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The 4 Ways Your Email List Becomes Your Most Valuable Marketing Asset

The 4 Ways Your Email List Becomes Your Most Valuable Marketing Asset

Practical Marketer • December 19, 2018

Your email list is your most valuable marketing asset. There are a few reasons behind it. You’re not relying on a third party platform. Your business has been given permission by each individual to send them communications. Most importantly, it’s an opportunity to nurture and grow a relationship with your customers and subscribers. You’re going to hear us say that a lot in 2019 and beyond. It is Benchmark Email’s mission in 2019 to further your understanding of how to make the most of your email list. To learn to love your list and the people on it. After all, it’s all about those relationships. What makes a great relationship? Trust and Respect. As a business, you understand that it’s a privilege to be allowed into a subscriber’s inbox. Don’t take advantage of it and your subscribers won’t be marking you as spam any time soon. Honesty and Forgiveness. Sometimes you’ll make mistakes. That’s OK as long as you’re transparent about it. Share yourselves with your customers and they’ll buy into your brand story, warts and all. Thoughtfulness and Appreciation. You need to be doing customer-centric email marketing at all times. Understanding what problems you solve for your customers and what value you’re delivering to your subscribers’ inbox. Commitment and Appreciation. You need to send consistently and stick to what you promised on your signup forms. It’s also imperative to demonstrate how much you appreciate your subscribers for opting-in to receive your emails. Send them targeted, relevant content that will help them get the most out of your emails. When it comes to making the most of your most valuable marketing asset, your email list, we’ve identified four topics we’ll be focusing on: 1. Growing a List When it comes to growing your email list, it’s important to focus on covering all the potential touchpoints you have with customers and leads. You also want to make sure you’re attracting individuals who want to hear from your brand to your email list. Growing your list is also about timing. It’s about knowing where to put a signup form on a page and which pages to put them on and even what offline opportunities could lead to list growth. Here are many of the touchpoints you should be considering for list growth: Your homepage Your blog The other highly trafficked pages on your website Social Media Over the phone In-store At events Print ads It’s also about knowing what to promise your subscribers. Give them an incentive to signup. 2. Managing a List Learning how to properly sort and segment your list to make sure you’re sending targeted, relevant campaigns will be a difference maker for your business. Not ever subscriber is the same. They have different needs and interests. Being able to meet them on their level and provide the specific information that each subscriber desires will help your business thrive. Here are some of the ways in which you can segment your email lists to provide more relevant content: Gender Location Industry Job role Purchase history Website activity Email engagememt 3. Securing a List In 2019 and beyond, data security is going to be important. We’ll help you make sure your list is safe. That means that you can require anyone who attempts to export a list from your account to enter a PIN. It also means that your data is stored in our top-of-the line secure servers and that we abide by all data protection regulations such as GDPR. 4. Monetizing a List While we believe you should be doing customer-centric marketing versus constant selling, we understand that everyone’s goal at the end of the day is to make money. We’ll show you how. Using tools such as automation, you can help deliver more personal, relevant content to each subscriber. Benchmark Email also makes it easy for you to test your emails with A/B testing and by reviewing your reports. See what is and isn’t working in your email campaigns. This lets you focus on continuous improvement for your email campaigns. Wrapping Up To learn more about how you can grow, manage, secure and monetize your list, check out our book, Clues for the Clueless Email Marketer. It’s full of tips and examples for how you can achieve those four goals for your business. Do you have tips on any of these aspects of your email list? Share them in the comments below!


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eCommerce Email Marketing Integrations Perfect for Black Friday & Cyber Monday

eCommerce Email Marketing Integrations Perfect for Black Friday & Cyber Monday

Practical Marketer • November 21, 2018

You’re leaving a lot of money on the table if your business isn’t engaging in Black Friday or Cyber Monday promotions. In 2017, U.S. retailers saw a record $7.9 billion spent on Black Friday. They added another $6.6 billion in online sales on Cyber Monday, which was a new record high for online shopping in a single day. Sales aside, the number of people participating in Black Friday, 133.7 Million, is more than those who attend Disneyland (20.4 million). So, we can see that the opportunity is there for sales during Black Friday and Cyber Monday. The Case for Integrating eCommerce and Email Marketing First, let’s look at why email marketing can be one of your most effective tools during Black Friday and Cyber Monday: There’s an 106 percent increase in customer reactivation on Black Friday when compared to every other day of the year. On Black Friday, open rates (309 percent increase) and click-through rates (455 percent boost) explode in comparison to standard bulk email sends. Using email automation and a sequence of three emails can lead to an increase in orders to the tune of 90 percent. Email marketing led to the highest conversion rate (4.29 percent) on Black Friday in comparison to other marketing channels: search (3.04 percent), direct mail (2.39 percent) and social media (1.81 percent). It’s hard to argue with the numbers in favor of sending email marketing campaigns for Black Friday and Cyber Monday. Let’s take it a step further and talk about why integrating your eCommerce tool can be even more effective this holiday season. Integrating with any third-party tool or app is a great way to grow your email list. However, when you can sync your email marketing and eCommerce, you’ll be able to get more data on your subscribers. This will lead to a better relationship with the contacts on your email list. After all, the ability to send targeted, relevant content has a major impact on the success of email marketing. That comes from properly segmented lists, which is best achieved when you have sufficient data on your subscribers. How much more effective are segmented email campaigns? Open rates for segmented email campaigns are 14.32 percent higher than their counterparts. Additionally, segmented email campaigns see an increase in click-throughs of 100.95 percent in comparison to non-segmented email campaigns. Your email list is your most valuable marketing asset. Especially when you can segment it in a way that allows you to send the best possible content to each and every subscriber. That’s how long-standing, meaningful customer relationships are nurtured. eCommerce Data You Can Use to Segment Your Black Friday & Cyber Monday Email Campaigns There is a ton of data that you can use to segment your Black Friday and Cyber Monday email marketing campaigns, when you integrate your eCommerce Store. First Time Customers If a subscriber is a new customer, they may not have had much of an interaction with your brand before. So, this is your chance to make a first impression and greet them with a warm welcome. A Welcome Email campaign should be standard for any email marketer. It sets the tone for your email marketing and let’s new subscribers know what to expect. This can be automated so that every single new subscriber to your list gets the same greeting. This welcome email from Ancestry.com does a great job of greeting new customers. It eases anxiety by informing them that it’s simple to get started and backing that up by showing them clearly what the steps are to do so. It also does a good job at maintaining their branding. For the holiday season, you can get your Welcome Emails into the holiday spirit with some simple design or template tweaks. You can even offer a discount for all purchases made before or during the holiday season! Repeat Customers Did you know that it costs fives times more to acquire a new customer than to get repeat business? If you know that you have recurring customers, you can create an email sequence that supports their repeat business. For example, Amazon and other retailers often offer a subscription plan for products you consistently use. Things like toilet paper and paper towels, bottles of water or anything else you always use. Those retailers offer a small discount when you create a subscription for those products. By being able to sync your eCommerce data with your email marketing tool, you have easy access to your repeat customers and can create campaigns dedicated to them. Top Purchasers or VIP Customers based on Milestone Sales or Order Numbers For Black Friday and Cyber Monday, you can reward your loyal customers. First, segment your email list from your eCommerce customers to discover your top purchasers. Then, you can create a loyalty reward campaign and send it to that list! What can you reward them with? Maybe it’s early access to your holiday sale or an exclusive sale just for them! It could even be a special discount just for your loyal customers. This Cyber Monday email from Wigs.com offers a discount to the members of their Loyalty Program. It even denotes their current status in their program and the points available to them. Make your loyal customers feel special and they will reward you with their continued business. Location Sometimes, you want to use a few fields as possible on your signup forms. That means you don’t always get location data from the get go. However, if you integrate your eCommerce data with your email marketing account, you can get location data in that manner. If you’re a restaurant with multiple locations or any other business with several brick and mortar locations, you can use your location data to send targeted email campaigns this Black Friday or Cyber Monday. This email from Kate Spade promotes their new line of bags and let’s their subscribers know the closest location to them. For your Black Friday and Cyber Monday campaigns, you can promote your sales for the day and let your subscribers know where they can go to take advantage of the promo. It’s especially an effective strategy if you’re offering an exclusive giveaway to the first 100 customers through the door on Black Friday. Inactive Customers Subscribers go inactive sometimes and so do your customers. Email marketing affords you an opportunity to re-engage those customers who haven’t come back for more in a while. There are a few tactics you can try to re-engage an inactive customer: Tell them you’re going to remove them from your list. Remind them that being on the list gives them access to sales and promotions and other great information. They can choose to opt back into your email campaigns and not miss out on your Black Friday and Cyber Monday promotions. Incentivize re-engagement. Tell your customers that they’re missed and offer a small incentive to make a new purchase. With Black Friday and Cyber Monday on the horizon, you can give them an offer for Free Shipping or a percentage off their next order to bring that customer back into the fold. Send a poll or survey. If a customer hasn’t returned in a while, you can ask them why. You can even get creative with it. Tell them you’re putting together a gift giving guide for Black Friday and Cyber Monday and ask questions about how they’re purchasing for and various interests. This will give you great data and feedback for your holiday campaigns. Shopping Cart Abandonment It’s reported that between 50 and 80 percent of consumers leave items in their online shopping cart. That’s a lot of potential sales! Perhaps some of your subscribers didn’t convert after your Black Friday sales. It happens. It’s OK. You have a chance to complete the conversion on Cyber Monday. If you segment your eCommerce data by the abandoned shopping cart list, you can send a cart abandonment email to them for Cyber Monday. First Time, Last Time and Item (Last Time) Email marketing helps stimulate repeat business and you can keep customers in the purchase cycle with well-timed emails. One way to do this is by keeping purchase history data. With an eCommerce integration, you can see the first time or last time a customer made a purchase and send campaigns based on that information. This data can help show you when it might be time for a customer to come back for more. After all, a well-timed email with the right message is when email marketing is working at its best. How to Integrate Your Benchmark Email Account with WooCommerce Benchmark has many eCommerce integrations, perhaps none more powerful than our WooCommerce integration. All of the data points detailed above can be synced with your email marketing account to guarantee real-time, up-to-date data. You can learn more about our WooCommerce eCommerce integration in this helpful FAQ. Wrapping Up For Black Friday and Cyber Monday and holidays throughout the year, you can use your eCommerce data to send better, more targeted email marketing campaigns. Now that you know that strategies that you can put into action, we’ve also got free holiday email templates to help you along the way. Do you have any tips on integrating eCommerce and email marketing or for Black Friday and Cyber Monday? Share them in the comments below!


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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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