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Email Marketing Personalization : The Ultimate Checklist
by Karen Talavera
12 13, 2018 | Posted in Email Marketing, Marketing Automation, Marketing Tech/Integration, Response Improvement | 0 comments
When asked to prioritize one capability that will be most important to marketing in the future, 33% of marketers answered “personalization.” Furthermore, 74% of marketers say targeted personalization increases customer engagement, and that they see an average increase of 20% in sales when using personalized experiences. That’s why Campaign Monitor partnered with Moveable Ink to create this Ultimate Email Marketing Personalization Checklist to help personalization reach humans, not just inboxes!
Abandonment Recovery Email Strategies for the Non-Retailer
by Karen Talavera
01 26, 2018 | Posted in Email Marketing, Marketing Automation, Messaging Strategy, Response Improvement, Strategy | 0 comments
Shopping cart abandonment emails—aka cart recovery campaigns—have long been a mainstay in the campaign arsenal of retailers and e-tailers, but what about the rest of us? Can we benefit from abandonment recovery campaigns, and should they be an essential in email marketing programs?
Brands, companies and products that don’t normally lend themselves to e-commerce or naturally have longer and more winding customer journeys than retail also have engagement and conversion points along the way. If abandoned, these missed conversion opportunities represent lost revenue.
So even though “the rest of us” may not have online shopping carts on our websites or an e-commerce business model, it absolutely makes sense to be listening for abandonment signals and responding with recovery email campaigns.
Let’s consider a few scenarios and—with insight from those early-adopter retailers— lay down best practices for abandonment recovery that are widely adaptable to nearly any email marketer (click to continue)
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
Lekies / Pixabay
Using Machine Learning for Email Marketing Optimization
by Karen Talavera
05 13, 2016 | Posted in Marketing Automation, Response Improvement | 3 comments
geralt / Pixabay
Science Fiction or Reality?
"Machine learning" has moved out of science fiction and into real-life applications, like powering Tesla cars that run on autopilot and robots that can beat humans at the Japanese game of Go. For marketers, it gets them closer to their email nirvana: true 1:1 personalization on a mass scale. Machine learning, at its simplest, is a method of data analysis that allows computers to learn – to analyze, predict and act – without explicit instructions or programming. That last phrase – "without explicit instructions or programming" – highlights the difference between today's rule-based marketing automation and systems that use machine learning.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
Picography / Pixabay
Email List Segmentation: How Much is Too Much? Not Enough?
by Karen Talavera
07 27, 2015 | Posted in Email Lists, Email Marketing, Response Improvement, Targeting & Segmentation | 0 comments
PublicDomainPictures / Pixabay
Game-Changing Insights for Your 2015 Email Marketing
by Karen Talavera
12 17, 2014 | Posted in Audience & List Growth, Creative, Email Lists, Email Marketing, Marketing Vision, Response Improvement | 0 comments
Inspiration from the 2015 Email "To-Do" Lists of Leading Brands
I'm just back from the MediaPost Email Insider’s Summit at Deer Valley in Utah ski country. Boasting record attendance and the active participation of big brands, the event is always a nexus for email marketing growth, expansion and innovation ideas. With attendees from Wendy’s, Office Depot, Amazon, Bank of the West, Angie’s List, American Airlines and countless other marquee brands, this time didn't disappoint. In short: everyone’s excited (and in some cases a little daunted by) the email marketing goals they aim to accomplish in the coming year. Here’s what’s on the 2015 “to-do” list of top marketers and should be on yours as well:
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.
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.
Help! My Email Open Rates Are Falling and Can’t Get Up
by Karen Talavera
08 28, 2013 | Posted in Email Marketing, Messaging Strategy, Metrics | Measuring Results, Response Improvement | 2 comments
In my ongoing series of email marketing conundrums, I couldn’t possibly overlook this one: declining email marketing open rates.
Although much has been written on the subject, my goal is to provide you with not just a diagnostic checklist for investigating why open rates are falling nor to hand you a “best practices” list of what to do to reverse the decline, but to go beyond that by (most of all) giving you a “reality check” on the subject and presenting a new, more constructive way to see this situation, as well as a new mindset on email marketing performance measurement altogether. In short: while we do need to pay attention to declining open rates, there’s too much focus on them at the expense of more meaningful email marketing performance measures.
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