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Viewing posts categorised under: Email Marketing

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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10 Emotionally-Provocative Email Subject Lines (and what you should learn from them)

by Karen Talavera

09 30, 2014 | Posted in Creative, Email Marketing, Response Improvement | 0 comments

One of the best ways to engage email subscribers is to connect with them emotionally, although this is often easier said than done. I have spoken and written many times about the importance of creating emotional resonance – either positive or negative – between your message and your audience. It's essential because without some sort of feeling connection to you, at least occasionally, subscribers will become bored by the purely practical often repetitive litany of subject lines cropping up in their inboxes (i.e. 20% savings this week!) and easily tune out.  

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Email Marketing Automation Strategies, Secrets and Lies

by Karen Talavera

08 25, 2014 | Posted in Email Marketing | 0 comments

Email automation, the ability to program email campaigns based on behavioral, date or other triggers, is a known revenue-producing powerhouse often generating three to ten-times the ROI of broadcast email. However, it's almost always easier imagined than done. In the following interview, I share several thoughts on email automation with Skip Fidura, Client Services Director of ESP dotMailer, on the challenges and conversations faced by email marketers when it comes to making triggered email programs a reality.  

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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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Three MORE Email Marketing Improvement Challenges for 2014

by Karen Talavera

05 09, 2014 | Posted in Email Marketing, Marketing Vision | 0 comments

Last month we looked at three email marketing improvement challenges for 2014. This month I want to give you three more that can maximize email’s contribution to your bottom line. Although improving email open and click-through rates seems an ever-present task, I encourage you to expand your focus beyond mere campaign-by-campaign process metrics and try these program-level objectives on for size instead: 1)     Increase Subscriber Engagement Truly increasing subscriber engagement with your email campaigns means much more than merely boosting open and click-through rates, although both are important measures of engagement. It means analyzing open and click-through reach – that is, the proportion of your subscriber base, among all subscribers, who have opened or clicked at least one message over a period of time.  

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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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4 Content Marketing Approaches for Email Fun and Profit

by Karen Talavera

02 12, 2014 | Posted in Content Marketing, Email Marketing, Messaging Strategy, Response Improvement | 0 comments

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

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A Blueprint for Email Messaging Strategy Success

by Karen Talavera

01 31, 2014 | Posted in Content Marketing, Email Marketing, Messaging Strategy, Resources for Getting It Done | 4 comments

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 grow and technical innovations abound.  

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