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Showing posts tagged with: engagement

Email Marketing Sales Tips (my latest podcast interview)

by Karen Talavera

10 02, 2017 | Posted in Email Marketing, Marketing Automation, Marketing Vision, Messaging Strategy, Strategy | 0 comments

Karen Talavera Podcast - Email Sales Tips I was recently interviewed by Doug Morneau for his Real Marketing Real Fast Podcast and invite you to give it a listen.  Here are some of the highlights we hit upon:

  • Email is going through a massive renaissance
  • Let behavior drive what you send. Track subscriber engagement with and response to your email, then follow up with messaging relevant to their content, offer and/or product interests
  • Think in terms of normal human dialog vs. "blasting": talk to your subscribers, not at them!
  • Have realistic expectations of what email can do. Use it to nurture and build relationships over time vs. expecting single messages to accomplish conversion in one fell swoop
  • Understand your customer's journey and align email messaging to key points on it
Click to listen or read the transcript. Then tell me - where do you see email marketing going? What do you agree or disagree with? I'd love to see your thoughts in comments blow. Enjoy!

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Why Their Emails Get Delivered and Yours Don’t

by Karen Talavera

03 14, 2017 | Posted in Deliverability, Email Lists, Email Marketing | 1 comments

Email Deliverability

cattu / Pixabay

Today, email continues to be the leading digital channel by which brands and organizations communicate with their customers. In an ever changing digital landscape, tablets and smartphones have made it easier for people to check their emails anywhere, all the time. According to a Radicati Group study, there were an estimated 2.5 billion email users in the world last year, with that number estimated to increase to nearly 3 billion by 2019. Despite email being a critical way for businesses to connect with their customers, commercial email may not always successfully land in the inbox let alone achieve its intended result of being opened, let alone read. In this post, we’re going to look at why your emails aren’t being delivered and how we can ensure they successfully make it into subscriber inboxes.  

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Teaching the Email Marketer How to Fish

by Karen Talavera

08 10, 2016 | Posted in Analytics, Email Marketing, Marketing Tech/Integration, Marketing Vision, Metrics | Measuring Results, Response Improvement | 0 comments

Teaching the Email Marketer to Fish

Lekies / Pixabay

I'm honored to be in the company of email experts like Laura Atkins, David Daniels, Simms Jenkins, Chad White and more in this new piece of email marketing wisdom from Adobe Marketing Cloud on doing email marketing right. Check out Teaching the Email Marketer How to Fish and let me know in comments below what words of wisdom you would add, as well as if you agree or disagree with any of my comments such as:  

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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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Insights & Wisdom from the 2015 Email Evolution Conference

by Karen Talavera

02 10, 2015 | Posted in Deliverability, Email Marketing, Marketing Vision | 0 comments

Email Evolution Conference Earlier this month I had the pleasure of joining many of my fellow email industry colleagues in Miami at the Email Evolution Conference. Hosted annually by the Direct Marketing Association’s Email Experience Council (eec), the event kicks off the email conference year by bringing brands, advocates, vendors and thought leaders together under the south Florida sun to discuss, debate and share innovations and pressing issues central to email marketing. Here without further ado are key insights, wisdom and lessons learned (including my own) from this year’s event:  

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10 Emotionally-Provocative Email Subject Lines (and what you should learn from them)

by Karen Talavera

09 30, 2014 | Posted in Creative, Email Marketing, Response Improvement | 0 comments

One of the best ways to engage email subscribers is to connect with them emotionally, although this is often easier said than done. I have spoken and written many times about the importance of creating emotional resonance – either positive or negative – between your message and your audience. It's essential because without some sort of feeling connection to you, at least occasionally, subscribers will become bored by the purely practical often repetitive litany of subject lines cropping up in their inboxes (i.e. 20% savings this week!) and easily tune out.  

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Three MORE Email Marketing Improvement Challenges for 2014

by Karen Talavera

05 09, 2014 | Posted in Email Marketing, Marketing Vision | 0 comments

Last month we looked at three email marketing improvement challenges for 2014. This month I want to give you three more that can maximize email’s contribution to your bottom line. Although improving email open and click-through rates seems an ever-present task, I encourage you to expand your focus beyond mere campaign-by-campaign process metrics and try these program-level objectives on for size instead: 1)     Increase Subscriber Engagement Truly increasing subscriber engagement with your email campaigns means much more than merely boosting open and click-through rates, although both are important measures of engagement. It means analyzing open and click-through reach – that is, the proportion of your subscriber base, among all subscribers, who have opened or clicked at least one message over a period of time.  

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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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