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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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Illustrating the Career of His Dreams with Armando Veve

Illustrating the Career of His Dreams with Armando Veve

Beyond • October 5, 2018

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


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What is the Difference Between CRM And Email Marketing?

What is the Difference Between CRM And Email Marketing?

CRM • October 4, 2018

You’re looking to generate leads, manage your customers and automate your marketing. Which tool do you use? A CRM or an email marketing software? Both tools can help you achieve the above things. But still, they are vastly different pieces of software. If you aren’t familiar with either, choosing one for your business can become extremely confusing. That’s why, in this article, we’ll discuss - and differentiate - both CRM and email marketing software. We’ll show you what each tool does and how much each tool can help you with your business. So, let’s start by taking a brief look at what email marketing is, followed by a detailed study of how exactly it works. Email Marketing: An Introduction Before we can discuss the complex stuff, let’s look at the simplest definition of email marketing, courtesy of Wikipedia: “Email marketing is the act of sending a commercial message, typically to a group of people, using email. In its broadest sense, every email sent to a potential or current customer could be considered email marketing.” Email Is A Mass Communications Tool This means email marketing is a mass communications tool which you can use to send promotional, educational content and updates to your current and potential customers. The purpose is to generate leads or to make sales, which is ultimately what a business needs to do in order to succeed. Email marketing is effective at this because it offers two powerful ways of personalization. Audience Segmentation: Email marketing software allows you to sort your audience in different groups based on their behavior, identity and their relationship with your business. This allows you to send more targeted messages to a specific audience. Merge Tags: Merge tags can take information from a specific field and insert it into the email which results in more personalized emails. There are merge tags for name, email, logo and other fields which will replace the tags with the specified information such the receiver\'s name, email, your company logo and other information. The reason why these personalization options are necessary is that, as we’ve mentioned before, email is meant for mass communication. This means your one email, with a single click, can reach hundreds, thousands and even millions of followers. You Can Quickly Create Emails Using Templates A big convenience you get with emails are templates, which are predesigned layouts which you need to slightly modify for your own purposes. For example, you can get an email template for making an announcement, sharing news and selling a product. All you have to do with these templates is add your own pictures, text and copy. These are just some of the categories of email templates available from Benchmark. You can get templates which have: Multiple Sections: An email is made up of different sections, which makes up the whole layout. For example, the email header can be one section, the image below it, plus the text and CTA can be another section and the footer which has the company logo, social media buttons and the unsubscribe link can be another section. Lots of Images: While not necessary, many emails need to have various images like the product shots, company logo, testimonials and more. Email templates will already have sample images in place which you can replace with your own. Multiple Call to Action Buttons: Every email has a purpose. It can either be to bring in new sales, subscriptions, traffic or something else. The CTA button is what gets them your readers to take the action you want - and email templates have these CTA buttons placed on strategic locations. 5 Types of Email Marketing Templates Used In Email Marketing Here are five popular templates you’ll see provided by many email marketing services. Looking at them, you’ll get a better idea of what they are and how you can use them. 1. Newsletters about your market or industry Newsletters are a well-known type of email among marketers. They are used to deliver news related to your business or industry. They usually redirect your visitors back to your website or blog. As such, they are used to bring in traffic, not sales. The newsletter layout usually has multiple grids, each with its own image and description. 2. Product announcements You can use product announcement templates to showcase your products and services to the public. These emails have pictures of the product and act as a mini sales page which either takes your readers to your full website or asks them to buy the product right away. Take Apple’s product announcement email as an example. It has beautiful shots of the phones with the option to click ‘learn more’ if you want to see the product further. But chances are your product won’t be as well known as Apple’s, in which case, you’ll need to write more than one-word descriptions in your emails. 3. Surveys or polls Survey templates are generally the simplest form of email templates. They usually state the reason why the reader should participate in the survey. Under this is CTA which takes them straight to the survey website. Here’s Shopify’s survey email as an example: 4. Links to blogs and more content If you run a media website or if content marketing is a huge part of your marketing strategy, you’ll find the content templates useful. These emails update your subscribers on what articles, videos and other content they missed on your website. In this template example, you can see the hero images of the articles on the right side, with the short description of the articles on the right along with a ‘read more’ button which will take the visitors to the website where they can read the full article. 5. Anniversary or birthday emails to clients Happy birthday or anniversary email simple, and hence, easy to create with templates. In the example, you can see this email simply has a background with balloons, a simple text saying happy birthday along with a discount, and a CTA at the bottom. The Goal of Email Marketing? Increasing Customer Engagement 70-90% of people who visit your website won’t ever visit it again. And that makes sense. How many websites you found through Google, Facebook or some other platform did you revisit again? That’s why many companies and businesses use email marketing. Email marketing gives you access to a person’s most private digital space: Their inbox. Here, your message gets complete attention and you have an extremely good chance of getting more traffic, more sales and more subscribers to your product and services. Email Marketing Allows You To Measure Your Performance You can easily measure each and every click your email gets. You can see: How many people opened your email - and for how long. How many subscribers didn’t open your emails. How many people clicked on your CTA or links. How many people unsubscribed using that email .. and much more information. This allows you to clearly see what type of emails your subscribers are engaging with the most. You Can Test and Automate Your Email Marketing Campaigns A/B testing and automation are a big part of email marketing. Here’s what they do: A/B Testing: With email marketing, you can A/B test your emails. This means you can create two emails which are identical except for one major change in each. For example, you can create two emails which sell the same product, but one is priced 10% less than the other. With this change, you can send your email and see which one brings you the most sales, clicks and engagement. Automation: With email marketing, you can automate your whole marketing campaign. This means you don’t need to send emails yourself to your customers. Your email marketing software will do that for you. Based on how a subscriber reacts, what they click, what they open, your email marketing software will send them the appropriate emails and put them in different marketing campaigns based on their activity. These two specific features, combined with advanced reporting tools and templates which can help you quickly get started, makes email marketing a highly popular way for companies to generate leads, sales and serve their customers. CRM: An Introduction CRM stands for customer relationship management, and the software which allows you to do this is called CRM software. So… What makes a CRM different than email marketing, and why are companies confused between both? A CRM might have some parallels with basic email marketing software, but that’s not what it’s only focused on. What a CRM is really focused on is nurturing relationships with clients before, during and after the sales. You can use it to send automated emails, generate sales and create whole marketing campaigns. But, in a CRM, you can also provide one-to-one customer support to your customers, follow up on your leads and convince them to buy your products. But since this article is meant to show you how email marketing and CRM are different, here are 5 ways email marketing works differently in a CRM as compared to an email marketing tool: CRM is Built For 1-to-1 Communication: In an email marketing software, you send the same email to a list of tens, hundreds or even thousands of people. But in a CRM, things work differently. Here you can manually edit and create records yourself, change them through APIs or webforms and create automated triggers based on changes to these records. Emails Written in a CRM Have Simple Formatting: As you’ve seen in the templates above, emails written in an email marketing tool can be full of graphics, images and typography. A CRM email, on the other hand, is simple and often has only plain text that’s occasionally formatted. It’s not to say that you can’t heavily format your emails - it’s just that they aren’t as effective when used in a CRM. CRM Also Provides Email Templates, But Are Less Design Focused: The templates provided by CRMs are focused on what’s written rather than how they’re designed. These emails look like these were typed by a salesperson or support agent and are written in an extremely personal way. You’ll get templates for welcome emails, follow up message, customer support emails and more. You can then use the merge field feature to personalize these emails by automatically entering the subscriber’s name in the greetings - and other kinds of personalized information. Emails Deployed in a CRM Are Done So To Achieve Sales or Customer Support Goals: Since CRM is meant to create 1-to-1 relationships, the emails sent are more personalized and more focused on improving customer relationships. Hence, these emails are written to: Personally reach out to a prospect. Send a quotation, proposal or to close a deal. Ask for a follow-up meeting or check-up on a customer support ticket. CRM Emails Are Based On Sales Automation: Emails automated in a CRM are based on where your contact is within your sales cycle. Are they a prospect and yet to buy your product? Are they a qualified lead who has asked for a demo? Have they purchased your product? The emails you send will be automated based on these factors. What Makes CRM A Great Customer Relationship Management Tool We’ve established the fact that CRM is just as good as any other software to create automated email marketing campaigns. But we’ve also said that this is just a part of a CRM. Here are 7 more things you can do with a CRM. 1. Create Detailed Contact Profiles In a CRM, you can create detailed customer profiles which can house data related to their identity, their purchase activity and communication with your business. Here’s a detailed list of what kind of information your CRM can store for a contact: Personal Information: This is information like name, address and email. In addition, you can create custom fields to store additional info as well. Tags and Notes: You can use tags to further identify a contact based on their relationship with you. And if you need to store more info, you can type in your own notes about them. Activities: See past, present and future activities with your contact. Communication History: Look at the history of personal messages and emails your contact has had with your business. Customer Support Tickets: Your customers may contact you with a complaint or a problem. A customer support tickets on their profile will ensure you follow up to them. 2. Assign Specific Agents To Each Contact CRM stores contacts so you can communicate with them. That’s why, in a CRM, you can assign activities to each of your contacts and make sure your agents follow up on these activities. This can be anything from showing a demo of your product to answering their questions about how your product works. There are three ways you can assign activities to a contact: Assign one contact to your agent. Distribute an even number of contacts to all your agents. Assign a unique contact to an agent based on the unique criteria. 3. Create Detailed Organization Profiles A CRM not only allows you to store information about a contact but also to store information about the whole organization that contact is related to. That’s why, in addition to showing which of your contacts are related which organization, a CRM shows you the following data about an organization: Personal Information: This is information like name, address and email. In addition, you can create custom fields to store additional info as well. Tags and Notes: You can use tags to further identify a contact based on their relationship with you. And if you need to store more info, you can type in your own notes about them. Activities: See past, present and future activities with your contact. Communication History: Look at the history of personal messages and emails your contact has had with your business. Customer Support Tickets: Your customers may contact you with a complaint or a problem. A customer support tickets on their profile will ensure you follow up to them. As you can see, the organization data is identical to what is shown in a customer profile, which is why we’ve posted the exact same list here as well. 4. Manage Your Projects In CRM, you can create a whole list of to-do’s that are related to your business. You can assign these activities to people within your team and in this way, manage your whole company. From this, we can conclude that in addition to managing your relationship with your customers, you can manage your whole business as well. 5. See A Birds Eye View With Dashboard A CRM has something called ‘Views’ which are many windows located inside a dashboard. This dashboard can show you any kind of information you want. Here are two examples: See Views Based On A Certain Criteria: You can create views which show you how many prospects you have, how many customers, how many customers who’ve spent a certain amount, list of contacts based on industry, the organization they’re from and much more. See Views Based On Activity Status: You can see views based on the activities you’ve assigned. This means you can see which contacts’ activities are completed, which are delayed, which support tickets are unfulfilled and other information based on activity status. 6. Analyze Outcomes With Reports While the dashboard shows you the ongoings within your business, the reports show you the results you’ve got from all the activities you’ve done. It lets you see things like: How many activities each salesperson successfully executed. What your sales pipeline looks like. What your expected revenue is for the month, year. The average time it took for your support agents to solve a ticket. … and other results which you might need to analyze in order to improve company performance. With this, a CRM lets you see the big picture of your business and allows you to make quick long (and short) term decisions. 7. Generate Leads With Forms Last, but not least, you can use your CRM’s own form generator or connect it with a form service, using which you can collect support tickets, leads and contacts in your CRM. With forms, you can quickly add new information to your CRM with which you can continue building your sales pipeline with new prospects and serve your customers by fulfilling new customer support tickets. Email Marketing or CRM: Which One Should You Choose? With these 7 features, you can manage many aspects of your business using a CRM that just isn’t possible with an email marketing tool. This doesn’t mean an email marketing tool isn’t useful though. If all you need to do is create email campaigns and send them to a list of subscribers to generate leads and sales for your product, email marketing will do just fine. However, if you’re looking to create one-to-one relationships with your customers, provide world-class customer support and streamline your company’s sales and customer service - all in addition to automated your marketing campaigns - then choosing a CRM is a no-brainer.


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Top Integrations to Grow Your List

Top Integrations to Grow Your List

Beyond • September 24, 2018

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


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Top Integrations for Email Marketing and eCommerce

Top Integrations for Email Marketing and eCommerce

Beyond • September 17, 2018

Email marketing has a lot of friends in our digital world. One of its best friends is eCommerce. After all, your relationship with your customers shouldn’t end when the first purchase is made. Email marketing can help you engage and interact with your customers after that initial conversion in many productive ways for your customers and your business. Let’s take a look at how you should be doing this. Integrate Your Email Marketing and eCommerce Hopefully, you already know about the eCommerce integrations offered by Benchmark. With our PieSync partnership, we’ve added a few more to the mix: Shopify BigCommerce Contactlab Marketing Cloud What Can You Accomplish with Email Marketing & eCommerce Integrations? As we mentioned before, your customer purchasing something is the beginning of a new communication cycle with consumers. By integrating your email marketing account with an eCommerce store, you can keep growing your relationships with your customers. Here’s what you can accomplish by integrating email marketing and eCommerce: Trigger an Automation An individual making a purchase can be the action that initiates an automation. Let’s take a look at what that might look like: Welcome Series Once a customer buys something, you can send out a confirmation email to thank them for making the purchase. You can make them feel good about their purchase by following up a couple of days later with an email boasting customer testimonials. Now that they’re a little more confident with their purchase, you can follow-up with an email promoting some related products they may want to consider. You may even want to inspire them to get more use of your products by sending an email that demonstrates how others have put your goods to use. Then, if it’s a product that will run out, you can send them an email when it’s time to buy more. If they don’t convert after that one, you can follow up with a small discount to encourage the repeat business. Abandoned Cart Reminder On average, the cart abandonment rate in 2017 was 78.65%. That’s a lot of potential sales left sitting in your cart. If you’re not sending an abandoned cart reminder automation, you’re leaving sales on the table. Don’t do that! Those are high-value leads because they had enough interest in your products to get them that far. By integrating your eCommerce store with your email marketing account, you can trigger an automation to send when someone abandons their shopping cart. Give your customers enough time that it doesn’t feel pushy, but when a cart is abandoned, follow-up with a reminder 12-24 hours later. If they still haven’t purchased the 48-hour mark, follow-up with one last email offering a small discount or free shipping. That’s usually enough to seal the deal. Request a Review Social proof in the form of customer reviews goes a long way toward helping others feel confident enough to buy your goods or services. In fact, 84% of consumers trust an online review as much as one of their friends. So, it’s important that you work to get as many positive online reviews as possible. If you’ve integrated your eCommerce store with your email marketing and can identify loyal customers, you can send them a review request. After all, if they keep coming back for more, they’re probably pretty happy with what you’re selling them. Ask them to tell the world about it! Upsell Offers It is far more difficult to acquire a new customer than it is to sell to an existing one. That’s why an upsell campaign can be successful. If your eCommerce store and email marketing account are integrated, you can create a campaign to upsell to your existing customers. Send a follow-up telling them if they’re enjoying their purchase, there are some related products that may be of interest to them. Do It All with Automation Pro For the campaigns outlined above and several others, there are strategy templates available to you with Benchmark Email’s marketing automation tool, Automation Pro. The entry point for any automation can be when someone is added to a list. You can use PieSync to integrate your eCommerce store with your email marketing account and create a special list for that group. When someone is added to that list, it can trigger any one of a number of strategies available to be created with a template. Here are the strategy templates available to you in Automation Pro: Welcome Series Promo Emails Follow-up Series Abandoned Cart Review Request Feedback Request Wrapping Up A customer making a purchase with your company is simply an opportunity for new email marketing campaigns. Being able to easily integrate your eCommerce store and your email marketing account is a powerful way to generate more sales. Don\'t forget, you can sync up to 2,000 contacts for free thanks to our partnership with PieSync. You can learn more about how to integrate your Benchmark Email account with PieSync, in this helpful FAQ. We’ll be co-hosting a webinar with our friends at PieSync. It’s called “How to Save Time And Quickly Grow Your Most Valuable Marketing Asset: Your List.” Register today. Have you successfully integrated your eCommerce and email marketing? Share your tips or success stories in the comments below!  


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Top Business Tools and Apps To Integrate with Your ESP

Top Business Tools and Apps To Integrate with Your ESP

Beyond • September 10, 2018

Your business works best when all the members of your team are working together. Right? Why would it be any different when it comes to your business tools and apps? It’s not! Email marketing is at its most powerful when it’s integrated with all your other cloud-based SaaS products. Connecting your email marketing account with your other business tools and apps has many benefits. Here are a few reasons to integrate your Benchmark Email account: Grow your list faster Use automation to create better engagement Increase efficiency and sales Let’s look at some of the top areas with which you should focus on integrating your email marketing. List Management Integrations Growing your list doesn’t begin or end with email. Even before you began email marketing, you likely began amassing a list of contacts through one, or many, of your other business tools and apps. If you’re using a CRM tool or any other SaaS product to manage your list, you can easily import your contacts to your Benchmark Email account. Here are some tools you can connect with thanks to our partnership with PieSync: CRM If you’re using a CRM to manage your contacts, you should be using email marketing to follow-up with automation that will lead to conversions. PieSync current connects to these CRM tools: 1CRM Cloud Act! 365 Act! Premium Cloud AllClients amoCRM Apptivo Base CRM Batchbook Bexio BigContacts Bitrix24 CRM Bpm’online Capsule CompanyHub ConnectWise Manage Contactlab Marketing Cloud Contactually Copper Drip Efficy CRM EspoCRM Follow Up Boss Freshsales Highrise HubSpot Insightly LeadMaster Less Annoying CRM Livespace CRM Membrain Microsoft Dynamics 365 Nimble Nutshell Odoo Online OnePageCRM Pipedrive Pipelinedeals Pipeliner Podio Propeller CRM Salesflare Salesforce Salesforceiq Salesmate SalesSeek Sellf SugarCRM Teamleader Vtiger CRM Weclapp Workbooks Zoho CRM eCommerce By paying attention to the types of products or services your customers are interested in, you can segment your list based on that information. Here are the eCommerce tools that PieSync connects with: Shopify Contactlab Marketing Cloud BigCommerce Integrate to Sell More Generate more sales with email marketing when you connect your Benchmark Email account to your eCommerce, CRM and accounting tools. You can trigger an automation when someone makes a purchase, follow-up with them on related products, ask for feedback and reviews and keep them in the buying cycle with well-timed promos. Aside from the eCommerce and CRM mentioned above, there are some accounting tools that PieSync connects with that can help you sell more: Apptivo Debitoor EasyBill FastBill FinFolio FreeAgent FreshBooks Classic Invoice Ninja Quickbooks Sage Accounting Sage Financials weclapp Xero Zoho Books Zoho Invoice Maximize Your Administration and Project Management You can save yourself time and increase business efficiency by connecting your email marketing account to your administration, project management and accounting tools. That means that billing reminders, support ticket updates and more can be sent through your email marketing account. Examples of these types of connections in PieSync: Appointment scheduling Billing and invoicing Document signing Helpdesk Payment gateway Project Management Gain Valuable Feedback with Survey Integrations Feedback from your customers and prospects is crucial for your business. You need to be sure that you’re creating products and services that your customers want. Let them tell you! Connect your survey tools to your Benchmark Email account to expand the reach of your surveys and follow-up with respondents. Benchmark has a SurveyMonkey integration, and our PieSync partnership will also let you connect with SurveyGizmo. Wrapping Up Connecting your email marketing account to your other business tools and apps lets you accomplish more than you may have believed was possible. As a reminder, you can sync up to 2,000 contacts for free thanks to our partnership with PieSync. For details on how to integrate your Benchmark Email account with PieSync, we’ve created a helpful FAQ. We’ll be co-hosting a webinar with our friends at PieSync. It’s called “How to Save Time And Quickly Grow Your Most Valuable Marketing Asset: Your List.” Register today. What tools have you integrated your email marketing with? Share your tips and success stories in the comments below!


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Sync 2,000 Contacts with your Benchmark Account for Free

Sync 2,000 Contacts with your Benchmark Account for Free

Practical Marketer • September 4, 2018

Should I be doing email marketing or [insert latest marketing channel here]? I’m sure you’ve heard, or asked, some variation of that question dozens of times. Our answer to every version of that question is the same: email marketing is never an either/or situation. You should combine email with all your marketing channels and business tools to maximize the power of each channel or tool. When all are working together, in the same direction, to further the narrative of your brand, your email marketing (and everything else) will be the most powerful. That’s why you should be integrating your email marketing account with everything else your business is using to help your business thrive. Well, folks. We have some good news. Sync 2,000 Contacts with your Benchmark Account for Free Our new partnership with PieSync will allow you to connect your email marketing account with 100+ business tools and apps … totally free! This is a special offer for Benchmark Email users that will allow you to sync up to 2,000 contacts with your email marketing account at no extra cost. That means if you’re collecting email address in your other business tools and apps, you can sync up to 2,000 of them with your email marketing account. Using PieSync with a different ESP, it would cost you $19/month to do. If your list is growing rapidly and you want to exceed the 2,000 contact limit, that’s a good problem to have! PieSync will automatically upgrade your account, so you don’t suffer a workflow interruption. Save Time and Do More Powerful Email Marketing Your time is valuable. Don’t spend it needlessly exporting and importing lists to and from your Benchmark Email account. PieSync helps you to maintain one, unified database across all platforms. This allows you to focus on the tasks that matter, knowing that this is going to happen automatically. By connecting your CRM, eCommerce, administrative apps and beyond, you can make sure all of your business tools and apps are working together to boost your business. With these connections, you can create automated follow-ups based on each tool and make it relevant to those customers. These automations can be triggered when someone is added to a list or by different behaviors and interactions with your email campaigns, website or other business tools and touch points. For example, if you’re using a CRM, you can add new leads and prospects to a specific list. When they’re added, it can trigger an automation to send aimed at converting them to customers. Or, if you’re using a tool for customer support, you can trigger automations to say after you’ve closed a ticket. You can request a review of the support agent’s performance or a customer testimonial if they’re pleased with your service. It works both ways too! If you have a signup form on various parts of your website, you can feed those contacts from your Benchmark Email account into your CRM to make sure they’re getting the appropriate follow-up. What is PieSync? It’s an integration with your Benchmark Email account that allows you to connect all the tools you use to help your business thrive. PieSync enables a 2-way, real-time data sync between your cloud-based tools and apps and Benchmark Email. Since a lot of contact information will be moving back and forth, you can rest easy as PieSync is GDPR compliant. How does it work? After you create the connection between your Benchmark Email account and another business tool or app, PieSync will automatically check to make sure your lists are up-to-date. You can set which of your lists is the master database, and you can choose between 1-way and 2-way directional syncing. For details on how to integrate your Benchmark Email account with PieSync, we’ve created a helpful FAQ. What’s Required to Take Advantage of This Special PieSync Partnership? It’s pretty simple and straightforward! Well, you’ll need to have at least one verified email address in your Benchmark Email account settings. If you’re already sending emails, you’ve already done this step. You’ll also be required to have at least one contact list in your Benchmark Email account. After all, what would you be syncing your contacts to without a list in your email marketing account? This one might seem obvious, but the contact data you’re trying to sync must include an email address. This special partnership is amazing, but it’s not going to scrawl drawings on a cave or send smoke signals for your contacts without email addresses. Wrapping Up So, you’ll know the answer next time someone asks you if you should be doing email marketing or anything else. Don’t just laugh at them. That’d be rude. We’re all clueless email marketers at one time or another. No. Tell them about how much more powerful email marketing and every other business tool are when you connect them to work together. If they ask for more information, tell them all about Benchmark Email’s amazing partnership with PieSync that lets you sync up to 2,000 contacts at no cost to your business. Have you been successful with integrating other business tools and apps with your email marketing account? Share your stories, tips and more in the comments below!  


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List Segmentation: Gender

List Segmentation: Gender

Clueless Email Marketer?! • August 30, 2018

We begin discussing the various ways you can segment your lists with the ways you can use gender to your favor. We also talk about the potential reasons not to use gender as a segmentation factor. You can be the judge. 00:22 Andy Shore: Welcome back everybody to Clues for the Clueless Email Marketer, we\'re gonna continue focusing on segmentation, and just talking about all of the different ways you can get to know your subscribers and pay attention to what they\'re doing so that you can be sending them the best possible email marketing messages. And it can all start with your sign-up forms. We spent weeks talking about how you grow your list. Well, with all those sign-up forms and all of those different touch-points we\'ve talked about, the fields you have in those sign-up forms can help you start your segmentation from the very beginning. And the first way we\'re gonna talk about is by gender. 01:00 Daniel Miller: So, when somebody fills out a sign-up form, in some cases, when it\'s relevant, you may wanna ask what is their gender. This specifically works really well for clothing stores, retail stores, and so forth, \'cause it helps you later on to market to the customer with the specific products that they may be interested in. Now, one thing that I highly recommend is just because somebody said that they were a female don\'t just send them clothes that relate to female or articles that are related to female \'cause you never know. It may be a female looking to buy for their partner, something like that. 01:33 AS: It\'s 2018, they might just prefer that style of clothing. 01:37 DM: That as well, [chuckle] absolutely. So always make sure to check when you segment for a specific thing. You wanna start slow and kinda get your feet wet and test it out, and don\'t go 100% certain on anything before you fully test it. 01:53 AS: Yeah, and aside from the type of products, because Daniel mentioned the reasons why you may not wanna limit the types of things you\'re showing to each gender, but it can also come down to the tone of voice you\'re using or the language you\'re using or how you\'re speaking to those people, whether it\'s boys or girls that may vary from time to time. 02:13 DM: Absolutely. And even the simple fact of... I mean, pretty much what you said, it\'s 2018 and a lot of this is changing. This may be old school still, but even the colors. And like you\'re saying, the voice, that can really make a big difference. Also when it comes down to values and what each gender may also stand for. Again, 2018, things are changing a lot. I agree with it, I think that it needs to go this way, it\'s long overdue, but let\'s focus on email marketing for this podcast. Pretty much going back to... I think what we\'re really pushing here is you wanna be as relevant as you possibly can to your subscriber. The more you can do that, the more engagement you\'re gonna receive. 02:57 AS: Absolutely. And we\'ve given a few different examples and being as woke as we can to this specific topic as we are two white males and having this conversation, but you\'ll see if it\'s working or not in your reports. And that\'s for a conversation much further down the line, but when you\'re doing any of these different types of segmentation, you\'re gonna see if it\'s working. You\'re gonna see if the clicks are increasing or decreasing, you\'re gonna see if the open rate is working based on the way you\'re saying things in your subject line, just like we\'re saying. If you wanna try and tailor your text to men or women, you\'ll see if that\'s working in your results. So, with segmentation, pay attention to if it\'s working in your reports and stay tuned \'cause we\'re gonna dive deep into that later. But, as we\'ve said, gender is the first one we\'re gonna talk about. There\'s a lot more, but it all begins with the fields you have in your sign-up forms, and it\'s as simple as a little check box for male or female if you are gonna do marketing like that, it\'s gonna help you get started with segmenting your list. And we\'ll catch you next time when we talk about the next type of segmentation that you can start straight from your sign-up forms. Thanks for listening.  


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