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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
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- 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?
Email Marketing Automation Strategies, Secrets and Lies
by Karen Talavera
08 25, 2014 | Posted in Email Marketing | 0 comments
Email automation, the ability to program email campaigns based on behavioral, date or other triggers, is a known revenue-producing powerhouse often generating three to ten-times the ROI of broadcast email. However, it's almost always easier imagined than done. In the following interview, I share several thoughts on email automation with Skip Fidura, Client Services Director of ESP dotMailer, on the challenges and conversations faced by email marketers when it comes to making triggered email programs a reality.
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.
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.
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
The Permission vs. Relevancy Debate: Navigating the Murky Waters of Email Append
by Karen Talavera
07 31, 2012 | Posted in Customer Loyalty, Email Lists, Email Marketing | 2 comments
There’s an ongoing debate over the role of permission in sending marketing email to customers you have a pre-existing business relationship with. Although in recent years opt-in list building practices have clearly been on the rise, there is still no clear legal mandate for opt-in as a standard email marketing practice in the US and many countries.
Is It Time to Adjust Your Email Frequency?
by Karen Talavera
08 26, 2010 | Posted in Digital Marketing, Email Marketing | 0 comments
How often and what to send are top questions facing any email marketer today. Yet all too often, frequency for the sake of frequency alone trumps relevancy in this channel. It's a classic catch-22: email works so well it runs the risk of undermining its own potential.
Email programs tend to start with slow and cautious frequency, produce easy ROI, and become stars. Management assumes if some email is good, more must be even better. Yet as with all good things (wine, chocolate and pizza come to mind) increased consumption eventually leads to a point of diminishing returns. The correlation between cost and benefit is neither linear nor constant.
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