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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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Avoiding Forgotten Stepchild Syndrome in Email Design

by Karen Talavera

10 14, 2010 | Posted in Creative, Email Marketing | 0 comments

A good day out

photo credit: Pranavian

Thankfully, the days of silo-ed email marketing run by two techies hunched in a shared cubicle wedged into a forgotten corner far from the marketing department are largely over at most companies.  However, marketing email can still suffer from "forgotten stepchild syndrome" when it comes to design.

It's a fair enough question: "Should my email creative match the design/look/feel of my company's website?" Ideally yes, provided your website was created or at least had a face lift in the last few years.  (If it hasn't been touched since 2002, that's a different story.)  But in general, yes, from a creative standpoint your email marketing messages need to be included in your digital family.  

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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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How to Identify Your Brand’s Biggest Fans on Your Email List

by Karen Talavera

09 16, 2010 | Posted in Customer Loyalty, Email Marketing, Social Media | 0 comments

Being Famous

photo credit: kozumel

On any email list, there will be three populations: the people who love you, the people who like you, and the group who are just hanging in there.  Last month I wrote about how to re-engage inactives, but this month I’d like to focus on a far more appealing sector: the people who love you. I call them brand loyalists.

So how do you figure out who's who?  Here are five ways to identify brand loyalists on your email list:
  1. They open more than 80% of your emails.  Brand loyalists keep an eye peeled for what you have to say, so when you show up in the inbox they’re curious enough to open and at least skim your message, even if they’re not in the market to buy or respond right then and there.  

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How a Blog Can Take Your Marketing to New Heights

by Karen Talavera

08 31, 2010 | Posted in Audience & List Growth, Blog Marketing, Content Marketing, Digital Marketing, Email Marketing, Marketing Vision, Multi-Channel Marketing, Social Media | 4 comments

Creative Commons License photo credit: Evelyn Proimos Most marketers used to think blogs were strictly for writers, authors, and the opinionated.  With the birth of the blog, millions who needed an outlet to vent, pontificate or simply self-publish finally had a platform to do so.  Soon enough, it seemed like everyone and their brother had a blog. At last count (according to Blog Pulse and this site) there are around 130 million blogs on the Internet.  There are only about a million more websites (around 235 million total) than blogs online.  So if it feels like you’re the only one without a blog, you’re not imagining things – blogs are breeding like rabbits. But why blogs for business?  And if you're an entrepreneur or marketer, why should you care?  

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Twitter Step-by-Step: Building Follows & Engagement

by Karen Talavera

08 26, 2010 | Posted in Digital Marketing, Marketing Vision, Social Media, Twitter | 0 comments

Figuring out whom to follow on Twitter can be time-consuming.  With over 75 million Twitter accounts, how on earth do you figure out who you have anything in common with?  It’s easy to feel overwhelmed before even getting started. Twitter, however, is all about engagement, so it pays not to dilly-dally but instead, jump in and begin making those connections.  Here’s a three-step process to instantly see who shares your interests so you can decide who to follow and get the conversations flowing!  

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Are Your Blog and Email Friends?

by Karen Talavera

08 26, 2010 | Posted in Blog Marketing, Digital Marketing, Email Marketing | 3 comments

friends

photo credit: seriousbri

Sometimes we get so caught up just keeping our email programs running that we get tunnel vision.  We forget that email is an essential tool in the marketing toolbox, an ingredient in the marketing mix, and not a channel to be kept unto itself. There's been plenty written about integrating email and social media (I know, I wrote some of it!) but what about an even more obvious connection you can make - integrating email with your blog?  Here are three easy ways to do so:  

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Your 3-Step Plan to Continuous List Growth & Engagement (part 3)

by Karen Talavera

08 26, 2010 | Posted in Audience & List Growth, Digital Marketing, Email Lists, Email Marketing | 0 comments

If it’s true as I mentioned in Part 2 of this series that “the gold is in your list”, then not only do you need to prevent that gold from losing its luster with good email list hygiene and data management, you also need to recognize, respect and reward your valued email list members for the treasure they genuinely are.In Part 1 of this series I explored ways to attract new prospects to your list.  Still, the reality for many marketers and business owners is that the majority of their email list subscribers are customers, not prospects.  They are people with whom we have an existing (and hopefully, positive) business relationship.  All the more reason to value them as the precious asset they are. Protecting your treasure means honoring what you promised to deliver when you first invited your customers to receive your email, but it goes beyond just living up to expectations.   

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Your 3-Step Plan to Continuous List Growth & Engagement (part 2)

by Karen Talavera

08 26, 2010 | Posted in Audience & List Growth, Digital Marketing, Email Lists, Email Marketing | 1 comments

It’s been said before and it bears repeating; when it comes to those traditional three pillars of direct response marketing “the gold is in your list”.  So, it pays to treat it like the treasure it is. In Part 1 of this series I explored ways to attract new prospects to your list.  Still, the reality for many marketers and business owners is that the majority of their email list subscribers are customers, not prospects.  They are people with whom we have an existing (and hopefully, positive) business relationship.  All the more reason to protect your treasure. Yet that Achilles heel of email customer lists remains: it seems impossible to get the email addresses for 100% of your customers.  With few exceptions, (say, you sell only online and email address is required on every sale) some customers are just never going to hand over their closely guarded email address (or the specific address you want).  Others now prefer to communicate with you on social media (largely Facebook and Twitter).  Still more are happy to stay old school – they want phone and direct mail communication.  Send ‘em their catalogs and coupons and they’re content.  

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Your 3-Step Plan to Continuous List Growth & Engagement (part 1)

by Karen Talavera

08 26, 2010 | Posted in Audience & List Growth, Digital Marketing, Email Lists, Email Marketing | 2 comments

Since the infancy of direct response marketing, a targeted, captive audience has been the key to success.  It didn't take long for the "list" to become king. While your list may remain the most powerful pillar of your direct response effort, naturally you also need strong, motivating offers and spot-on creative to go with it.  Still, without the ability to reach the right people, the most enticing offers and the most exceptional creative takes you nowhere. In online marketing, when it comes to lists the email marketing list reigns supreme .  Still, for most email marketers, achieving continual email list growth is the Achilles heel of email marketing.  This coin of a dilemma has two sides, neither of which is pretty:  

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