Email marketing is a cornerstone of digital strategy for any thriving business, yet it remains a misunderstood and underutilized tool. In this episode Tara Dinoski, CEO and founder of Indico Digital, shared invaluable insights about email marketing strategies and her adventures as a digital nomad. Based in Athens, Greece, Tara has built a career and lifestyle that merges ambition with freedom. Here’s a recap of the highlights from her conversation.
About Tara Dinoski
Tara Dinoski is a seasoned digital marketing strategist and business consultant with over 10 years of expertise in Lifecycle Marketing & Retention. She’s a subject matter expert in email marketing, SMS marketing, affiliate marketing, and content creation, and she’s mastered the art of connecting the dots across digital marketing channels including owned, earned, and paid media to optimize conversions.
Before founding her consulting practice in 2019, Tara honed her skills at top digital marketing agencies, including Piston, Internet Marketing Inc., Email Aptitude, and Elite SEM (now Tinuiti). Today, as the CEO of Indico Digital, she empowers brands to achieve sustainable growth through innovative retention strategies.
What You’ll Learn
From cutting-edge email marketing techniques to the perks and challenges of a nomadic lifestyle, Tara’s conversation is packed with actionable insights. Here’s what you’ll take away:
- Email marketing 101: Why segmentation is critical and how to implement it without overcomplicating your strategy.
- Debunking myths: The truth about “perfect send times” and whether SMS marketing really trumps email.
- Testing that works: How to avoid common mistakes with A/B testing and use it to drive meaningful results.
- Channel integration: Why combining email with paid media and other channels is essential for unlocking hidden revenue.
- Digital nomad hacks: Practical tips for balancing remote work with travel, staying disciplined, and keeping clients happy across time zones.
The Art of Email Marketing: Start Simple, Scale Smart
One of the biggest mistakes brands make is treating email marketing as an afterthought or, conversely, overcomplicating it. Tara emphasizes simplicity as the antidote to fear and hesitation in email campaigns. Segmentation, often misunderstood as a buzzword, is where she suggests starting.
“Separate your list into two groups: customers who’ve already purchased and prospects who haven’t,” Tara advises. By addressing these groups with tailored messages, businesses can gain valuable insights into buying behaviors. For instance, during her work with Thursday Boots, Tara discovered that new customers gravitated toward neutral colors, while returning customers eagerly explored bold, new releases.
Tara also debunked the myth that more segments always equal better results. “Stick to fewer than ten segments to avoid overcomplicating your campaigns,” she suggests. Tools like Klaviyo make it easier to test and refine strategies over time.
Testing Beyond Buzzwords
A/B testing is often touted as essential but is frequently misunderstood. According to Tara, testing “just to test” or leaning on outdated results won’t move the needle. The key is iteration. For example, testing multiple times, at least three, is crucial to overcoming outliers and statistical noise.
Another myth Tara debunked is the “perfect send time” for emails. While many default to Tuesdays and Thursdays at 7 a.m., Tara recommends examining site traffic data to uncover when your audience is most engaged. “One of our clients saw great results by sending emails during late-night hours when site activity spiked. Those insomniacs turned into buyers,” she recalls.
Integrating Email with Other Channels: The Hidden Revenue Lever
For brands solely focused on email, Tara points out a significant limitation: “If you’re not integrating email with other channels like SMS, paid media, or social, you’re leaving money on the table.” She shared how leveraging tools like Klaviyo to create retargeting audiences on Meta (Facebook and Instagram) helped re-engage users who had opted out of email.
This cross-channel synergy ensures no audience is left behind, especially during peak sales periods like Black Friday.
Life as a Digital Nomad: Balancing Business and Adventure
Tara’s career isn’t just defined by marketing expertise, it’s a masterclass in crafting a fulfilling, borderless lifestyle. From taking client calls in Medellin’s lively cafes to structuring her workday around Athens’ serene mornings, Tara’s digital nomad journey showcases the flexibility of remote work.
Her secret? Discipline and empathy. Tara works U.S. hours while based in Europe, carving out daytime hours for herself and reserving evenings for clients. “Your clients shouldn’t even notice you’re in a different time zone if you’re doing it right,” she says.
Final Takeaways: Get Started Today
Tara’s advice for brands looking to embark on their email marketing journey is simple: just start. Build your list, leverage available tools, and refine as you go. Overthinking can lead to stagnation. The same applies to life. Whether it’s testing a new strategy or moving to a new country, progress often comes from a willingness to explore.