Loading...

Clarity

Karen Talavera

Denver, Colorado

Email marketing expert, President of Synchronicity Marketing, and source of enlightened email marketing consulting, strategy, coaching and training. I am the premiere professional educator in email, having designed and taught live and virtual certification and education programs since 2000 for MarketingProfs, the DMA, the ANA, and countless private clients.

My unique depth of digital marketing expertise in combination with my finely honed direct response mindset has improved email marketing results for hundreds of clients ranging from NASCAR, Bank of the West, Texas Instruments, Applied Materials, AAA and the Chicago Convention and Tourism Bureau to agencies, associations and independent entrepreneurs.

$7.50/min

4 Calls

23 Reviews

24 minutes
Avg. call

Social Media Marketing Coaching Multi-channel Marketing Online Training

Call me to talk about

Email Marketing Strategy & Performance Improvement

Karen Talavera is an internationally recognized speaker, consultant, professional educator and thought-leader in email marketing. She has been praised as “a pioneer in bringing the power of email marketing to the forefront” and “diligent in staying on top of her field, mastering email marketing not just as a specific practice but also in conjunction with social media and other digital channels”.

Karen’s enlightened direct response marketing mindset delivers improved email results for clients ranging from A&E, Kaiser Permanente, ServiceMaster, Texas Instruments, Applied Materials, and the Chicago Convention and Tourism Bureau to agencies, associations and solo-preneurs. Karen designed – and actively teaches – the email marketing training and certification programs for the Online Marketing Institute, the Direct Marketing Association, MarketingProfs, and the Association of National Advertisers. She also speaks at the major email and digital conferences around the country each year.

Synchronicity Marketing is a charter member of the Email Experience Council and is dedicated to educating marketers on better use and alignment of email, social, and content marketing for increased visibility, deeper customer relationships, and more revenue. With that mission in mind, Karen delivers custom email marketing education, coaching, consulting, and advisory services to both corporations and individuals. Clients can expect to see improved email campaign engagement, revenue and ROI plus clearer and faster paths to achievement of their channel marketing goals.

Answers 1
Reviews 23

Answers

Karen Talavera answered

How to make the most out of an email list of 425,000 emails that has been dormant for years?

As others have said, proceed with caution! Assuming you've already used a top email list hygiene provider like Fresh Address or Webbula (if you haven't, you might need to clean it again), here's what I suggest you do next:

1) Interrupt your pattern of sending content newsletters with either a preferences or general survey, ideally with an incentive for completion (random prize drawing works well). At this point, sending a campaign people will be HIGHLY MOTIVATED to open and click is key, since leading ISPs such as Gmail and MSN are increasingly using engagement metrics to determine whether your email keeps getting delivered or gets junked. Also, conditioning a pattern of response early is important to getting people to engage on a regular basis.

2) Vary your messaging to include other campaigns than just newsletters. People grow immune to repetition. What stand-alone messages can you work into the schedule? Maybe a weekly spotlight on a featured piece of content, interview with a subscriber, weekly trivia, etc. These are all great for engagement.

3) Keep a strong eye on your deliverability and reputation as an email sender. Look into ReturnPath's services.

4) As far as "dropping email addresses that have not engaged with any campaigns" consider your options and define "engagement". What are the actions and thresholds of activity that constitute "engaged" - is it no opens/clicks in 30 days? 90 days? longer? You don't say if you'll be wiping those from your list and never emailing again, dialing back volume, or suppressing and contacting with a reactivation or re-opt-in campaign. If you decide to no longer email inactives, try targeting them in other channels like via FB custom audience targeting or Live Intent.

Need more help or a long-term strategy? Contact me - it's what I do.

Schedule a call • Share • Flag

Email Marketing

Email Strategy

Newsletters

Reviews

Karen offered some excellent advice and I appreciate her obvious expertise.

Paul Williams Source: Clarity

Karen is waaay cool... Smart, experienced and genuinely interested in your success.
What an advantage to have her working on my projects with me.
Looking forward to the next call.

Jon Bassana Source: Clarity

Karen provided excellent and valuable advice on newsletter approach and content.

Ben Reppond Source: Clarity

I've known and worked with Karen Talavera for most of my ten years at ExactTarget, and can tell you she is the "Real Deal" when it comes to teaching marketing professionals how to plan and execute rock-solid digital marketing campaigns.

Many ExactTarget clients have hired Synchronicity Marketing to help their team master their use of Email, Mobile, Social Media and Websites to engage consumers and deliver an experience that fuels sales and creates brand advocates. I've seen Karen in action and consider her to be one of the top pros in our industry.

Joel Book Source: LinkedIn

Karen Talavera was an invaluable resource for me in my role as email marketing manager. I attended a 2-day workshop she gave at the DMA and it covered everything from A to Z including best practices, list maintenance, effective creative, testing and much more. Karen also offers consultation services through her company Synchronicity Marketing that are tailored to your business needs at a very reasonable cost that I think are well worth it.

Nancy Bersin Source: LinkedIn

I knew nothing about e-mail marketing... Karen’s class gave me a solid foundation to confidently map out my organizations’ first campaign to non-members. The campaign was hugely successful as a lead generator. I found I was able to push the envelope using what I learned from Karen. Her teaching style, positive energy, real world examples, and invaluable take home information made e-mail marketing easy-to-grasp and fun. Additionally, Karen has really gone the extra mile and helped me with questions I’ve had after the class was over. I simply can’t recommend her enough!

Kristin E. Howard Source: LinkedIn

Karen -

Thanks for the outstanding 2-day Email Marketing Training & Performance Improvement Workshop. The curriculum and schedule of topics you prepared could not have been more perfectly suited for our business. Your program greatly enhanced NGF's expertise in email marketing and we expect a larger and more engaged audience to result from your guidance. Karen, we won't hesitate to recommend you to any business or organization looking to maximize their email and direct marketing efforts!

Many thanks,

Kevin

Kevin McLendon Source: LinkedIn

Karen's dedication to education for email marketers is the catalyst of an important movement in email marketing. Getting marketers to espouse best practices, self-regulate and reap the benefits of excellent sending practices is a huge undertaking. We need to come together as an industry and support Karen's work. On top of Karen's great insight, she is a pleasure to work with- she gets it!

James O'Brien Source: LinkedIn

Karen is a knowledgeable direct marketing professional. She met with us once for a day to get an overview for what our objectives were and then very shortly thereafter put together a comprehensive email marketing plan of action for us.

Lori Keller Source: LinkedIn

I've had the opportunity to work with Karen since we first shared office space during the launch of Yesmail.com and later when I hired her as a consultant for Dynamic Graphics (Jupiterimages) to leverage her expertise in data base and email marketing. She's innovative, energetic and knows how to craft real-world solutions with an understanding of real-world resource issues. Her many abilities range from the creative to the operational - which is crucial for e-marketing success.

Harvey Morris Source: LinkedIn

Karen is a thought leader in the digital marketing space. My first interaction with Karen was at a DMA email marketing course she instructed. I was so impressed with her deep digital marketing expertise and wonderful attitude I recently hired her for a email strategy assessment. Karen quickly understood my program's challenges and provided prompt, insightful and creative recommendations. Her work far exceeded my expectations. I will hire Karen again and strongly recommend her to other digital marketers looking for true strategic expertise.

Brad Clark Source: LinkedIn

Member since March 2014