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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
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 Their Emails Get Delivered and Yours Don’t
by Karen Talavera
03 14, 2017 | Posted in Deliverability, Email Lists, Email Marketing | 1 comments
cattu / 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:
Six Ways to Fastrack Your Email List Growth (Part 1)
by Karen Talavera
08 08, 2014 | Posted in Audience & List Growth, Email Lists, Email Marketing | 1 comments
If you take them aside in confidence and buy them a drink or two, most people working in email marketing will eventually admit there’s a hungry beast they have to deal with that is never full and always has an appetite for more. No matter how much or how often they feed it, it’s a bottomless pit. What is this monster? It’s none other than your email list! Actually, if you’re treating it right, it’s more like an elite athlete than a monster. Chances are, no matter how many subscribers you already have, you hunger for more. The simple truth: the care and feeding of your email list is a job that’s never done (and shouldn’t be).
Determining Subscriber Value: What’s a List Member Worth? (Part 2)
by Karen Talavera
12 20, 2013 | Posted in Audience & List Growth, Email Lists, Lead Generation, Metrics | Measuring Results | 3 comments
Last month we explored the first of two important digital marketing list subscriber metrics: CPA, the cost to acquire a new list member (see Part 1 here). I also presented a process for determining your maximum allowable CPA – that is, how much it’s worth paying or investing to acquire new subscribers on a name-by-name basis. This month we’ll explore various approaches to assigning economic value to every subscriber already on your list. Let’s start with the clearest way first: the Revenue-Per-Subscriber method also known as RPS.
Determining Subscriber Value: What’s A New List Member Worth? (Part 1)
by Karen Talavera
11 30, 2013 | Posted in Audience & List Growth, Email Lists, Lead Generation, Metrics | Measuring Results | 6 comments
I was just paid $16.56 for my email address. You read that right: CVS, the drug and pharmacy chain, paid upwards of $15 to acquire my email address. There I was in my local store buying about $40 worth of health and personal care items when they offered me an instant 20% savings on my purchase in exchange for my email address. So I gave it to the clerk, resulting in a discount of $8.28, which somehow (likely by mistake) was applied twice for a total savings to me (and cost to CVS) of $16.56. At two recent business events (which did not provide exhibitors and sponsors with attendee lists) I noticed exhibitors actually paying attendees cold hard cash in exchange for their email addresses. Yes, they were handing out the green stuff in a blatant, unmasked trade for data. One business coach offered passers-by $1 for a name and email address and $5 for a completed lead qualification questionnaire. At another event, an exhibiting sponsor held a stack of crisp, fresh dollar bills and asked each visitor if she would like $1 in exchange for her email address. Most attendees cruising the exhibits at these events happily gave up their email addresses and took the money!
Three Ways to Make Email Your Marketing Star
by Karen Talavera
03 14, 2013 | Posted in Email Marketing, Marketing Vision, Messaging Strategy | 0 comments
As marketing channels go, email has always excelled at developing customer relationships. The key to thousands of successful email programs lies not in using the channel as a low-cost broadcasting medium, but as a relationship-building conduit. Email shines brightest when message purpose, timing, offers and value are matched to distinct customer relationship stages.
Designing an email program to fit customer relationship stages is often compared to dating. New relationships begin cautiously, with each party sharing limited information until mutual trust is built, then expanding their level of intimacy over time. Just as we don’t jump from first date to marriage, neither should your email marketing program ask too much too soon from your customers.
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