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Viewing posts categorised under: Audience & List Growth

Will You Make The Opt-In Marketing Mindset Shift?

by Karen Talavera

04 30, 2011 | Posted in Audience & List Growth, Customer Loyalty, Email Lists, Email Marketing, Marketing Vision | 1 comments

Opt-In Marketing

photo credit: Berto Garcia

It’s no secret that in the United States at least, we’re obsessed with size. Perhaps stemming from our pioneering roots we equate bigger with better, have a preference for more vs. less (even if it’s far more than we need), and value limitless expanse.  Whether it is due to this mentality or other reasons, a similarly pervasive way of thinking has been the mindset in direct marketing for decades. Yet in an age of awareness about how unfettered human expansion has negatively impacted the environment, times are changing.  Sustainability and austerity are in, conspicuous consumption is out.  There’s a clear quality over quantity movement underfoot and already visible in social media.  I for one say it’s high time this shift made its way fully into email marketing.  

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How a Blog Can Take Your Marketing to New Heights

by Karen Talavera

08 31, 2010 | Posted in Audience & List Growth, Blog Marketing, Content Marketing, Digital Marketing, Email Marketing, Marketing Vision, Multi-Channel Marketing, Social Media | 4 comments

Creative Commons License photo credit: Evelyn Proimos Most marketers used to think blogs were strictly for writers, authors, and the opinionated.  With the birth of the blog, millions who needed an outlet to vent, pontificate or simply self-publish finally had a platform to do so.  Soon enough, it seemed like everyone and their brother had a blog. At last count (according to Blog Pulse and this site) there are around 130 million blogs on the Internet.  There are only about a million more websites (around 235 million total) than blogs online.  So if it feels like you’re the only one without a blog, you’re not imagining things – blogs are breeding like rabbits. But why blogs for business?  And if you're an entrepreneur or marketer, why should you care?  

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Your 3-Step Plan to Continuous List Growth & Engagement (part 3)

by Karen Talavera

08 26, 2010 | Posted in Audience & List Growth, Digital Marketing, Email Lists, Email Marketing | 0 comments

If it’s true as I mentioned in Part 2 of this series that “the gold is in your list”, then not only do you need to prevent that gold from losing its luster with good email list hygiene and data management, you also need to recognize, respect and reward your valued email list members for the treasure they genuinely are.In Part 1 of this series I explored ways to attract new prospects to your list.  Still, the reality for many marketers and business owners is that the majority of their email list subscribers are customers, not prospects.  They are people with whom we have an existing (and hopefully, positive) business relationship.  All the more reason to value them as the precious asset they are. Protecting your treasure means honoring what you promised to deliver when you first invited your customers to receive your email, but it goes beyond just living up to expectations.   

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Your 3-Step Plan to Continuous List Growth & Engagement (part 2)

by Karen Talavera

08 26, 2010 | Posted in Audience & List Growth, Digital Marketing, Email Lists, Email Marketing | 1 comments

It’s been said before and it bears repeating; when it comes to those traditional three pillars of direct response marketing “the gold is in your list”.  So, it pays to treat it like the treasure it is. In Part 1 of this series I explored ways to attract new prospects to your list.  Still, the reality for many marketers and business owners is that the majority of their email list subscribers are customers, not prospects.  They are people with whom we have an existing (and hopefully, positive) business relationship.  All the more reason to protect your treasure. Yet that Achilles heel of email customer lists remains: it seems impossible to get the email addresses for 100% of your customers.  With few exceptions, (say, you sell only online and email address is required on every sale) some customers are just never going to hand over their closely guarded email address (or the specific address you want).  Others now prefer to communicate with you on social media (largely Facebook and Twitter).  Still more are happy to stay old school – they want phone and direct mail communication.  Send ‘em their catalogs and coupons and they’re content.  

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Your 3-Step Plan to Continuous List Growth & Engagement (part 1)

by Karen Talavera

08 26, 2010 | Posted in Audience & List Growth, Digital Marketing, Email Lists, Email Marketing | 2 comments

Since the infancy of direct response marketing, a targeted, captive audience has been the key to success.  It didn't take long for the "list" to become king. While your list may remain the most powerful pillar of your direct response effort, naturally you also need strong, motivating offers and spot-on creative to go with it.  Still, without the ability to reach the right people, the most enticing offers and the most exceptional creative takes you nowhere. In online marketing, when it comes to lists the email marketing list reigns supreme .  Still, for most email marketers, achieving continual email list growth is the Achilles heel of email marketing.  This coin of a dilemma has two sides, neither of which is pretty:  

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