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Viewing posts categorised under: Messaging Strategy

Three Tried and True Email Creative Tactics for Instant Visibility in a Crowded Inbox

by Karen Talavera

09 14, 2011 | Posted in Creative, Email Marketing, Messaging Strategy | 2 comments

Does your email creative stand out like this?

photo credit: shahsjunkie

With email inboxes more crowded than ever before, simply arriving successfully is half the battle.  Assuming you routinely have good deliverability, the second half of that battle is standing out in a crowd. The majority of email users (more than 70% by some estimates) view the lineup of email messages in their inboxes via preview panes, so only a snapshot of each message is visible either to the right or on the lower half of their screens.  Mobile environments can be even worse, eliminating preview-ability altogether.  

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Email Variety is the Spice of Inbox Life

by Karen Talavera

08 15, 2011 | Posted in Content Marketing, Email Marketing, Messaging Strategy | 0 comments

Email variety like spices

photo credit: aechempati

  One of my email seminar students recently asked: “I feel like the only emails my company ever sends are sales messages: like we’re always asking people to buy, buy, buy.  Should we supplement these with other types of email and if so, what?” Don’t feel bad, lack of variety in email marketing is a common dilemma for many marketers.  Businesses newer to email or with fewer resources tend to gravitate first and only to promotional messaging, but there is plenty more you can and should communicate to your list. Here are just a few of the many greetings and message types you should include in your email program:  

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Social Media vs. Email Frequency: How Much is Too Much?

by Karen Talavera

07 19, 2011 | Posted in Email Marketing, Messaging Strategy, Social Media, Twitter | 0 comments

Social Media vs. Email Frequency

photo credit: katerha

This question was recently posed in a private online marketing group I belong to called Only Influencers: "If I can tweet five times a day, why can't I email five times a day?" Keep in mind Only Influencers is an invitation-only group of highly experienced and savvy digital marketers (most of the industry's "big names" in email already belong) from established and well-known brands, so they were not flippantly, but seriously, pondering the messaging norms we've come to think of as "acceptable" in different online marketing channels.  The question and the depth of discussion around it made me think, Why can't we? And if we can't or don't or won't, why not?  

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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

Essential Email Message

photo credit: mscaprikell

It’s easy to bore your customers to death with email: just send them the same type of message repeatedly and you’ll succeed.  We're often guilty of this when we send our e-newsletter and little (or nothing) else.  And while a newsletter absolutely has a place as a staple in your email marketing program, it should be far from the only type of message you send your customers on a regular basis.  

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