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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
Holiday Email Marketing Tips for the Non-Retailer
by Karen Talavera
11 25, 2015 | Posted in Email Marketing, Messaging Strategy, Targeting & Segmentation | 0 comments
Hans / Pixabay
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
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!)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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