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Webinar sul nuovo RGPD

Adapt your email marketing strategy to the GDPR

Beyond Practical Marketer • April 17, 2018

On April 11th, 2018, we held a webinar going through the key points in which the new General Data Protection Regulation (GDPR) affects the email marketing strategy. Don’t forget that the GDPR goes into effect on May 25th, 2018, and by that moment your email marketing strategy must be in accordance with its provisions. Editor’s Note: Benchmark provides information during the webinar and in this article for informational purposes only. Such information cannot be understood as legal advice. To get advice on any issue or aspect related to the GDPR, you should contact your lawyer. What is the goal of the new GDPR? The main goal of the new GDPR is to provide users with final control over their personal data. What benefits does the new GDPR provide? One continent, one law: a single, pan-European law for data protection, replacing the current inconsistent patchwork of national laws. Companies will deal with one law, not 28. One-stop-shop: a \'one-stop-shop\' for businesses. Companies will only have to deal with one single supervisory authority, not 28, making it simpler and cheaper for companies to do business in the EU. The same rules for all companies – regardless of where they are established: Today European companies have to adhere to stricter standards than companies established outside the EU but also doing business in our Single Market. With the reform, companies based outside of Europe will have to apply the same rules when they offer goods or services on the EU market. This creates a level playing field. Technological neutrality: the Regulation enables innovation to continue to thrive under the new rules. Roles and restrictions with the treatment of personal data The GDPR lays out the responsibility on the \"controller\" who assumes the responsibility of the application of the Regulation. The controller is who determines the purposes and means of the processing of personal data. As a consequence the controller must also ensure that the way the personal data is treated is compliant with the GDPR. If the controller for example has decided to use Benchmark as an email marketing software, he or she has to ensure that tools provided by Benchmark are GDPR compliant, granting the right of rectification, access or erasure. As you probably know, Benchmark provides that option through the “Manage subscription” link, which however does not appear as mandatory in the footer of the email. Therefore it’s the controller’s duty to activate and add it. In this scenario, Benchmark is just a simple data processor software. Consent Until now, when a subscriber signed up through our signup forms it was not mandatory to inform him/her about the purpose of the data processing activities to be carried out. The GDPR mentions that the consent should be given by a clear affirmative act establishing a freely given, specific, informed and unambiguous indication of the data subject\'s agreement and should cover all processing activities carried out for the same purpose or purposes. When the processing has multiple purposes, consent should be given for all of them. In addition, where processing is based on the data subject\'s consent, the controller should be able to demonstrate that the data subject has given consent to the processing operation. Collection The GDPR advocates for simplicity in data collection. As marketers we tend to ask for more details than required (e.g. for sending out a simple weekly newsletter). This new Regulation encourages to collect the minimum data necessary for the current marketing strategy and not to ask for unnecessary data that may (or may not) be useful in the future. Access The controller should grant the easy execution of the data subject\'s rights, including mechanisms to request and, if applicable, obtain, free of charge, in particular, access to and rectification or erasure of personal data and the exercise of the right to object. Treatment of personal data The controller must inform the data subject of the existence of the processing operation and its purposes to grant a fair and transparent processing. How is Benchmark complying with the new GDPR? “Right to be forgotten” This right is one of the biggest change of this Regulation. For the very first time, this right is regulated and obligated the controller to completely remove the data if the data subject requested. To exercise the right to be forgotten, we have two different scenarios: Benchmark | Customer In the case any of the customers of Benchmark wants to be “forgotten”, he or she needs to request the deletion of the data writing to support@benchmarkemail.com and we will proceed with the elimination of those. Benchmark | Customer | Subscriber Any of our client’s subscribers can request to be deleted from his lists and records. It’s the customer\'s responsibility to delete the subscriber from our (and other) systems, with one exception: if the subscriber has already unsubscribed, the client will not be able to remove the data from the “Unsubscribe” list. If this happens, the customer should forward the user’s email to support@benchmarkemail.com and we will proceed with the elimination of the subscriber from the list. Accessibility / rectification / unsubscribe The controller must include the “Manage Subscription” option on the campaigns: Adding this option, the client gives the data subject the option to access, rectify and unsubscribe from his/her data. When the subscriber clicks on that link, he/she will find this screen: The subscriber can exercise his/her rights here. At Benchmark, we are currently preparing to allow the data subject to be able to rectify the rest of the fields and not just the email, name and surname. Consent We are also updating our signup forms to be compliant with the GDPR before the deadline in May. We are going to include the required check box linked to the controller’s privacy policy. International transfer of personal dataArticle 45 mentions that a transfer of personal data to a third country or an international organisation may take place where the Commission has decided that the third country, a territory or one or more specified sectors within that third country, or the international organisation in question ensures an adequate level of protection. Such a transfer shall not require any specific authorisation.This international transfer of personal data is guaranteed under the EU-US Privacy Shield Agreement whose certification is held by Benchmark: Privacy policy We are adopting our privacy policy to be compliant with the GDPR. In the next weeks, we will send an email with the updates to all our clients. Servers location It was actually NEVER an obligation to have servers in Europe, but with the new GDPR it is even less necessary. One of the goals of the GDPR is to equate the data protection that the European companies are fulfilling with the one applied by companies from abroad, in a way that all companies are obliged to compete in equal conditions. Find the recording of our Webinar here:   If this article has been interesting for you, please, share it with your colleagues and friends.


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When it Comes to Email Marketing Rules, Chad S. White Wrote the Book...Literally

When it Comes to Email Marketing Rules, Chad S. White Wrote the Book…Literally

Beyond • April 13, 2018

Hey everybody! Welcome back to the Heart of Business. We’re thrilled to return from our hiatus with the great Chad S. White who is the Research Director at Litmus and the author of Email Marketing Rules. While we’d probably already encountered Chad’s work through Litmus or the Email Experience Council, he came onto our radar when our UX Researcher and Data Analyst, Leticia Mottola, was given a signed copy of Email Marketing Rules at a Litmus event. We quickly purchased a few additional copies and passed them around the office. So, when we knew it was time to bring back our beloved Heart Of Business podcast, Chad was one of the first individuals we reached out to. It was a great conversation, which we’re thrilled to be able to share with you. We talked to Chad about how he found his way into the world of email marketing and the process of writing a book. Chad, Daniel and I also looked back on how we’ve seen email evolve since we joined the industry. On living in a post “email is dead” world: It’s not email vs. social. It’s not email vs. another channel. It’s email WITH social. It’s email WITH all these other channels. 8:33 - The evolution of email 18:09 - Why email is unkillable 22:06 - Inbox overload 28:09 - The value of building and maintaining relationships 29:17 - Writing a book 46:05 - The responsibility of deliverability on the sender Want to catch up with our 100+ episodes of the Heart of Business? Check us out on iTunes.


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The 1-2-3 Strategy to Boost Sales Using Lead Magnets and Remarketing

The 1-2-3 Strategy to Boost Sales Using Lead Magnets and Remarketing

Practical Marketer • April 4, 2018

Increasing conversions for your website requires a great deal of effort and, there’s nothing more irritating than finding out someone just visited and “bounced off” without doing anything on it. In this article, we’ll show you how to set up your website and campaigns in a manner that will boost sales and capture your visitors. You can expect some tips on remarketing - lead magnets and the proper way to get your content that leads to conversions. How Do You Retarget Visitors To Your Blog? A frequent question that we always receive is, “how do you make visitors come back?” The answer is easy - retargeting. Now there are several ways how you can do that. If a visitor visits your blog through a Google ad campaign, then you can always use cookies or pixel to track those visitors in some way. Here\'s how it looks like: a potential customer visits your site, and their browser gets a cookie. You can now customize when they get another ad from your website while they are browsing the web. Time Delayed – this particular strategy uses time to your advantage. Instead of focusing on their behavior, you could have an ad appear once every week or so. It keeps retention, and if you have a different ad for every week, then they will eventually be persuaded. Sequential – getting them to view different ads depending on where they are in your conversion funnel. It means setting custom made ads depending on their interest in your service. There are also content retargeting strategies where you can repurpose old content that has converted for you in the past. You can update the content and tweak it for the current market. Don’t forget your old customers too. If you still have their email addresses, go ahead and send them something like this: Lead Magnets and Getting Them To Sign Up First, let’s define a lead magnet. A lead magnet is something that you offer a potential customer or client in exchange for them signing up or doing something else for you. So any PDF, guide or downloadable can serve as a lead magnet. But wait, there’s more. Don’t give them anything; it has to be of absolute value to your customer. Here are a few notes on what a lead magnet is supposed to do: It has to be of high value to your potential customer. That means it has to contain information that is beneficial to them. It has to include actionable information that solves a problem of theirs. It encourages trust and rapport between you and the potential customer. It has the added benefit of making them want more from you since you already fixed a problem they have. It has to be short, don’t send them a philosophical essay on why local SEO is going to drive the industry forward, that’s overwhelming, and nobody has time for that. Ideas for Lead Magnets A typical lead magnet is a newsletter or some subscriptions or recurring payment programs which user can enroll after entering the email address. However, don’t just be limited to that. There are a lot of lead magnet ideas that you can take advantage of. Spreadsheets – these take a long time to make and tweak. If you’re willing to give out a spreadsheet for free, it sends a signal that your company is professional and puts in the extra effort for their customers. Tutorial – people spend hundreds of dollars on tutorials. A free tutorial sends a message that you’re not just in the business to take a customer’s money; you don’t mind imparting knowledge for free, too. Generators and calculators – these are some of our favorites because you can have the user interact with them. One of the best examples for this is Hubspot. Check out this one that even generates topics for you! Drip Email Campaigns A drip email campaign is an automated email marketing campaign that responds based on how your users interact with your site and the emails that you have previously sent them. Take this into consideration: If you utilize a proper email drip campaign, you can get a customer to buy from you again, keep them engaged, and even save money. In fact, if you were to sell something to an existing customer the probability of a purchase is at around 60 percent while this falls to about 5 to 20 percent with a new customer. Planning Your Email Campaigns It might seem like a daunting task, but it can be simplified. You can install a plugin to do that or use an email marketing software. If you’re onboarding a new customer, your series of emails could look like this:    Welcome email    Email tip (Week 1)    Email tip (Week 2)    Offer a new service/product (Week 3) Something as simple as this can form your drip email campaign. However, if you’re remarketing it becomes more of a mind map. Check this mind map from Pardot out: As you can see, it involves several steps if your customer does not respond to what you have sent. Remember all those lead magnets we discussed a while ago?  It’s now time to look through your bag of goodies to see if there’s anything you can offer them at each step of the drip marketing process. Remember, they already gave you their email, don’t be cheap with the premiums you’re giving away! There are many programs available that can help you out with your drip email campaign. For instance, Benchmark Email automates workflows for you. This should be enough to get you going on your remarketing strategy in the meantime. These simple trick and explanations will work wonders in how you get your content, site and your planning together. Happy selling!


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6 Psychological Triggers to Turn Email Marketing Prospects into Loyal Customers

Beyond • March 28, 2018

Digital marketing has completely changed the face of business. Most of the transactions that people make today are online. The first currency people use is time. The second one is attention. Lastly, once they used their time to pay attention, they’ll use the currency that they’re most aware of, and that is their money. As an email marketing practitioner, you are probably aware of how fast the marketplace is changing at this very moment. New trends, new strategies, new opportunities, new ways of selling. These are all part of the entire business game, and they could be part of your email marketing game. Keep It Simple What does “business” mean? In my terms, it’s the trade of money for value. People pay their beloved currency to improve their lives one way or another. To sell well, your product must be the “perfect solution” for the person in trouble or in need of something. The principles haven’t changed, and they never will. The truth is, if you care to keep things simple, you won’t have to experience the chaos that most businessmen and marketers indulge today. I’m talking about tirelessly A/B testing of email headlines, ad pictures, fonts, audience targeting, ad copy, ad format, and so on. In fact, to be good at business, which means to consistently generate product sales, you must have a basic understanding of human psychology. Turning simple website visitors into loyal customers is a true art, and it also involves the element of skill. We’re living in a world led by millennials, and many of our customers are millennials too. Considering that 73% of millennials prefer the email communication over anything else when it comes to business transactions (product vs. money), you should be quick to understand one simple fact: The better you: Understand the millennial generation, the better you’ll know when, how, and what to offer to them. Understand basic psychology (a few principles), the better you’ll capture your prospects’ time & attention. Measure and optimize your email performance, the better your conversion rates and the bigger your success will be. Simple, right? Well, in today’s post, we’re explaining six psychological triggers that you may use to convert your email campaign into an unstoppable selling machine. The purpose of these triggers, which are mostly based on simple psychology principles, is to capture attention, inspire action, and lastly, to close sales 1. Pain & Pleasure: The Primary Motivators of Human Behavior Pain and pleasure are the most powerful driving forces of human behavior. Stop for a second and filter this thought: all your actions are driven by the desire to gain pleasure or by your urge to avoid pain. Even when something is (or becomes) painful – a relationship, a bad habit such as smoking or drinking, or anything that drives pain – we tend to ignore the pain because we love the pleasure that comes with it. For example, when students must do their homework, they often procrastinate until the deadline is very close because this is their way of avoiding pain. However, when there is no more time left, they enter a state of urgency and – most of the times – they get to work. The urgency is triggered by intense emotions of pain that are associated with the negative consequences that are about to follow. The key to a great marketing and selling performance is to know what forces are already influencing your customers before actually interfering. Whether they’re after pleasure or pain, you’ll be able to customize your message accordingly. Try to emphasize pain and pleasure stimuli through language. Use stories and words that represent the feelings that you want to convey. For example, words as “hard,” “sad,” “problems,” “struggles,” “overwhelm” indicate pain. “Love,” “benefit,” “positive,” “effective,” or “joy” will convey pleasure. Take your email prospects from where they’re at (point A) to where they want to arrive (point B).Educate them for free and try to improve their journey’s experience as much as you possibly can. When they feel close to point B, they will associate their progress, and that’s exactly when they’ll feel safe and ready to invest in your ultimate solution that comes through your products. 2. Explain the Reason Why Because the rational mind searches for meanings in every situation and information that we perceive and process, there’s a huge power behind reason. A famous Xerox experiment performed by a recognized psychologist named Ellen Langer showed how people respond to even the most arbitrary reasons. A person went on and addressed several crowds of people who were waiting in line to Xerox their documents. The question was: “May you give me your spot...because I need to Xerox my copies”. 90% of people said yes. Why? Because their brains have instantly responded to a reason. Now, to sell your products productively through email, tell your subscribers exactly why it’s important for them to pay attention to your content. Why should they open each of your email headlines and why should they follow through? When you present your products, it’s essential that you show them why your products are the perfect solution for their needs or problems. Lastly, yet very importantly, tell them why it’s important to buy right NOW. Not later, now. Urgency is often the best factor that will motivate the reason why now or never. 3. Tell Remarkable Stories Stories are an incredible way of playing with your customer’s minds. If you didn’t know, stories trigger emotions. We, humans, are emotional beings whether we like it or not. Surprisingly for some of you, 95% of our cognitive processes happen in our subconscious mind. Our subconscious minds are also the primary triggers for our emotions. Therefore, by telling remarkable stories, you are soaking your prospects into their subconscious minds. You develop imagery, sound, feelings, smells, tastes, and so, you take him into a beautiful, imaginary world. To inspire and motivate your readers to take action and finally purchase your products, you’ll have to make them resonate with the morale of the story, or with one of the characters. The stronger the impact of your wording the faster your prospects will make up their “own mind” and decide to purchase your solution. 4. Bring Novelty Bring something new to the table, and you shall have people’s attention. Did you know that your dopamine levels are skyrocketing when the brain experiences something new? Well, novelty is exactly the type of trigger you need to help your prospects’ brains to release dopamine, so that they’ll be more open and eager to experiment with your brand. Look at Apple. They release a new version of iPhone every few months even if the changes are insignificant. Wonder why they do it? Obviously, they bring novelty because it is so efficient that it encourages people to get rid of their “old phones” and get new ones simply because they’re new. How can you benefit from this trigger? You can tweak your content in multiple forms, deliver new content in new formats, and appeal to your audience in new ways. Secondly, you can (and should) release new products on a consistent basis.However, do not overdo it because you may look like a fraud or like someone who’s “out of value.” 5. Trigger Curiosity When the average customer encounters a gap between what he knows and what he doesn’t know, he’ll often want to take action to discover the missing components. I’m talking about the well-known psychological principle of curiosity. Most individuals are curious. When you hit the spot and say something they relate to, something they want, or something they desperately need, you truly got their full attention. However, to see this content, your subscribers need to stumble upon a thought-provoking headline. It all starts with the email headlines, so ensure that you keep your email open rates high by carefully testing and optimizing your titles.If you manage to generate enough curiosity, you can expect people to seek more and more, up to the point where they reach your products. 6. Emphasize Benefits, Not Features Again, people are selfish creatures. Even though it’s not nice to hear, most of us think only about our needs and problems. Once you accept this reality, as a marketer, you’ll understand that presenting the features of a product will be ten times less effective than emphasizing the potential benefits that come with it. As Jane Smith, Marketing Manager at Aussie Writings, suggests, “tell a person all the details and features of your new product, and they won’t be able to care less. Tell them that it’s going to make them rich, famous, healthy, beautiful, and they’ll suddenly start paying attention.” In your content and advertising copies, ensure that you use enough words that emphasize benefits. Don’t forget about the features. Find them a good place in your sales copy page and let the prospect absorb them once they’re already “hooked” by the future benefits provided by your products. As you can notice, the Digital Marketer team knows what it’s doing. They manage to promise you the sea of benefits you’ll be getting in just five rows. Short and concise, focused on benefits rather than features. Takeaways Once you comprehend the true power that lies in these basic yet powerful psychological triggers, you’ll be able to change your sales game forever. What other triggers and principles do you currently use to generate sales? If you had or have struggled to understand or implement any of these psychological triggers, post your queries in the comments and expect for a quick answer. Wish you the best of luck!


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Top 5 Email Marketing Automation Triggers You Should Know

Top 5 Email Marketing Automation Triggers You Should Know

Practical Marketer • March 23, 2018

Over the years, marketers continued to use “spray and pray” email marketing tactics. The basic idea is to create a killer email list, send out the same message to the masses of people, hope and pray that someone will notice them and their hard work will prove its value. Regretfully, this tactic in email marketing is counter-productive. Sending spam can damage the reputation of your company and ruin relationships with your potential clients. Do you know that 90% of UK customers have unsubscribed from retail emails last year because of too many ham-fisted emails? I guess you don’t want to suffer from the same problem, and, conversely, you want to triple your sales. Instead of sending mass “one-size-fits-all: emails” focus on your audience, on their needs and behavior. Do it with marketing automation. For example, with the triggered emails. Those nurtured or operational emails are sent in response to a certain interaction with your website or your email program such as email opens, web-form filled, whitepaper download, etc. While triggered emails are often complex and highly customized, they work incredibly well. Due to specific user behavior or an event, a marketing automation tool sends out a personalized message at the right time to crack their problem. According to Smart Insights, triggered emails reach 71% higher open rates and 102% higher click-through rates compared to general email newsletters. Here are five email marketing triggers that help your business increase conversion rates and customer experience: 1. Welcome Emails The welcome email is an old school autoresponder sent immediately after an event such as a sign-up, the end of a free trial or a purchase occurs. Those messages look something like - “thanks for signing up” or “here is your login info” and are a huge indicator of user status. This type of email triggers helps you establish connections with new subscribers, give more information about your business (the guide how to use a product or service, details about your customer rewards program, etc.), ask them to introduce themselves, and send useful resources based on their interests. To make users feel comfortable with your business and build brand trust, create and send out more personalized welcome emails. For example, you can send a message from a personal Customer Engagement Manager. Take a look at the welcome email from SE Ranking: Welcome emails should look compelling and make a positive impact on your subscribers. Add more value to your message, and your client will be agreeably surprised about your care. Here are some more good examples of welcome triggered emails that will touch your feelings: 2. Nurturing Emails Customers want different content at different times throughout the buying cycle. The main objective of these emails is not to promote your product or service but help customers get what they want based on what they’ve done - deliver the right message to the right person at the right time. The advantage of nurturing emails is the opportunity to establish an open communication channel that cuts two ways. Customers can give you constructive and valuable feedback and ask questions, and you can better understand your customers and their needs. Once you deliver your emails into the real world, you can find out what works and what doesn’t work. Just keep testing and learning your emails like subject lines, timing or copy to make the best use of them. Let’s say you have a SaaS product. You can set up a range of automated nurturing emails educate your users about your features or to promote some updates. For example, SE Ranking is sending out a chain of triggered emails to help users understand better how their key features can help complete SEO tasks. It helps their customers find out more about the features and how to use them properly for their business. 3. Retention Emails According to Marketing Metrics, the probability of selling to a new lead is between 5-20%. That is increased to 60-70% for the probability of selling to existing customers. Your team is constantly improving the product and enticing customers to make another purchase. That’s where retention emails come into play. These emails are intended to engage your clients, especially where they stay inactive or doesn’t take full advantage of your service or product. It is critical to have something to offer them and use the opportunity to communicate. If you want to make them happy and offer more value for their money, you can show what they are missing out via automated retention emails. Here are good examples of retention emails: Shopping cart abandonment emails. For e-Commerce, shopping cart abandonment is a huge problem. Why not customize a system to entice and get your potential clients back to your website? You can use the following ways to do this 1. Give them an incentive to return, include images and a description of your products. 2. Offer discounts and show cheaper alternative products with a subject line “Similar Products”, etc. 3. Create a good email design and add your brand logo. Display ratings, reviews, or even social proof. Send friendly reminders. Friendly reminders are a good way to retrain your clients. For example, if a customer’ credit card or a product’s subscription is about to expire, you can let them know that they need to update it. Transactional emails. This type of triggered email is not only based on a transaction. It contains all the essential information to push upsells and cross-sells. It can be an order status information, service request updates, shipping confirmation, etc. To show some care and love, you can add extra value to your email. For example: Offer additional items that might interest customers Provide useful links to community forums Give answers to FAQ Share guides and tips on how to use products or services Invite them to contact you through social media networks Note: the primary goal is the transaction, but additionally you can include this info to cross-sell and upsell your products. Reactivate your lapsed customers. There is a type of customers who have made the order from you only once or twice but then dropped out from returning customers. The recent Return Path survey revealed that the phrase “miss you” reached 13% read rate, and the words “come back” reached 12.7% read rate. Deliver them a nudging email with the words like “Miss You” and give a discount or coupon to stimulate the returning orders. Good ideas for powerful reminders: New products updates Updates for products out of stock Seasonal products reminders Refill orders Offer similar products Give a discount if customers don’t re-order Personalize emails creatively 4. Special Occasion Emails Customers are the basis of any business. To retain them, you need to reward their loyalty, and special occasions are ideal for delivering personalized automated emails triggered based on the certain criterion. There are two types of special occasions: birthdays, holidays, anniversaries in customers’ lives and the occasions commemorated by your company or for clients’ sake, follow-up appointments, reminders. In some cases, it can be easy to gather birthdays, anniversaries and other special dates. But sometimes, you need to figure out a way to collect this data. You can create special requests, make surveys or use a dedicated form approach. If you ask for such personal information, you should motivate subscribers by showing a great benefit or offering an award. 5. Product Review Emails This type of “ask” emails is very simple and shows how important customers’ opinions are. It is important to intromit personality into the email. Reviews are useful for your business in two ways. First, you will get more feedback about your product or your services that can help boost your sales. Even negative reviews are good as they help you to make your products better. Secondly, once people come back to review your product, they are more likely to place another order from you. You can even give a coupon or discount in exchange for a review. TripAdvisor uses personalized reports to encourage users open and read their emails with an eye towards contributing to the community. Conclusion Triggered emails make up a low percentage of overall email volume. Even with low volume, well-planned campaigns have a marked impact on sales getting from email marketing. Triggered emails can run on auto-pilot and help generate more revenue over time. Thoughtfully designed emails can break new ground, increase sales and better serve customers. Especially, they work well for e-commerce business. You can perform different experiments with triggered emails to figure out what works best for your business.


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How To Design Your Email Marketing Campaign

Practical Marketer • March 20, 2018

Email marketing is amazing. In 2017, 54% of the entire planet had an email address. That means there are more people with an email address than there are people who have a Facebook account. And while Facebook is a good way of reaching your audience and increasing your sales, savvy digital marketers use it as a means of capturing people\'s email addresses. They know that email marketing is more effective than social media, with 44% of users checking their email for a deal from a company they know, whereas only 4% will go to Facebook. If someone is on your email list, it’s because they chose to be there. This means all you have to do is keep them there, and to sell them your stuff. How are you going to do that? With a perfectly designed email marketing campaign that contains all the right components, from top-notch copy to engaging visuals. First, you need to... Nail The Subject Line Almost 50% of your subscribers will open an email because the subject line appealed to them. Buzzfeed knows how important the subject line is when it comes to making an email marketing campaign. Their subject lines are always brilliant, and their former newsletter editor, Dan Oshinksy gives great advice when he says that you need to “Make your subject line clear. Nobody should open an email and not know what they’re about to read.” Email marketers struggle with the subject line because they get around 40-50 characters to make an impression on the reader. That isn’t much, and it means you need to do a few things in a limited space:   Tell people what they’re going to get   Be personal - include their name   Tease - arouse curiosity   Outline a benefit they’ll receive if they open this email   Avoid spam words, such as “free” or “cash”   Create a sense of urgency Do you need to be a magician to make this work? Not at all. Here is an example of expertly crafted subject lines: Send Out Awesome Copy No one wants to read boring emails. They want to be informed or at least entertained. Don’t focus on selling something in every email you send during your campaign. In fact, it’s hard to sell to strangers on the Internet unless you’ve first built a strong rapport with them so that they now trust you. Build rapport by sending out emails that are rich in value and tips and tricks. Make a human connection with your readers by relating a personal story of yours. Get to know them with questions. Segment Your Email List Segmentation works. Segmented email lists return almost 60% more clicks and boost open rates by 14.64%. If you don’t segment your email list, you’re essentially sending out the same email to all your customers, who have different tastes, interests and priorities. Over time, some subscribers will feel as though they’re getting no value from your emails and will either stop opening them or unsubscribe. Perhaps the easiest way to segment your list is with a survey or quiz. Keep in mind that your list will need incentivizing - after all, not all of your subscribers will take the time to fill out a survey or list out of the goodness of their own heart. A survey gives you a massive insight into what your customers want, but it also lets you segment your list according to different wants and needs. Then, you can design your email marketing campaign so that you’re sending better-targeted emails out to the right cluster of customers. WordPress has a Quiz and Survey Master plugin that you may find useful. Another way to segment your list is according to past purchases. If a customer bought X product, make sure you retarget them with a similar product - as opposed to a random one that has zero interest to them. This tailors the shopping experience to each and makes it more personal - which is exactly what customers want. Use Color This is one trick that some email marketers miss, but it’s also not important that all marketers use color in their email. It all depends on what your niche is. For example, an organic food newsletter would benefit from some green text that gives the email a vibrancy and freshness. This makes a better connection with the target audience. Color can be a hugely important aspect of your email newsletter, and it can help you to stand out and make an emotional connection with your subscribers. Think about Christmas for a moment. What colors would a festive email need to contain to make it stand out and catch your eye? Red and green would work. Then there is, of course, the psychology behind color and most consumers have said that color influences their decision-making more than anything else. What colors you use depends what your intentions are: Red:   Attracts attention   Creates a sense of urgency (danger) that they might miss out Yellow:   Makes us feel good (sunshine, warmth, happiness)   Use it to promote vacations and deals Orange:   Energetic (sun-kissed, oranges)   Promote food produce Green:   Fruit and veg campaigns Blue:   Promotes a feeling of trust   Water products and cleanliness Black:   Professional   Slick   Elegant Create A Killer CTA Emails with a single call-to-action increases clicks 371% and sales 1617%. They are an essential part of your email. The CTA is the part where you tell your subscribers exactly what it is you want them to do. Want them to buy your product? Tell them with your CTA. Want them to take your quiz? Ask them with your CTA. Make it a button so that it looks clickable, too. In text-heavy emails, visual elements stand out. Rather than placing a hyperlink in the body of text and hoping you receive clicks, create a CTA that is clickable and easy to find. You can use sites like Design Wizard to create a button without the need of a graphic designer. Keep the CTA visually simple but also keep the text simple. Don’t give people too much to do. Give them just one choice: Use a Premade Template Visuals are well worth using. We’re living in an increasingly visual world and if you haven’t yet started to focus on the visual content of your emails, now might be the time to start. In 2017, over 35% of visual marketers said visual marketing is now more important than any other content. A year earlier in 2016, over half of all B2B marketers were prioritizing visual content assets. When you use a pre-made template, it’s a lot easier to implement visuals in your email marketing campaigns. Pre-made templates are especially popular with beginners who have never used visuals in their emails before. They provide a pretty good foundation, though I’d suggest that you tweak any template you use so that your voice comes through clearly. There are tools available which provide you with ready-made email marketing templates that cost you no time at all. For you, there’s no designing involved. All you need to do is pick a template and tweak it so that - as mentioned - your voice and a brand image comes through. Templates are made up of content blocks which you can easily delete or replicate or shift around. Use Images There’s no need to go overboard with images. Just one picture can tell a thousand words. The great thing about images in emails is that you don’t need to waste time and money taking photos yourself. Instead, you can download a stock photograph from an online site. Pik Wizard, for example, offers lots of free images. In fact, there are a handful of sites that offer free stock photos. It depends what your message and brand are, but you don’t always have to aim for high-quality images. A lot of email marketers use memes that are not top-notch photos, but which are humorous and engaging. And sometimes that’s all that matters. Conclusion These are some tips on how to design your email marketing campaign in 2018. Don’t expect instant results, of course. Fine tune your design efforts, be prepared to make changes until the conversions and sales start rolling in. Let us know what you think in the comments below.


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Don’t Sleep on Benchmark Email’s RESTful APIs

Beyond • March 16, 2018

You may interact with APIs every day without knowing it. Whether it’s using an app to hail a ride, to order a pizza for speedy delivery, to share photos on social media or to find out when a loved one’s flight gets in, web APIs make it happen. So, what is an API? API stands for Application Programming Interface. Simply put, it’s a set of functions or procedures that allows one computer program to access data from an operating system, software library or another system. From Visually. When you see a person’s social media feed on their website, that’s thanks to APIs. Same for  embedded video or other dynamic content within a webpage. In 2014, there was more than 11,000 Public APIs registered at programmableweb.com. Those numbers grow exponentially, because companies are constantly creating new APIs to interface with their website with an app. There are various forms of APIs. Simple Object Access Protocol (SOAP) are a widely used, albeit increasingly outdated, type of API. JSON is another popular form. REpresentational State Transfer (RESTful) APIs are the more popular form of API today. Benchmark Email Now Offers RESTful APIs Recently, Benchmark Email launched its RESTful APIs for public use. To gain a little perspective on what that means for email marketers, I asked one of our Frontend Developers, Ronald Liang, a few questions. Here’s what he had to say: Andy Shore: Why is RESTful API better than what we were previously offering? Ronald Liang: RESTful APIs, which is the current standard for APIs should make app creation and integration easier. In addition, we offer a complete list of our APIs as opposed to a limited selection from what we have before with the Legacy APIs. AS: What’s new that businesses can do with these APIs? RL: You can pretty much do everything that you can within our web app. Our Legacy APIs were limited to certain methods, but with these new RESTful APIs, all of them are made available to our users. AS: What has been improved in regards to the user experience with these new APIs? RL: While we redesigned our web app, we have switched from using ASP.NET Web Forms to RESTful APIs which has brought some speed improvements and better API organization. But the bigger benefit was that we can now improve and develop faster than we can before because of the power of RESTful APIs. AS: What might an email marketer want to consider trying if they’re not already using APIs? RL: With some coding knowledge, they can create some simple web apps or integrations with us that were either not possible before or was harder to do. Additional Info on Benchmark Email’s RESTful APIs If you’re interested in putting Benchmark Email’s RESTful APIs to use, you can access them through our developer’s page. With our APIs, you can make 500 calls every two minutes and 60,000 calls total each day.To put our APIs to use, you’ll need to access your Benchmark Email API token.


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General Data Protection Regulation (GDPR): Everything You Need To Know

Beyond • March 16, 2018

The main objective of the new General Data Protection Regulation (GDPR) is to strengthen and combine the handling of personal data from various member countries and adapt them under one European Union (EU) regulation. We\'re hosting a webinar on Thursday, April 26th from 11:00 AM - 12:00 PM PDT. You can register here. Currently, the 28 member countries of the EU each have their own data protection regulations and apply those laws to their international commerce, which makes exercising the rights of personal data protection quite difficult. The new GDPR comes with a wide range of rules that impact all companies, regardless of size or sector, and will quite often need to be prepared to focus on different areas of their business. The new regulation concerning the protection of natural persons with regards to the processing and free circulation of personal data goes into effect on May 25th, 2018, two years after Regulation 2016/679 was passed by both the European Parliament and the Council. In this article, we want to help you understand what you can and cannot do in order to meet the requirements of this new regulation and reassure you that Benchmark, your email marketing tool, is also meeting the requirements of this new regulation. The new GDPR does not eliminate each of the member countries own Data Protection legislations currently in place. Instead it helps to sync all the member countries of the EU. Some of the decisions will still be made at a national level for each of the member countries, but be mindful that the responsible parties must now reference the GDPR as the norm and not its own countries Data Protection regulations. If you currently meet the requirements for Data Protection for your country, then you already have a good foundation. However, you will still need to revise and change some aspects to comply with the new regulations. There are three main points you need to keep in mind with your email marketing strategy, they are: consent, access and data collection. Consent According to article 4 (11), ‘consent’ of the data subject means any freely given, specific, informed and unambiguous indication of the data subject\'s wishes by which he or she, by a statement or by a clear affirmative action, signifies agreement to the processing of personal data relating to him or her; As stated in the definition, the consent of the user must be unequivocal and also explicit. These two words eliminate any doubt or ambiguity. (32) Consent should be given by a clear affirmative act establishing a freely given, specific, informed and unambiguous indication of the data subject\'s agreement to the processing of personal data relating to him or her, such as by a written statement, including by electronic means, or an oral statement. This could include ticking a box when visiting an internet website, choosing technical settings for information society services or another statement or conduct which clearly indicates in this context the data subject\'s acceptance of the proposed processing of his or her personal data. Silence, pre-ticked boxes or inactivity should not therefore constitute consent. Consent should cover all processing activities carried out for the same purpose or purposes. When the processing has multiple purposes, consent should be given for all of them. If the data subject\'s consent is to be given following a request by electronic means, the request must be clear, concise and not unnecessarily disruptive to the use of the service for which it is provided. Example: I recently took part in a tradeshow and throughout the day I amassed quite a few business cards, which I will use to create a database that I will then upload to my Benchmark account with the goal of sending newsletters. With the new Regulations, is this legal? No. The networking achieved between you and the individuals at the tradeshow does not give you the right to use their personal data, even with verbal confirmation from the individual. The GDPR now requires that evidence of this agreement between both parties exist. The GDPR states that there must be unequivocal and explicit consent from the individual that can be backed up with evidence in case of an audit. There needs to be evidence that the individual is giving their consent for their personal data to be used. RECOMMENDATION: Review your methods for data collection and eliminate any ambiguity that may exist. Analyze your database and only the data for which you can provide proof that consent was given to you by the individual. Access The party responsible for handling personal data must provide each user with simple and straightforward access to modify their own personal details. The party responsible must also provide an outlet in which the individual can confirm that they are giving their consent via electronic means, be it through their own website, sign-up forms or email confirmation. The party responsible will have one month to provide the client with an answer, with the possibility of extending it to two months in the event that it be a complex request, in which the necessary steps are being taken to complete the individuals request. In the case of our Email Marketing tool, the Manage Subscriptions option allows the individual to access their personal data and modify the data if needed or cancel the subscription outright. Within this point, there is a new right, which is the RIGHT TO ERASURE (Article 17), the user can exercise their “right to be forgotten” and have their personal data removed from the database permanently. We have selected two of the six reasons that are included in sub-point 1, which provide the individual the ability to exercise their right: a) the personal data is no longer necessary in relation to the purposes for which they were collected or otherwise processed; d) the personal data has been unlawfully processed; Compilation: The GDPR advocates for simplicity in the collection of personal data. As marketers we tend to ask for more details than necessary when all we are doing is sending out a weekly newsletter. For that reason, these new regulations encourage that only a minimum of personal data is collected and compiled for our current strategy and not the collection of additional data that you think might be useful in the future. If your goal is to inform your database of upcoming promotions, the compilation of an individual\'s name and email address is more than sufficient to meet your goal. Brexit The UK will officially leave and will no longer be a part of the EU in 2019. With this exit, the regulations will not be applicable to them. We currently do not know how the UK, or companies within the UK, will handle data protection but we believe that they will pass similar regulations that will be comparable with the EU. What happens if I do not meet the new GDPR requirements? The General Data Protection Regulation establishes a set of tools in order to comply with the new regulation, including sanctions and fines. A number of factors will be taken into consideration and carefully evaluated when a fine is imposed due to noncompliance with the new GDPR such as: the gravity/duration of the violation; the number of data subjects affected and level of damage suffered by them; the intentional character of the infringement; any actions taken to mitigate the damage; the degree of co-operation with the supervisory authority. The regulations set two ceilings for fines if the rules are not respected. The first ceiling sets fines up to a maximum of €10 million or, in case of an undertaking, up to 2% of worldwide annual turnover. This first category of fine would be applied for instance if a controllers does not conduct impact assessments, as required by the Regulation. The higher ceiling of fines reaches up to a maximum of €20 million or 4% of worldwide annual turnover. An example would be an infringement of the data subjects\' rights under the Regulation. Fines are adjusted according to the circumstances of each individual case. You will need to keep the above main points (Consent, Access and Compilation) in mind when the time comes to plan your email marketing strategy. Benchmark At Benchmark, we are working hard to update our Privacy Policy in order to comply with the requirements of the regulations. In the case of the GDPR there is no certification given to us that states that we are in compliance with the new regulations as with the Privacy Shield Framework. We at Benchmark, want to reassure you that your personal data is being handled in compliance with the new GDPR. To help you adapt in this transition, we have created a webinar \"Email Marketing under the GDPR: What you can and cannot do\" which we will hold on the 11th of April 2018 at 11am CEST. In this webinar, we will provide answers to all your questions and concerns and will provide you with a Guide for the regulations with all the information needed. For the very first time, the EU shows leadership and unity in how personal data needs to be treated and forces the rest of the world without exception for any country to follow these regulations if they want to handle European personal data. Do not forget to share this article with your audience and leave your comments. Thanks for reading! Join Our Webinar We\'re hosting a webinar to teach you everything you\'ll need to know about the GDPR. It\'s on Thursday, April 26th from 11AM-12PM PDT. You can register for the webinar here.


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6 Automation Rules to Skyrocket Your Email Marketing Performance

Beyond • March 12, 2018

Email marketing is surely the most challenging yet rewarding path towards riches. Every type of business, no matter whether it’s a big brand or a small business, must develop and nurture a close relationship with its customers. And because our current marketplace is slowly becoming 100% digital, email communication is and will continue to be the most effective method of building solid connections with your clients and customers. However, to perform an effective email marketing campaign, you should perfectly understand all of your options. Moreover, you need to grasp the basics of email automatization, which includes several important aspects that can differentiate a winning and a losing campaign. In today’s post, we’re going to focus on automation rules, one of the most intriguing and challenging features that every respectable email autoresponder offers. In case you’re not very familiar with the term, email automation rules are programmed cause-and-effect conditions that you set up according to your wishes. For example: if X customer buys Y product, he will be moved to List B, and he’ll start receiving new emails. By properly automating your email marketing, you’ll tap into great benefits that’ll allow you to simplify your work and cut the working hours. Well, that’s what today’s post is all about. Pay attention and add your twists. Lastly, make sure that you take action! Topic Automation Primary Triggers: Offer Downloads and/or Website Visits A business may sell different products that solve different problems for different customers. In this case, you should develop a different email sequence for each of the niche-related subjects that you’ll develop content about. So let’s say that your business’ main audience is comprised of dog owners. Obviously, through your content, you’ll address different problems and challenges (dog health, dog nutrition, dog training). Well, some of these topics may not concern a big part of your list, but it may concern a minority that is eager to see more. In this case, you’ll need to create a topic automation rule that’ll separate your email audience, making it easier for you to send the proper content to the proper prospects. So. The simplest way to divide your email list and prompt the proper automated email sequences is to use a form submission that allows your prospect to choose the information they wish to receive in the future. The alternative would be to develop different free bonuses such as e-books, webinars, or podcasts around specific subjects and use them to understand your prospects’ genuine interests. So if one of your prospects chooses to download your e-book about “50 Dog Health Issues You May Not Be Aware Of”, then your “Dog Health” email sequence should be triggered, sending him emails that are only related to dog health and no other subject. New Subscription Welcome Email Primary Trigger: Opt-In to Your Website or Blog “One of the essential rules of email marketing revolves around building solid, long-lasting relationships with your customers. The best way to do that is to start on the right foot and give your prospect the right impression.” – Johana Pierce, Marketing Specialist at EssayGeeks.co.uk. Indeed, as Johana notes, the beginning of any prosperous business-to-customer relationship is heavily influenced by the first impression that the brand leaves. One of the most commonly used automation rules in the email marketing is the delivery of an automated welcome email to every new person that subscribes to a brand’s list. To make your subscribers’ experience even better, you should develop personalized welcome emails for each of your different automated sequences. By leveraging this automation rule, you can let every new subscriber (of each sequence) understand what content he’ll receive in the future emails that he’ll receive from you. Moreover, you can use the welcoming email to thank them for joining in, but also for allowing them to readjust their subscription preferences. Lastly, your welcome email might present the best content pieces you’ve ever published, serving as an introduction to the value you promise to provide in the future. Example: Prospect-to-Customer Transition Welcome E-mail Primary Trigger: Purchase When one of your prospects converts and buys a product or service, he will become your customer. Create another automation rule that sends another welcome email to every prospect that has bought. Let him know that he’s now part of a different email sequence that will focus on new content. By acknowledging the fact that your customers have made a move, you can improve your relationship with them and improve their loyalty towards your brand. Moreover, you can also lead your new customers to detailed training materials that’ll help them understand and use your products or services. Example: Super Prospects Sequence Primary Trigger: Strong User Activity A super prospect is a subscriber who is highly active on your website, opens most of your emails, and downloads most of your freebies. In short, he’s super interested in what your site and email sequence have to offer, but somehow, he hasn’t managed to buy something from you. To turn these super prospects into customers, you could develop a dynamic automated sequence that responds to different triggers: X number of visits to your websites within a specific timeframe X% email open rates X% email clickability rates Form submissions Engagement on social media posts (likes/shares/comments) The “X” element is the number you decide on your own.For example, if a person visits your website ten times per week or if he opens 60% of your emails, you can consider him a super prospect and move him to your “Super Sequence.” Throughout this “super” automated sequence, you can approach these people differently. Use the feedback you’ve got from your analytics and approach these super subscribers differently. Your goal is to finally turn them into customers, so making your content a little more “salesy” might be a good option. Example: Hi, I’ve noticed that you’ve paid particular interest in X and Y subject and that you’ve also done A, B, C, actions. I’m wondering if I could help you, so make sure you reply this email and let me know what exactly do you need. P.S. I’ve added you to my “special list,” a place where I reward my most active subscribers with X, Y, Z. Make sure you join this goldmine place by clicking _____(link). Re-Engagement Sequence Primary Trigger: Inactivity Many of your email contacts may suddenly become inactive. In fact, some of them might be inactive right from the beginning of the interaction, so they have no place in your active email sequences. Luckily, every professional email automation software allows you to “reawaken” your inactive prospects by placing them in a separate, automated sequence, as a result of specific triggers that you choose. For example, some of these conditions (triggers) could be: X amount of time since the last form submission X amount of time since the last website visit X amount of time since the last email open/link click Once your subscribers are marked as “inactive,” they’ll be moved to your re-engagement sequence. Your job is to move them back to your “active list,” so the best way to do that is to grab their attention. Most commonly, people respond to exclusive deals, coupons, and offers that create urgency. Example: Cart Abandonment Sequence Primary Trigger: Cart Abandonment If you own an e-commerce business, you might understand the frustration that comes when your prospects abandon the shopping cart. Well, luckily, you can create an automated email sequence for almost everything, and this is no exception. The concept of this sequence is quite simple: Every time one of your prospects adds a product/service to the cart but leaves your platform before finishing the purchase, you may trigger an automated email that will: Immediately offer them an exclusive offer that they can benefit from if they choose to buy right now. Remind them (after a few hours/days) of their initial thought of purchasing your products/services. Offer the most common questions and answers regarding the product/service that your prospect has left in the cart. Example: Takeaways Every marketer can develop a rockstar email marketing campaign as long as he puts enough time, effort, and attention into it. Take advantage of these X rules and improve your email subscribers’ experience. As long as you’re properly tracking down your stats, you should see slight improvements in a very short time. Treat this as a journey and not as a quick result, and your email performance will slowly begin to thrive!


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How to Compose Marketing Emails to Get Replies

How to Compose Marketing Emails to Get Replies

Practical Marketer • March 6, 2018

Sending a sales email is one of the most common ways marketers use to promote any product or service. Using emails for sales is very versatile: you can play with the form and content to make it more attractive and appealing, include some polls or surveys to study public opinion on how to improve a product or a certain service you’re offering. Here’s the thing: there’s a growing tendency of people not replying to such emails. There are various reasons for not replying to marketing emails: people are either not interested in the product, or may consider such emails spam, or simply don’t care about it at all. It might sometimes seem rude and offensive, but for marketers, this has become a usual thing. They say that not replying to an email also sends a message that calls for further improvement of an email template, changes in content or makes you rethink the whole idea. After all, you don’t want to irritate your potential customers with loads of information about product or service you’re providing. This might cost you your whole business! But wait a minute: if emailing potential customers is still one of the most effective marketing strategies, but people often get irritated because of them, how can you do it in a more effective way? Let’s take a look at major dos and don’ts of writing marketing emails: 1. Do Personalize For sure, personalization in marketing is very important. With the focus on the content these days, it has become very hard to impress potential customers, it seems that they’ve seen it all. Personalization in advertising and marketing creates an atmosphere of exclusiveness for each person receiving a marketing email. In the age of globalization and total accessibility, people have started feeling that they’ve lost a sense of identity, that is why personalizing your content and adjusting it to the interests and needs of each particular person can make your marketing emails more successful. Here’s a good example of personalization. An online healthy food shop offers to complete a questionnaire to define what the user needs to know to improve their health. 2. Don’t Over-Personalize Don’t go overboard, however. While working on personalizing the content of the marketing emails, make sure that it matches the desired outcomes. Sometimes, personalizing a marketing email involves simple steps, something like: Asking the right questions: a wedding specialist website called Paper Style had a problem with people ignoring their emails. So, to increase sales, they’ve turned to personalization, and namely, asking the right questions (a method of customer behavior analysis). They’ve simply asked their customers what they were planning for: their wedding or their friend’s wedding. People answered, and then received an email containing offers and services they needed for the occasion they were preparing for. As a result, the website has got 244% increase in open rate, 161% increase in click-through and 330% increase revenue per mailing. The lesson is, ask questions that match both your interests and the interests of your target audience. Paying attention to location and time: Bustedtees, a company that sales customized T-shirts has made the common mistake by sending emails to all their potential and existing customers regardless of time and location. The location and time they used as default was Los Angeles, and the email suited only their American audience. The company soon recognized that this wasn’t working, as their customers from other parts of the world received their email late at night and missed it, thus resulting in low rates of email feedback. Segmenting their subscribers and dividing them into different locations and time zones helped Bustedtees increase email revenue by 8%. They’ve set the timer for sending an email according to each particular time zone so that their customers could get an email at an appropriate time. Using behavioral triggered emails: when you get an email from Facebook that you haven’t got any activity or haven’t logged on to your account for a week, that’s a perfect example of a triggered email marketing. What they did is analyzing your “behavior” of not being active on Facebook for a week and notifying you about it, thus reminding you of their service. Triggered emails are a perfect example of a balanced personalization, as they appeal to a particular person but don’t overload with unnecessary, redundant information. Such emails are very effective as they result in at least 71% increase in open rates and nearly 102% increase in click-through rates. By analyzing the behavior of your customers, you get a better idea of what they need. 3. Do Use Your Personal Templates There are millions of websites with marketing email templates, but the only good purpose they serve is being an example of an effective or a not-so-effective email marketing campaigns. Besides, they don’t always work. According to Upwork’s experience, email templates work better when you need to advertise a physical product. In this case, you can use a fancy headline and graphics. Regarding replies, personally written emails work better, as in this case your customers feel your attention fully paid to each of them. To write effective personal emails that will be replied, you can use some of the following tips: Greet your customers: seems like an obvious thing, but somehow people forget about it. This is just a polite way to turn your customer’s attention to your email. Address your customers by name: one of the reasons people pay more attention to emails that have their name in it is because a name is a unique identifier of each person, and using it immediately shows respect to this person. Also, using a person’s name in an email immediately turns it into a personal conversation, thus showing that you pay your full attention to this particular person. Personally, thank each of your customers: at the end of an email, you should thank each of your customers for their attention. It might seem difficult, as you might need to send emails to hundreds of people, but it’s not. “I think all businesses dread the process of sending personalized emails, as it seems to be a very time-consuming job,” says David Jones, a marketing specialist at A-writer, “There are so many mailing programs that can be adjusted to your needs and can turn your emails into more personalized messages.” 4. Don’t Overwhelm Your Customers As it has been mentioned before, one of the reasons you don’t get replies to your emails is because people mark it as spam. A website called TechnologyAdvice conducted a survey, during which they contacted over 1300 adult from the U.S. asking why they don’t reply to marketing emails, and results are pretty definitive: Over 40% of subscribers mark emails as spam because they were emailed too often. It gets even more overwhelming when emails contain the same or similar content, which gets customers even more bored and makes them smash that “Unsubscribe” button. How can you fix it? Try to make it as brief and logically structured as possible. The average number of emails you can send to your subscribers is about 6 to 8 emails per month. But to figure it out specifically for your company, let your subscribers decide how often they want to get marketing emails from you. This will help you figure out the needs of each of your subscribers. 5. Do Work on Original Content We live in the world where it has become very hard to create original content. Plagiarism is everywhere, and plagiarism in marketing is no exception. Companies steal images to use in their marketing campaigns without even crediting their authors, and which such services as Tumblr and Instagram where people share their personal images, stealing content has become easier. The thing is that today customers can easily differentiate original content from stolen content. There’s nothing in this world that any modern customer hasn’t seen, and people are well aware of how plagiarism works. If you state that all your products and services are original, then plagiarizing something in your marketing emails will contradict everything you say and undermine your reputation. If you plagiarize because you doubt the success of your marketing emails, you’re making a huge mistake. Remember that what your business offers is a very specific thing, which needs to be advertised in its way. So if you fail one time, next time you’ll learn from your mistakes. Wrapping Up To summarize what we’ve been talking about a little bit earlier, it is necessary to point out some more don’ts you need to take into account when composing a marketing email: Avoid using Caps throughout your email. This just makes your email look messy. Avoid using too many exclamation points. Avoid using Flash or Video content in your emails. This will only make them harder to upload. Avoid attachments for the same reason as Flash and Video content. For sure, it will take time for you to figure out how to compose marketing emails to get replies, as each product or service requires a customized approach. If you follow the tips mentioned above on what to do and what not to do when it comes to composing marketing emails, you’ll increase your chances to get more replies. If you’ve already incorporated some of these tips into your practice, let us know in the comments about your own experience!


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5 Hot Tips for a Clean Email List

Practical Marketer • February 28, 2018

Ever thought about deleting your entire email list? No? Well, that’s exactly what pub chain JD Wetherspoon did in response to a data breach in relation to one of their email campaigns. As an email marketer you’re probably frightened at the thought of deliberately deleting your entire list, but at the same time, massive penalties for breaching email marketing laws are just as terrifying. While most of us won’t be deleting our lists anytime soon, we do have to educate ourselves about best email marketing practices - or face the consequences. By taking action now, you’ll dramatically reduce the risk that when tough data laws are passed, you’re streets ahead of the unprepared marketer.  Not only does a clean list ensure that your data is compliant with strict data laws in the US and abroad, but it ensures that your message is reaching the people who are interested in hearing it.   Build Trust From the Get-Go Before you even start on the fancy list-cleanliness side of email marketing, you’ve got to make sure your fundamental email marketing building blocks are solid. It might seem like a basic thing, but you need to have a professional email address to send your emails from. Afterall 75% of customer believe that building trust starts with this basic building block  “...a professional email address is the first step to prove you’re not a scam,” writes Jeremy Marsan, a business analyst from Fit Small Business. By establishing trust, you’ll be able to get and keep, the much coveted opted-in subscriber. If you want to avoid breaking laws such as GDPR, you have to make sure you’ve got the permission from your subscribers that they want to be subscribed to your list. This means ensuring that you’re subscribers have ticked an opt-in box that states they want to receive your emails. Double opt-ins are the best way to go for this. By having this in place, are you not only on the right side of the law, but you gain the trust of those on your list because they know you won’t be sending them unrelated emails, or selling their information on. Integrate Your Apps Many businesses are using more than just an email marketing app, like Benchmark, to run their business. Your sales team probably has a CRM, marketing has another marketing automation tool, and customer care has a ticketing app. All of these apps contain prospect and customer data. But how can your email marketing list be up to date (and compliant) if say for example a customer emails customer care to unsubscribe, and customer care logs this but the data stays in their app? You could manually import/export this data, but that’s loads of manual work, and your lists are never really up to date. This is one reason to integrate your existing cloud business apps using a third-party platform such as PieSync, so that customer and prospect data are up to date and consistent across all business apps that you’re using. Remove Duplicates Duplicates are truly a blight on any customer database. They deflate your email open rate and skew lead conversion metrics. Now, with new strict laws you need to be able to keep track of every record of your customers, but if you have “Robert Brown” in your email marketing registered as “Bobby Brown” in your CRM, you’re dealing with duplicate data, that’s difficult to detect. The best course of action is to dedupe your customer database. After you’ve finished integrating your apps together, it’s a good idea to take advantage of native deduping software. Most CRMs can detect duplicates, and Benchmark Email also has this feature. Keep Data Fresh The days of keeping your legacy customer database to use for reactivation marketing campaigns forever and ever are over. Spring clean your customer database and remove old contacts. This will improve email deliverability, open rates, and reduce spam complaints. There are four types of customer emails you should prune from your email marketing list so that’ll it will stay healthy: confirmed bounces, soft bounces, hard bounces and contacts who have stopped opening your emails. Luckily Benchmark email has features in place that can help you easily cut these contacts out, so you can work with a clean email list. Email List Verification You can use a service, such as Kickbox or BriteVerify, to send your list through list verification. While there may be an initial cost to doing this, you\'ll save in the long run. It will help you to reduce bounce rates and remove bad email addresses. It may also help you stay on a list plan longer without having to upgrade to the next level ... even while your list grows!


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7 Methods to Increase the Effectivity of Your Email Campaigns Up to 15%

7 Methods to Increase the Effectivity of Your Email Campaigns Up to 15%

Beyond • February 26, 2018

When creating an email marketing campaign there are some special hacks that can be used to increase your conversion rate. Even if you’re increasing the open rate by 15%, for example, then that leads to many more potential buyers of your products. If the size of your email list is large then implementing small changes can lead to big results. In this article, we will show you how to improve the effectiveness of your email marketing campaign. You’ll learn some actionable tips that you can implement today, and get results on your next batch of emails. 1. Email Segmentation Once you learn more about your email list, you should segment the members based on their interests. For example, if you are sending out coupons, links to products, entertainment articles, news and how to videos, then that represents a wide range of content. It might be the case that a specific portion of members only came for the coupons or how to videos. Bombarding them with all types of emails might lead to more unsubscribes than you’d like. Therefore, conduct a survey and ask users what type of content they prefer. Consequently, segment the list based on their preferences. This ensures that the rate of engagement for each member of your list will be much higher. Consequently, this leads to higher chances of a sale. As the Annual Email Optimizer Report found, 39% of marketers received an increase in open rates when they segmented their list. Furthermore, 28% of marketers had lower unsubscribe rates. This shows that not every email list benefits from segmentation in a tangible way. However, there is enough evidence to point in the direction of giving it a shot. You can segment the list based on variables such as demographic data, behavioral data, customer sign up date and customer email client data. By paying attention to your customers, you can learn even more ways of effective segmentation 2. Test Delivery Times A lot of email marketers test the different variables of the emails themselves but forget about other elements, such as delivery times. When you deliver the email can be just as important as what is inside. For instance, if the recipient is getting the email when they are swamped in the middle of the work week at lunch, then the response rate might be low. On the other hand, the same email sent on the weekend could provide a much higher ROI. The only way to find out is to test for yourself to see what works and what doesn’t You could execute an A/B testing campaign where the same email is sent on different days of the week. Alternatively, you can send it on the same day, but one is sent at 1 PM and the other at 8 PM. Testing removes the emotion out of it because you get to see the tangible results for yourself. You do not need to use guesswork to figure out when the best time to send the email. Over time as you test with different delivery times, the precision of when the email is most effective will improve. 3. Call To Action Every email that you send should have a call to action. In fact, for every piece of content that you put out, anywhere, should have a call to action. Even on the “Thank You” page after a website visitor has submitted their email address. The lack of a call to action is a missed opportunity to get the desired result, which is typically the sale. The call to action doesn’t always have to be aggressive by drawing a lot of attention. Mixing it up increases the visibility of the call to action. That’s because if you include the same call to action on every email, the viewer will begin to tune it out. A call to action can be as simple as including clickable text with the words: “Start my trial,” or Read the ebook.” However, you can use a sentence or two to build up to the clickable text so that the audience is persuaded to be interested in the offer. As John Adverton from Rush My Essay, says: “a successful call to action should have a sense of urgency and indicate what’s in it for them.” You understand the psyche of your audience best. Therefore, the type of call to action that works best for your audience is up to you. However, make sure to test to see what readers are responding to the most. 4. Avoid Spam Filters Spam filters are the arch nemesis of email marketing. Spending time carefully crafting the email for it to only end up in the spam folder is the worst case scenario. In some cases, if the email contains certain elements, then it might not even make it into the spam folder at all. Cutting out the words that trigger spam filters is the first thing you should focus on. These words include common phrases like no credit check, MLM, free money, earn per week, big bucks and so on. For any given niche there are some spam triggering keywords that you must keep in mind. In the thank you page you could ask the user to check their spam inbox for your email. Ask them to place you on the whitelist so that further emails end up in the main inbox. You also need to offer an unsubscribe link at the bottom of all your emails to pass the spam test. Finally, study the CAN-SPAM Act 2003 of what you can and can’t do. This information is straight from the email authorities themselves, so it’s a no-brainer to familiarise yourself with what’s shared here. 5. Provide Value to the Reader The purpose of email marketing from your point of view is to achieve conversion and turn a subscriber into a buying customer. However, forcefully going after the sale with just marketing material is not the best strategy. You need to provide value in every email. This shows you’re looking after your audience and giving them a reason to stick around. For example, let’s say that you’re in the metabolic cookbook niche and are promoting a product that helps people lose weight by eating fat burning foods. In every email you could make it your mission to share three recipes free of charge. This does two things: it keeps people on the list opening emails to read those recipes, and it builds you up as an authority building trust in the process. If the quality of the recipes is good, then eventually they will want to buy what you’re selling to get access to more of the same. 6. Mobile Responsive It’s estimated that around 65% of emails are initially opened on a mobile device. Therefore, not optimizing the email for the mobile platforms is essentially shooting yourself in the foot. Audiences will be put-off by unoptimized emails. So even if your open rates are great, the user engagement and number of people reading the call to action might be low. To improve mobile optimization keeping the email simple is key. Avoid complicated formatting list tables and social sharing buttons that are large. Furthermore, keep the width at around 500-600 pixels. A mobile user can scroll down to read more text, but horizontal scrolling is undesirable – even on the desktop platform. The font size should be 13pt for the body, and the header size fonts should be at around 22 pt. This ensures that size of the font is friendly for the mobile user. Also, avoid unreadable fonts and weird symbols that mobile devices might struggle to format correctly. For images keep the files sizes to a minimum. Loading up an image via a wired home based connection might be a piece of cake. However, outdoors on a mobile device, the same might not be true. 7. Resend Unopened Emails Resending an unopened email is a delicate matter that you need to get right to avoid high unsubscribe rates. You’ll need to weigh the chances, and merit, of getting the open a second time versus the chances of an unsubscribe. Some people might have missed the email the first time around, or they might have been too busy to open it. Therefore, by sending it for the second time, you increase your chances of catching them at a more convenient time. This is especially true if you send it at a different time. However, some list members will notice the fact that they received the same email twice. They might get annoyed and feel like you’re acting like a spam bot. Therefore, they will naturally unsubscribe from your list, which is the last thing that you want. As a compromise consider changing aspects of the email when sending for the second time. For example, change the subject line – it doesn’t take long to do. If you’re using images, consider switching them up to give the email a different feel. You can segment your email list and only send the same email a second time to a limited number of your list to see how they respond. If you notice far too many unsubscribes, then you can avoid making the same mistake with the majority of your email list. Conclusion There is an art to email marketing, such as getting the copywriting spot on and ensuring the value inside matches the expectations of the user. However, as you’ve learned in this article, there is also a science behind the process. For example, by taking steps to avoid spam filters and improving the mobile optimization, you’ll increase the effectiveness of the email marketing campaign. Take the time to implement all seven pieces of advice from this article and your email marketing campaign will be better off. Just don’t forget to do your testing regarding what works and doesn’t. After all, every niche and email list is unique and therefore requires a unique approach.


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World class support. Worldwide: Philippines Edition

World class support. Worldwide: Philippines Edition

Going Global • February 21, 2018

World class support. Worldwide. We say it to ourselves as a company all the time. We even say it directly on our About Us page. It’s a mission statement for us as a company. We want to provide localized support for each language for which Benchmark is available. Not only that, we want to be the best support available. One of the most important lessons I learned back when I was in journalism school is “show, don’t tell.” It’s one that I frequently am reminded of while I run this blog. Your audience may or may not trust you, but if you can provide data and examples to back up your point, it’s hard to disagree. So, we can say “World class support. Worldwide” until we’re blue in the face (and truth be told, we might). However, we can back it up by showing it to you too. Joy Aspacio, our amazing regional manager in the Philippines, is constantly sharing awesome stories from events she attends, workshops she participates in and of customer success stories. I’ve put together a few of my favorite recent ones to share with all of you. 5th Annual Philippine SME Business Expo 2017 The Philippine SME Business Expo (PhilSME) is known as the Philippines’ largest business-2-business tradeshow, conference and networking event for Small and Medium Enterprises\' (SME\'s). The 5th Philippine SME Business Expo was held from November 03-04, 2017 at the SMX Convention Center Manila, Mall of Asia Complex, Pasay City, Metro Manila. Benchmark Email is one of the silver sponsors, and we’re very glad to Mr. David Abrenilla, the Founder and Managing Director of Philippine SME Business Expo and CEO of Mediacom Solutions Inc. for the opportunity to be their official email marketing partner in the Philippines. One of the highlights of the opening day, our Customer Success Specialist and Evangelist from Benchmark Email Japan, Mr. Goro Kasahara was one of the VIP guests at the ribbon-cutting ceremony. PhilSME has also recognized the companies that significantly contributed in empowering Philippines’ Small and Medium Enterprises in the country, and Benchmark Email was given recognition in the Best Email Marketing Provider Award. There were over 100 Business Solutions and Business Opportunity in over 1,815 sqm exhibit space and attended by more than 10,000 visitors. The 2-day event showcased information on the latest innovations and trends which were presented in an interactive program composed of seminars, product presentations and other activities which is helpful to the SME’s to be competitive in the Philippines and the ASEAN region. During the event, we get the chance to meet with business leaders, company owners, senior-level executives, decision-makers and build new business relationships amongst SME’s in the Philippines. We have also gained valuable insights on how the various SME industries are doing in the Philippine set-up. Looking at the benefits as one of the exhibitors in the 5th PhilSME, Benchmark Email has successfully opened a great deal of opportunities for the SMEs to reach their target customers in the most cost-efficient way. After the expo, we have sent a newsletter campaign to thank everyone we have met. And we were so grateful as we have received an overwhelming response. Some recipients have requested to attend our workshop in our Makati office while others were asking for quotations and proposals. Also of Note from PhilSME Follow-through after every expo or conference is very critical. You had the opportunity to meet your target customers and influencers but how will you be able to establish a good connection and convert them after? One practical and easiest way is through email marketing. As such, Benchmark Email is a very powerful tool and user-friendly for any marketer. As Mr. David Abrenilla explained, “Regarding sales and branding, our sales have dramatically increased after using Benchmark Email because we can reach much more customers than before. Also branding-wise, it helps us to distribute and market our brands to a larger pool of potential customers.” We are so excited for 6th Philippine SME Business Expo 2018 on May 25-26, 2018. MediaCom Loves Benchmark We caught up with MediaCom at PhilSME and asked if they’d share a bit about how they use Benchmark. Here’s what they had to say: MediaCom Solutions Inc. is a trade show and a trade fair organizing company. We do twelve trade fairs in a year in the Philippines. Our company was founded in 2012, and we currently have thirty-five employees. We are headquartered in Makati City business district of Metro Manila. Predominant customer types are a bit of business-to-business and our main customers are small and medium enterprises. We catered to entrepreneur and franchise businesses for small and medium enterprises. We realized this year that we are heavily towards technology services as well as logistics, office leasing, an airline for corporate accounts, mobile app developers software, accounting services, etc. You can also check our website for more information at www.mediacom.ph. As for our industry niche, we also have a very specific exhibition that caters to babies and children products called the Baby, Kids & Family Expo where we have multinational accounts like Johnson and Johnson Philippines, Pampers Philippines and other major baby product players in the industry. What decided for us to use Benchmark Email is the capability to reach a large pool of potential customers, to communicate with them on a regular basis and provide valuable information which is either written content, through image and videos as well, which we distribute through email. We see this as a very valuable service to engage with our customers to keep them informed on a regular basis, and the service is excellent, the support is there, especially when it comes to the life support service which is very responsive and that\'s what we like a lot so that it\'s very easy for marketing team as well as our IT personnel to communicate in case there are any problems or are things that we would like to change with our email campaigns. Benchmark Email is very user-friendly. It allows even our staff that is not familiar with HTML coding to immediately start email campaign especially the drag and drop function which makes it very easy to include a media content into the email marketing campaigns. Regarding sales and branding, our sales have dramatically increased after using Benchmark Email because we can reach much more customers than before. Also branding-wise, it helps us to distribute and market our brands to a larger pool of potential customers. The reporting data especially regarding gathering insights on how our campaigns are doing. The service of Benchmark Email also helps us to strategize on our email campaigns to make them more effectively. Like every small business, the challenges that we have encountered before using Benchmark Email is how to get our brand out and to reach as many potential customers as possible in a short period, that\'s where Benchmark Email helped us to scale our business dramatically. Benchmark Email has mainly helped us resolve the distribution of information and to broadcast the benefits of our exhibitions and the services of our company. Benchmark Email is great software. It\'s a great product, the functionality is very user-friendly and has a great support team. The fact that they have a local Representative that we can contact immediately, this gives us the confidence to work with them and chose them for a specific reason. We have someone on the ground that could visit us and can explain certain things, because sometimes it\'s hard to do just on email support - you can only write to that person, but you cannot talk to that person. The Filipino culture has cultural differences between somebody that is doing offshore support in a different country does not sometimes also speak the same language from a culture perspective like here in the Philippines. We do not have any concerns about the software, but it\'s just the onboarding period for all our people to learn how to use the software, I think there are still big opportunity of growth when it comes to actually teaching people how to use email marketing effectively because besides from the technology, it\'s also actually on how to use it effectively. I think there’s a good opportunity regarding training. So I would love to hear about more local training where people can showcase best practices. I know that there’s available online but it\'s always something different if you do it face to face and especially again our culture in the Philippines, people want to talk to other people, so I think that\'s still also a big difference in there. Learn The Best Email Practices With Benchmark Email Philippines Everyone has to advance themselves to be able to be able to be competitive in their market. There are a lot of resources and webinars available on online. Nonetheless, these tools are just not enough. Most people still prefer a face to face discussion especially here in the Philippines as Filipinos love to get together to brainstorm and hustle - it makes a huge difference. As such, Benchmark Email not just offers a free webinar, video tutorials, manuals and other useful materials available from our Sales and Training Team in our headquarters but we also provide a free local workshop which sets us apart from other providers. We have been conducting the free workshops since September in our Philippines office located at the heart of Makati City in Salcedo Village. We have met a lot of marketers from different industries, from beginners to advance knowledge about the best practices of email marketing. We have shared about the importance of email marketing, its reward and drawback. We provide helpful tips and ideas of a compelling contents such as the following: What is an effective subject line? What are the call-to-actions? What are the email deliverability tips? With this information, a marketer will be able to have successful customer engagement. We also feature our simple yet powerful email designer - which a marketer can choose from the drag and drop, HTML and plain text editors. It has always been a usual compliment from our attendees that the drag and drop editor makes them feel like a pro. This has proved that even a beginner can easily adapt and create a beautiful email newsletter using Benchmark Email. The call-to-action has also been an important and interesting discussion which the attendees got to give their thoughts and asked for some clarifications. This perfectly demonstrates how eager our marketers wanted to learn the best email marketing practices. In general, all our attendees in the last five workshops were palpable and with so much enthusiasm. It gives us more reason and inspiration to conduct efficient workshops for the upcoming months. Also, the photo op never ceases to keep the attendees be at their awesome self - groupie and selfie is always a must. Impacting Hotels and Sales Resorts Online Presence We have been overwhelmed by the participants from various hotels and resorts in the Philippines who want to learn how to convert a sales through email marketing. The event was a collaboration between Hotel Sales & Marketing Association International (HSMA), Mr. Jay McLean, the Digital Marketing Director of Pixel Plus One and Benchmark Email. It was held at the Manila Marriott Hotel and was attended exclusively by HSMA members. With the aggressive constructions of hotels and resorts in the country, operators should be more proactive in promoting their brands to their regular and potential clients. As such, HSMA gathered their members to learn an effective way to engage with their customers on a regular basis. The seminar kicked off with how powerful email marketing and the member participants were very interactive during the presentation on the features of Benchmark Email. The highlights of the learnings to increase visibility to lead to sales conversions by showing sample email newsletter campaigns as well as tips and call-to-action ideas. As a result, every participant left the venue with an awesome smile on their faces as they were able to go home with a free account from Benchmark Email and added knowledge which they can use to kick start with their journey to sales conversion. Mommy Mundo Year-End Meet Up The Year-End Mommy Mundo Mompreneur Meet Up is a gathering for sharing, learning and Thanksgiving on November 25, 2017, at the Makati Diamond Residences. Benchmark Email was honored to be a part of the pre-Christmas celebrations of Mompreneurs for 2017. It was a powerful crowd of Mompreneurs and Dadpreneurs as well. Benchmark Email has been grateful to co-sponsor the event and was able to share to the Mompreneurs how to strengthen their customer relationships through email marketing. The Mompreneurs were all beaming with joy to learn that they will be easily able to jump-start with their newsletters knowing the local going visibility Benchmark Email in the Philippines. The Founder of Mommy Mundo, Janice Villanueva shared how Benchmark Email has been an effective tool in connecting with the Mommy Mundo community all these years. “I have been using Benchmark for five years already and its the tool I use to send out newsletters to my mailing lists. I recommend you to use Benchmark to build your customer and connect with them on a regular basis. You can send newsletters as often as you want to promote your products, promo or something new about your brand but of course, you don’t want to bombard your customers with so many emails. With Mommy Mundo, we only send out once a month as we want our subscribers to look forward to our newsletters and will not report us as a spammer. Benchmark Email is an easy way to communicate with your community, and you will be able to track your emails as they provide analytics.” For the Thanksgiving event, we were also joined by Ms. Dana Esteban, a holistic and nutrition coach who shared the Gift of Being Present. The Mompreneurs know how to have some fun, as they played some games and gave gifts to get in the holiday spirit. The meet up was also co-sponsored by Benchmark Email, Meralco, SunLife, PLDT, Safehouse Storage and Belo Baby.


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Harnessing the Power of Email Marketing Segmentation

Harnessing the Power of Email Marketing Segmentation

Practical Marketer • February 12, 2018

Fun fact: every day more than 200 billion email are sent all over the world. Long considered the granddaddy of digital marketing, the astonishing number of email sent every day just goes to show how relevant is email in this day age. There are many reasons why email is so effective. First of all, everyone in digital has an email address. More than Facebook or any other social media platform, email is the most ubiquitous digital platform for users. In fact, you cannot sign on to Facebook without an email address. Think of the potential reach you can have. Next, you are sure that the message is received and delivered. On other platforms, your paid advertising efforts depend on its ability to attract that audience. Email is a direct shot to hearts and minds of your users. Email is also an open platform. Nearly everyone can shoot out an email to a person. No one entity controls the ebb and flow of email, unlike Facebook or Instagram which are governed by algorithms that change on a regular basis. Finally, email is here to stay. Social media has a lifespan. Think of how many social media platforms have come and gone. Friendster and MySpace have gone the way of the dinosaur, forgotten relics of a bygone age. Snapchat and Twitter are both fighting for survival. Only one constant remains - the email. Given that, why is that most email marketing schemes fail? Most of the email you send to your email list are left unopened, contributing no clicks and no conversions. The biggest mistake email marketers fall into is sending their email with their offer to all the people in their list. They rarely tailor fit their email to their target audience, making the message lost in the hundreds of email received by a potential customer every day. The secret therefore to a successful email campaign is the concept of segmentation. You divide your email list into specific segments, and tailor fit your content for their consumption. This requires you to know your audience more. The great Sun Tzu once said that you must know your enemy as you know yourself. The more information you have on your target market, the better you can segment.   There are many ways to segment your marketing. Here are a few: GEOGRAPHICAL 1) Location The most basic way to segment is by location. First of all, if you have a global market, then you can tailor fit your content by country, city and area to regional and culture idiosyncrasies. For example, here’s an email sent by Spotify, to their subscribers who follows and listens to LANY, Zedd and more – about their concerts near your area. Moreover, the concept of time zones come into play. There usually is a best time to send an email and each time zone has its own best time to send. Demographical 2) Age Age groups are a great way of segmenting your market. Age groups have different backgrounds and a different mindset. Generation Z is swimming in tech and digital, millennials are flighty and restless, Gen Xers are hard-nosed and to the point, and Baby Boomers yearn for nostalgia. Each age group has certain world views where you can make specific appeals to purchase. Here’s one example from an email campaign sent by Adobe about their promotions exclusively for students. 3) Gender The gender spectrum has multiple segmentation opportunities. Each ray of the gender spectrum has specific needs and wants and can be addressed directly in your messaging. As more and more people are open to the gender spectrum, with platforms openly acknowledging different genders, it gives you the ability to tweak your message for maximum effect. Here’s an example of an email campaign sent by NIKE, catering to women, young adults and age ranges from 18-26 years old. 4) Job Function Email can also be sent via job function. Gatekeepers like secretaries and personal assistants are great targets for segmentation because they control the flow of information to the decision makers. Getting on the good side of gatekeepers through thoughtful email can do wonders for your business. Here’s an email sent by HubSpot indicating a link to an article that talks about neuroscience for marketing experts. Psychographics 5) Persona Personality is a broad term, but you could also segment via personality. People who identify as introverts could be open to content about activities that can be done indoors. Gaming and e-books are a great marketing play for the introverted set. On the other hand, more outdoorsy offerings can be sent to identified extroverts. 6) Lifestyle Lifestyle is also a big segmentation opportunity. Take, for example, flight attendants. Flight attendants fly in and out of countries every day. This allows you to make offerings that are tied to the jet-set lifestyle. Hotel offerings with discounts for short layovers can be sent to flight attendants who want to rest and freshen up. These are the broad segmentations. You could segment on a more granular level. 7) Interests Subcultures are a powerful niche marketing segmentation. For example, Star Wars fans are more likely to respond to Star Wars content especially if you send that out on May 4 (May the 4th be with you). Behavioral 8) Past Purchase An old e-commerce marketing technique is to create market basket analysis. People who purchase one product usually end up purchasing another product and patterns begin to appear. Analytics can be used to create a basket of goods where you can target users who purchased one product with an offering for another product. If they are in the same market basket group, more or less you could expect a bigger chance for a conversion. 9) Buying Frequency E-commerce platforms could usually track how much a user buys over a certain period of time. A frequent buyer would be a great person to send a frequent user discount while a user that has not bought in a long while can be sent a welcome back offering. 10) Website Behavior Even website behavior can be segmented. Window shoppers, people who just visit a website but do not make a purchase, are great people to send promotions that will nudge them into making a purchase. This example was sent by ZALORA informing their subscribers that their favorite brands are on sale and encouraging them to make a purchase, again. 11) Email Engagement Email engagement is also a great segmentation opportunity. Non-openers and people who do not click are a good segment to cull from your email lists. If you have likely gotten emails from brands saying, “We’ve missed you!”. These were probably the brands whose email you have not opened in a while. A great example would be the email sent by Uber, to those riders who were not booking lately. Conclusion Email is one of the most powerful ways to engage your audience. But it will all be for naught if you do a shotgun approach to marketing. Segmentation with market-specific content will go a long way to improving your open, click through and conversion metrics. Are you having trouble dividing your email lists into more specific and unified segments? Does this article help you to overcome it? If so, let me know in the comment section below. We would be happy to hear from you!


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