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Karen Talvera

Karen Talavera heads Synchronicity Marketing and writes about email, social media and other online marketing conversation channels on her blog Enlightened Emarketing. Follow her on Twitter (@SyncMarketing) or Facebook for daily tips and links to emerging email and social media marketing trends, facts and research.

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Karen Talavera

Karen Talavera

Karen Talavera heads Synchronicity Marketing and writes about email, social media and other online marketing conversation channels on her blog Enlightened Emarketing. Follow her on Twitter (@SyncMarketing) or Facebook for daily tips and links to emerging email and social media marketing trends, facts and research.

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After over a decade in successful use there is abundant proof that email is not only the connective tissue of all data-driven marketing but also the revenue-producing juggernaut of digital efforts. Yet despite claiming the highest ROI of all direct marketing channels at 28.5%1, the highest driver of online conversions2 and the number two spot (second only to search) in new customer acquisition3 email marketing is still too often swept out of sight, called upon only when we need miracles worked. In my nearly 15 years of experience with the channel, I am too frequently surprised and dismayed that email is not receiving nearly the attention and investment it economically deserves.

Like Cinderella in the classic fairy tale, email dutifully goes about its business quietly completing a wide variety of marketing tasks without complaint - from prospect qualification to lead nurturing to direct sales. It also does plenty of less attractive, more menial labor in the transactional messaging realm such as conveying confirmations, notifications, reminders and alerts and just like Cinderella, is frequently under-resourced and kept out of sight until needed. But when it’s needed, batten down the hatches, for email will be heavily (if not impossibly) leaned upon to achieve quarterly or annual revenue goals, save jobs and launch new products. Also like Cinderella, email marketing professionals will be expected to work nearly twenty-four hours a day with barely enough energy to stumble into bed long after midnight only to wake before sunrise to do it all over again.

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I’m often asked what I believe to be the number one way to connect email and social media marketing.  Last month I tackled that question from the starting point of email.  This month I'm addressing it from the perspective of social media.

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Karen Talavera runs Synchronicity Marketing, an Emarketing Consultancy. This is her story. If you like her story, share it with your network and help her win a bottle of wine.

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Tagged in: email profession
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It’s no secret that in the United States at least, we’re obsessed with size. Perhaps stemming from our pioneering roots we equate bigger with better, have a preference for more vs. less (even if it’s far more than we need), and value limitless expanse.  Whether it is due to this mentality or other reasons, a similarly pervasive way of thinking has been the mindset in direct marketing for decades.

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The Number One Way to Connect Your Email and Social Media Marketing

By Karen Talavera

With so many ways to integrate email and social media we have almost unlimited options for leveraging connection between these two powerful conversation marketing channels.  Still, for those at the beginning of the process it pays to know where to start.

I’m often asked what the number one way to connect email and social media marketing is, so whether your presence on social media is brand new or you’re an experienced marketer wanting to make sure you don’t overlook the obvious, here’s my answer:

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It’s easy to bore your customers to death with email: just send them the same type of message repeatedly and you’ll succeed.  We're often guilty of this when we send our e-newsletter and little (or nothing) else.  And while a newsletter absolutely has a place as a staple in your email marketing program, it should be far from the only type of message you send your customers on a regular basis.

After your email newsletter (which can be weekly, every other week, or monthly depending on how much content and activity you have), I recommend weaving these three message types into your email marketing stream at regular intervals throughout the year:

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Tagged in: email marketing
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The U.S. Census Bureau releases the results of its 2010 census this summer and marketers are advised to prepare for some major demographic shifts. In a recent interview I read of Peter Francese, consultant to advertising megalith Ogilvy & Mather and author of the research report 2010 America, I was surprised to learn:

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A little over a year ago, I theorized that 2010 would be the Year of Conscious Marketing. And while I do think it has taken us more than a year to become conscious of how to use the increasingly fragmented and multiplying online marketing avenues available to us, 2010 certainly was a year in which the “what-how-which” and “why” finally began to gel for many business owners and marketing professionals.

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