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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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We Wrote a Book! Clues for the Clueless Email Marketer

We Wrote a Book! Clues for the Clueless Email Marketer

Beyond • October 23, 2018

We spend a lot of time on the Benchmark Blog, in our emails, on chat, the phones and email helping businesses do their email marketing. You’d think we’d be pretty good about practicing what we preach, right? Well, full transparency here. When going through our new book, Clues for the Clueless Email Marketer, we had to admit that even we could be a bit clueless from time to time. It happens to the best of us. You see, we’re all clueless once in a while. After all, you have to start somewhere. We’re not born knowing everything, as much as some of us would like to think otherwise (just me?!). The book contains seven quick and easy strategies for nurturing relationships with your email list. After all, it’s your most valuable marketing asset! Here’s what you have to look forward to when you download Clues for the Clueless Email Marketer: Grow Your Email List This chapter talks about how to grow your most valuable marketing asset: your email list. The first step in doing growing your email list is understanding all the off touchpoints where you have an opportunity to do so. Here are all the touchpoints we discuss how you can go about growing your list: Homepage Blog Other high trafficked pages Social Media Over the phone In-store/on-location Events Print Ads The next step in growing your list is getting your timing right. Timing comes down to where you place your signup forms on your page and whether you use things like pop-up signup forms or exit-intent signup forms. The last step for growing your list is the words you use in your signup forms. It’s important to know what voice to use, what incentive to offer and how to craft a compelling Call To Action (CTA). Learn how to grow your email list when you download Clues for the Clueless Email Marketer. Know Your Subscribers Once you’ve done all the work to bring in as many subscribers as possible, it’s time to gain an understanding of them. After all, it’s important to remember that there’s a person behind every email address. Even some of the more clueless email marketers have at least heard of list segmentation. This chapter focuses on the ways you can do that both from the start using signup form data and then after signup using their engagement history. Opportunities for segmentation during signup: Gender Location Industry Job Role More! How you can segment based on interests: Purchase history Website activity Clicking habits More! You can also create a preference center to allow your subscribers to segment themselves and choose what types of communications they want to receive from you. This chapter also discusses proper email list hygiene. That includes actions like list verification and creating a re-engagement campaign and then ultimately removing inactive subscribers. Learn what it takes to deliver relevant content to your subscribers when you download Clues for the Clueless Email Marketer. Use New Tools and Technology Growing your list and caring for it is important. As we already mentioned, your list is your most valuable marketing asset. After that, it’s time to expand your horizons beyond the basics with email marketing. Some tools and features we believe you need to be taking advantage of: Marketing automation Targeted Emailing A/B Testing Integrations These are features that will save you time, foster better relationships with your contacts, improve your sales and make you a better email marketer overall. Learn how to take advantage of every aspect of email marketing when you download Clues for the Clueless Email Marketer. Create Better Content If you’re not ready to try the more advanced features, though we believe Clues for the Clueless Email Marketer makes it possible to do so, you can focus on improving the content of the emails you are already sending. Or at least try sending some new types of email marketing campaigns. Here are some of the types of email campaigns you should be sending: Welcome Emails Promo Emails Follow-up Emails Newsletters Value Emails Product Education Emails Survey Emails Testimonial Emails Special Occasion and Holiday Emails Aside from the types of emails, you can create to better your email marketing, you can also work to improve the content of those emails. Focus on writing better subject lines and on including better topics within the email itself. You can also work on kicking the design of your emails up a notch. Learn how to send more quality emails when you download Clues for the Clueless Email Marketer. Get Better Information from Subscribers Hopefully, by now, you’re starting to understand how important it is to nurture your relationships with the contacts on your email list. The best way to do that is by doing customer-centric email marketing. To achieve customer-centric email marketing, you need to learn as much as possible about the subscribers on your list. One great way to get some more intel on your subscribers is to simply ask them. Groundbreaking, we know. Sending polls and surveys is an excellent way to gain some insight into your contacts. Here are some additional free resources where you can seek out information on your subscribers: Social media Niche blogs Discussion forums Q&A sites Amazon reviews Video sharing communities Newsletters Search engines eBooks, manuals and guides Case studies Support documentation Learn how to effectively gain important data on your subscribers via polls, surveys and free resources when you download Clues for the Clueless Email Marketer. Understand Your Reports By this point, we’ve discussed how effectively nurture relationships with your email list by growing it, learning from it and sending better content to it. Is it working? That’s where your reports come in. Your reports are the clues you need to become a better email marketer. You can look at these elements of your reports to see what is (or isn’t) working for your email marketing: Open rate Click-through rate Opens by hour Unsubscribe and abuse Use this information to see areas that need improvement and what tactics you should be doing more of. Learn how to turn your report data into a better email marketing strategy when you download Clues for the Clueless Email Marketer. Seize Opportunities Carpe diem! Sometimes, it’s possible to tap into the zeitgeist with a timely email and it will get more attention from your subscribers. Holiday email marketing campaigns are one way to do this because everyone is focused on that day (and may even expect deals or sales around that holiday). Don’t be afraid to think big! Sometimes, the only limits to what we can achieve with email marketing are what we believe is possible. Give yourself some lofty goals and reverse engineer them to figure out the steps to work towards it. Learn how to take advantage of the right moment with the right message when you download Clues for the Clueless Email Marketer. Wrapping Up The ROI for email marketing is about $42 for every $1 spent. The value of email marketing cannot be understated. Trying something new can be intimidating. We get that and have been there. Nobody likes to feel like they’re clueless. That’s why we wrote the book, Clues for the Clueless Email Marketer. Everyone, even all of us here at Benchmark, had to start somewhere. That’s why we’re here to clue you in. Learn how you can quickly and easily turn your most valuable marketing asset, your email list, into relationships and sales when you download Clues for the Clueless Email Marketer.


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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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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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