Blog
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
2019 Email Marketing Conference Preview
by Karen Talavera
01 29, 2019 | Posted in Email Marketing, Events | 0 comments
One of the most common questions I see in every email networking and membership group I belong to is “If I can only attend one conference this year, which one should it be?”
It’s a valid and critically important question! Considering that most companies budget for marketing team members to attend just one single event per year, and taking into consideration time out of the office and travel costs, the decision isn’t easy. And feedback can be soooo biased!
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)
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
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
Why I Attend The Email Evolution Conference (and you should too!)
by Karen Talavera
04 28, 2017 | Posted in Email Marketing, Events, Resources for Getting It Done | 0 comments
5 Reasons to Join Me in New Orleans May 1-3, 2017
New Orleans is on high alert! Thankfully not because of a hurricane this time. Instead, in just one week a force even more powerful will descend on the Big Easy: nearly 500 email marketers converging for three days of education, networking, insight and fun at the 10th Email Evolution Conference. The Email Experience Council (EEC)'s annual event delivers the latest and greatest in everything email – from technology and process solutions, to creative, content, real life success stories and case studies, strategy, state-of-the-channel updates and more. Returning to the Hilton Riverside New Orleans for the second year running, Email Evolution is the go-to conference for mid- and senior level digital and email marketing professionals seeking ways to enhance campaign and channel performance, take their programs to the next level, or stay abreast of innovations, trends and cutting-edge technology. Its invigorating blend of exclusive content, expert advice, inspiring keynotes and exclusive networking delivers a transformational experience that keeps attendees coming back, and helps big brands cost-effectively retain their customers to keep them loyal as well.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
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
geralt / Pixabay
- 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?
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
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