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Viewing posts categorised under: Email Lists

Why Their Emails Get Delivered and Yours Don’t

by Karen Talavera

03 14, 2017 | Posted in Deliverability, Email Lists, Email Marketing | 1 comments

Email Deliverability

cattu / Pixabay

Today, email continues to be the leading digital channel by which brands and organizations communicate with their customers. In an ever changing digital landscape, tablets and smartphones have made it easier for people to check their emails anywhere, all the time. According to a Radicati Group study, there were an estimated 2.5 billion email users in the world last year, with that number estimated to increase to nearly 3 billion by 2019. Despite email being a critical way for businesses to connect with their customers, commercial email may not always successfully land in the inbox let alone achieve its intended result of being opened, let alone read. In this post, we’re going to look at why your emails aren’t being delivered and how we can ensure they successfully make it into subscriber inboxes.  

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Getting the Most From Your Email Marketing Budget: 5 Critical Areas to Invest In

by Karen Talavera

05 31, 2016 | Posted in Audience & List Growth, Creative, Email Lists, Email Marketing, Marketing Automation, Marketing Vision, Metrics | Measuring Results, Strategy | 2 comments

Email Marketing Investments that pay off

geralt / Pixabay

With endless approaches christened “best practices” and infinite blog posts on the latest email optimization tactics, it can be difficult to determine where it’s worth investing your email marketing money and manpower. Questions like these abound:
  • Does my company need abandoned cart/browse campaigns if we’re not an ecommerce or retail marketer?
  • Are reactivation campaigns worth it, or should I just cull unresponsive subscribers from our list?
  • How much marketing automation do I need? Do I need an ESP or MA platform?
  • Do multi-touch campaigns (like a welcome series) outperform single message-campaigns? Is the extra effort to create a series worth it?
  • Would my company benefit from reputation management and delivery services? What’s it worth?
  • Does dynamic content really pay off?
. . . and the list goes on. It’s often said  

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Email List Segmentation: How Much is Too Much? Not Enough?

by Karen Talavera

07 27, 2015 | Posted in Email Lists, Email Marketing, Response Improvement, Targeting & Segmentation | 0 comments

You probably know by now that segmentation improves email marketing performance significantly, so if you’re still operating primarily in “batch and blast” mode it’s time to start slicing and dicing your subscriber file. Marketers who practice list segmentation see better open and click-through rates, fewer unsubscribes and better deliverability. The reasons are obvious: segmentation creates discreet audiences we can laser-target with offers, creative, and information crafted specifically for them, at just the right time. This in turn improves relevancy and  

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Your Email Subscribers Deserve Better! Protecting Them From Hackers and Data Theft

by Karen Talavera

11 11, 2014 | Posted in Data Compliance and Protection, Email Lists, Email Marketing | 0 comments

Email Address Guardianship: Whose Responsibility Is It Anyway?

Last week’s headlines about the massive theft of 53 million email addresses from Home Depot seems the straw that broke the camel’s back when it comes to 2014’s barrage of data breaches. The year has seen a veritable flood of hacks and breaches at retailers (Target, Best Buy, eBay) restaurants (PF Chang’s, Subway) and even financial institutions (JP Morgan Chase, Bank of America). The verdict is clear: no data protection system is foolproof, and when it comes to data theft there is no sacred ground – hackers will take all the personally identifiable consumer information (PII) they can get.  

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Six Ways to Fastrack Your Email List Growth (Part 1)

by Karen Talavera

08 08, 2014 | Posted in Audience & List Growth, Email Lists, Email Marketing | 1 comments

If you take them aside in confidence and buy them a drink or two, most people working in email marketing will eventually admit there’s a hungry beast they have to deal with that is never full and always has an appetite for more. No matter how much or how often they feed it, it’s a bottomless pit. What is this monster? It’s none other than your email list! Actually, if you’re treating it right, it’s more like an elite athlete than a monster. Chances are, no matter how many subscribers you already have, you hunger for more. The simple truth: the care and feeding of your email list is a job that’s never done (and shouldn’t be).  

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VIDEO: Email Marketing List Hygiene and Deliverability Essentials for Success (and Pitfalls to Avoid)

by Karen Talavera

04 21, 2014 | Posted in Email Lists, Email Marketing, Resources for Getting It Done | 0 comments

Chances are you've invested a significant amount of time and money building your email marketing list, but are you taking care of it? What exactly should you be doing to ensure email address integrity and maintain list deliverability, and how often? And what's the downside of not doing enough - or worse yet - doing nothing at all?  

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Three Email Marketing Improvement Challenges for 2014

by Karen Talavera

04 08, 2014 | Posted in Email Lists, Email Marketing, Marketing Vision, Messaging Strategy | 1 comments

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  

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

by Karen Talavera

12 20, 2013 | Posted in Audience & List Growth, Email Lists, Lead Generation, Metrics | Measuring Results | 1 comments

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 basis. This month we’ll explore various approaches to assigning economic value to every subscriber already on your list. Let’s start with the clearest way first: the Revenue-Per-Subscriber method also known as RPS.

 

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

by Karen Talavera

11 30, 2013 | Posted in Audience & List Growth, Email Lists, Lead Generation, Metrics | Measuring Results | 6 comments

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 purchase in exchange for my email address. So I gave it to the clerk, resulting in a discount of $8.28, which somehow (likely by mistake) was applied twice for a total savings to me (and cost to CVS) of $16.56. At two recent business events (which did not provide exhibitors and sponsors with attendee lists) I noticed exhibitors actually paying attendees cold hard cash in exchange for their email addresses. Yes, they were handing out the green stuff in a blatant, unmasked trade for data. One business coach offered passers-by $1 for a name and email address and $5 for a completed lead qualification questionnaire. At another event, an exhibiting sponsor held a stack of crisp, fresh dollar bills and asked each visitor if she would like $1 in exchange for her email address. Most attendees cruising the exhibits at these events happily gave up their email addresses and took the money!  

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