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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

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:

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

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?

Using Social Media to Boost Your Email Marketing

by Karen Talavera

06 22, 2011 | Posted in Audience & List Growth, Email Marketing, Social Media | 0 comments

photo credit: webtreats

I’m often asked what I believe to be the number one way to connect email and social media marketing. Last month I tackled that question from the starting point of email. This month I'm addressing it from the perspective of social media. Both connecting email to social and using social to strengthen and grow email matter because linking email and social media both ways is important. So if you have a strong or growing presence on Facebook, LinkedIn, Twitter or more, what’s the best way to leverage it for expanding your email program?

Getting Them to Say “Yes!”

by Karen Talavera

05 30, 2011 | Posted in Content Marketing, Digital Marketing, Marketing Vision | 0 comments

photo credit: lukxde

One of my recent posts made the case for opt-in over opt-out marketing. I realize that’s all well and good until it becomes time to convince people to say yes, right? So this month I want to share four insights into what psychologically motivates people to say yes when given the opportunity to take action:

Invitation

It’s universally human that we would rather be asked than tricked or forced. Free will is one of the very cornerstones of human nature. When it’s all said and done, we’d rather be given the chance to make a conscious decision than cornered into unconscious choices we end up inevitably regretting. So when it comes to asking someone to join your email or social media sphere, don't fall back on deception and coercion. You don’t need to sneak them in under the wire. Simply invite them and trust that they can decide for themselves what is in their own best interests.

The Number One Way to Connect Your Email and Social Media Marketing

by Karen Talavera

05 20, 2011 | Posted in Email Marketing, Multi-Channel Marketing, Social Media | 6 comments

Connect Email and Social Media Marketing

photo credit: kirstyhall

With so many ways to integrate email and social media we have almost unlimited options for leveraging connection between these two powerful conversation marketing channels. Still, for those at the beginning of the process it pays to know where to start. I’m often asked what the number one way to connect email and social media marketing is, so whether your presence on social media is brand new or you’re an experienced marketer wanting to make sure you don’t overlook the obvious, here’s my answer:

Use email marketing to invite connections on social media

Will You Make The Opt-In Marketing Mindset Shift?

by Karen Talavera

04 30, 2011 | Posted in Audience & List Growth, Customer Loyalty, Email Lists, Email Marketing, Marketing Vision | 1 comments

photo credit: Berto Garcia

It’s no secret that in the United States at least, we’re obsessed with size. Perhaps stemming from our pioneering roots we equate bigger with better, have a preference for more vs. less (even if it’s far more than we need), and value limitless expanse. Whether it is due to this mentality or other reasons, a similarly pervasive way of thinking has been the mindset in direct marketing for decades. Yet in an age of awareness about how unfettered human expansion has negatively impacted the environment, times are changing. Sustainability and austerity are in, conspicuous consumption is out. There’s a clear quality over quantity movement underfoot and already visible in social media. I for one say it’s high time this shift made its way fully into email marketing.

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

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.

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

If yours is a services business, B-to-B firm or solo-entrepreneurship, this time of year it can certainly seem like all the marketing focus is on retailers. Yet just because retail eclipses other industries during the holidays doesn’t mean non-retailers can’t take a few lessons from retail marketers and employ similar strategies in their own communications, especially email. In the spirit of the season, here are three email marketing lessons non-retail businesses can swipe and deploy from holiday retail marketers. Here’s hoping they enlighten your email for 2011!

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 your

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.

Maximizing Your Blog Sidebar to Build Your Email List

by Karen Talavera

11 15, 2010 | Posted in Blog Marketing, Email Lists, Lead Generation | 0 comments

photo credit: fiercehugs

If you’re not using your blog sidebar to request email addresses and other communication touch points from your readers you’re missing out on one of the best and most trustworthy avenues for building your list - essential to increasing engagement, loyalty and sales. Here are the three top blog sidebar elements every marketer using email should never be without:

Get New Blog Posts by Email

Assuming you have interesting - if not remarkable! - content on your blog, your readers will be interested in coming back to read more so make it easy for them. A common method that alerts subscribers when you have new posts is RSS (it stands for Really Simple Syndication). Readers can subscribe to your RSS feed and see in their RSS reader when you have a new post. However, many people still don’t use RSS, so give your readers an option to receive new blog posts via email.

Blog

Email Variety is the Spice of Inbox Life

by Karen Talavera

Will You Make The Opt-In Marketing Mindset Shift?

by Karen Talavera

Three Holiday Retail Email Marketing Lessons for Non-Retail Companies

by Karen Talavera

Vary frequency and cadence seasonally

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

by Karen Talavera

The Up-Sell/Cross-Sell: Are You Leaving Money on the Table?

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