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Viewing posts categorised under: Email Marketing

Is Email The Cinderella of Your Marketing?

by Karen Talavera

10 31, 2013 | Posted in Email Marketing, Marketing Vision | 0 comments

Email the Cinderella of your marketingThis 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 marketing channels at 28.5%1, the highest driver of online conversions2 and the number two spot (second only to search) in new customer acquisition3 email marketing is still too often swept out of sight, called upon only when we need miracles worked. In over a decade of experience with the channel, I am too frequently surprised and dismayed that email is not receiving nearly the attention and investment it economically deserves.  

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

by Karen Talavera

08 28, 2013 | Posted in Email Marketing, Messaging Strategy, Metrics | Measuring Results, Response Improvement | 0 comments

email open rates 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 what to do to reverse the decline, but to go beyond that by (most of all) giving you a “reality check” on the subject and presenting a new, more constructive way to see this situation, as well as a new mindset on email marketing performance measurement altogether. In short: while we do need to pay attention to declining open rates, there’s too much focus on them at the expense of more meaningful email marketing performance measures.  

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The Truth About Emailing Without Permission

by Karen Talavera

07 15, 2013 | Posted in Email Lists, Email Marketing, Lead Generation | 7 comments

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 inexperience with or reluctance to getting a program started can cause both permission and data to age. But there’s a more serious degree of this problem in which permission is not simply lax or questionable, it is ignored altogether. Hence our conundrum for this month.  

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Keep More Email List Members with Unsubscribe Minimizers

by Karen Talavera

05 28, 2013 | Posted in Email Lists, Email Marketing | 3 comments

Over the next several posts I’ll be addressing a series of email marketing conundrums. A “conundrum” is defined as a puzzling question or problem, and in email there are a few persistent ones I have been asked about on a regular basis since the channel’s earliest days. In fact, these challenges seem to keep so many people up at night that I believe they’re always worthy of discussion and a fresh perspective. So let’s begin with a classic: How do I prevent or minimize unsubscribes from my email list? First, make no mistake about it: over the course of their life cycle with you a certain percentage of subscribers will choose to leave your email list despite your best attempts to keep them and believe it or not, this is good. It’s the nature of any permission-marketing channel for the ultimate choice and control over receiving messages to rest in the hands of subscribers. Plus, we know from the channel’s nearly 15 years in existence that commercial email works best when it is deeply rooted in permission. So, your first step is to  

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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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