We Wrote a Book! Clues for the Clueless Email Marketer

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We Wrote a Book! Clues for the Clueless Email Marketer

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Free Holiday Email Templates

Free Holiday Email Templates

Practical Marketer • November 7, 2018

The season to be jolly is right around the corner! That’s right! Holiday cups are back at Starbucks, Christmas music is already playing in every store you walk into. Decorations are right around the corner. It always feels too early to start celebrating the holidays, but it’s never too early to plan your holiday email marketing. After all, email marketing accounts for 20 percent of holiday sales, according to Mailcharts. Holiday Email Templates Who doesn’t enjoy spreading some holiday cheer? Benchmark Email helps you get your email marketing in the holiday spirit with dozens of festive holiday email templates. Here are some things to keep in mind when using a holiday email template: Stay true to your branding. Don’t make your logo a color your subscribers have never seen it before, just to match the holiday motif. Same goes for buttons and other colors that are consistent across your email campaigns. Dress it up for the holidays, but don’t become something unrecognizable to your subscribers. Keep it simple. Don’t overdo it. You don’t want to be the house on the block with lights covering every square inch of the exterior and lawn with lights. You can’t look at that house without sunglasses. Don’t limit it to the template. Extend the holiday cheer to your subject line as well. That way it won’t be a surprise when your subscribers open your holiday email. Don’t just promote your sales. Promote your products too. A common mistake many businesses make is to only inform their subscribers of their promotions. That assumes they know everything you offer. Be sure to highlight your products too. The promo and the product together are the knockout combo you want. Templates To Automate Aside from the great holiday email templates available to you, we’ve also created strategy templates to let you automate your holiday email marketing. You can send a promotion and follow-up with your subscribers based on if they opened the email, clicked a link or visited a specific page on your website. Don’t wait for 2018 to take your email marketing to the next level. Get a head start on your New Year’s resolution and close out 2017 strong. We also put together some tips and ideas for your Christmas and Chanukah marketing campaigns to be automated. Holiday Email Marketing Tips Now that you know how to pick the right template and what to do with it, let’s look at some strategies and suggestions for your holiday email marketing campaigns. Make A Plan Everything will go smoother for your holiday email marketing if you start with a good plan. Holiday emails campaigns sent in the first half of November tend to get the best open rates, according to GoDaddy. The first step in creating a holiday email marketing plan is to know which holidays you should be creating campaigns for. These are the big ones: Thanksgiving, November 22 Black Friday, November 23 Small Business Saturday, November 24 Cyber Monday, November 26 Giving Tuesday, November 27 Hanukkah, December 2-10 Christmas, December 25 Figure out which of those holidays make sense for your business. Don’t contort to uncomfortable, Stretch Armstrong-esque lengths to make all of these holidays work for your brand. You may also not have the time or resources to do campaigns for all of them. Be reasonable and focus on the ones that will work best for your goals. What emails should you be sending for any (or all) of these holidays? A sequence of three emails is your best bet for successful holiday email marketing: First, you should send an email to announce your holiday promotion. You can send this up to two weeks prior to your sale. Next, you’ll want to send a reminder for your holiday promotion. If you sent the first one two weeks out, the follow-up email should go out a week later (one week before your sale). Lastly, you should send an email the day off the promotion. This one should really create some urgency and get your subscribers to act now. Segment Your List(s) Relevance is key with any emails you send, but especially so with your holiday email marketing. Most inboxes are even more crowded during the holiday season making it all the more important to stand out. Email list segmentation or targeted emailing are your best bets for sending targeted, relevant content to your subscribers. You can use purchase history, click history, demographic or location data to sort your list in order to send the best possible content to each subscriber. Holiday Email Marketing Content Ideas Giving gifts to our loved ones can be difficult. We want to give them something that will feel personal and picked out just for them. But where to start? Many businesses create gift guides to help their subscribers choose the right gift for everyone on their list. One way to create a gift guide is to sort it by price. Here’s a holiday email campaign from Bed, Bath & Beyond that sorts their campaign into sections by cost. It makes it easy to find the right item for everything from office holiday parties to something for your loved ones. Another way to organize your gift guide is by who the gift is for. It can be gifts for him or her, your kids, parents, etc. If you sell products for kids big and small, you can even create a gift guide sorted by age groups, from newborns to those of us with an inner child that still burns strong. This holiday email from Target shows how you can make it easy to find gifts for all your nieces, nephews, sons and daughters. Outside of gift guides, there are plenty of other holiday sales you can use email marketing to promote. Some companies offer a special gift to the first group of customers through the door in the morning. For some businesses, this results in customers camping out to receive the free giveaway! What better social media buzz than a line of anxious customers braving the elements to come to your store. This Black Friday from Chan Luu executes this strategy well: Other than giving customers a percentage off their total, you can also offer free shipping for your online shoppers. That’s what J Crew did with a recent Cyber Monday campaign: J Crew also creates a sense of urgency by telling their subscribers that free shipping deal is for that day only. One additional way to boost your holiday email marketing efforts is to include a charitable component with your promotions. If all of the proceeds from certain items or total sales are donated to charity, it increases the likelihood that a subscriber will make a purchase. PayPal itself wanted to inspire everyone to donate to charities during the holiday season. They announced that PayPal would add 1% to any donation made to a charity during the month of December. In 2017, more than $8.5 billion was donated through PayPal, in part due to this holiday promotion. Share Your Tips Have you run a successful holiday email marketing campaign in the past? Or maybe a favorite one you’ve received? Share your tips in the comments. We love to hear them!


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Marketers Share Why Benchmark is the One

Marketers Share Why Benchmark is the One

Beyond • October 30, 2018

We appreciate the marketers who use Benchmark Email for many reasons. Helping businesses grow is an honor we do not take lightly. That sometimes business owners and marketers take the time to sing our praises and let us know how they\'re thriving with email marketing swells our hearts with joy. We\'ve said it before and we\'ll say it a million more times: thank you for choosing Benchmark Email. Speaking of picking us... :) Here is why some of our favorite businesses in the Philippines chose Benchmark Email: Mansmith & Fielders Customer Support is Superb. Benchmark has a local team that we can depend on for any of our concerns. Though Benchmark has 24/7 chat and email support, having local representatives that we can talk to and serves as our account manager is what we love most. We are very happy that they always join our quarterly planning sessions. Who would do that extended support? Functional Features.  The first thing that you will look for any tool is its features, right? The good thing is it has useful features that you can use for your email marketing. We are very happy to see the analytics in the email reports which helps our marketing team improve our contents. Easy, and fun to use. Of course, we don\'t want to have a boring job and imagine making hundreds, or thousands of emails, we all get bored with that. With this platform making templates is easier. There comes the time that your brain can\'t function well, but don\'t worry because we got you on that. Benchmark has their ready-made templates for all occasions. You can do everything to make your email to look more interesting than before. Flexible Payment Terms. As for the pricing, for us, it’s no brainer that it\'s the least we think of because we are getting way more than what we are paying for. When it comes to email marketing, we can proudly say that Benchmark is like our soul mate, our perfect partner for our business. Benchmark indeed delivers its promise, which is to connect with our customers regularly. We could come up with a longer list on what we love about Benchmark, but we would rather encourage you to experience it yourselves. Mae Naval - Marketing Manager One of the most important tasks in a business is finding and dealing with increasing customers. This is just one task that I am talking about. There\'s a lot more so you need to plan carefully and manage your time effectively. And most marketers technique is to use email marketing software. Email marketing will be an easy task if you know the ins and outs of the tool or software that you are using and for me, that will be Benchmark. Yes, BENCHMARK. I love the mission of Benchmark which focuses on customer engagement. If you own a business, this should be your priority because, without this, your business will not have any potential to grow and move forward. Let me tell you three reasons why I like Benchmark. 1.) Easy Navigation. Benchmark provides a clear analytics interface.  Admit it! Not everyone is tech savvy and has mastered everything that goes on on the internet. You need something that you can easily understand and navigate. 2.) Well-designed templates. If you are looking to attract your prospective clients, you should be able to deliver your message in a professional way. Templates help us to make that easier and since it is well-designed, it turns out to be effective especially for sending newsletters. 3.) Support. Who doesn\'t like a knowledgeable and responsive customer service? At one point, there will still be questions that will pop out of your mind and you need somebody who can answer you. That is what you will get with Benchmark. In addition to that, having someone that recognizes and answers your reviews about their service is also a good thing about Benchmark. And the biggest advantage Benchmark has in the Philippines is that they are the only US-based email software who has a local presence. Having a local expert in email marketing is way so helpful and they even conduct a free weekly workshop. How cool is that? Another one reason why I like Benchmark is they\'re free (another free, huh!) to create your account and gather up to 2000 subscribers. Who doesn\'t love free stuff? I mentioned that I will tell you only three reasons to like Benchmark but I guess there’s so much more because their local representatives are very forthcoming in educating marketers. And very patient for beginners. They really walk you through each step of the way to becoming a pro. Cathy Sipoy - NPS Realty Most, if not all businesses, use email marketing in one form or another nowadays. It is making yourself aware that \"hey, I am here, and I am willing to do business with you\". The potential in email marketing is so huge since the email itself is already a publicity. As they say, negative publicity is still publicity. There will be some who will be encouraged to read a part or your whole email and the primary goal of email marketing is to create awareness. A lot of companies nowadays get the help of marketing firms to ensure this way of advertisement is tapped and maximized. Benchmark, an email tool can help businesses in a lot of ways from enhancing repeat sales, promotional emails, customer engagement and increasing your subscription base. Don\'t get me wrong, these features are also available with other providers, so what sets Benchmark apart? Not all businesses, especially start-ups, are willing to spend an additional amount for something that is very hard to measure until they get to test the waters. That is one risk in email marketing, the results are difficult to quantify especially for first-timers. This is where Benchmark helps your business grow. They offer a free plan for a maximum of 2,000 subscribers per month, yes, you read that right first-timer, two thousand emails without leaving a single penny on the table. Challenge with free plans though are, it is very limited, so what do you get with Benchmark’s $0.00 subscription? Not much actually. You will just get access to their email editor (insanely simple and easy to use as they say); signup forms; drip campaigns; RSS email campaigns; Email Delivery Management; Google Analytics Tracking; List Management and Segments; and, List Hygiene. I do not think you will get that elsewhere. Let me share why the features of Benchmark’s free plan is very useful from start-ups to mid-size businesses. For new businesses, hiring an expert to do email marketing and design will prove costly. Just knowing that anyone with basic computer skills can do it using Benchmark’s tools, is a sigh of relief while you’re busy making your mark in the business world. That is aside from the fact that the email templates don’t need tinkering even if it is seen thru a desktop, laptop or other mobile devices. One of the many great features is the drag and drop email designer. Who says you need expertise in coding to create an email design? With this feature you will be able to customize your email newsletter as easy as 1 2 3. On top of that, it comes with a photo editor, so you don’t have to purchase expensive software or hire a professional to do it for you. If you’re too busy to create your own email designs, you can always use Benchmark’s email templates which comes in different styles and formats to suit your business needs. If you are knowledgeable in HTML, the free plan also has a Code Editor. You can build your own email template or edit an existing one with the help of this. So much for just one system, right? You can integrate Benchmark with your CRM, CMS, Email accounts, social media and other customer-sourcing channels. Integrating Benchmark with other apps and systems will help maximize your email marketing campaign and boost audience engagement. You can create surveys and polls in the free plan. This will enable you to gather insights from your customers which will help in your product research and development. It also gives you the chance to retain customers who voiced out their frustration with your products and services. That is customer service 101! Signup forms is another feature from the free plan as it enables you to embed forms or pop-ups for customers to fill from your website to your Facebook page. You can save images and videos too! Benchmark enables you to store your files which makes it easy for you to access and use it anytime. Very convenient, right? One of the most important features you get is their built-in analytics tracking. You will be able to get the success rate of your email campaigns. Benchmark provide reports that will help you recognize which of your campaign works and which doesn’t. This also helps you identify areas and campaigns that need improvement. These are just a few of the features you get from it. There are a lot more from it that will definitely help your business thrive. Benchmark is one of the best email marketing platforms for me as it is a tailor-fit for my business needs; cost-effective; helps me make the most out of my email marketing campaign and absolutely user-friendly. Deljane Querijero - Freelance Marketer Benchmark, one of the slickest-looking email marketing platform with very user-friendly features,  is hitting all the industry benchmarks and more. Benchmark is an automation pro. It allows you to send automated emails according to “triggers” set by the user. Follow-ups are customized based on engagement so you never lose that “human touch.” Their email designer is one of the most user-friendly and intuitive email editors ever. It’s all drag and drop, coupled with some live editing. Let’s not forget that your email will always be optimized, regardless of what device the user is viewing it in. They make good on their promise to dress your emails for success! Benchmarks can be your CRM so you don’t have to purchase a separate CRM. They make growing and nurturing your audience and leads easy with their list building, custom sign-up forms and list management tool. They also add the ability to run beautifully composed polls and surveys, so you don’t have to invest in a separate survey tool. Analytics ensure that you, as a marketing professional, always makes informed decisions. It takes out the guesswork and having to rely on gut feel. Benchmark offers AB Testing, an Inbox Checker and Reporting features to track your campaign’s progress in real time. Benchmark can be integrated with more than 300 apps! Migrating can be a pain when you switch platforms but Benchmark makes it easy for you. Finally, let’s talk about pricing. First, the free plan offers 50% of what the paid plan does. 50%?! I know right! The last time I saw a free plan that offered that much features was ...never? Second, the price range for the paid plan from $14/mo to $28/mo. Those are prices that definitely play nice with freelancers, sole entrepreneurs and small business owners. Benchmark is easily one of the best email marketing platforms in the market today. It’s user-friendly, offers a host of features in its free plan and has a very nice looking interface. Email marketing, when done right, can renew your faith in modern marketing. And in case you have no idea how to do it the right way, let me give you a great tip - let Benchmark show you how. The Philippine Tour Operators Association (PHILTOA) The Philippine Tour Operators Association (PHILTOA), Inc. is a non-stock and non-profit organization of tour operators and allied members who actively involved in the advocacy of responsible tourism. PHILTOA was founded on 12 June 1986 and with almost 400 members which includes travel agencies, hotels, resorts, transportation companies, handicraft stores, and other tourism-oriented establishments and associations. PHILTOA is the largest organization accredited enterprise by the Department of Tourism (DOT) and they are the organizer of the annual Philippine Travel Mart (PTM), the biggest and longest-running travel trade exhibition in the Philippines. PTM aims to get more Filipinos to engage in local tourism by promoting ways to enjoy the beautiful, scenic, and exciting Philippines. PHILTOA also provides all their members educational workshops and events through their 4P Seminar program. PHILTOA: Partnering for Professionalism and Progress In cooperation with Benchmark Email, one of the partners of PHILTOA, the members are entitled with a series of workshops on how to effectively engage with their customers. The workshop covers the following: The Complete Guide To Email Marketing For Customer Engagement? How To Build and Grow Your Database? How To Create An Email Marketing Plan? As a prime example, PHILTOA sends a monthly newsletter campaign to their members to disseminate circulars and important announcements. PHILTOA likewise post archive newsletters sent through Benchmark in their website so that members can easily access. As delightedly shared by Mr. Ryan Meimban, the Marketing Head of PHILTOA, “using Benchmark has been beneficial for our organization as it serves as a bridge in tracking that all our members have received and read our circulars and announcements. It may sound funny but sometimes, our members claim that they did not receive anything from us but we can easily track it through the report in our Benchmark account. Most of our members take a traditional approach in reaching their customers, they just want to send their promo packages through regular email and no tracking. That’s why whenever they attend our quarterly workshops, it’s always a new learning for them.  As such, Benchmark is indeed a very important part of our organization. We are very thankful that they have an office and representatives here in the Philippines which assist not just us but also to all our members who use Benchmark.”


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5 Customer Retention Emails You Should Be Sending

5 Customer Retention Emails You Should Be Sending

Practical Marketer • October 29, 2018

For eCommerce business owners, email marketing is one of the best ways to stay in touch with your customers. Having a strong customer retention strategy is crucial for boosting conversions and revenue. Through email marketing automation and the delivery of consistent (and valuable) email marketing campaigns, you can keep customers coming back to your site for years to come. In fact, research shows that the probability of selling to an existing customer is 60-70%, as opposed to the 5-20% of selling to a new one. As a result, 80% of businesses rely on email marketing for customer retention, with 56% considering it the most effective method for doing so. With this in mind, you’ll want to curate a formulaic and intriguing email marketing campaign that will keep your clientele engaged. There are five specific kinds of emails you must include in your email marketing strategy for ultimate retention. #1) Welcome Email Set up a welcome series for new subscribers/shoppers. A friendly introduction will go a long way, and a welcome email provides you with an opportunity to engage with them in numerous ways. You can ask them to specify their product preferences so that you can send them email suggestions on what to buy. You might also include a first-time buyer discount. Welcome emails are also a great way to invite shoppers to follow your social media accounts. If possible, even consider including a live social feed in the email to entice them. If properly composed, welcome emails can elicit a significant boost in revenue. Experian found that welcome emails generate three times more transactions and revenue than regular promotional emails. #2) Abandoned Cart Cart abandonment in the e-commerce world is all too common, which is why setting up an automated abandoned cart email flow can be your saving grace. Abandoned cart emails can easily be set up through email marketing automation platforms and e-commerce software, such as Shopify. The real key, however, is how to make these emails appealing. The first thing to note is the importance of timing. Business Insider found that the quicker you send an abandoned cart email, the better. Sending one within three hours delivers the best results, including a 40% open rate and a 20% click-through rate. If a shopper does not respond to the first reminder email, consider sending a follow-up. Secondly, you’ll want to compose an intriguing subject line. Consider something along the lines of: “Don’t let someone else snatch up your items!” “Hurry! Your cart is about to expire.” Indicating a sense of urgency when sending the final abandonment reminder email will increase the chances of a conversion. #3) Thank You Email Make sure to thank your customers. For everything. For purchasing, leaving a review, being a loyal shopper. Simply saying thank you will show that you keep track of their patronage – and recognize that they chose your site. In this email, you don’t need to sell or market anything – although it may behoove you to offer a thank you discount. The best thing about thank you emails is that they generate double the open rate of one-off standard marketing emails, and take half the amount of time to create. #4) Personalized Promo Email While it can be effective to offer a mass promotion, the key to customer retention is offering personalized promotions to your loyal customers. These include, but are not limited to: return customer discounts, birthday discounts, and frequent buyers discounts. Not only are you offering shoppers a monetary incentive, but you’re personalizing the kind of discount/messaging based on a specific milestone. Another effective promo tactic is the anniversary email. Reward customers that have been subscribed to your newsletter for a year (or more) with a small discount on the date of their subscription anniversary. Personalization is the future of email marketing, with personalized emails delivering 6x more revenue, according to Experian. #5) Re-engagement Email Don’t let your subscribers go dormant. If you notice that there are users who have not opened/clicked through your emails in a long time, segment those users and send them a re-engagement email. Some effective subject lines for re-engaging users include: “[Name], we miss you!” “[Name], it’s been a while…” “Long time no see, [Name]!” By personalizing these email subjects with the subscriber’s name and keeping them conversational, your subscriber will be curious about what lies inside. Win back their loyalty with a special offer or even just some info about recent changes made to your site (i.e. lower prices, new stock, updated shipping incentives). Marketing Land states that 45% of re-engagement email recipients continue to read subsequent emails. Other Considerations When composing an effective email marketing strategy, is important not only to consider the content of the emails but the supporting factors. Timing, subject lines, and frequency are all additional considerations that can contribute to the success (or failure) of your open and click-through rates. Personalizing subject lines, sending emails in the morning, and sending them often are all helpful tips for higher-converting email campaigns. However, keep in mind that these can vary by industry. eCommerce business owners should engage in A/B testing to see what subject lines or times work best on their subscribers. From there, you can begin to hone and evolve your customer retention strategy – from the welcome email all the way to the re-engagement email. In turn, you should be rewarded with an increased revenue and loyal customer base.


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3 Ways to Write Engaging Emails that Sell

3 Ways to Write Engaging Emails that Sell

Practical Marketer • October 26, 2018

The modern consumers can best be described as a “fickle,” thanks to the rise of e-commerce. A significant number of customers still patronize the traditional brick and mortar stores, but the majority has been swept off by the e-commerce wave. Online marketers are in constant search for efficient and effective marketing strategies that convert readers into potential customers. One such approach is e-mail marketing. Why Is Email Marketing Important? A study by Chen examining the relationship between customer satisfaction and loyalty in interactive e-service settings established the importance of emails in such interactions. Georgieva shared similar sentiments in their comprehensive eBook on introduction to email marketing by citing evidence showing that finance and shopping had above average webmail views (49% & 48%) compared to other industries. The evidence illustrates the penetrating force associated with email campaigns. Companies consider emails to be among the most powerful marketing channels. Therefore, the size of your email list demonstrates how far your reach and thought leadership stretch. Email marketing campaigns should be used as a holistic approach to educating contacts about the company or brand. This way, you are able to build and enhance business relationships with previous and current customers, encourage customer loyalty, acquire new customers, and encourage the sharing of company advertisements. You cannot afford to be in the lower bracket of the competition. Email marketing is a dominant form of communication, and a recent survey showed that over 70% of people preferred a business to contact them via email. However, there is a hurdle for email marketers to navigate. Statistics show that an average customer gets at least 100 emails daily, opens only 23% of them, and clicks through a measly 25. Very few emails are getting the level of engagement sought after, making the prospect of a phone call or even a deal unlikely. Therefore, to crush it in sales, you need top-notch emailing skills and knowledge. This is of paramount importance to avoid falling into the trap of committing either of the two email marketers common mistakes that can cost you a lot of money: Giving away too much content without achieving the sales selling objective. Doing too much selling without giving away sufficient content. Here are 3 ways you can go about developing an engaging email that can sell you and your brand: 1. Make the Email Short or Easy to Read You should master the dos and don’ts of email content. Make sure to come in useful in the email by avoiding content that wastes people’s time such as talking about your client list. An effective sales email has 5 major components: subject line; opening line; body copy; closing copy; and signature. The sections are what you need to make your email concise, a weapon every salesperson needs to make sure anyone reads their emails. Most prospects targeted by your email are busy and have no time for novel-long email describing your product. Keep the email short and sweet. You should be driven by the understanding that it is possible to make a deal and close a sale in one single email. In instances where a long email cannot be avoided, formatting is the key to effective delivery. Make use of distinct, headline sections, bold important information, and use bullet lists. The objective is to make the email scannable and enable the reader to get the information they need with ease. The image below shows the same pizzeria promotional emails. What is your response to seeing and reading each? It is uncalled for to hit your audience with a giant block of text that is unreadable. As a salesperson, you depend on prospects actually reading the emails you send out to have any chance of eliciting a positive response. 2. Sell Using Your Signature Having unnecessary information about the company on the email can be boring for prospects. Such a signature has no benefits to the sender or recipients of the email. No credibility; nothing interesting; and nothing being sold. To sell using your signature you need to pitch your other product or service offerings. Strive to capture the readers’ interest by including links to recent company webinar, relevant press articles, case studies, or anything else that adds credibility to the email. Where possible, add YouTube link to a video that displays a thumbnail. Researchers from MIT have established that photos containing people are the most memorable. Similarly, psychologists found out colored photos to be more memorable than those in black and whiter.  Thumbnail of a speech video in the email signature potentially triggers interest to watch the whole video, which in turn leads to the positive feedback that can translate to sales. Therefore, you can exploit this feature to get the company’s marketing to existing and potential customers. A signature must sell both the sender and the company. It should increase the amount of engagement from the readers of the email. Little effort is needed to come up with such a signature. You should keep updating it with content that is already available. 3. Get the Emails Opened A typical buyer\'s inbox is congested with uninteresting and boring emails. How can you prevent your emails from being drowned in the noisy inboxes that Google tabs have made even worse? Email designing skills are critical here and seduction is the weapon of choice! Use the email subject line to pique the interest of the readers. It should be short and concise and devoid of “spammy” words. The subject line should promise readers something good. Specific knowledge of what will be learned or how you can make people happier, more informed, or succeed in business motivates them to read more about it. Power words that are emotional or bizarre and numbers can be used to generate curiosity by attracting the wandering eyes of the readers. Get out of the box by not adhering to standards such as an optimal subject line. There are no average readers. The trick is to build a personal relationship with the readers who would become accustomed to your emails and anticipate them because they recognize the name of the sender. Engage the readers through personal touch, avoiding automated greetings, asking questions, and addressing them in the second person. Lindsay Kolowich argues that it is inherent to talk about the benefits of the product or service rather than its features in the email. As an email marketer, you may understand the value of your email, but the recipient or customer has no idea of such value. It is up to you to explain to them. Now Make Your Emails Engaging The past few years have witnessed a revolution in email marketing. The exponential increase in the number of consumers with preferences for online shopping presents prospects for marketers to deploy similar platforms to target this growing market. Most emails are uninteresting and boring, which gives you as a salesperson an opportunity. Each of the three tips discussed herein can increase the prospects of your email being opened, read, and clicked. Take the initiative to stand out from the competition.


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Discover the Value of Each Subscriber in Your List

Discover the Value of Each Subscriber in Your List

Beyond • October 22, 2018

Not all email marketing subscribers are created equal. Contact A: Has come to your website after visiting several other competitors. They see your popup signup form that boasts a 20% off discount for new subscribers. They signup just in case, but they haven’t made a decision yet about your business or any other one. After opt-in, they aren’t really paying much attention to your emails. Contact B: Has already done their research. They even have a recommendation or referral about your business. They’re confident you’re the solution for what they seek. They might just be waiting to save some more money, for a holiday bonus or any other number of reasons. They signup, because they want to hear more from you. Emails from you are almost always opened. Do you think it pays to communicate to those two subscribers in the same manner? It’s not rhetorical. The answer is no. If you were to continue on sending to Contact A, the same way you were sending to Contact B, it would eventually affect your deliverability. Inbox clients pay attention to when you’re continually sending to inactive subscribers and will act accordingly. For that reason alone, knowing how important each individual subscriber is to your business has incredible value. Enter Benchmark Email’s brand new Contact Rating system. What is the Contact Ratings System? Contact Rating is a way of telling how engaged your subscribers are with your email campaigns. Aside from seeing who is interacting with the emails you send, contact rating is also beneficial because it allows you to segment your emails based on the subscriber’s rating. Ratings can go from 0 stars, meaning they’re a new subscriber who you haven’t sent to yet, to one star, meaning they’ve received an email, but haven’t clicked or opened, and 2-5, which show how engaged that contact is with your emails. The rating is based off of your previous 90 days of sending. You can improve your email’s deliverability (and do some awesome strategies we’ll get into shortly), with the Contact Rating system. You can segment your emails on the fly using the rating system and separate the low rated contacts (0-2) from the highly rated ones (3-5). To learn more about Contact Rating, you can check out our helpful FAQ. Now that you know how to segment based on Contact Rating, let’s look at how you can put it to use: Create a Loyalty Program for Your Highest Rated Subscribers On average, it costs 5 times more to acquire a new customer than to keep the ones you already have. That’s why a customer loyalty program is a good strategy for any business. Knowing how important customer retention is, making your subscribers feel special with a loyalty program is an essential part of nurturing positive customer relationships with email marketing. How can you do it? Create Special Sales or Events Exclusive to Your Highest Rated Contacts To make your loyal subscribers feel special, creating an heir of exclusivity can go a long ways. It can be a single day or a week-long affair, but the idea is to generate some excitement and to make your loyal contacts feel appreciated. Think about how Amazon handles Prime Day. It’s 24+ hours of new deals occurring throughout the day. It incentives Prime members to return all day and night to see the new deals that have opened up. This Amazon Prime Day email lets you know only a select group gets to enjoy the benefits and it creates a sense of urgency. It’s sure to result in plenty of repeat business. Give Loyal Customers a Say Aside from showing your customers that you appreciate them by giving them discounts and access to special sales, asking for their feedback is another way to show your contacts that they’re valued. I play fantasy football with my friends. I’m in a handful of leagues. Recently, Yahoo emailed me to tell me that as one of their more active users for fantasy football, they wanted to know if I’d be interested in participating in a survey about their services. Of course I was. I wanted to feel like I had a say in what was happening. They even sweetened the deal by offering a gift card as a token of their gratitude. They remind me that it’s only for me, which gives it that level of exclusivity as well. It’s a simple, plain text email. It doesn’t look great. However, it did get me to complete the survey as they requested. Re-engage Your Lowest Rated Contacts Inactive subscribers happen. There are various reasons a subscribe doesn’t engage with your emails. Perhaps they’re traveling or they’re busy. Maybe they already made a purchase and don’t need your emails any more. Or it could be that they just don’t see the value in what you’re sending. It could be any of those reasons or none of them. Why it happens is a topic for another blog. For now, we’ll focus on what you can to to re-engage them when it happens. Tell Them You’re Going to Remove Them Everyone wants what they can’t have. Telling your subscribers that you’re going to remove them from your list, unless they opt back into your list is a good way to re-engage your inactive subscribers. It may make them realize they do want to hear from you, or let you know that they’ve just been too busy to engage. If you do this, it’s important to toe the line of desperation and creepiness and just let them know that you’ll stop dropping by their inbox unless they say otherwise. This re-engagement email from Sidekick, now known as HubSpot Sales Tools, does a really great job of being friendly and understanding, while staying on brand and not over-stepping. Incentivize Re-engagement Sometimes, it just takes a friendly nudge to re-engage an inactive subscriber. Say something like “we miss you” and offer a small discount to get them in the door. There is a lot of competition in most industries these days. If you’re not staying top of mind, you’re going to be forgetting. Giving a little reminder can help you bring back lost business. Pinkberry does a nice job with this re-engagement email for their loyal customers with a Pinkcard who haven’t been around in a while. That they put an expiration on it, creates a sense of urgency and ensures the customer comes back soon. Additional Re-engagement Strategies Much like rewarding your engaged contacts by listening to them, you can ask for feedback from your inactive ones. Give them a chance to tell you what they’d have liked to be receiving from you, rather than the content they’ve been ignoring. Their passion for what they don’t like can be a lesson to you as well. You can also try to throw a hail mary. After all, they’re already inactive. If they decide to unsubscribe at that point, it will make little difference. Has there been an idea for an email campaign you’ve always wanted to do, but have been too nervous to try? Use it as a re-engagement campaign. Do something bold (yet appropriate) to catch their attention and you may even learn a new tactic you can use with your engaged customers. Wrapping Up Whether you have two or two million subscribers, it’s important to know what not all contacts have the same value to your business. Thankfully, the new Contact Rating System from Benchmark makes it easy for you to see which contacts are engaged (and which ones aren’t).


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Inbox Placement Results from 2 Billion Email Messages

Inbox Placement Results from 2 Billion Email Messages

Beyond • October 18, 2018

Return Path announced this year’s annual benchmark report and it is very important to gain perspectives to boost our email deliverability. In this benchmark report more than 2 billion promotional email messages that send between July 2017 and June 2018, have analyzed. Thanks to this research we have now 12 month global, regional, and country inbox placement results, as well as inbox placement rates by industry and the top four mailbox providers. Before sharing the findings of this report, I want to start by describing the email path to the inbox. Email Delivery Through the internet, multiple servers help emails to reach their destination point. Through their journey, there occurs a decision process to determine them as they’re trustable or not. Unfortunately, a lot of emails blocked on the gateway and never reach the spam folder or inbox folder. Also, email open rates are very important. They are calculated by email service providers. ESPs consider the number of people who open the email and dividing it by the number of emails sent that failed to reach the reader. For example, if you sent out 100 emails, 20 bounced, and 10 were opened, you would have an open rate of 12.5%. After passing the gateway, spam filters consider the relevancy of the content, sender reputation, and user engagement to decide whether to send them in the spam folder or inbox. For detailed information about spam folders check out How to Increase Email Open Rates. Measuring the Inbox Placement In this report, Return Path used two different sets of data to calculate inbox placement; Seed Data Panel Data (Consumer Data) First of all, don’t forget that we’re talking about hundreds of mailbox providers around the world. So, numbers are huge! Let’s start by measuring the inbox placement. Well, seed data is used to see if seed addresses are delivered or went into the spam folder or inbox. It’s a good option to measure missing or blocked emails. Also, global or country-specific inbox placement rates are calculated by seed data. Panel data is used for email data and real-world information. The main purpose is to understand subscriber engagement. How about measuring engagement data? Well, the answer is, they have 2 million users in their system! So, mailbox provider and industry-specific inbox placement are calculated with panel data in this research. Global Inbox Placement Average global inbox placement increased by 5% points this year. In the second quarter of 2018, the most significant increase came in with 7% points over the same period last year. Inbox Placement in North America North America deliverability was driven largely by increased inbox placement in the United States. Mails sent to US subscribers reached the inbox an average of 83% of the time. An increase of 6% percentage points over the previous period. The average inbox placement rate to Canadian mailboxes of 89% exceeded the global average. Inbox Placement in Latin America Latin America region dropped 3% percentage points this period for an average of 78%. Only Mexico was able to achieve deliverability above the global average. Inbox Placement in Europe Deliverability to European mailboxes rose slightly to an average inbox placement rate of 86%. Greece, Portugal, and Norway have Europe’s highest inbox placement at 93%. Austrian mailboxes saw the lowest inbox placement of any European country (79%). In Ireland, email deliverability rate increased 15% points for a new average of 92% inbox placement. Denmark and the Czech Republic saw the largest decline in deliverability among European countries with 3% points below the previous period. Inbox Placement in Asia-Pacific In the previous reporting period, Asia-Pacific Region had 79% in inbox placement. This year they saw a slight decline in inbox placement with an average rate of  78%. Senders in mailing to Singapore and New Zealand consumers helped bring up the regional average with inbox placement rates of 90% in both countries. Chinese mailboxes fell far below the global average with an average inbox placement rate of just 57%. Before jumping up the findings I should remind you that this part is calculated using panel data. While reviewing these benchmarks, consider: This data shows accepted emails by the gateway. Blocked or blacklisted messages aren’t included. Panel data shows only the top four webmail providers: Microsoft, Google, Yahoo, and AOL. Global Inbox Placement at the Top Four Mailbox Providers Marketers are successfully reaching mailboxes at AOL, Gmail, and Yahoo, seeing inbox placement rates above 90 every quarter. Outlook was a challenging mailbox for marketers to reach with a period average of just 75%. Inbox Placement By Industry Industry results are based on global panel data consisting of more than 17,000 commercial senders, 2 million consumer panelists, and 2 billion commercial email messages sent to Microsoft, Google, Yahoo, and AOL users in the same time period. Across the board, every industry saw an increase in inbox placement compared to the previous period. Distribution & manufacturing and banking & finance had the highest inbox placement averages for the period at 96%. Education/nonprofit/government had the lowest inbox placement rate at 83%. The automotive industry saw the largest increase in inbox placement with %88 of email reaching subscribers’ inboxes—an increase of 11% points over the previous period. Well, we’ve covered the email deliverability benchmark 2018 in this article. I hope you find it useful for your email marketing benefits. I’d be glad if you share your comments or additional information.


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How To Use Interactivity In Your Holiday Email Campaigns To Get Better Engagement

How To Use Interactivity In Your Holiday Email Campaigns To Get Better Engagement

Practical Marketer • October 16, 2018

Do you know the US spends a whopping 3.4 billion dollars on Halloween costumes alone? Now imagine how much you can leverage it through your holiday email campaigns. In fact, not only Halloween but, holidays like Christmas, Thanksgiving, Black Friday Cyber Monday, etc. are also a great way of engaging customers and driving conversions. With 52% of customers checking their email every few hours, well-crafted email campaigns can provide great value to your subscribers and help fuel sales as well. Are you doing enough to engage your customers better this holiday season through your email campaigns? And, whatever holiday email marketing strategies you implement, ask yourself - Is it helping you stand out amidst your competition? Especially when it’s holiday season and chances of accelerating revenues are very high. This is where including interactivity in your holiday email campaigns can come in handy. Yes, it is one of the top email marketing trends doing the rounds of an email campaign. Interactivity in emails wouldn’t only pleasantly surprise your subscribers but also help in their better engagement. Here\'s how you can do it: 1. CSS Animation is the Key Incorporating CSS animation within your holiday email marketing can be a great way of delighting customers and improving their overall user experience. A CSS animation works towards changing the CSS properties of an animation at regular time intervals. These intervals are specified by certain keyframes which decide the style of the elements and work towards facilitating its animation and transition property. Moreover, CSS animations are not only scalable but are also load in quick time. This makes the overall animation experience smooth for customers and works wonders for their engagement. See how EmailMonks makes use of CSS animation for sending its Christmas wishes. To experience the interactivity, click here. 2. Make Way for Videos One of the best ways of capturing the subscriber’s attention is making use of videos within your email campaign. It gives you the opportunity to deliver diverse content to subscribers within a quick span of time. In fact, interactive emails with videos increase conversion rates by 86%. So, include some relevant, creative, compelling and enticing videos within your holiday email campaigns and see how it takes your interaction with subscribers a level up. Look how Rentalcars.com wishes its customers with a creative video in email: 3. Say Hello to GIFs GIFs (Graphics Interchange Format) are a powerful way of engaging customers.  Since it is somewhere between static images and videos, it manages to give subscribers a unique experience by grabbing their attention instantly. It is lightweight, so it does not hamper the loading speed of the email. Try including GIFs in your holiday email campaigns to make it stand out amidst competition and ultimately drive more sales and revenue. 1973’s Christmas email is a great example of using GIFs creatively. 4. Incorporate Add To Calendar Option Add to calendar option is a great way to enhance your click-through rates and engagement. After all, subscribers will go ahead with your email campaign only when you will give them something enticing enough to click on. So, while designing your holiday email campaign, don’t forget to include an add to calendar option. This way, when you send your customer a holiday specific email, it will give the customer an option to add it to their calendar. This, in turn, will remind the customer not only of the holiday but will also encourage to do holiday shopping with your brand. Simple yet effective – that’s how an option to add to the calendar can help you scale your business in the holiday season. 5. Make Use of Scratch Cards Scratch cards help increase the curiosity level of subscribers. It is an impeccable tool to increase engagement. The customers have no idea what they are going to get. So, naturally, it will encourage them to click through your email and discover your offer or any kind of promotion that you have included in your holiday campaign. It is a great way of separating yourself from competition and enhancing customer interaction. See how Forever 21 makes use of a cool scratch card for its Black Friday email campaign. 6. Incorporate Countdown Timers Countdown timers can work a great deal in making holiday email campaign more dynamic.  It doesn’t only captivate a customer’s attention with its motion pictures but, also creates a sense of urgency by incorporating strategies like free shipping deadlines, time-sensitive product promotions with messages like “the stock will be over soon”, “the countdown begins” etc. So, try these countdown timer emails and see how it increases the visual interest of your customers while engaging them in a better way.  Remember, countdowns are exciting and make people impatient. Hence, make sure you leverage it this festive season and boost your sales. 
7. Engage with Gamification Gamification is considered to be the ‘in thing’ for millennials, but its admirers go much beyond. Hence, leveraging it for your holiday email campaign can be a smart marketing strategy for you. All you need is an interesting game within your email and enhance customer engagement. Further, you can even include surveys and feedbacks in the form of a game and work towards improving interactivity by giving a world-class gaming experience to your subscribers. Taco Bell makes use of its creative streak with this Christmas gamification email: 8. Give Cinemagraph a Chance GIFs, videos and images work well for customer engagement but, it is cinemagraph that can make your holiday email campaign top-notch in no time. Since a cinemagraph works towards highlighting a single element of an image while keeping the whole of it static, it works wonders in driving the customer\'s attention towards a particularly critical part of the email. 9. Increase Interactivity with Kinetic Emails Kinetic emails which are created by combining GIFs and key frame animation together takes interactivity to an altogether new level. It is a very impactful way of giving a seamless visual experience to customers within the realms of their inbox. All a customer needs to do is click on a call to action and experience your email content visually just the way Wiredmessenger did it for its Halloween email campaign. Imagine including one such email in your holiday campaign too. It would certainly increase your engagement and click-through rates by keeping the customers hooked for a long time. In fact, your interactive and creative approach would not only help retain the existing customers but also attract the new ones as well. Final Thoughts Interactive emails can help you have an edge over competitors and pave new avenues of success for you. It is a creative and innovative way of engaging customers. So, make use of the above-mentioned interactive elements in your holiday email campaigns to give your customers a beautiful and long-lasting experience while escalating your traffic and conversions.


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The Do’s and Don’ts of Engagement Tracking

The Do’s and Don’ts of Engagement Tracking

Practical Marketer • October 12, 2018

You’ve probably been the beneficiary of engagement tracking before and didn’t even realize it. Have you ever been doing some late night online shopping, but avoid the impulse purchase and go to bed only to wake up the next morning with an email for a discount on the product you were viewing the night before? That’s engagement tracking at work! Email marketing is all about nurturing relationships with your most valuable marketing asset: your contact list. For many of those contacts on your email list, that relationship began at the moment they opted-in through one of your signup forms on your website, social media pages, in-store or at events. It’s important to remember that while you may have a one-size-fits-all signup form on your homepage or elsewhere, that not all subscribers are created equal. There are real people on the other side of those email addresses. Those individuals have their own wants and needs. The problems they seek your products or services to solve will also vary. When it comes to email marketing, relevance is the key to your success. The ability to follow-up with subscribers based on their interests and engagements with your email campaigns and website is how you can achieve relevance and it will help you nurture better relationships. Engagement tracking, that begins at the signup form, will help you follow-up with the right subscriber at the right time, with the right message. When done correctly, engagement tracking will help your subscribers feel seen by you. Their needs will be met. The emails they read will be relevant. Value delivered. However, there are some engagement tracking don’t to add to the mix. Here are the Do’s and Don’ts of engagement tracking, as well as how you can do engagement tracking with Benchmark Email: The Do’s of Engagement Tracking Engagement tracking can help you nurture relationships with your customers when done properly. There are some very simple “do’s” that you can put into action that will help those relationships flourish. Do: Be Transparent Transparency begins directly on the signup form. Tell your subscribers what they can expect from your emails right there on the form. This includes the type of content they should expect and how often they should expect to hear it. Let them know that you’re going to send them information related to their interests. Granted, this example from the New York Times is likely for several different lists, but the points still stand. They tell you what kind of content to expect to receive and how often they will receive it. If that’s too much copy to put on your signup form, which it very well might be, you can continue to set expectations in your Welcome Email. If you’re crystal clear about what you’ll be sending your subscribers from the get-go, they won’t be surprised when they receive an email that speaks to their interests thanks to successful engagement tracking. Do: Send with Consistent Frequency It’s an email marketing best practice to send with enough frequency to stay top of mind with your subscribers. You want your company to be the first thing a subscriber thinks about when they’re in need of the types of goods or services you offer. Additionally, if your subscribers haven’t heard from you in a while, it may be odd if they visit a page and an automated communication is triggered. That’s when engagement tracking can start to feel like Big Brother. Here is a graph from databox that shows how often marketers are sending to their list: Do: Consider Your Subscriber’s Experience It’s important, when doing email marketing, to see things from your subscribers perspective. It’s easy to lose sight of things like the number of emails you’re sending and how having more than one automation created can result in an overflow of emails in your subscribers’ inbox. Sometimes, you’re too close to it to see you’re doing it. That’s why it’s helpful to have a friend or coworker who hasn’t helped create all your emails to signup to receive your emails as if they were new subscribers. Ask them questions to see what kind of experience they had with your emails. A potential email overload isn’t the only thing you should look out for on behalf of your customers. You should also create subscriber personas, to get to know who your subscribers are. Consider things like what their needs and wants are, where else they may be spending time online, the car they drive, etc. This will inform you of how to talk to your subscribers and what type of content you should be sending them. With all this information, you can do successful engagement tracking, because you know that you’re servicing your subscribers’ needs and not just your businesses’ desire to sell more. Do: Tell a Story Storytelling is one of the most effective marketing tactics around. The experience from your signup forms, welcome email, newsletters, website and other email communications to work together to tell one complete story. If the signup form is the “once upon a time” each subsequent email is another breadcrumb that leads your subscribe to their “happily ever after.” Let’s take a look at what that fairytale might look like for your business: A website visitor encounters your signup form. They see your promise to send relevant product updates and offers as well as a 10% off discount in exchange for signing up. They enter their information. An automated Welcome Email hits their inbox shortly thereafter. It should provide a warm greeting to them and continue to set expectations for what email communication from your business will be like. The Welcome Email should also include some resources to help them find their way. Information on various products, tutorials, etc. This is what brings them into the rest of the story. If they clicked through to your website and wound up checking out a specific product, you can follow up a few days later with another email sharing a few customer testimonials. Another chapter in the story you’re telling. If they open that email but have not yet made a purchase, you can follow up again with an email with a video showing how others have put that product to use. It continues to paint the picture of what they’re life will look like with that product. If that email gets opened, but it still didn’t do the trick to get the conversion, you can try sending another email reminding them that they have a 10% off discount to put to use. If they finally make a purchase, it’s the happily ever after you’re seeking. The Don’ts of Engagement Tracking Engagement tracking helps you create a one-to-one feel for your marketing. With engagement tracking, you can ensure you’re always sending timely and relevant communications that help to nurture your relationships with your subscribers. However, there are some “don’ts” that come with engagement tracking. Failure to avoid them will have your subscribers feeling like Big Brother is watching. Don’t: Do One-Size-Fits-All Emailing If you’re simply blasting out the same exact promos to your entire list, you’re not sending relevant emails. That one-size-fits-all approach will net you some sales because there is part of your list that message would be relevant to. However, the rest of your list won’t open, or click, on that email. They’ll go inactive, and if left on your list, will result in bounces and ultimately poor email delivery. According to the DMA, more than half of your subscribers will hit unsubscribe due to irrelevant emails: The good news is that you didn’t even need to let those subscribers become inactive in the first place. Follow the do’s listed above to use engagement tracking to send relevant emails to your subscribers. Don’t: Be Creepy When engagement tracking goes wrong, it can feel a bit creepy. Don’t be creepy. Here are a few things you can do to avoid the creep factor with engagement tracking: Don’t say things like “I noticed you…” and “since you click on…” That goes a little too far. You can send the follow-ups that were triggered by what you noticed or know that they clicked on, but don’t tell them that’s why you’re doing it. Use a send delay. Don’t send the follow-up email based on subscriber engagements immediately. They may start to look for the hidden cameras. Send a day or two later, so that they’ve had time to act without your next email, but not too far away that they’ve lost interest or moved on. Avoid leaving an automation running for too long unchecked. It’s important to check in with any engagement tracking-based automation you create. If it’s running for too long, chances for errors creep in. Your user experience may change on your website, or you may create an email at a different step in the journey that covers a similar topic. Things can go wrong or feel creepy when an automation isn’t working as planned. How to do Engagement Tracking with Benchmark Email With Automation Pro, you can do engagement tracking with ease. The first step is to ensure engagement tracking begins at your signup forms. Here’s a helpful FAQ on how to do it. Next, there is a strategy template waiting for you in Automation Pro called “Promote and Target Opens, Clicks and Website Engagement. This template helps you automate the follow-ups to your subscribers based on whether or not they’re interacting with your emails and what pages they’re viewing on your website. Putting this template to use will help you do engagement tracking with ease. If you have any questions, chat, call or email us!


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Email Marketing in Holiday Season: How to Get the Most Out of it?

Email Marketing in Holiday Season: How to Get the Most Out of it?

Beyond • October 9, 2018

Small businesses have a lot of competition around the holiday season and a lot of pressure to make sure that the customers are ready to purchase even when they are reluctant to do so. ‘Big guys’ can afford to wait until the end of November and then spend huge chunks of their marketing budget on TV commercials, billboard advertising, radio jingles, newspaper advertisement, digital marketing channels and sponsorships. However, small businesses may not have multi-million dollar budgets but they do have the power of social media and email marketing! According to a Forbes survey, 82% of the consumers said they’re likely to buy online as compared to 77% people who prefer in-store shopping. Let’s take a look at the 2017 online shopping trends during the holiday season: Desktop beats mobile in terms of purchasing behavior. Amazon’s 72% of sales in December 2017 were made through desktop devices. Amazon is still the king in US eCommerce scenario but other competitors are making huge gains. About two-thirds of total purchases made during the holiday season were made on Amazon. However, Macy’s improved its desktop conversion rates by 7-8 times. It is no longer about a specific day during the holiday season but over an extensive period of time. November 2017 generated $33bn in sales which is 17% more than the previous year according to Adobe. When it comes to marketing, one of the most important things to be aware of is the demographics of your Target Audience. According to a report by Business Insider Intelligence earlier this year, millennials remain the key age demographic for online commerce, spending more money online in a given year than any other age group. Millennial consumers–especially those between ages 18 and 29–are also interested in adopting alternative ways of gift-giving, such as loyalty points/rewards, gift cards, etc. Therefore, as an eCommerce business owner, you must make sure to come up with email marketing strategies that cater to this segment i.e. the infamous millennials! Before we get into the tips and tricks on how to get most of the holiday season, let’s take a look at some of the most important dates in the Holiday season: Nov. 23: Thanksgiving Nov. 24: Black Friday Nov. 25: Small Business Saturday Nov. 27: Cyber Monday Nov. 28: Giving Tuesday Dec. 11: Green Monday Dec. 12: Start of Hanukkah Dec. 15: Free Shipping Day Dec. 24: Christmas Eve Dec. 25: Christmas Day Dec. 26: Start of Kwanzaa Dec. 31: New Year’s Eve Jan. 1: New Year’s Day Now that you’ve memorized the above-mentioned dates, here are a few tips and tricks to use to make sure that you stand out from the ‘big guys’ during the holiday season. 1. Start Early and Maintain Momentum For many customers, the holiday season begins before Black Friday or Cyber Monday and they’re lining up their purchases before that. Most of the customer purchases are now well-researched as customers make the purchases after comparing several offers and products. Making an email marketing strategy and sending out a holiday teaser email is a great way to get the attention of your customers. Sending out an early email makes sure that your email arrives before the major inflow of the marketing emails from other brands and gives you the edge. Teaser emails also build excitement and momentum among the customers for the business. Fulcrum Tech, for example, sent out teaser holiday season emails in 2016 and witnessed a whopping 238% increase in revenue from over the previous year on the Cyber Monday deals. 2. Leverage Urgency Using urgency is a great way to boost your revenues. A limited offer in an email that is sent out to your customers would prompt them to take action now instead of later. Nobody likes to miss out! We’ve all had to deal with heartbreaks where we liked something and when we came back to buy it, it was sold out! You can leverage urgency in the following ways: Promotion of early bird discounts for some of your products and services. Including the cut-off time and dates for the products to ship so that your customers know that they will have to make a purchase before that Displaying countdown timer on your email driving urgency among the customer to buy the product. Sending out emails with a limited product quantity or creating flash sales. Below is a good example of Optinmonster executing the idea of leveraging urgency without a cluttered design: 3. Personalize Your Holiday Email Campaigns A vast usage of predictive analytics can help your business personalize the content of the emails that you are sending out. Customer engagement can be generated through the recommendation of the products similar to the ones that they recently purchased or the ones that they browsed through your website. Businesses can also leverage other demographics such as age and gender to design and send out their email marketing campaigns. This makes the emails more personalized and the customers feel connected to your brand, developing a stronger brand loyalty with it. 4. Pay Attention to What Your Users Want This Year/Season If I ask people what they want for the holiday season in the context of shopping, they are most likely to say nice warm clothes and discounts. Their needs and wants change with every season, and you, as an eCommerce store owner, have to keep a keen eye on their changing needs and wants. If you check Google Trends for the topic of sweaters, you will see: Upon analyzing the graph Google has generated for us, we understand that the trends for Sweaters in the USA in 2017 rose between the colder months (which also include the holiday season) i.e. September to January. Again, in August 2018, the graph has begun to rise. As an eCommerce store, you need to prepare for the rising trends by starting early. When I typed women’s knitwear USA on Google, the first organic link to appear was Boohoo’s, an online fashion store based in the US. This shows that they know exactly what the customers will be wanting and hence searching for around this time and in the upcoming months, and have prepared their eCommerce website accordingly. Also, they have made 7 categories for knitwear to make it easy for the customer to navigate and find exactly the kind of knitwear they are looking for. Upon visiting the website, I am taken directly to the sale section in women’s knitwear, which again shows they are catering to both the things their customers currently want: warm clothes and hot sales. Paying attention to your customer base’s needs can be very helpful. A business needs to deliver content that the customer cares about. The question is, “shouldn’t I always deliver content that my customer cares about?” The answer to this is ‘YES!’ but since the customers are bombarded with content over the holiday season, the best way to get a response from them would be by providing them the content that they really want to see. You can use customer feedback collection forms to get a fair idea of what your customers want and then build your eCommerce website around these insights. The survey would help you in following: Improving the content that you’re sending out in your emails Targeting your messages through segmentation of the email lists. Creating and defining offers/discounts for the holiday season While segmenting the email lists, please take into account the open and click through rate factors. Also the purchase behaviors of the customers and their preferences when they chose to sign up for your email list. 5. Growing the Email List Through Pop-Ups Did you know that a recent Listrak study found that pop-ups help achieve an average email list growth of 20%? In addition to this finding, Listrak also reported that the revenue of the welcome/sign-up email is 23% higher for the new subscribers who join your email lists through pop-ups on your website. Pop-ups are an excellent way to gather email data of the users. An excellent strategy would be to offer a discount on sign-up for the website. Sophie and Trey use pop-ups on the home page of their website and offer 10% off on the next purchase. The cost of acquisition of the customer is 10% of the order but in the long run, it can translate into more sales and remarketing opportunities. Once the user is within your email list, you can reach out to them with the latest products, promotions and offers. 6. Exclusive Content The people in your email list signed up for exclusive content. They became the readers/receivers of your emails in order to get exclusive content. Offer them something extra. Treating the people on your email list the same way as the ones on your social media accounts is not going to help them feel exclusive. Tell your readers about the upcoming holiday deals in advance. Offer them extra discounts or free shipping. Give them early bird deals. Another way of reaching out to them is by making sure that they are the first ones to know when the holiday deals are live. Exclusivity can be a great tool for generating brand loyalty. Providing customers with content that can be helpful for them in the shopping seasons like tips for the busy holiday season or family traditions can help you make a personal connection with your customers. Wrapping Up Remember, improving your sales by improving your website is one of the best things you can do for your brand. With October (hint: Halloween!) and November just around the corner, we’re sure you can make use of some of the tips mentioned above and make your holiday email marketing campaigns a great success. Let me know what techniques you use during holidays in the comments below!


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Illustrating the Career of His Dreams with Armando Veve

Illustrating the Career of His Dreams with Armando Veve

Beyond • October 5, 2018

You don\'t wind up on Forbes 30 Under 30 list by accident. It takes hard work, determination and talent. All three of which Armando Veve has in spades. Armando is a Philadelphia-based artist and illustrator. His work has been featured in the New York Times, The New Yorker, Wired and many more publications. He\'s also been awarded two gold medals from the Society of Illustrators, which is extra special given that it\'s voted on by his peers. It involves a lot of storytelling. It\'s kind of like I\'m writing. I\'m a writer, but I do it through pictures. We discussed how Armando got his start as an Illustrator, some projects he\'s had along the way and advice he has for wannabe illustrators. We also talked about the opportunities he has for his work to come off the page and into art galleries, which creates a new experience for the viewer. Lastly, Aramando clues us in as to what his future might hold. 2:37 - On what it means to be an illustrator 5:16 - Talking about beginning his career as an illustrator 13:24 - The purpose that print publications still serve 21:30 - When he knew his passion was a viable career option and advice for others looking to do it 27:10 - The New York Times cover story he said no to


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15 Amazing Email Marketing Tips to Try Right Now

15 Amazing Email Marketing Tips to Try Right Now

Practical Marketer • October 4, 2018

Think about those gimmicky emails that are marked as spam, which are mostly deleted or just keeps piling up in your inbox. If your business is also witnessing the same, then you aren’t properly grabbing your audience’s attention. As long as you aren’t bombarding your subscriber lists with spam, email marketing is the best resource that helps to develop a connection with your consumers. Now, let’s enlighten you on some of the best strategies for your email marketing endeavors: 1. Create a list of your subscribers Even when you already have a long list of emails for prospects and clients, you must keep adding more subscribers to it. Particularly when it’s not nearly as cumbersome as it seems. For instance, you should make sure your list is always growing with the help of a signup feature on your website. Subscription forms should be on the homepage of your website, on the blog section, and basically wherever you feel it’s appropriate to include a subscription form, without coming across as too pushy or deviating from the content. The above-mentioned subscription form from the Spoon graphics shows how to incentivize the subscribers with a promise to offer something in return. 2. Consider A/B testing the subject lines No amount of studies or external data point will ever be as effective as the results you derive on your own. Now, one of the ideal ways to gain meaningful insight into what works for your target audience is by conducting A/B tests. Speaking of A/B tests, subject lines are one of the obvious elements that can be explored for split testing, and most email service providers make it easy to undertake. For instance, the following example is from an organization named Wishpond that a/b tested the email subject lines and the result of which is mentioned below Subject line A: “Social Media Stats You Need to Know for 2014” Subject line B: “Social Media Stats for 2014” The winner: Subject line A (11% more opens)! This example highlights how adding a touch of personalization can lead to higher open rates. 3. Make sure to use an actual person’s name in the sender field Receiving an email from an actual person feels more appealing to the audience than the ones coming from a brand. So, make sure to put an actual person’s name in the sender field, instead of using your brand name. For bloggers, your name will double up as your brand. But, comparatively larger retail and B2B brands can equally reap the benefits of this strategy. Majority of email service providers make it fairly simple to edit the sender field. So, you have the option of utilizing the name of the individual sending the email, or the name of someone who’d be the best point of contact if a recipient has queries. For example, if you want to address a grievance of a particular consumer you can start like this- Hi Sylvia, In your last email, you stated about the problem with redeeming your credit points. Let’s suggest you a few ways you can redeem the points you have earned. 4. Adopt a welcome email series When a new consumer chooses to sign up for your services, or a prospect opts for a free trial, you can utilize system triggers to automatically send them a string of welcome emails. You can maintain the following sequence. Welcome them for choosing your services or for taking an interest in your company and mention the contact details in case they wish to get in touch with you. Think about following up a few days later with an email consisting of how-to guides to ensure they are making the most of your products or services. Again send them an email a week later with valuable content (like white papers or eBooks) that will assist them in resolving the issues that they might be encountering. In the image above, Zapier blog has offered a warm welcome email to those subscribing to their website. It tells them what to expect in regards to the type of content and how often they\'ll be sending. 5. Include impactful CTA (possibly on multiple locations) Incorporating a single call-to-action is an excellent advice in the domain of email marketing area. But, have you ever considered applying one CTA in multiple locations? If one item doesn’t initiate any action from the audience’s end, there’s a chance the next one might. You can use phrases like “book it now,” or “grab the deal” etc. in order to urge people to take some action. 6. Make it brief and crisp Regardless of whether you’re composing the subject lines or body of an email, keep them as long as it needs to be, and no more than that. Presented below are some general guidelines you can follow: Keep the sentences within 25 words, and the paragraphs should also consist of not more than three sentences. These are considered general best practices in case of email copywriting. Always follow the 17-24 characters limit while composing the subject lines. There’s no actual “best subject line length,” but shorter subject lines are considered to be more convenient for mobile devices and more likely to avoid getting cut off. Stay on point. Every sentence or word in your email should emanate a clear purpose, and if it doesn’t serve a purpose, then don’t hesitate to remove it. 7. Highlight the benefits instead of focusing on the features This is again a classic piece of copywriting advice and one that is approved by many experts. Normally, consumers care more about the aspect of benefits, instead of the features. For instance, a sharper lawn mower blade isn’t essential because it’s sharper; it’s a better option for the consumers because it means that they can spend less time mowing the lawn. 8. Say no to generic templates It’s common for the beginners to work with a template as a starting point. But, everyone is familiar with the same, drab, plain text email templates. So, if you’ve already come across similar types of templates before, then you better spend a considerable amount of time in the drawing board and create something fresh. 9. Ensure that your emails don’t get stuck in the spam folder If carefully composed emails are landing straight into the spam folders of the subscribers, then the success of your marketing endeavors are self-explanatory. This is why you should begin the process of email marketing after ensuring that your recipients have subscribed to your emails so that you don’t run the risk of breaching any laws related to cyberspace. Other than that, try not to include block letters into the emails. Avoid too many exclamation marks and hyperbolic sentences. Badly formatted HTML in your emails can also have an adverse effect. Also, you need to remember that spam filters tend to work differently, so a specific email that slips through one filter is likely to be flagged by the other. For example, practices like hashbusting (inserting random characters to avoid spam filters), deceptive subject lines, image text, misleading claims should be avoided to get your emails straight to the consumer’s inboxes. 10. Maintain a schedule and be consistent with it You must have gained a clear idea about the ideal day and time for sending your emails to the list of subscribers. You must maintain consistency. Your consumers will also get used to your schedule, and they would expect an email on the same day. So, you should always maintain the schedule for sending the mail. A regular and consistent schedule results in a considerable boost in the CTRs and opening rate. An irregular schedule would have the exact opposite impact. For example, you can opt for an email marketing schedule template like the one available on Hubspot.com. 11. Create a schedule well in advance Identify some dates on the calendar that will be specifically significant for your business. For example, if you’re in the business of providing assignment help to the students, then the time before exams is going to be crucial. You can consider the following aspects. Send emails to every subscriber weeks before their exams with a bunch of special offers. It’s likely that many students are still grappling with their assignments, and are possibly contemplating to seek the help of assignment services. Not creating a schedule for times like these will only result in losing out on some sales opportunities. You can maintain a proper calendar for your email marketing campaign like the one mentioned above. 12. Don\'t forget to keep evaluating the data Never neglect the data you gather from your email marketing procedure. Keep a track of how many email addresses remained undeliverable in a day or at what time most people opened your email. These simple yet crucial details will highlight many insights about the performance of the email you sent. If you’ve adopted Google Analytics on your website to track the data, tagging your emails with custom campaign tracking can indicate how they are driving traffic to your landing pages and how the visitors react once they arrive at your site. Having such essential information will allow you to bring more precision into your email marketing efforts. 13. Make a promise from the very beginning and stick to it Most of the efficient sign-up forms will highlight what an individual signing up for the email should expect. Will they receive a weekly newsletter? Or a notification when you post a new blog? Will they receive information on special discounts or offers? Whatever you promise when a visitor signs up to your newsletter, make sure you stick to it. For example, if you make a promise for a free ebook or an access to the next blog posts, make sure the consumers receive the service. 14. Make it easy for the visitors to unsubscribe Yes, you read that right. You must be thinking, isn’t this post about successful email marketing tips? Now, of course, you wouldn\'t want to lose out on the subscribers, but the fact is, no matter how engaging your emails are, some visitors or subscribers would want to unsubscribe. The reason could be anything; they are probably not using your services. Unsubscribes are part and parcel of nurturing your subscriber list. In this case, what you most definitely wouldn’t want is spam reports. Similar to how Kissmetrics offers one-click unsubscribe option, you should also adopt a similar feature for the convenience of the consumers. 15. Unleash the power of segmentation to send the right message at the right time Segmentation is an extremely potent strategy. But it’s a strategy that is often undermined in the domain of email marketing. The point is, you might be judging the number of subscribers collectively. But you also have to understand that each one of those subscribers is an individual. As individuals, it’s normal for them to have different needs. With the segmentation of your email list, you can prepare your message and campaigns according to individual requirements. For instance, one customer may like the daily newsletter while the other consumer would like to look at a video. Make sure you cater to each of their individual needs Wrapping Up Like any other branches of marketing, email marketing also requires effective planning and evaluation of the data to create a successful campaign. With these tips, your marketing endeavors will hit the bull’s eye every time.


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15 Phrases You Should Never Use in Email Marketing

15 Phrases You Should Never Use in Email Marketing

Beyond • October 1, 2018

Email marketing can be complex business. To understand it and effectively leverage it, you should consistently practice and learn from the results. There are a lot of email practices that can boost your performance and a lot of disempowering techniques that will only damage your business. Hannah Digweed, CEO at edugeeksclub.com, had to say: The importance of the wording you use throughout your emails is high, simply because an email is simply a bridge of communication between your brand and your customers. When you send an email, you’ll have to be extremely careful about adding relevant information. On the other hand, you should also pay a great deal of attention to how your message could influence the perception or behavior of your subscribers. Nevertheless, some words should never be pronounced in email marketing. Some words can turn a loyal subscriber into a stranger, while some words can diminish your brand’s reputation. Well, in today’s post, I’ve collected a list of 15 phrases that you should never include in your email marketing campaigns. The reason is obvious: you’re risking decreasing your reputation and trust, making your prospects and customers less interested in what you’ll have to offer next. You can avoid that by simply avoiding these unprofessional phrases. “Hi, [Subscriber name]” Personalizing your subscribers’ experience is one thing and using an outdated strategy that is no longer effective is another. Customizing your user’s experience is now more than adding a “Hi/Hello/Hey/Yo”, followed by a personalization token (their first name), and perhaps, followed by a generic headline. Instead of using “Hi, subscriber name”, you should focus on keywords that actually reflect your subscriber’s intent. This way, you’ll build rapport instantaneously and you’ll build more trust than by simply calling your prospect’s name, letting him know that you’re aware of his existence. Most people have already got it – they understand that what email marketers are doing is automated, and for those that do understand, this email headline or email start will be a turnoff. “Free” Your subscribers probably understand that nothing in this world comes for free. The more you push the word “free” through your email headlines or through the email content, the less trustworthy you’ll look. A lot of spammy emails contain the word “free”, “consultation”, “opportunity”, “promotion”, and so on. Be different and keep this cheap wording away from your email subscribers. Try to find better ways to preserve their attention! “Act Now” Using “Act now” as an email headline is probably a big mistake, especially for those of you who haven’t had enough time or opportunities to strengthen the relationship with your customers. “Act now” is a strong call-to-action, and it should always be used very carefully. It sounds a little pushy, and a little scammy too. Check your spam emails – can you detect it? I tried, and it’s present in 5 different spam emails. “Don’t Delete” Asking your email subscribers (the ones who agreed to follow your emails) not to delete your email is nonsense. First of all, I get why you’d get an impulse to use this phrase. It attracts attention. However, if you think about it, this is a desperate phrase that most of the low-level marketers use to push mediocre offers. The phrase it’s used mostly when an audience is highly skeptical about something, so you should never give your email subscribers the chance to even contemplate on this aspect. Simply avoid it! “Hey there…” “Hey there” could be useful if your relationship with your customers is super tight. They should be your customers, you should have already met in person, and you should share some things in common before using this phrase. Otherwise, even if you believe that it might help you “bond” with your customers, using this phrase might get you a different result. Some readers might see it as “too informal,” so they won’t even bother reading it. “In my opinion” If your prospects have agreed to become your email subscribers, it means that they’re looking for an authoritative figure to teach them how to improve their lives. By constantly using “In my opinion”, you’re showing that your content is not carefully documented, and therefore it won’t be considered trustworthy. Instead of “In my opinion”, you should cite the references or the studies that prove your statements. “To be honest” Your readers are already expecting you to be honest, so why would you remind them that you’re being honest with them? This phrase is truly unnecessary and should be avoided. Sometimes, we keep using this phrase without realizing it. In real life, it might be useful for capturing someone’s attention. In emails? Useless! “Increase sales now” If you wonder why this phrase gets blocked by email providers, here’s the simple answer: it is used too many times, by too many people, in too many niches. Therefore, it is often counted as “spam”, so your email campaign’s performance will suffer consequences. Instead of using “Increase sales” or “Increase sales now” in your headline, try adding it throughout your email copy without overusing it. “Online biz opportunity” First of all, by shortening words in your emails you are proving that you lack self-awareness. Of course, shortening words might get your work done faster and in a more convenient way, but have you stopped a moment to reflect on how these half-words will be perceived by your audience? “Online biz opp” is a highly controversial phrase that screams “scam” to every Internet user who has been around for more than five years. You can bet that no millennial or Gen X or Z user will click on that headline, nor they will follow you again after noticing your “spam” attempt. “While you sleep” Most fake marketers are promising a goldmine opportunity: make money “while you sleep”, lose fat “while you sleep”, become famous “while you sleep”. You can see how absurd this promise looks like, right? It’s one of the phrases that “looks too good to be true”. However, marketers never seem to stop using it, even though it often backfires. My suggestion? Leave it out of your email campaigns and encourage your people to work more and do more to achieve their goals instead of delivering illusions. “Call now” or “Quick call?” Email is a channel of communication that allows businesses to interact with customers. More often than not, these customers have no understanding or knowledge about the businesses they follow, so they’re likely to keep their “shields’ ready. If you encourage your email subscribers to “Call now” or if you ask them whether they’re up for a “Quick call”, you’re stepping some boundaries that your customers surely don’t appreciate. I would always avoid this phrase, especially if you haven’t earned your customers’ full trust already. Misspelled Words Misspelled words are huge turn off, especially when they’re being spotted in emails. Your subscribers have chosen your email campaign because they’re looking for value. Some of these people could lack patience, could be critical, or could be harsh. When they detect misspelled words and poor phrases, their confidence and trust in your business will quickly decline. I’d suggest you always double check your email content using your own eyes, your editor’s skills, and perhaps you should use the help of some grammar and spellchecking digital tools. “Re:” Using “Re:” in a subject line is a cheap tactic that many marketers use to induce their subscribers into error. The strategy’s purpose is to make the subscriber believe that they’ve already had a discussion with the email sender. If the email subscriber falls for it, he’ll pay more attention to the next email. However, if the subscriber doesn’t fall for it, the “unsubscribe” button will often be pushed. “Great Deal” Unless you’re super familiar with your customers (and they’ve already bought many products from you), avoid this phrase by all means. Instead of getting into a real discussion, what you’re clogging your subscribers’ minds with money, equations, possibilities, opportunities, and so on. They’ll keep wanting you to get to the point, which is the “deal” that you’ve promised. Instead of that, focus on providing quality and valuable content and leave the promotional part at the end. “Urgent” or “Buy Now” Encouraging your customers to buy something right now is an action that can backfire and lead to negative consequences. If you choose to use “Urgent”, “Buy now”, “Deal is off tomorrow”, or anything else that creates scarcity and fear of missing out, ensure that your customers trust you with their hearts. Else, you’ll risk being seen as an intrusive marketer who’s there “for the money”. Takeaways Never use these phrases in your email marketing sequence and you should stay out of these unfortunate troubles. You can’t always control what people think about you and your brand. What you can do is ensure that you’re staying updated with the most common “rejected” phrases while keeping your emails clean, relevant, and professional.


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10 Successful Email Marketing Campaigns and Why They Worked

10 Successful Email Marketing Campaigns and Why They Worked

Beyond • September 26, 2018

Email marketing is considered as one of the most cost-effective and online marketing strategies for business owners today, and for good reason. It isn’t only practical, but it’s also a game-changing strategy that can lead to amazing results. Several reasons why email marketing is so popular is because of the plethora of advantages you get, such as: Building relationships with new prospects Attractive new leads; and Encouraging loyalty from old and new customers With that said, it’s crucial to do email marketing right if you want to achieve ‘drool-worthy’ results. But how do you do that? Before we go into how to do email marketing effectively, we’ll need to understand its significance as a part of your marketing mix. A Closer Look at the Statistics A couple of months back, WordStream published a detailed post sharing the figures on email marketing and the crucial part they play in driving your business to success. We’re hoping these numbers will convince you to jump on the email marketing bandwagon:: Email marketing is considered as the number one tool for customer retention according to a poll conducted among retail professionals last 2016. Social media marketing falls at a close second. Compared to other promotional emails, Welcome Emails have shown to create amazing results. They generate at least 320% more revenue, earning your business tons of money with just ONE email. Email subscribers spend 138% more on online purchases than people who don’t get emails. QuickSprout shares how email subscribers are 3 times more likely to share your content on social platforms than leads from other marketing channels. Of course, there are other things that contribute to making your digital presence a success, such as good fast hosting, optimized user experience, and eye-catching web designs. But without including email marketing in that mix, you’re basically saying ‘no’ to getting new leads and increasing conversions. 10 Email Marketing Campaigns That Produce Crazy Results and Why We’re 100% sure you’re subscribed to at least one email newsletter right now. And if you’re a fairly active web surfer, you may even be getting about 5 to 10 different automated emails a day. And we’re also sure you probably delete most of them without a second glance. But every now and then, you get an email that’s so good that you read it, share it, and recommend it to your friends. What they all have in common is their ability to achieve their own unique goals, whether it’s get more sales, attract site visits, or get feedback from you. Below, you’ll find a few examples of the email marketing strategies used by the best in the business, and why they work: 1. Grammarly Why it works: Leveraging on social media proof convinces people that what you have to offer is worth their time and money. Using a limited-time offer (i.e. products with expiration dates) creates a fear of missing out for readers. At the top of our list of email marketing giants is none other than Grammarly. They make use of a unique and effective combination that really gets the results they want. People naturally trust peer reviews more than company sales copies. And paired with their limited-time discount, they end up with a convincing and engaging email marketing strategy. 2. UncommonGoods Why it Works: They use the Urgency Principle to get people to buy from them as soon as possible. Color selection appeals to the reader’s emotional side, which is appropriate because Mother’s Day is a holiday with heavy emotional ties for readers. One brand that really knows how to play the ‘sense of urgency’ card is UncommonGoods. As a popular online destination for customers looking for unique items, they also have an impressive email marketing strategy that compels readers to take action now. A lot of the rational decision-making flies out the window every time we’re faced with anything urgent. This is what makes the Urgency Principle a powerful tool to have in your marketing arsenal. 3. Bonobos Why it Works: Interactive experience encourages people to engage with the email. Discount offer convinces readers they’re getting a deal. It creates a sense of urgency with a text that says ‘Last Day’. Simple and straightforward design. People love anything interactive, so why not offer that in your emails? Bonobos, an online retail brand, sends out emails that encourage engagement and combines it with a sweet deal and a time constraint. It’s a great way of hitting, not just two, but three birds, with one stone. 4. PayPal Another popular brand that specializes in building quality bonds with consumers is PayPal. As one of the largest payment processing companies in the world, they really bring their A-game when it comes to email marketing. Why it Works: Good email structure and design. A great deal of the content and imagery aim to appeal to readers on an emotional level. In Marketing Psychology, blue is often associated with feelings of security and trustworthiness. 5. jetBlue Why it Works: The conversational approach, complete with playful banter, immediately puts you at ease with the brand. Good graphic design that’s straight forward and eye-catching at the same time. Clear Call-to-Action. Having multiple CTAs can be confusing for some readers, discouraging them from engaging with your email. 6. Canva Why it Works: Prompts the reader to take action immediately. Clear Call-to-Action. Simple, straightforward design. Interactive email encourages customer engagement. 7. LinkedIn Why it Works: Highlights a more human connection through a Live Demo, making the email sound personable to readers. Inclusion of an actual picture of an employee builds more trust with the brand. Clear Call-to-Action, which can be seen at the top and middle part of the email. The goal of the email is also clear and written in a short and succinct manner. 8. BuzzFeed For entertainment websites like BuzzFeed, the main goal is always to catch and keep people’s attentions. Also, knowing who your readers already are helps you to better tailor the content that you send them. Why it Works: The type of content shared is something everyone can relate to. This means the emails have a higher chance of attracting engagement because the content is relevant to readers. Short and simple emails are often a refreshing change for people who are used to getting bombarded with long-form content. Eye-catching headline catches readers’ attentions. 9. Dropbox Here, we’re taking a look at one of Dropbox’s retargeting email. After some time, it’s normal for some customers to forget that you’re brand is there. Retargeting is how you put yourself in front of them again. So, it’s important to be as convincing as possible. Why it Works: Fun graphics paired with soft colors is also a good approach in retargeting emails as opposed to aggressive ‘come back to us’ messages. Reminds customers of what they have to offer, which in this case is ease of use and accessibility. Offers a refresher course for people who may still be interested but aren’t sure if they still know how to navigate around the tool. 10. Twitter The approach Twitter takes in this email is to advertise their social media proof. Sharing content from other people and businesses who are also using their platform accomplishes multiple goals. By showing you content that’s relevant to you and from people you follow makes you more likely to engage with or share that content. Why it Works: Content updates from people your readers are following, or from famous influencers in that field, encourages user engagement. The focus is clearly centered on content, which is appropriate for social media platforms since they deal mainly in content marketing and user experience. Email Marketing is not an option - It’s a necessity Even with all the new marketing technologies available to business owners and digital marketers today, email marketing is still among the most effective tactics we can use. They play a huge role in growing your business and getting you the sales and leads you’ve always wanted. Different emails are used for different reasons. It’s important to know what you want to get out of each email you send out, whether it’s shares, site visits, or sales. The more you clarify the goals of your email marketing campaign, the more you can mold the content and design to meet those goals and reap the most results!


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Top Integrations to Grow Your List

Top Integrations to Grow Your List

Beyond • September 24, 2018

“The money is in the list. Email is the most valuable channel when it comes to marketing.” - Neil Patel As Neil Patel rightly points out, your contact list is the lifeblood of your email marketing efforts. Growing your list is an important part of that, even though it’s not the size of your list that matters. It’s quality over quantity. Certainly, you’ve seen signup forms on every website homepage, blog page or even eCommerce store you’ve visited across the Web. However, that’s not the only way to grow your list. Each tool or app you’re using for your business can be a new opportunity to grow your list thanks to integration. Growing Your Email List Doesn’t Begin or End with Email After all, email likely isn’t the only touch point or interaction you have with your customers. You need to make sure that all your tools and apps work together to create one positive user experience across all platforms, tools and apps. Email is simply the tool that you can send to large segments of a list to communicate your messages. It can also be used when an automation is triggered based on customer actions. Besides, even before you began email marketing, you likely began amassing a list of contacts through one, or many, of your other business tools and apps. You’d be silly not to take advantage of the work you’ve already done! Use Integrations to Grow Your List If you’re using a CRM tool or any other cloud-based SaaS product to manage your list, you can easily import your contacts to your Benchmark Email account. This has been made easier than ever before with Benchmark Email’s partnership with PieSync thanks to the ability to sync up to 2,000 contacts for free. Let’s take a look at some of the tip integrations to grow your list: Contact Repository Integrations Perhaps you’ve previously been keeping a list of contacts somewhere like iCloud or Google Contacts. You can easily integrate those tools with your Benchmark Email account and import those contacts. Taking these steps will help you do things as simple as seeing who opened your emails and what links they clicked on, among many of the other advantages offered by email marketing. Here are the contact repository integrations currently available with PieSync: Contactlab Marketing Cloud iCloud Office 365 Outlook.com FullContact Microsoft Exchange Google Contacts Nimble eCommerce Integrations We’ve already discussed how email marketing is a very good friend of your eCommerce store. Integrating the two will help you create loyal customers and repeat business. There are all sorts of opportunities for marketing automation when you integrate your email marketing and eCommerce. You can trigger purchase confirmations, review requests, cart abandonment emails and more based on the subscriber’s engagements with your email campaigns and website. Here are the eCommerce integrations currently available with PieSync: Shopify Contactlab Marketing Cloud BigCommerce Helpdesk Integrations Your customer support is another touch point that can help you grow your email list. After all, your interactions with your customers shouldn’t solely exist when they’re encountering an issue or have a question. With a helpful integration and the use of marketing automation, you can follow-up with customers to make sure their issues were solved, to request a review of your customer support or offer additional resources. These are the Helpdesk integrations you can put to use thanks to PieSync: Clarabridge CX Social Crisp Desk Freshdesk Front Groove Help Scout Intercom Kustomer Mojo Helpdesk Teamwork Desk Zendesk CRM Integrations Your CRM should be the ultimate tool for growing your email marketing list. It’s the hub of all the data you collect on your customers and opportunities. Use email marketing to help turn those leads into customers and the ones who do convert to make a purchase into return business. Plus, all the data in your CRM can help you easily segment your contacts for targeted marketing campaigns that will deliver sales. Here are all of the CRM tools available for integration thanks to PieSync: 1CRM Cloud Act! 365 Act! Premium Cloud AllClients amoCRM Apptivo Base CRM Batchbook bexio BigContacts Bitrix24 CRM Bpm’online Capsule CompanyHub ConnectWise Manage Contactlab Marketing Cloud Contactually Copper Drip Efficy CRM EspoCRM Follow Up Boss Freshsales Highrise HubSpot Insightly LeadMaster Less Annoying CRM Livespace CRM Membrain Microsoft Dynamics 365 Nimble Nutshell Odoo Online OnePageCRM Pipedrive Pipelinedeals Pipeliner Podio Propeller CRM Salesflare Salesforce Salesforceiq Salesmate SalesSeek Sellf SugarCRM Teamleader Vtiger CRM Weclapp Workbooks Zoho CRM Other Common Business Tools That Can Help Grow Your List There are numerous tools available to you to help build your email list. If you’re getting an email address as a part of the process with any business tool or app, you can be using that to grow your email list. And you should be doing that. Why waste the efforts you’re making in those apps? You’ve already done the work to get the contact. Put it to use! Here are a few other types of tools you may want to consider integrating with for email marketing: Payment Gateways Document signing Website chat More! Wrapping Up Simply put, if you’re not integrating your email marketing account with as many other business tools and apps as possible, you’re missing opportunities to grow your list. Why leave something on the table? Don’t forget, you can sync up to 2,000 contacts for free thanks to our partnership with PieSync. You can learn more about how to integrate your Benchmark Email account with PieSync, in this helpful FAQ. If you’ve put integration to use for the betterment of your email marketing efforts, we want to hear about it! Share your tips and tricks in the comments below.


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