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Measuring Email Marketing Impact: 3 Essential Analyses Every Program Needs

by Karen Talavera

04 23, 2013 | Posted in Email Lists, Email Marketing, Metrics | Measuring Results | 0 comments

Measuring Email Marketing Impact; Email Marketing AnalysesToday it’s not enough to know how an individual email campaign performed on a one-time basis.  To learn whether or not your company is deriving true value from email marketing, you need the both broader and deeper perspectives offered by program- and list-level analyses. While standard email campaign performance metrics like delivery, open and click-through rates have their place, without looking beyond them the true impact of your email marketing – and opportunities for continuous improvement - will go undetected.  

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Three Ways to Make Email Your Marketing Star

by Karen Talavera

03 14, 2013 | Posted in Email Marketing, Marketing Vision, Messaging Strategy | 0 comments

3 Ways to Make Email Your Marketing StarAs marketing channels go, email has always excelled at developing customer relationships. The key to thousands of successful email programs lies not in using the channel as a low-cost broadcasting medium, but as a relationship-building conduit. Email shines brightest when message purpose, timing, offers and value are matched to distinct customer relationship stages. Designing an email program to fit customer relationship stages is often compared to dating. New relationships begin cautiously, with each party sharing limited information until mutual trust is built, then expanding their level of intimacy over time. Just as we don’t jump from first date to marriage, neither should your email marketing program ask too much too soon from your customers.  

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Why Email is a 2013 Marketing Essential & 5 More Email Results-Boosters

by Karen Talavera

01 14, 2013 | Posted in Email Marketing, Marketing Vision, Messaging Strategy, Response Improvement | 0 comments

5 Email Results Boosters for 2013 If you’re like a growing majority of businesses, you've discovered email as the “go to” channel for rapidly accelerating leads into sales, increasing customer engagement and generating revenue on demand.  Enterprises of all kinds engage in email marketing not only because it works, but because it works phenomenally well and fast. There is simply no doubt that email marketing is thriving when you consider these compelling facts:  

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Top Five Ways to Boost Email Marketing Results and Impact in 2013

by Karen Talavera

12 18, 2012 | Posted in Email Marketing, Marketing Vision, Response Improvement | 1 comments

 Top 5 Ways to Boost Email Marketing Results and Impact for 2013There couldn’t be a better time to strategize final changes and improvements to your 2013 email marketing programs as you ready them for launch. In fact, while many of your new year’s email plans may be firmly sketched out, it’s not too late to give them a final polish with these insights and tweaks. Knowing where to amplify, adjust or even contract can take your email marketing programs from “ho-hum” to significantly greater impact on your bottom line in 2013.

Here are my top five recommendations for boosting email marketing results and impact in the coming year. Stay tuned in January for even more ideas to make 2013 your email program’s most successful year yet!  

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Three Email Marketing Bottom-Line Success Metrics No Program Should Be Without

by Karen Talavera

10 11, 2012 | Posted in Email Marketing, Marketing Vision, Metrics | Measuring Results | 1 comments

Bottom Line Email Success Metrics

When it comes to measuring email marketing results, there’s plenty of undue obsession with tracking basic process metrics like deliverability, opens and clicks. While each of those measures is obviously important, it’s the bottom line contribution of email marketing to your business that ultimately matters most.  

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Driving Better Email Response: What Makes Subscribers Say “YES!” ?

by Karen Talavera

08 31, 2012 | Posted in Digital Marketing, Email Marketing, Response Improvement | 2 comments

Better Email Response

What exactly makes people respond to your email marketing offers? What is it precisely that makes them engage and buy from you? And how does knowing these things help you drive better email response? It’s the sixty-four-million-dollar question asked of all advertising and marketing. While the fundamentals of what makes us want to transact with a company or say yes to one offer over another remain relatively the same across channels, how marketers employ specific tactics can vary drastically from channel to channel.  

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The Permission vs. Relevancy Debate: Navigating the Murky Waters of Email Append

by Karen Talavera

07 31, 2012 | Posted in Customer Loyalty, Email Lists, Email Marketing | 1 comments

Navigating the Murky Waters of Email Append There’s an ongoing debate over the role of permission in sending marketing email to customers you have a pre-existing business relationship with. Although in recent years opt-in list building practices have clearly been on the rise, there is still no clear legal mandate for opt-in as a standard email marketing practice in the US and many countries.  

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Trial, Tactical or Strategic: How Mature is Your Digital Marketing?

by Karen Talavera

06 29, 2012 | Posted in Digital Marketing, Marketing Vision, Multi-Channel Marketing | 0 comments

The Three Stages of Digital Marketing Maturity There’s a clear correlation between the stage of your organization's digital marketing "maturity" and the effectiveness of your online marketing programs. By "maturity," I mean the level of your organization's sophistication in digital marketing. Most organizations fall into one of three distinct stages at any point in time:  

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Bringing Sexy Back to Email: 3 More Ways to Stand Out in a Crowded Inbox

by Karen Talavera

05 16, 2012 | Posted in Content Marketing, Creative, Email Marketing, Messaging Strategy | 17 comments

Bringin Sexy Back to EmailUnless you overhear a conversation about porn spam, the words “email” and “sexy” don’t get used in the same sentence very often. Email, the loyal silent workhorse of social media, steadfast driver of e-commerce, overshadowed stepsister of search, is more often likened to Martha Stewart – reliable, conservative and past her prime – than Angelina Jolie – slinky, seductive, and unpredictable – although both have built sizable empires of wealth and influence. That is, until now. Oh yeah, we’re finally bringing sexy back to email marketing.  

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Could Inactive Email Subscribers Hurt Your Program?

by Karen Talavera

04 30, 2012 | Posted in Email Lists, Email Marketing, Multi-Channel Marketing | 7 comments

inactive email There’s a heated debate in email marketing over what to do with inactive subscribers and whether or not they can seriously  harm a sender’s reputation, deliverability and response enough to justify no longer emailing them.  The passion on both sides of this issue – the potential harmful downside of continuing to mail “inactives” juxtaposed with the potential helpful upside of keeping them on your list – makes this argument one worth taking a closer look at.  

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