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Kara Trivunovic

Member since July 2009 Contact Kara

Meet Kara at MediaPost Events

  • Kara is attending Social Media Insider Summit, August 17, 2011
    Hyatt Regency Lake Tahoe Resort, NV
  • Kara is attending Social Media Insider Summit, August 17, 2011
    Hyatt Regency Lake Tahoe Resort, NV
  • Kara is attending Email Insider Summit, December 05, 2010
    St. Regis Deer Valley, Park City, UT
  • Kara is attending Email Insider Summit, April 18, 2010
    South Seas Island Resort, Florida
  • Kara is attending Email Insider Summit, December 06, 2009
    The Chateaux at Silver Lake, Park City, UT

Articles by Kara All articles by Kara

  • The Best Email I Ever Received in Email Insider Europe on 07/23/2015

    Many years ago (and I mean MANY), when I started my career in email, I had a mentor whom I still respect very much. One of the most important lessons I learned from her was the 40/40/20 Rule of Email Marketing. I would walk into just about any meeting with her, and she would tell clients that 40% of their program's success was driven by delivering someone the right message; 40% was driven by getting the message to them at the right time; and 20% was determined by the creative. She would say that you could write your offer on a cocktail napkin, in lipstick -- and as long as you handed it to the right person at the right time, you had an 80% chance of converting.

  • Weaving Micro-Moments Into Your Email Strategy in Email Insider on 07/20/2015

    A linear customer journey is no longer a reality. Consumers and brands now communicate constantly, fragmenting the path to purchase as never before. Instead of having a few persuasive interactions with a brand, consumers have many small interactions that, together, are plentiful and powerful. Google recently dubbed every tiny interaction consumers have with brands as "'micro-moments,' the new battle ground for brands." We've labeled the same interactions "atomic moments of truth." No matter what you decide to call them, these moments are forever changing the way consumers interact with brands, creating new opportunities and presenting new challenges. Google offered five ways marketers can take action on these moments. Let's apply these ideas to the email channel:

  • What TO DO With Email Pre-Headers  in Email Insider on 05/12/2015

    Last month, I shared "What NOT To Do With Email Personalization" after an untimely Valentine's Day email hit my inbox, bearing a name that was not my husband's. With that behind us, this month, let's focus on a TO-do: effective email pre-headers to enhance your subject line.

  • What NOT To Do With Email Personalization in Email Insider Europe on 04/20/2015

    Brands today are looking to create a more relevant experience for their customers. Doing so means relying heavily on accurate data. But not all data is created equal. Over the years, I have experienced my fair share of email content with misinformation: incorrect birthdays, incorrect first name and even wildly wrong product purchases when a brand is following up with cross-sell/up-sell messages. I'm sure we have all seen this problem. But sometimes it's just so wrong that one's loyalty is called into question.

  • What NOT To Do With Email Personalization in Email Insider on 04/18/2015

    Over the years, I have experienced my fair share of email content with misinformation: incorrect birthdays, incorrect first name and even wildly wrong product purchases when a brand is following up with cross-sell/up-sell messages. I'm sure we have all seen this problem. But sometimes it's just so wrong that one's loyalty is called into question.

  • You Only Need a Few Good Friends Supporting Your Email Program in Email Insider on 03/09/2015

    Back in January, I posted the first in a series of email tips filtered through the lens of advice I give my nine-year-old daughter. The first piece of advice was focused on the fact that not everyone is going to like you. Today, I want to focus on an extension of that advice with tip No. 2: You only need a few good friends.

  • The Best Email I Ever Received  in Email Insider on 02/09/2015

    Many years ago (and I mean MANY), when I started my career in email, I had a mentor whom I still respect very much. She showed me some tough love, challenged my opinions, and taught me how to be confident in the advice and direction I shared with clients. Thank you, Tricia Pridemore (or more affectionately referenced by me as TRob). One of the most important lessons I learned from her was the 40/40/20 Rule of Email Marketing. I would walk into just about any meeting with her, and she would tell clients that 40% of their program's success was driven by delivering someone the right message; 40% was driven by getting the message to them at the right time; and 20% was determined by the creative. She would say that you could write your offer on a cocktail napkin, in lipstick -- and as long as you handed it to the right person at the right time, you had an 80% chance of converting.

  • Email Tips Filtered Through The Lens Of Advice To My Daughter in Email Insider on 01/13/2015

  • Work In Your Swim Lane: An Email Plan For What You Can Control in Email Insider on 12/08/2014

    We are in the midst of the holiday season, which is arguably the most intense time for email marketers. While many of you have your plans for the season well defined, very few brands I have spoken with have any wiggle room in their crazy schedules to even think about what happens after Dec. 31.Planning that far out can be daunting for email marketers, especially since other company departments may have more scope in overall marketing plans, but you should plan for what you can control.

  • What Do You Mean, 'Email Marketers Need Not Apply'? in Email Insider on 11/10/2014

    It seems as if the marketing world has a new slogan. Once upon a time it was "email is dead," but most have come around to believe that email definitely has a place within the marketing construct. But the new slogan seems to indicate that email marketers are a dying breed -- at least when it comes to a marketing organization's need for them. Instead of damning the channel, marketers are now rallying against the specialists that build and execute email programs themselves.

Comments by Kara All comments by Kara

  • The Anatomy Of A Good Birthday Email by Kara Trivunovic (Email Insider on 06/10/2014)

    Pete, I appreciate the sentiment, but on the flip side it is an easy way to show appreciation to your customer, recognize them as an individual and demonstrates value. They also work. Many brands I have worked with over the years get amazing feedback from customers because of their birthday programs and when done right, can be real revenue generators for them.

  • Implementing Progressive Profiling by Kara Trivunovic (Email Insider on 11/25/2013)

    Pete - I agree that behavioral information such as browse and search behavior are also valuable for understanding the customer - but those are very "moment in time" data elements that may or may not reflect the long term and on-going desires of the subscriber. Finding the right combination of behavioral data and self-reported data elements typically generate the greatest ROI - so long as you are actually taking action against the data. I have not seen any published data on the topic of ROI as it relates to the source of demographic and psychographic data, but if I do, I will post it up. Thanks for the comment! KT

  • Email: The Ultimate Relationship Channel by Kara Trivunovic (Email Insider on 10/28/2013)

    I couldn't agree more Bert - empowering the people on the front lines can certainly turn a bad situation in to a good one. During my travel escapade, the Hertz agent upgraded me to an amazing car for my trouble - gotta give him some kudos for that!

  • Email: The Ultimate Relationship Channel by Kara Trivunovic (Email Insider on 10/28/2013)

    @Angie - thank you, first of all. It did stink, but I survived :) The challenge for marketers today is the customer doesn't care who's job it is - which means the organizations need to operate seamlessly. Breaking down the walls and the silos is critical to meeting clients expectations today. I have worked with other brands and airlines that have been able to integrate systems in a central location, flagging a customer record for a bad experience with customer service, lost luggage or getting stuck in a middle seat - all so they can respond effectively in their email program. It isn't easy, I will give you that, but it is imperative in today's connected world.

  • Email: The Ultimate Relationship Channel by Kara Trivunovic (Email Insider on 10/28/2013)

    True Pete, they could do that. But with consumers taking to social networks to share their experiences with brands, the brands don't really get to control the sharing of positive/negative experiences so much these days :)

  • What's the Story Behind Your Data? by Kara Trivunovic (Email Insider on 10/02/2013)

    Pete - while I appreciate the conjecture - the answer is somewhere in the gray area. Making too many, or incorrect assumptions can have a detrimental impact on your business. While it is true that all data has "an associated possibility of error" - some missteps are avoidable. The lesson is that one data point alone does not a story tell.

  • Avoiding Common Email Marketing Faux Pas by Kara Trivunovic (Email Insider on 04/11/2013)

    So that we are all clear here, I never said I hated my neighbor's son playing with my children. It was an example to emphasize the point that everyone's personal preferences in communication are different. Just as a brand needs to recognize the individual preferences of frequency and cadence with their subscribers, people have different levels of preference on how often and closely they engage with their neighbors (or any other relationship for that matter).

  • What I Learned About Email From My 91-Year-Old Uncle by Kara Trivunovic (Email Insider on 01/31/2013)

    Thanks Peter! I think that sometimes we try to over complicate what we do - so I thought I would pay homage to keeping it simple. Glad you enjoyed!

  • The ABCs Of Email Marketing by Kara Trivunovic (Email Insider on 12/06/2012)

    Well done on the X David! The others as well - you are right, some letters get more love than others, it was a struggle to keep to the alphabet. Thanks to everyone that commented and the well wishes on the head injury :)

  • The ABCs Of Email Marketing by Kara Trivunovic (Email Insider on 12/06/2012)

    Thanks @Paula Lynn! On the bright side, I saved my daughter from an injury - I figured my head was better than hers :)

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