 all campaigns run on a realistic production schedule.<\/p>\n

Marketing automation is a great way to free up time. By creating control campaigns which can be sent automatically you free up time for testing to improve performance.<\/p>\n

Also a good idea \u2013 not recreating the wheel every time you do a campaign. Too many organizations create unique messages for every send \u2013 this is a mistake. While you don\u2019t necessarily want to send the same email message to the same people every week, there are smart ways to repurpose complete messages or pieces of messages \u2013 but many organizations are too busy meeting send deadline to take the time to think about it.<\/p>\n

Just over a year ago you joined Digital Prism Advisors (dprism for short), a boutique consultancy focused on digital transformations, as a Managing Director of Digital Marketing. What gives? Have you given up on email?<\/h2>\n

Jeanne:<\/strong> Heavens no! I still love email. Email delivers the highest return-on-investment (ROI) of any channel, online or offline, according to the Direct Marketing Association. And I\u2019m all about the revenue.<\/p>\n

But it\u2019s time to break down the silos and focus on marketing strategies which leverage both online and offline channels working in harmony to provide a consistent and exceptional customer experience. This experience should delight the customer or prospect and improve the bottom line performance of the organization. So I still do email \u2013 but the focus is more on multi-channel campaigns.<\/p>\n

Joining dprism gave me the opportunity to extend my online marketing reach \u2013 and to work with a group of exceptional people who have a variety of skills, especially around data and technology, that I don\u2019t have. It also reunites me with Adriaan Bouten, our CEO, who I worked with back in the late 1990s as we built a Website (a big deal back then) for Congressional Quarterly.<\/p>\n","protected":false},"excerpt":{"rendered":"

When email marketing has proven to be the most quintessential & effectual way to generate genuine leads, many email marketers miss the mark and fall prey due to campaign ROI. Poor email design strategy, inaccurate personalization, irrelevant information, etc. could be some of the reasons. To attain a coherent view on segmentation & profiling, personalization, […]<\/p>\n","protected":false},"author":1,"featured_media":6388,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[19,10],"tags":[72,95,301,346,302],"class_list":["post-2867","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-email-delivery","category-email-marketing","tag-big-data","tag-email-deliverability","tag-email-design-tips","tag-email-marketing","tag-email-personalization"],"yoast_head":"\nInterview with Jeanne Jennings from Digital Prism Advisors - Email Uplers<\/title>\n<meta name=\"description\" content=\"In this Post, Uplers have Interviewed Jeanne Jennings from Digital Prism Advisors\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/email.uplers.com\/blog\/interview-with-jeanne-jennings-from-digital-prism-advisors\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Interview with Jeanne Jennings from Digital Prism Advisors - Email Uplers\" \/>\n<meta property=\"og:description\" content=\"In this Post, Uplers have Interviewed Jeanne Jennings from Digital Prism Advisors\" \/>\n<meta property=\"og:url\" content=\"https:\/\/email.uplers.com\/blog\/interview-with-jeanne-jennings-from-digital-prism-advisors\/\" \/>\n<meta property=\"og:site_name\" content=\"Email Uplers\" \/>\n<meta property=\"article:publisher\" content=\"https:\/\/www.facebook.com\/email.uplers\/\" \/>\n<meta property=\"article:published_time\" content=\"2016-01-25T11:43:50+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2020-08-07T12:00:40+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/email.uplers.com\/blog\/wp-content\/uploads\/2016\/01\/Jeanne-Jennings-Interview.jpg\" \/>\n\t<meta property=\"og:image:width\" content=\"540\" \/>\n\t<meta property=\"og:image:height\" content=\"217\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/jpeg\" \/>\n<meta name=\"author\" content=\"Kevin George\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:creator\" content=\"@email_uplers\" \/>\n<meta name=\"twitter:site\" content=\"@email_uplers\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"Kevin George\" \/>\n\t<meta name=\"twitter:label2\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"7 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\/\/schema.org\",\"@graph\":[{\"@type\":\"WebPage\",\"@id\":\"https:\/\/email.uplers.com\/blog\/interview-with-jeanne-jennings-from-digital-prism-advisors\/\",\"url\":\"https:\/\/email.uplers.com\/blog\/interview-with-jeanne-jennings-from-digital-prism-advisors\/\",\"name\":\"Interview with Jeanne Jennings from Digital Prism Advisors - Email Uplers\",\"isPartOf\":{\"@id\":\"https:\/\/email.uplers.com\/blog\/#website\"},\"primaryImageOfPage\":{\"@id\":\"https:\/\/email.uplers.com\/blog\/interview-with-jeanne-jennings-from-digital-prism-advisors\/#primaryimage\"},\"image\":{\"@id\":\"https:\/\/email.uplers.com\/blog\/interview-with-jeanne-jennings-from-digital-prism-advisors\/#primaryimage\"},\"thumbnailUrl\":\"https:\/\/email.uplers.com\/blog\/wp-content\/uploads\/2016\/01\/Jeanne-Jennings-Interview.jpg\",\"author\":{\"@id\":\"https:\/\/email.uplers.com\/blog\/#\/schema\/person\/7ffa431167e8be5eb07b050cd5c663fa\"},\"description\":\"In this Post, Uplers have Interviewed Jeanne Jennings from Digital Prism Advisors\",\"breadcrumb\":{\"@id\":\"https:\/\/email.uplers.com\/blog\/interview-with-jeanne-jennings-from-digital-prism-advisors\/#breadcrumb\"},\"inLanguage\":\"en-US\",\"potentialAction\":[{\"@type\":\"ReadAction\",\"target\":[\"https:\/\/email.uplers.com\/blog\/interview-with-jeanne-jennings-from-digital-prism-advisors\/\"]}]},{\"@type\":\"ImageObject\",\"inLanguage\":\"en-US\",\"@id\":\"https:\/\/email.uplers.com\/blog\/interview-with-jeanne-jennings-from-digital-prism-advisors\/#primaryimage\",\"url\":\"https:\/\/email.uplers.com\/blog\/wp-content\/uploads\/2016\/01\/Jeanne-Jennings-Interview.jpg\",\"contentUrl\":\"https:\/\/email.uplers.com\/blog\/wp-content\/uploads\/2016\/01\/Jeanne-Jennings-Interview.jpg\",\"width\":\"1170\",\"height\":\"470\",\"caption\":\"Jeanne-Jennings-Interview\"},{\"@type\":\"BreadcrumbList\",\"@id\":\"https:\/\/email.uplers.com\/blog\/interview-with-jeanne-jennings-from-digital-prism-advisors\/#breadcrumb\",\"itemListElement\":[{\"@type\":\"ListItem\",\"position\":1,\"name\":\"Home\",\"item\":\"https:\/\/email.uplers.com\/blog\/\"},{\"@type\":\"ListItem\",\"position\":2,\"name\":\"Interview with Jeanne Jennings from Digital Prism Advisors\"}]},{\"@type\":\"WebSite\",\"@id\":\"https:\/\/email.uplers.com\/blog\/#website\",\"url\":\"https:\/\/email.uplers.com\/blog\/\",\"name\":\"Email Uplers\",\"description\":\"Email Marketing Blog\",\"potentialAction\":[{\"@type\":\"SearchAction\",\"target\":{\"@type\":\"EntryPoint\",\"urlTemplate\":\"https:\/\/email.uplers.com\/blog\/?s={search_term_string}\"},\"query-input\":{\"@type\":\"PropertyValueSpecification\",\"valueRequired\":true,\"valueName\":\"search_term_string\"}}],\"inLanguage\":\"en-US\"},{\"@type\":\"Person\",\"@id\":\"https:\/\/email.uplers.com\/blog\/#\/schema\/person\/7ffa431167e8be5eb07b050cd5c663fa\",\"name\":\"Kevin George\",\"image\":{\"@type\":\"ImageObject\",\"inLanguage\":\"en-US\",\"@id\":\"https:\/\/email.uplers.com\/blog\/#\/schema\/person\/image\/\",\"url\":\"https:\/\/email.uplers.com\/blog\/wp-content\/uploads\/2019\/03\/Img-96x96.png\",\"contentUrl\":\"https:\/\/email.uplers.com\/blog\/wp-content\/uploads\/2019\/03\/Img-96x96.png\",\"caption\":\"Kevin George\"},\"description\":\"Kevin is the Head of Marketing at Email Uplers, one of the fastest-growing full-service email marketing companies. He is an email enthusiast at heart and loves to pen down email marketing content. You can reach him at kevin.g@uplers.com or connect with him on LinkedIn.\",\"sameAs\":[\"https:\/\/www.linkedin.com\/in\/kevin-george-email\/\"]}]}<\/script>\n<!-- \/ Yoast SEO plugin. -->","yoast_head_json":{"title":"Interview with Jeanne Jennings from Digital Prism Advisors - Email Uplers","description":"In this Post, Uplers have Interviewed Jeanne Jennings from Digital Prism Advisors","robots":{"index":"index","follow":"follow","max-snippet":"max-snippet:-1","max-image-preview":"max-image-preview:large","max-video-preview":"max-video-preview:-1"},"canonical":"https:\/\/email.uplers.com\/blog\/interview-with-jeanne-jennings-from-digital-prism-advisors\/","og_locale":"en_US","og_type":"article","og_title":"Interview with Jeanne Jennings from Digital Prism Advisors - Email Uplers","og_description":"In this Post, Uplers have Interviewed Jeanne Jennings from Digital Prism Advisors","og_url":"https:\/\/email.uplers.com\/blog\/interview-with-jeanne-jennings-from-digital-prism-advisors\/","og_site_name":"Email Uplers","article_publisher":"https:\/\/www.facebook.com\/email.uplers\/","article_published_time":"2016-01-25T11:43:50+00:00","article_modified_time":"2020-08-07T12:00:40+00:00","og_image":[{"url":"https:\/\/email.uplers.com\/blog\/wp-content\/uploads\/2016\/01\/Jeanne-Jennings-Interview.jpg","width":540,"height":217,"type":"image\/jpeg"}],"author":"Kevin George","twitter_card":"summary_large_image","twitter_creator":"@email_uplers","twitter_site":"@email_uplers","twitter_misc":{"Written by":"Kevin George","Est. reading time":"7 minutes"},"schema":{"@context":"https:\/\/schema.org","@graph":[{"@type":"WebPage","@id":"https:\/\/email.uplers.com\/blog\/interview-with-jeanne-jennings-from-digital-prism-advisors\/","url":"https:\/\/email.uplers.com\/blog\/interview-with-jeanne-jennings-from-digital-prism-advisors\/","name":"Interview with Jeanne Jennings from Digital Prism Advisors - Email Uplers","isPartOf":{"@id":"https:\/\/email.uplers.com\/blog\/#website"},"primaryImageOfPage":{"@id":"https:\/\/email.uplers.com\/blog\/interview-with-jeanne-jennings-from-digital-prism-advisors\/#primaryimage"},"image":{"@id":"https:\/\/email.uplers.com\/blog\/interview-with-jeanne-jennings-from-digital-prism-advisors\/#primaryimage"},"thumbnailUrl":"https:\/\/email.uplers.com\/blog\/wp-content\/uploads\/2016\/01\/Jeanne-Jennings-Interview.jpg","author":{"@id":"https:\/\/email.uplers.com\/blog\/#\/schema\/person\/7ffa431167e8be5eb07b050cd5c663fa"},"description":"In this Post, Uplers have Interviewed Jeanne Jennings from Digital Prism Advisors","breadcrumb":{"@id":"https:\/\/email.uplers.com\/blog\/interview-with-jeanne-jennings-from-digital-prism-advisors\/#breadcrumb"},"inLanguage":"en-US","potentialAction":[{"@type":"ReadAction","target":["https:\/\/email.uplers.com\/blog\/interview-with-jeanne-jennings-from-digital-prism-advisors\/"]}]},{"@type":"ImageObject","inLanguage":"en-US","@id":"https:\/\/email.uplers.com\/blog\/interview-with-jeanne-jennings-from-digital-prism-advisors\/#primaryimage","url":"https:\/\/email.uplers.com\/blog\/wp-content\/uploads\/2016\/01\/Jeanne-Jennings-Interview.jpg","contentUrl":"https:\/\/email.uplers.com\/blog\/wp-content\/uploads\/2016\/01\/Jeanne-Jennings-Interview.jpg","width":"1170","height":"470","caption":"Jeanne-Jennings-Interview"},{"@type":"BreadcrumbList","@id":"https:\/\/email.uplers.com\/blog\/interview-with-jeanne-jennings-from-digital-prism-advisors\/#breadcrumb","itemListElement":[{"@type":"ListItem","position":1,"name":"Home","item":"https:\/\/email.uplers.com\/blog\/"},{"@type":"ListItem","position":2,"name":"Interview with Jeanne Jennings from Digital Prism Advisors"}]},{"@type":"WebSite","@id":"https:\/\/email.uplers.com\/blog\/#website","url":"https:\/\/email.uplers.com\/blog\/","name":"Email Uplers","description":"Email Marketing Blog","potentialAction":[{"@type":"SearchAction","target":{"@type":"EntryPoint","urlTemplate":"https:\/\/email.uplers.com\/blog\/?s={search_term_string}"},"query-input":{"@type":"PropertyValueSpecification","valueRequired":true,"valueName":"search_term_string"}}],"inLanguage":"en-US"},{"@type":"Person","@id":"https:\/\/email.uplers.com\/blog\/#\/schema\/person\/7ffa431167e8be5eb07b050cd5c663fa","name":"Kevin George","image":{"@type":"ImageObject","inLanguage":"en-US","@id":"https:\/\/email.uplers.com\/blog\/#\/schema\/person\/image\/","url":"https:\/\/email.uplers.com\/blog\/wp-content\/uploads\/2019\/03\/Img-96x96.png","contentUrl":"https:\/\/email.uplers.com\/blog\/wp-content\/uploads\/2019\/03\/Img-96x96.png","caption":"Kevin George"},"description":"Kevin is the Head of Marketing at Email Uplers, one of the fastest-growing full-service email marketing companies. He is an email enthusiast at heart and loves to pen down email marketing content. You can reach him at kevin.g@uplers.com or connect with him on LinkedIn.","sameAs":["https:\/\/www.linkedin.com\/in\/kevin-george-email\/"]}]}},"amp_enabled":true,"_links":{"self":[{"href":"https:\/\/email.uplers.com\/blog\/wp-json\/wp\/v2\/posts\/2867","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/email.uplers.com\/blog\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/email.uplers.com\/blog\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/email.uplers.com\/blog\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/email.uplers.com\/blog\/wp-json\/wp\/v2\/comments?post=2867"}],"version-history":[{"count":13,"href":"https:\/\/email.uplers.com\/blog\/wp-json\/wp\/v2\/posts\/2867\/revisions"}],"predecessor-version":[{"id":18784,"href":"https:\/\/email.uplers.com\/blog\/wp-json\/wp\/v2\/posts\/2867\/revisions\/18784"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/email.uplers.com\/blog\/wp-json\/wp\/v2\/media\/6388"}],"wp:attachment":[{"href":"https:\/\/email.uplers.com\/blog\/wp-json\/wp\/v2\/media?parent=2867"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/email.uplers.com\/blog\/wp-json\/wp\/v2\/categories?post=2867"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/email.uplers.com\/blog\/wp-json\/wp\/v2\/tags?post=2867"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}