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Showing posts tagged with: automation

Getting the Most From Your Email Marketing Budget: 5 Critical Areas to Invest In

by Karen Talavera

05 31, 2016 | Posted in Audience & List Growth, Creative, Email Lists, Email Marketing, Marketing Automation, Marketing Vision, Metrics | Measuring Results, Strategy | 2 comments

Email Marketing Investments that pay off

geralt / Pixabay

With endless approaches christened “best practices” and infinite blog posts on the latest email optimization tactics, it can be difficult to determine where it’s worth investing your email marketing money and manpower. Questions like these abound:
  • Does my company need abandoned cart/browse campaigns if we’re not an ecommerce or retail marketer?
  • Are reactivation campaigns worth it, or should I just cull unresponsive subscribers from our list?
  • How much marketing automation do I need? Do I need an ESP or MA platform?
  • Do multi-touch campaigns (like a welcome series) outperform single message-campaigns? Is the extra effort to create a series worth it?
  • Would my company benefit from reputation management and delivery services? What’s it worth?
  • Does dynamic content really pay off?
. . . and the list goes on. It’s often said  

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Using Machine Learning for Email Marketing Optimization

by Karen Talavera

05 13, 2016 | Posted in Marketing Automation, Response Improvement | 3 comments

Machine Learning Enables Email Optimization

geralt / Pixabay

Time for a guest post this month from Kath Pay, fellow email marketing industry pro and panelist with me at the Email Innovations Summit hosted by Only Influencers. Read on as Kath shares her wisdom about how computer learning empowers email marketing innovation and response for optimal results.

Science Fiction or Reality?

"Machine learning" has moved out of science fiction and into real-life applications, like powering Tesla cars that run on autopilot and robots that can beat humans at the Japanese game of Go. For marketers, it gets them closer to their email nirvana: true 1:1 personalization on a mass scale. Machine learning, at its simplest, is a method of data analysis that allows computers to learn – to analyze, predict and act – without explicit instructions or programming. That last phrase – "without explicit instructions or programming" – highlights the difference between today's rule-based marketing automation and systems that use machine learning.  

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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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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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Are You Pulling the Trigger? (part 3 of 3)

by Karen Talavera

11 29, 2010 | Posted in Customer Loyalty, Email Marketing, Targeting & Segmentation | 4 comments

Abandoned Cart Triggers, Trigger Based Email

Creative Commons License photo credit: FindYourSearch

If you’re just tuning into this series, Part 1 explored the difference between broadcast and triggered-email, explained the role of trigger-based email, and defined the fundamental characteristics that make it so powerful.  Part 2 took a deep dive into the first two of four must-have triggered-email campaigns no email marketing program should be without: welcome and re-marketing campaigns.  Here in Part 3, we’ll wrap things up with a look at the last two of four essential triggered-email campaigns: up-sell/cross-sell and reactivation campaigns.

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.  

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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

Welcome

Creative Commons License photo credit: Mooganic

If you’re just tuning into this series, Part 1 explored the difference between broadcast and triggered-email, explained the role of trigger-based email, and defined the fundamental characteristics that make it so powerful.  Here in Part 2 we’ll look at the first two of four must-have triggered-email campaigns no email marketing program should be without.

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.   

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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  

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