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Viewing posts categorised under: Messaging Strategy

Planning Your 2016 Email Program? Here’s a Step-by-Step Process for Success

by Karen Talavera

12 07, 2015 | Posted in Email Marketing, Messaging Strategy, Resources for Getting It Done, Response Improvement | 0 comments

Building Your 2016 Email Program Step by Step

Picography / Pixabay

If yours is like the majority of companies reliant on email marketing to nurture leads, generate sales and grow revenue, you’re not sending fewer messages, you’re sending more. As programs become more sophisticated, they also become more complex, and that complexity bleeds over into both planning and scheduling. Which campaigns and messages deserve top priority? What’s more important – broadly targeted one-to-many foundational programs or automated, triggered 1:1 campaigns? What about the mix of promotion vs. content over an extended period? These questions and more are just the tip of the iceberg email marketers face when building their annual plans. The answers aren’t always easy and are different for every industry and marketer, but there is a process for success  

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Holiday Email Marketing Tips for the Non-Retailer

by Karen Talavera

11 25, 2015 | Posted in Email Marketing, Messaging Strategy, Targeting & Segmentation | 0 comments

Holiday Email Marketing Tips

Hans / Pixabay

If yours is a retail or e-tail business revving up your holiday email marketing engines, this advice is not for you (but good luck and Godspeed!) If on the other hand you’re in the same camp as non-retailers - your email messages running the risk of being stampeded by the crushing annual blow of “buy now” retail promotional messages to consumer inboxes from September through December - read on. Although some non-retail sectors (travel and hospitality among them) experience an uptick during the holiday season, most can’t count on the lion’s share of their annual revenues to cascade in during Q4. Still, that doesn’t mean we don’t have sales and marketing goals to reach; goals that email carries a lot of weight for. So how do you break from the retail holiday marketing pack during the busy season and what (if anything holiday-related) type of email should you send?  

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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 | 3 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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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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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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Bringing Sexy Back to Email: 3 More Ways to Stand Out in a Crowded Inbox

by Karen Talavera

05 16, 2012 | Posted in Content Marketing, Creative, Email Marketing, Messaging Strategy | 17 comments

Bringin Sexy Back to EmailUnless you overhear a conversation about porn spam, the words “email” and “sexy” don’t get used in the same sentence very often. Email, the loyal silent workhorse of social media, steadfast driver of e-commerce, overshadowed stepsister of search, is more often likened to Martha Stewart – reliable, conservative and past her prime – than Angelina Jolie – slinky, seductive, and unpredictable – although both have built sizable empires of wealth and influence. That is, until now. Oh yeah, we’re finally bringing sexy back to email marketing.  

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Are You Speaking the Language of Results?

by Karen Talavera

09 30, 2011 | Posted in Creative, Email Marketing, Lead Generation, Messaging Strategy | 0 comments

Results

photo credit: Rocpoc

It’s probably the number one rookie mistake in advertising and marketing copy writing.  It can tank an otherwise exceptional sales offer to the exact right audience. It’s guaranteed to bore readers and listeners to death, and it’s a downright sin in direct response. What is this ill? It is writing or talking about – or to – ourselves rather than our potential and current customers.  In other words, speaking in the language of “me” rather than “you”. And it's both so pervasive and toxic that it's exactly why when it comes to much of what you write online – from your email offers to your social media status updates to your product and sales pages – it’s imperative that you answer the question eternally hovering on the tip of your readers’ tongues: WIIFM? (What’s In It For Me?) In other words, that you learn to speak the Language of Results.  

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