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Viewing posts categorised under: Marketing Vision

The Next Big Thing for Email in 2020

by Karen Talavera

12 18, 2019 | Posted in Email Marketing, Marketing Automation, Marketing Tech/Integration, Marketing Vision | 0 comments

Gellinger / Pixabay

Wondering what's on the horizon for email marketing in 2020? You're in good company! I predict 2020 will be the year we see tech-driven email optimization tools accelerate if not become commonplace. Early-stage AI and machine learning capabilities like send time and language optimization have already existed for about a decade. I believe we’re on the cusp of an explosion in response-optimization technology. Not only will it become “standard” in email sending and marketing automation systems, but expected. Best of all, performance email marketers will benefit in multiple ways:  

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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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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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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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What Can an Email Coach Do For You? (and where to find one)

by Karen Talavera

08 10, 2015 | Posted in Email Marketing, Marketing Vision, Resources for Getting It Done | 0 comments

What an Email Coach Can Do for You

geralt / Pixabay

Here's how to know if an email marketing coach can help you, how to get the most from coaching, and where to find one

You’ve probably heard the saying “The devil is in the details” and never is it truer than in email marketing, where small changes or omissions can make big differences in response, revenue, or even which side of the law you’re on. Agencies and consultants like us specialize in email marketing strategy and advice, but most require longer-term engagements or are best for companies that rely heavily on email as a revenue-producing channel and need continuous, ongoing support. But what if you just have a few questions? Or are temporarily stuck? Can't find the answers online? Or simply want to pick an expert's brain for a day? The good news is there are solutions to fit an entire spectrum of needs. Read on to learn what to ask your email coach and where to find one (often for free!)  

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Career in Email? Here’s How to Excel

by Karen Talavera

05 17, 2015 | Posted in Email Marketing, Marketing Vision | 0 comments

After fifteen years in email marketing, I recently joined the board of the Email Experience Council (EEC) - the industry association for legitimate email marketing and the nexus of entrepreneurs, executives and experts leading the email marketing world itself. Shortly before the EEC's annual Email Evolution Conference earlier this month, the organization sat down with me for a discussion about careers in email marketing. We covered what up-and-coming professionals in email, as well as CMOs and senior execs responsible for the channel, need to know and develop in the way of talent, skills and mindset. That interview follows. If you're currently cultivating or considering a career involving email marketing, read on to learn about the great growth opportunities that await.  

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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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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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