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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.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
Three MORE Email Marketing Improvement Challenges for 2014
by Karen Talavera
05 09, 2014 | Posted in Email Marketing, Marketing Vision | 0 comments
Last month we looked at three email marketing improvement challenges for 2014. This month I want to give you three more that can maximize email’s contribution to your bottom line. Although improving email open and click-through rates seems an ever-present task, I encourage you to expand your focus beyond mere campaign-by-campaign process metrics and try these program-level objectives on for size instead: 1) Increase Subscriber Engagement Truly increasing subscriber engagement with your email campaigns means much more than merely boosting open and click-through rates, although both are important measures of engagement. It means analyzing open and click-through reach – that is, the proportion of your subscriber base, among all subscribers, who have opened or clicked at least one message over a period of time.
A Blueprint for Email Messaging Strategy Success
by Karen Talavera
01 31, 2014 | Posted in Content Marketing, Email Marketing, Messaging Strategy, Resources for Getting It Done | 4 comments
As a marketing channel, email is coming off a banner year! 2013 boasts some of the most significant investment and acquisition activity in the industry’s 20-year history (Salesforce.com acquired ExactTarget for almost $3 billion, Oracle offered $1.58 billion for Responsys). Despite the occasional sensational headline to the contrary, email marketing’s use and popularity continues to grow and technical innovations abound.
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.
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
Today 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.
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
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:
Top Five Ways to Boost Email Marketing Results and Impact in 2013
by Karen Talavera
12 18, 2012 | Posted in Email Marketing, Marketing Vision, Response Improvement | 1 comments
There couldn’t be a better time to strategize final changes and improvements to your 2013 email marketing programs as you ready them for launch. In fact, while many of your new year’s email plans may be firmly sketched out, it’s not too late to give them a final polish with these insights and tweaks. Knowing where to amplify, adjust or even contract can take your email marketing programs from “ho-hum” to significantly greater impact on your bottom line in 2013.
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