Three Email Marketing Improvement Challenges for 2014

by Karen Talavera on April 8, 2014

Three Worthy Email Marketing Improvement Challenges for 2014

With the first quarter of the year behind us already, what will you do to maximize email marketing’s contribution to your bottom line from here on out? Although raising email open and click-through rates seems to be forever on the agenda, there’s a lot more to creating a successful program than focusing on boosting response and engagement.

Here are three worthy challenges to put in place for the remainder of your marketing and business year that will have you [click to continue…]

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4 Content Marketing Approaches for Email Fun and Profit

by Karen Talavera on February 12, 2014

This month I thought I’d share a webinar I recently presented for BrightTALK: 4 Content Marketing Approaches Every Email Program Can Profit From.

If you haven’t yet embraced Content Marketing, you’re missing a huge opportunity to create powerful, continuous inbound lead generation and ongoing, lasting customer engagement.

Content Marketing isn’t a channel, it’s an approach which leverages an integrated mix of channels, and it definitely has a place in your email marketing.

View the webinar by clicking “play” above (or in a browser here) to learn why and how to leverage the power of content marketing in email.  (If you’re not currently a BrightTALK member, you’ll simply need to complete the free registration first).

Afterwards in case you missed it, this post makes a great follow-up read. Enjoy!

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A Blueprint for Email Messaging Strategy Success

January 31, 2014

As a marketing channel, email is coming off a banner year! 2013 boasts some of the most significant investment and acquisition activity in the industry’s 20-year history (Salesforce.com acquired ExactTarget for almost $3 billion, Oracle offered $1.58 billion for Responsys). Despite the occasional sensational headline to the contrary, email marketing’s use and popularity continues to [...]

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Determining Subscriber Value: What’s a List Member Worth? (Part 2)

December 20, 2013

Last month we explored the first of two important digital marketing list subscriber metrics: CPA, the cost to acquire a new list member (see Part 1 here). I also presented a process for determining your maximum allowable CPA – that is, how much it’s worth paying or investing to acquire new subscribers on a name-by-name [...]

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Determining Subscriber Value: What’s A New List Member Worth? (Part 1)

November 30, 2013

I was just paid $16.56 for my email address. You read that right: CVS, the drug and pharmacy chain, paid upwards of $15 to acquire my email address. There I was in my local store buying about $40 worth of health and personal care items when they offered me an instant 20% savings on my [...]

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Is Email The Cinderella of Your Marketing?

October 31, 2013

This faithful servant deserves to be treated like royalty instead. Here’s why . . . After over a decade in successful use there is abundant proof that email is not only the connective tissue of all data-driven marketing but also the revenue-producing juggernaut of digital efforts. Yet despite claiming the highest ROI of all direct [...]

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Three Big Mistakes to Avoid When Hiring Help

September 10, 2013

After focusing on specific email marketing conundrums over the past several months, the Enlightened eMarketing blog is taking a breather to  focus on a major business conundrum we all face: hiring effective help. This month’s guest post on the topic is courtesy of small business optimizer Melanie Benson Strick (pictured here). Melanie’s advice isn’t just [...]

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Help! My Email Open Rates Are Falling and Can’t Get Up

August 28, 2013

In my ongoing series of email marketing conundrums, I couldn’t possibly overlook this one: declining email marketing open rates. Although much has been written on the subject, my goal is to provide you with not just a diagnostic checklist for investigating why open rates are falling nor to hand you a “best practices” list of [...]

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The Truth About Emailing Without Permission

July 15, 2013

Last month we explored how to begin mailing a list of email addresses gathered both with and without explicit permission. You can read about how to handle the “never-been-emailed” list here. While many email marketers have the best of intentions when it comes to obtaining the clear permission of people they want to email, their [...]

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Should You Ask for Email Permission or Forgiveness?

June 30, 2013

You’ve probably heard the familiar saying “It’s better to ask for forgiveness than permission”. All too often I hear from many marketers and business owners who find themselves in this unfortunate position when either just starting their email marketing programs or trying to build their lists. This month’s email marketing conundrum explores the problem of [...]

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