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Showing posts tagged with: engagement

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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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.  

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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

email open rates 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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Keep More Email List Members with Unsubscribe Minimizers

by Karen Talavera

05 28, 2013 | Posted in Email Lists, Email Marketing | 3 comments

Over the next several posts I’ll be addressing a series of email marketing conundrums. A “conundrum” is defined as a puzzling question or problem, and in email there are a few persistent ones I have been asked about on a regular basis since the channel’s earliest days. In fact, these challenges seem to keep so many people up at night that I believe they’re always worthy of discussion and a fresh perspective. So let’s begin with a classic: How do I prevent or minimize unsubscribes from my email list? First, make no mistake about it: over the course of their life cycle with you a certain percentage of subscribers will choose to leave your email list despite your best attempts to keep them and believe it or not, this is good. It’s the nature of any permission-marketing channel for the ultimate choice and control over receiving messages to rest in the hands of subscribers. Plus, we know from the channel’s nearly 15 years in existence that commercial email works best when it is deeply rooted in permission. So, your first step is to  

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Measuring Email Marketing Impact: 3 Essential Analyses Every Program Needs

by Karen Talavera

04 23, 2013 | Posted in Email Lists, Email Marketing, Metrics | Measuring Results | 0 comments

Measuring Email Marketing Impact; Email Marketing AnalysesToday it’s not enough to know how an individual email campaign performed on a one-time basis.  To learn whether or not your company is deriving true value from email marketing, you need the both broader and deeper perspectives offered by program- and list-level analyses. While standard email campaign performance metrics like delivery, open and click-through rates have their place, without looking beyond them the true impact of your email marketing – and opportunities for continuous improvement - will go undetected.  

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Three Ways to Make Email Your Marketing Star

by Karen Talavera

03 14, 2013 | Posted in Email Marketing, Marketing Vision, Messaging Strategy | 0 comments

3 Ways to Make Email Your Marketing StarAs 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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Why Email is a 2013 Marketing Essential & 5 More Email Results-Boosters

by Karen Talavera

01 14, 2013 | Posted in Email Marketing, Marketing Vision, Messaging Strategy, Response Improvement | 0 comments

5 Email Results Boosters for 2013 If you’re like a growing majority of businesses, you've discovered email as the “go to” channel for rapidly accelerating leads into sales, increasing customer engagement and generating revenue on demand.  Enterprises of all kinds engage in email marketing not only because it works, but because it works phenomenally well and fast. There is simply no doubt that email marketing is thriving when you consider these compelling facts:  

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Driving Better Email Response: What Makes Subscribers Say “YES!” ?

by Karen Talavera

08 31, 2012 | Posted in Digital Marketing, Email Marketing, Response Improvement | 2 comments

Better Email Response

What exactly makes people respond to your email marketing offers? What is it precisely that makes them engage and buy from you? And how does knowing these things help you drive better email response? It’s the sixty-four-million-dollar question asked of all advertising and marketing. While the fundamentals of what makes us want to transact with a company or say yes to one offer over another remain relatively the same across channels, how marketers employ specific tactics can vary drastically from channel to channel.  

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Bringing Sexy Back to Email: 3 More Ways to Stand Out in a Crowded Inbox

by Karen Talavera

05 16, 2012 | Posted in Content Marketing, Creative, Email Marketing, Messaging Strategy | 17 comments

Bringin Sexy Back to EmailUnless you overhear a conversation about porn spam, the words “email” and “sexy” don’t get used in the same sentence very often. Email, the loyal silent workhorse of social media, steadfast driver of e-commerce, overshadowed stepsister of search, is more often likened to Martha Stewart – reliable, conservative and past her prime – than Angelina Jolie – slinky, seductive, and unpredictable – although both have built sizable empires of wealth and influence. That is, until now. Oh yeah, we’re finally bringing sexy back to email marketing.  

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Could Inactive Email Subscribers Hurt Your Program?

by Karen Talavera

04 30, 2012 | Posted in Email Lists, Email Marketing, Multi-Channel Marketing | 7 comments

inactive email There’s a heated debate in email marketing over what to do with inactive subscribers and whether or not they can seriously  harm a sender’s reputation, deliverability and response enough to justify no longer emailing them.  The passion on both sides of this issue – the potential harmful downside of continuing to mail “inactives” juxtaposed with the potential helpful upside of keeping them on your list – makes this argument one worth taking a closer look at.  

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