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Three Essential Email Message Types For Your Customer Marketing Mix
by Karen Talavera
04 19, 2011 | Posted in Customer Loyalty, Email Marketing, Messaging Strategy | 0 comments
photo credit: mscaprikell
Three Holiday Retail Email Marketing Lessons for Non-Retail Companies
by Karen Talavera
12 20, 2010 | Posted in Creative, Customer Loyalty, Email Marketing | 0 comments
photo credit: doug_wertman
Vary frequency and cadence seasonally
Retailers live and die by the holiday gift giving season (hence the term “black Friday” for the day after Thanksgiving, traditionally the biggest shopping day of the year on which many retail businesses that haven’t yet made an annual profit will go from “being in the red” to “being in the black”). Even before the days of e-commerce, holiday messaging was much more frequent than advertising done at other times of the year. This increase is easy to see in the email marketing frequency of retailers, which goes from monthly or weekly to as often as weekly or daily during November and December. It may not be at holiday time, but chances are there is a period or there are seasons when it makes sense to increase yourAre You Pulling the Trigger? (part 3 of 3)
by Karen Talavera
11 29, 2010 | Posted in Customer Loyalty, Email Marketing, Targeting & Segmentation | 4 comments
Creative Commons License photo credit: FindYourSearch
The Up-Sell/Cross-Sell: Are You Leaving Money on the Table?
Too many marketers think about email campaigns as singular blasts rather than as a progression of offers and information interwoven into a conversation – a conversation designed to maximize customer lifetime value. There are plenty of great tips for building ongoing engagement and loyalty with your list members here. Still, if you’re thinking in terms of “one and done” campaigns, it’s time to develop an up-sell/cross-sell trigger program. Here are three types of up-sell/cross-sell triggered email campaigns to implement during or after the conversion process.Are You Pulling the Trigger? (part 2 of 3)
by Karen Talavera
10 30, 2010 | Posted in Customer Loyalty, Email Marketing, Targeting & Segmentation | 0 comments
Creative Commons License photo credit: Mooganic
Welcome and Onboarding: Are You Saying Hello?
I like to think of email in the eyes of the recipient first and foremost as a conversation marketing channel.Avoiding Forgotten Stepchild Syndrome in Email Design
by Karen Talavera
10 14, 2010 | Posted in Creative, Email Marketing | 0 comments
photo credit: Pranavian
Thankfully, the days of silo-ed email marketing run by two techies hunched in a shared cubicle wedged into a forgotten corner far from the marketing department are largely over at most companies. However, marketing email can still suffer from "forgotten stepchild syndrome" when it comes to design.
It's a fair enough question: "Should my email creative match the design/look/feel of my company's website?" Ideally yes, provided your website was created or at least had a face lift in the last few years. (If it hasn't been touched since 2002, that's a different story.) But in general, yes, from a creative standpoint your email marketing messages need to be included in your digital family.Are You Pulling the Trigger? (part 1 of 3)
by Karen Talavera
09 28, 2010 | Posted in Email Marketing, Targeting & Segmentation | 1 comments
When I teach email marketing, I always explain that there are two main “flavors” of messages: broadcast email – a uniform message sent to everyone on the list, and triggered email – a message triggered by an event, time or action sent to a specific person for a specific reason. Although you can segment your list and version your broadcast campaigns to specified groups with different offers and creative for say, men vs. women, the real power of personalization and relevance lies in trigger-based email. Jupiter Research* found that behaviorally-targeted trigger email campaigns get 30% higher open and click-through rates and three times the conversion rates of broadcast email (this is even higher response than tightly-segmented broadcast campaigns receive). And if that’s not enough reason to get on board, eMarketer just reported that
How to Identify Your Brand’s Biggest Fans on Your Email List
by Karen Talavera
09 16, 2010 | Posted in Customer Loyalty, Email Marketing, Social Media | 0 comments
photo credit: kozumel
On any email list, there will be three populations: the people who love you, the people who like you, and the group who are just hanging in there. Last month I wrote about how to re-engage inactives, but this month I’d like to focus on a far more appealing sector: the people who love you. I call them brand loyalists.
So how do you figure out who's who? Here are five ways to identify brand loyalists on your email list: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
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?
Are Your Blog and Email Friends?
by Karen Talavera
08 26, 2010 | Posted in Blog Marketing, Digital Marketing, Email Marketing | 3 comments
photo credit: seriousbri
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