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Viewing posts categorised under: Email Marketing

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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Is It Time to Adjust Your Email Frequency?

by Karen Talavera

08 26, 2010 | Posted in Digital Marketing, Email Marketing | 0 comments

GaugesHow often and what to send are top questions facing any email marketer today.  Yet all too often, frequency for the sake of frequency alone trumps relevancy in this channel.  It's a classic catch-22: email works so well it runs the risk of undermining its own potential. Email programs tend to start with slow and cautious frequency, produce easy ROI, and become stars.  Management assumes if some email is good, more must be even better.  Yet as with all good things (wine, chocolate and pizza come to mind) increased consumption eventually leads to a point of diminishing returns.  The correlation between cost and benefit is neither linear nor constant.  

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Four Ways Email Can Strengthen Relationships in Other Marketing Channels

by Karen Talavera

08 23, 2010 | Posted in Content Marketing, Digital Marketing, Email Marketing, Multi-Channel Marketing | 2 comments

Creative Commons License photo credit: thelittleone417 I preach a lot about getting email out of the silo it’s often relegated to within companies or marketing departments, and these days I think most marketers realize how important good email integration with other marketing (especially digital) channels and sales systems is to success. But once you’ve created a regular email communications program, or developed your smart auto-responders, are you remembering to strategically use email to strengthen and encourage relationships with your list members in other channels?  

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The Top 10 Email Marketing Power Words and Language Pitfalls

by Karen Talavera

08 23, 2010 | Posted in Email Marketing | 1 comments

You already know that certain words are automatic spam-filter traps in email marketing, but if you're reading this you probably aren't using any of the worst offenders, such as obscenities or pornographic lingo. Nonetheless, your email marketing messages can benefit from a thorough edit to ensure both the avoidance of anti-spam filters and, even more importantly, the inclusion of the most powerful words in direct response. First though, examine how you and your colleagues speak about email marketing and describe it as a practice to those outside your world. For example, how often have you heard (or even said) an email "blast" was being sent? I don't know about you, but to me "blast" doesn't have a positive connotation. I don't wish to be "blasted" with anything (well, maybe $1,000 bills would be OK), including email "blasted" to my in-box, and I'd venture to guess that your customers and list members feel the same. When we as practitioners of email marketing become more aware of how the words we use to describe our craft are perceived in the outside world, we can see "blast" is a dirty word. Instead, you might say "broadcast," "announcement," "send," or "campaign" after the word email to describe your message deployment. But, please, no more blasting. Furthermore, despite the Email Experience Council's efforts, we still don't have unilateral agreement on how to spell the word "e-mail." The official AP style guide, dictionaries, and journalists continue to insist on the hyphen between "e" and "mail." Most everyone else has already dropped it. Chances are, the word will follow the previous evolutionary pattern of "on-line," "jell-o," and "e-commerce." Those and other factors aside (such as no agreed-upon definition of spam), the words used within your email messages can make or break your campaigns. Adhere to these Letterman Show-style Top Ten Lists—the first for language pitfalls and the second for power words—to ensure successful delivery, avoid complaints, and improve response: Top Ten Language Pitfalls in Email Marketing  

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