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What’s the Best Time & Day To Send a Newsletter v. Promo Email?

What’s the Best Time & Day To Send a Newsletter v. Promo Email?

Practical Marketer • July 18, 2016

This question, just like pretty much any question about marketing, has a very simple answer: it depends. It’s the honest answer to everything in marketing. Why? Because there are so many variables that come into play with any marketing campaign. There may be best practices to go off of or even some more methods that seem to be tried and true, but you still won’t know the answers you seek until you answer the next question: what does it depend on? To get those definitive answers, the only way is to test and pay close attention to the data in your reports. However, you have to start somewhere. To start off on the right foot, there are two factors to consider when beginning an email campaign. Those two factors will help you discover the best day and time to send a newsletter campaign or a promo email … and help you with several other things when it comes to email marketing. Here’s what you need to consider: Understand your goals You must know what you hope to accomplish with each and every email you send out. For newsletters, it’s often providing company updates, sharing some choice posts from your blog or giving your subscribers a slice of life for your company and its employees. For promotion emails, it’s to inspire customers and leads to purchase. Sometimes, the best time and day to accomplish this are one and the same. However, a newsletter that is helpful for a subscriber to read at their desk at work may not be the time that the same subscriber would want to be online shopping. So, know what you want to accomplish is the first step. Step two is what will help you decide the best time to schedule that next newsletter or promotional email. Understand your audience Knowing who the individuals are that comprise your audience is imperative to successful email marketing. As is reaching them at the time that is most convenient to them. Like I mentioned above, sometimes it will be the employee opening up your email at their desk. The old standard of Tuesday through Thursday at 9:00AM would still work for them. However, a work-from-home parent may have different priorities for when emails are read. For them, it could be after the kiddos have gone to school or headed off to bed. Perhaps a business selling vacation packages would want to hit their subscribers\' inboxes on the weekends when they’d be more likely to be planning such a trip. Gaining an understanding of your audience and creating a persona for their email consumption behaviors will go a long way in answering the question of when is the best time to send a newsletter or promotional email. So, I’m sorry I can’t tell you to send newsletters on X day at Y time, or promotional emails on A day at B time, but I’ve given you the steps to take to fill in those blanks for you and your business. Why? Because it depends.


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Drive Change: Social Justice is a Dish Best Served … Literally

Drive Change: Social Justice is a Dish Best Served … Literally

Beyond • July 12, 2016

It seems more important than ever to tell a story like that of Drive Change. A force for good in our society aimed at improving the lives of its employees, maintaining a conversation on social justice and serving delicious food. Drive Change brings its cause straight to the people taking it\'s food truck, Snowday, on the move with a message. We use our food truck as this living, breathing classroom but also as an advocacy tool. You see, the food truck employs formerly incarcerated young adults and gives them support, on the job training and assistance in achieving the future they desire. Did I mention the food is amazing? I don\'t have to because the awards are piling up ... as are the mentions in every \"Best of NY\" list on food trucks. Drive Change co-founder Roy Waterman and his team deserve all the accolades their food has received and more. In a world of hashtag activism, it seems as important as ever to give a platform to the individuals taking action to work for a better tomorrow. Key Takeaways: Support. Support. Support. Providing support to formerly incarcerated individuals is essential. Harnessing an untapped market in formerly incarcerated individuals and providing them with on the job training has helped them achieve the futures they desire. Turning a negative into a positive is an excellent way to engage an audience. Think outside the box to every possible customer touch point that could help deliver your message.


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How to keep my branding consistent in my email marketing?

How to keep my branding consistent in my email marketing?

Practical Marketer • July 8, 2016

How to keep your branding consistent in your email marketing is a matter of simply being consistent in everything that you do across all customer touchpoints for marketing and all other aspects of your business. Is that it? Problem solved, next question? Yes and no. There are three key aspects that you can focus on in order to execute consistently on your branding. Deliver On Your Promise This means first and foremost staying true to the mission statement of your company in each and every thing that you do. That’s how a customer is treated when they walk in the door of your brick-and-mortar location and it’s what you communicate to them with your email marketing … and many things in between. Delivering on your promise also applies to what you told subscribers to expect when they opted-in to receiving email communications from you. This includes the frequency with which you send your email campaigns and the content they asked to receive. Design The next aspect of being consistent with your branding is design. The user experience should remain the same whether it is in your email campaigns, website, social media posts, in your brick-and-mortar location and everywhere else a customer can interact with your business. In email marketing, this includes the color schemes of your email templates and even consistency with the colors of your buttons to match the ones on your website and landing pages. It can also include building a navigation at the top of your emails so that your template experience is similar to what customers view on your website. Even for special events such as holidays, there should still be consistent aspects of your brand that carry through, so that a subscriber will never doubt from who they are receiving an email campaign. Voice No, the latest email marketing feature isn’t celebrity voices reading your email campaigns (even though some may argue it should be … me included). This is how you’re communicating your message, who is delivering it and more. Voice means the personality that you infuse into your email campaigns. Some businesses are funny, some are informative. Regardless of what it is, it needs to be consistent … and authentically you. Who it is that is delivering your messages should also be the same as often as possible. This starts in the From Name subscribers will see in your inbox and ends in the email signature when applicable. Whether it says your business’ name or something such as Andy from Benchmark, your subscribers should know from who to expect your email communications.


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HBO Sits Atop the Iron Throne with its Game Of Thrones Audience Retention Emails

Beyond • July 1, 2016

If you’re anything like me, you’re very much looking forward to the three-day holiday weekend. However, if you’re really like me you’re slightly dreading the prospect of a Sunday night without Game of Thrones … and at least a year’s wait until the new season airs. Summertime is already a slow time for TV. What am I going to watch?! Am I going to have to talk to my friends and family? And what are we even going to talk about if not for a new episode of Thrones? Well, thankfully for me, HBO’s email marketing team apparently owns some real estate in my brain. Knowing some of their viewers may be sharing many of the same thoughts, the email marketing team at HBO fired off a pair of emails as a sort of Doomsday survival kit … if your personal end of days is not being able to watch new episodes of Game of Thrones for a while (don’t judge me). There are a couple of lessons to be learned from this duo of email campaigns courtesy of HBO Now. The first lesson is timing. The initial thought may be to send these emails Sunday night, shortly after the season finale aired. However, HBO understands the current climate. In the DVR culture of today, everyone isn’t watching episodes as soon as they air (no matter how silly I think it would be to wait to watch that show). Plus, it gives the audience a few days to really start missing Game of Thrones as they realize there isn’t another incredible episode on the way. The second goal of these emails is customer retention. For those of us feeling the loss of Game of Thrones in our lives, HBO announced some of its new offerings to fill the void. Between the two emails, I learned about a new mini-series called The Night Of that seemed like it may hit me in my crime drama sweet spot and I got excited all over again about Vice Principals, the latter of which I’ve already laughed at the trailer for numerous times. Also, in case their Game of Thrones audience wasn’t already watching other series the network offers such as Ballers, they made sure I knew I had a chance to catch up before the new season airs next month. They also reminded me of other series like Silicon Valley and even an older offering in Deadwood, for which I may just be due a rewatch binge. Why is this important? According to HubSpot, email marketing was credited as the most effective digital marketing channel for customer retention in the United States in 2014. Think about these emails from HBO as you’re sitting around with your marketing team pondering ways to build your brand and increase customer loyalty. Remember this lesson on timing and striking when the iron is hot (a phrase which has possibly never been more aptly used than in reference to Game of Thrones). Plus, by understanding the headspace of their audience, HBO capitalized on an opportunity to remind its audience of its other programming options. Not only can that serve to grow the audience for other shows, but it is a chance to delight viewers suffering from post-Games of Thrones grief. How are you using email marketing to boost customer retention? Share your ideas with us in the comments below!


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1,810 Seconds with 2-Second Lean’s Paul Akers

1,810 Seconds with 2-Second Lean’s Paul Akers

Beyond • June 28, 2016

Paul Akers had to go to Japan to become fully immersed in Lean culture. Thanks to him, all of us need not leave our desks. To say we were excited to speak to Paul Akers and hear his story is an understatement. His Lean Journey is one of positivity and joy, albeit not with a few bumps along the road. You really have no clue what lean is until you really start to understand, because it was 1,000x more powerful than I was practicing it. We talked to him about his own company, FastCap, and how they have benefited from implementing Lean. Despite speaking, consulting, authoring books and so much more, we managed to ask Paul one question he said he\'s never been asked before. Plus, we got the scoop on Paul\'s yet-to-be-announced fourth book. This is a must listen for any entrepreneur looking to maximize efficiency and eliminate waste (which should be all of us). Listen and enjoy! Key takeaways: Lean is really about tapping into the true potential of a human being Invest in habitual learning, by meeting for at least 5 minutes every day Build a culture that is comfortable in giving praise to others Teach people to see waste and do something to eliminate it


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