Most Recent Posts

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.


Read More
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.


Read More
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!  


Read More
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!


Read More
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!  


Read More
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.  


Read More
Know Your Subscribers: Segmentation

Know Your Subscribers: Segmentation

Clueless Email Marketer?! • August 29, 2018

Part of getting to know your subscribers is not treating them all as if they\'re the same person. That\'s where segmentation comes into play. Discover the ways you can sort your subscribers into groups that will let you send targeted, relevant content to each segment. 00:22 Andy Shore: Welcome back everybody, we\'re gonna continue our conversation talking about knowing your subscribers and the way you do that is with segmentation. We danced around saying it in the last episode, \'cause we knew we have a whole lot of segmentation coming up, but we\'re talking about all the different ways you can do it, but this episode is gonna be what it even is. So what is segmentation, Daniel? 00:44 Daniel Miller: So, when it comes to the segmentation, I\'m sure we all have the signup form on our site. Everybody starts filling that out, but the question is, does everybody really... It\'s not a one-size-fits-all. So by segmenting your list of subscribers or customers, you can really start to kinda build a personalized experience for that type of person. What I mean by that is you can segment your subscribers based on interests, maybe based on their demographic, you can also maybe segment your subscribers based on previous purchase history or activity on your emails and site. There\'s a million different ways that you can segment your list, but the bottom line is the reason why you wanna segment is so you\'re as relevant as you possibly can be with each of your subscribers. 01:31 AS: Absolutely, and it really doesn\'t even matter what you\'re selling. And we mentioned this before, you probably have a wide array of products or services that you\'re offering and each customer is gonna be a little bit different. You don\'t sell to 100 clones of the same person, or more. It\'s different based on each different group and segment that you create and the thing you need to do, as an email marketer, to not seem clueless when you\'re sending out those emails, is to understand what those differences are and get to know those people. And like we mentioned in the last episode, those are real humans on the other side of those email addresses. And you need to start to understand things about those people. Daniel mentioned creating the persona of your subscribers. Download a picture, put it on the wall, look at that and write to that kind of group of person but take it even deeper. I mean, think about what does this person drive? What kind of food do they like to eat? Where do they shop for clothes? Any of those things... What blogs do they read? Any of those things are gonna help you understand that segment of your list and get to know how you can do your email marketing to that segment even better. 02:42 DM: Absolutely, and I say this all the time. I mean, any product or service, there\'s a million competitors out there. It\'s a rare case in this day and age that there\'s one company doing one specific thing. And because of that, a lot of people, because they have so many choices, they\'re gonna wanna choose the company that they feel that speaks to them, whether that\'s based on the design, based on the values, whatever that is, they\'re really gonna start to split hairs in that kind of way. So again, the more you can adapt to that and the more relevant you can be by segmenting your list, can be very helpful. And that\'s at the top of the funnel level. Once they\'re actually engaging with you, segmenting takes a whole new level of engagement to really make sure that when your subscribers subscribes to your emails, they\'re not just getting a generic email that everyone else is getting, you\'re providing a custom experience for them that adds value to the experience with you, so. 03:38 AS: Absolutely. And just to continue on ways in which you can understand each segment of your list, think about it in a way of, \"What problem am I solving for this group of people?\" Because based on what you have, you\'re a toy company maybe it\'s, \"Hey, I like that these toys are educational,\" Or some parents are like, \"I just need them to not bother me for a little while,\" or whatever that is. It\'s you\'re solving different problems and you can speak to them in that way, in that segment, to make sure you\'re doing great relevant email marketing. So what would an example of this be, Daniel? 04:10 DM: An example of something for a specific problem... Well, here\'s an example. Okay, and this is based on maybe a buying behavior, right. Let\'s say that I own a pool store and somebody comes in and they buy a bag of chlorine for their pool. And I know that that bag of chlorine is gonna last about six months, right? I may not wanna put that person in the same stream of emails of all my other people that are getting different promotions. I may wanna create a specific segment for that person, that relates to people that have bought pool products related to chlorine and I know that that chlorine bag lasts about six months, in five-and-a-half months an email may shoot out to that person, with maybe a discount or a special promotion for their next bag of chlorine. The bottom line of what you\'re trying to do there is you\'re trying to relate to their experience and you\'re trying to engage with them in such a level that they know that you understand exactly their needs so they\'re gonna come back to shop with you in the future. 05:09 AS: Definitely. Another example is say you\'re a pet shop. There\'s cat people and there\'s dog people. And sure, there\'s some people at the center of that Venn diagram that spend their days watching YouTube videos of different types of animals being friends that you wouldn\'t expect and they might love both cat and dog information, but overall, if you\'re a cat person, you don\'t care about the new dog toys or dog food or dog treats, or leashes, just as dog owners don\'t care about the scratch pads or catnip or whatever else cat people like. I\'m a dog person, so I don\'t... That\'s the end of my cat interest list. But if you\'re sending the right, relevant information to those, that\'s how you\'re gonna make sales and that\'s why we\'re an email marketer insurance to create relationships with your customers, and that\'s how you\'re gonna do it, by making them feel heard and seen in your email marketing. 06:00 DM: Yeah, exactly. 06:01 AS: All right, we\'ll catch you guys next time as we continue this conversation and start to talk about the different types of segmentation that you could be doing.    


Read More
Know Your Subscribers: Why is That Important?

Know Your Subscribers: Why is That Important?

Clueless Email Marketer?! • August 28, 2018

  The second goal for any email marketer should be to get to know their subscribers. It\'s important to know, so you can ensure you\'re delivering relevant content of value to those subscribers. 00:22 Andy Shore: Welcome back to Clues For The Clueless email marketer everybody, we\'re gonna continue on with our conversation today. We ended our section on growing your list, so now that you, hopefully, have been growing that list, it\'s time to turn your attention to getting to know those new subscribers, and that\'s what this whole next section of the podcast is gonna be about and what we\'ll be focusing on. And what we\'re gonna start with today is simply talking about why that\'s even important. 00:50 Daniel Miller: Absolutely. And one of the things that has changed quite a bit in the past five years is when I would tell somebody that I am in the email marketing industry, immediately they would think \"Oh, you\'re a spammer.\" And I think that in the past five years that\'s definitely changed and people are really seeing the value that email marketing adds to it, and I think people are more open to providing their email to download a PDF, to get updates from a service or product. And I think a lot of that has to do because a lot of brands are acknowledging who their audience is and they\'re adapting to that. Meaning, it\'s no longer just a numbers game, it\'s a quality game and that\'s why it\'s really, really important to know your audience, to provide quality to them. 01:28 AS: Yeah, it\'s really about being relevant. No one wants to feel like they\'re being marketed to, but if you\'re able to connect with them and send them something that\'s important to them, of interest to them and that they want to open, that\'s what makes people look forward to your emails, rather than just deleting them as soon as they get them to get out of having that push notification, like I do to so many emails I receive. 01:52 DM: Exactly. If you signed up to benchmark email, you\'re probably expecting tips on email marketing. If we start sending you cat videos and dog videos, we would probably go viral, but that\'s not really adding value to your experience with benchmark email. And I think the more companies understand what it is that their customers or potential customers are looking for, the more engagement they\'ll receive, and, of course, the more growth they\'ll also see as well. 02:14 AS: Absolutely. And it\'s just important to note that everybody doesn\'t like the same thing. You can\'t please all the people all the time. There\'s varied interest within all the things you offer and that\'s gonna come into play with your email marketing. 02:28 DM: Yeah. More and more, we see today... I mean go to a job fair and you\'ll see that there\'s a common theme of people telling you, \"Hey, be as specific as you possibly can.\" If you\'re gonna get into, again, let\'s take it to consulting now. If you\'re gonna get into consulting, don\'t just be a business consultant, maybe be a business consultant for the food industry or maybe even be business consultant for food industry for fast food or for healthy food or for something like that. The more specific you can be, the better it\'s gonna be because when people go to search online, they do specific searches. So, again, the more relevant you are, the better that\'s gonna be and that has a lot to do with your email marketing as well. 03:10 AS: Definitely. And it\'s important to remember that the more subscribers you have, if you took the tips in that last section and you\'re crushing it with growing your list, it makes it harder to keep that list happy. And so, that\'s why taking the time to getting to know them... And we\'re gonna focus with this next section on how you can do that, how you can break everyone up and what it all gets down to in terms of what\'s gonna make you an effective email marketer and a less clueless one is just that ability to understand them and remembering that each email address has a person behind it. 03:46 DM: Yeah. One thing that in a way has helped us is to really outline who that person is, and if you can even imagine them, print out a picture... Wherever it is that you work, try to print out a picture of who it is that you\'re talking to and let it up there. And as you\'re typing out that email, look up at that picture, I\'ll guarantee that email is gonna be slightly different. And what I mean by that is it\'s gonna be properly written in focus for that specific person, you are writing to the person on the other side of that email address. 04:15 AS: Yeah, it\'ll feel like it has a more personal touch, even though it\'s a group of your entire list that you\'re sending to, it\'ll feel personalized for those people, and that\'s really important. I will catch you next time as we continue our conversation talking about the importance of knowing your subscribers, thanks for listening.


Read More
Writing Compelling Copy to Grow a List: CTA

Writing Compelling Copy to Grow a List: CTA

Clueless Email Marketer?! • August 27, 2018

This is the last episode in our conversation on growing your list. We move onto the next topic after this one. Last, and certainly not least, for growing your list is the Call To Action. You need to create a sense of urgency, use action words and more to ensure you\'ve gained a new subscriber. 00:22 Andy Shore: Welcome back. Today, we\'re gonna wrap up our conversation for now on growing your email list, and that focus that we\'ve been on the last couple on writing compelling copy as a way to grow your list on those sign-up forms. And what we\'re gonna talk about today is a call to action. 00:39 Daniel Miller: Yeah, so the call to action on a sign-up form is, of course, the button that they have to click on to finally submit that form. And as I say submit, I wanna tell you, humans are not computers. When you say submit, eh, they may not register with that right away. Something like sign up, yes, I want this, something like that, that may have you stand out from the rest of the competitors that are out there. So those are just a few examples before we really dig into CTA\'s calls to action. 01:07 AS: Yeah, that\'s a good point. I think the default is submit, but that sounds like you\'re trying to get someone to bend to your will, [chuckle] or even like a join us, that could get a little culty. Yeah, I\'m thinking about how someone\'s gonna do that, and what\'s gonna make them want to do it. If you can do it in a way like, One of my favorite bands, when you go to their website and their sign-up form pops up, the two options are, \"Yes, I want more face-melting rock and roll,\" or \"No, I like my face where it currently is.\" Which are funny, it makes sense for the brand, but they do it in a way where it\'s like, yeah, I want face-melting rock and roll. If you can make that call to action and get someone excited about for what clicking that button means, that\'s what an effective call to action is. 01:58 DM: Again, what you just described right there, I think that is the perfect example of... When I picture somebody that\'s rock and roll, they\'re looking for face-melting rock and roll, right? If you just say yeah, sign me up, yeah, they\'ll probably get subscribers, but the face-melting rock and roll, you\'re speaking to your audience. And I think that\'s the biggest thing that you wanna do there, remember who you\'re speaking to and talk to them like they wanna be spoken to. I was just looking up on a site... Oh my goodness, I just lost it. But yeah, very similar to what Andy\'s saying. Don\'t just go with the default ones, try to figure out what is it... Put your buyer persona in your mind and talk to them at every point of contact on your website, and most importantly when they\'re filling out a form and about to submit it. 02:41 AS: Yeah. And the most beautiful design work you put into that web page into the sign-up form, it could look amazing. If it doesn\'t also have a compelling call to action, that CTA isn\'t there, all the work you did is for nothing. The design doesn\'t matter if the call to action isn\'t there to back it up. 03:01 DM: Yeah exactly. And I\'m trying to think what else we can really say about calls to action. One thing that I really like in case to action from other websites... And this is becoming more of a norm because of the security factors out there. For example, if you\'re with trustee, I believe that by default you have to have your terms of use next to any form that somebody is filling out, meaning next to the call to action. But that\'s also a very valuable piece of real estate, for you to say something like, \"We will not sell or share your information.\" Think of what fear your customer may have. Maybe it\'s, \"We promise we\'ll only send to you once per month.\" Whatever that is, that\'s also a really good opportunity right next to the call to action that\'s kind of supportive to what they\'re about to submit. So it\'s not necessarily the call to action, but it helps support somebody to feel confident to click on the call to action. 03:57 AS: Definitely. And just some other aspects of the call to action to consider is, make it action-oriented, so they feel like they need to act on it, like, \"Sign up today. Join us now.\" It\'s that sense of urgency that\'s gonna make them want to take action that\'s important. Make it big and clear. That font should be easy to read, you can\'t miss it. If you got a big blue button and tiny little white text in the middle of it, it\'s gonna look weird, one, but they\'re not gonna be able to easily read it. Think about those old people remotes that are giant with the giant numbers, that\'s really how the text needs to look on that call to action because, well, our CMO will probably laugh when she listens to this episode, but oftentimes in our meeting, we get a request from her to zoom in one more on a doc that we\'re all looking at on the projector, those things. And she loves to remind us that as we age we\'re gonna be in that camp, too, so it\'s important to remember that that anyone at any range is using the internet nowadays, so make that call to action easy-to-read. 05:01 AS: And last not least, test. We keep talking about testing. This is another opportunity. Even something that seems so small to you, to what you\'re call to action button on the sign-up form says can make huge differences. If you have great automations that trigger once someone signs up through a sign-up form and you\'re converting crazy amounts of sales in that automation, something as small as upping the percentage of people on your page that sign up on that sign-up form can mean huge dollars and cents for your business. So test out what that copy is, what you\'re writing, to make a compelling call to action to sign up to your email list, because it\'s gonna pay off for you in the end. 05:44 DM: Yeah. And not just the copy on the call to action as well, but the visual of it, make sure that it stands out. If you have a white background, don\'t do a transparent call to action with just a border. Don\'t forget, this is kind of more of getting into a discussion with your design team and marketing team. The marketing team wants the action to happen, the design team wants it to look good. Find that middle balance there, but make sure that the call to action stands out so your subscribers don\'t miss it. 06:13 AS: Definitely. And this concludes our whole section on growing your list. I\'m sure we\'ll revisit at some point in the hopefully very long history of this podcast, but for now we\'re gonna move on to the next topic, which is now that you\'ve put in all the work to grow your list, let\'s start to understand your subscribers and get to know who they are. And so we\'re gonna launch an entire conversation about that in the next several episodes. Thanks for sticking to us about this section, and we\'ll catch you next time.


Read More
Best Welcome Email Subject Lines to Greet Your New Subscribers

Best Welcome Email Subject Lines to Greet Your New Subscribers

Beyond • August 27, 2018

The first email that you send to your new subscribers can work wonders for your relationship with them (first impressions are the most lasting, remember?). The fact that you have them on board doesn’t mean they’re ready to open and click on future emails, let alone trust you with their needs. In fact, they can use that first email to see if your business is reliable and trustworthy. So, capitalizing on this opportunity is crucial to set a foundation for a strong, long-term relationship with them. To help you roll the right digital welcome mat and increase the effectiveness of your email marketing, I’ve prepared a guide with the best welcome email subject lines that get clicks. Welcome Email Statistics To help you get a better understanding of why it’s so important to get your welcome email right, let’s quickly explore the experiences of other businesses through statistics: Welcome emails have 4x open rate and 5x click-through rate than other email marketing Welcome emails are the most effective email types for e-commerce brands So, as you can see, welcome emails are pretty special. And, as a marketer or a business owner, you know that a higher open rate and click-through rate equals more customers and traffic on your website. According to Asperian report on email marketing, 93 percent of email marketers use welcome emails at least monthly. Moreover, the report claims that welcome emails outperform regular promotional emails in terms of transaction rate and revenue per email as well. Subject lines in welcome emails are a big part of their success. It’s the first thing that the customer sees when the message arrives in their inbox, so it determines the outcome of the email even before the content is viewed. Besides, a lot of your customers expect you to send them a welcoming email! In fact, one report suggested that up to 74 percent of new subscribers expect to receive them as soon as they sign up. So, one thing is clear: you need welcome emails to improve your email marketing effort. Since subject lines are critical for the success, let’s see how you can master them to maximize the open rate of your emails. Welcome Email Subject Lines and Why They’re Good 1. Offer a Friendship The following email example comes from Holland & Barrett, a UK-based health retailer. The subject line in their welcome emails reads: “Welcome to Holland & Barett… Let’s get to know each other…” As you can see, they also used a bit of humor in the email to reinforce the message that the brand is looking to establish a friendly relationship. 2. Offer an Incentive Right Away The next example comes from Highway Robbery, a company that sells colorful robes. As you can see, the subject line they choose to go with was “Welcome to the Robbery (discount inside).” This choice clearly seeks to incentivize the viewer to open the email and see what kind of discount they can get (by the way, it’s 10 percent off the first order, which is pretty good for just signing up). So the takeaway here is that you can try to offer an incentive to your new subscribers to persuade them to open the welcome email. This also works for making the brand look generous. Another reason why this email is good because it stimulates to make a purchase in a non-promotional, sweet way. That’s good, because subject lines that sound too pushy and promotional will be deleted right away. 3. Represent Your Brand Clearly The style of communication with your customers matters, so you need to make sure that your own style matches the image of your brand. If you’ve established a certain style of communication, stick to it in your email marketing to avoid confusing your customers and making it easy to memorize your brand. A great example of representing a brand through communication style comes from KFC. The subject line of their welcome email reads: “Howdy, folks!” This phrase is a typical one used by the brand to refer to its customers. In fact, here’s KFC using the same greeting on its official account on Twitter. This works for well-known brands best, but can also be used for businesses trying to promote some slogans to help customer memorize them. 4. Show Immediate Value for Customers The following example of a great welcome email comes from HelloFresh, a UK-based company specializing in delivering fresh dishes to customers. Their site has an exciting tool called Flavor Generator which does exactly what its name says: generates recipes from different cuisines, including Indian, Italian, British, and others. Those who played the flavor generator for the first time are greeted with a welcome email like the one below. The recipient specified that they liked British food, so the email is all about that. It contains lots of free recipes of British food, which could be used by the recipient right away. This is a great example of a business showing an immediate value to the customer, in a really cool way. The subject line is good because it: Thanks the recipient for taking the time to play the flavor generator Provides an immediate value by providing recipes of the cuisine that the recipient is interested in 5. Praise the New Subscribers for Their Decision Many brands praise their customers and endorse their choice for subscribing to their newsletters. For example, a well-known fashion brand Rue La La sends out welcome emails with a subject line that reads: “This was a good decision.” The email immediately explains why the decision was good. For example, it says that the website has offers from best-selling brands at “jaw-dropping prices,” international shipping from USD 9.95, and multiple checkout options. And, of course, the email calls the recipient a “stylish friend,” which is also a way to connect with them on a personal level. 6. Tell Them Who You Are and Engage from Day One Check out the welcome email below. It was delivered with a subject line “You’re In. Welcome to Adidas.” It combines two powerful welcome email techniques: telling the subscribers about the essence of the brand and encouraging them to take action right away. The subject line emphasizes that Adidas is an authoritative brand and the phrase “You’re in” certainly seeks to make the recipient feel special and a part of a big family of sports lovers. As you can see, the content in the email supports the idea of the subject line. Adidas wants the recipient to think of the experience with the brand as a journey. The company is also encouraging the recipient to make the first purchase by providing a unique promo code to claim a 15 percent off. Some of the options for the first purchase are also provided to encourage the recipient some more. 7. Thank Your Subscribers A simple “thank you” is a powerful way to add a human quality to your email and begin building brand loyalty. Using this phrase in a welcome emails means that you want to show your new subscribers that you appreciate them. In the future, when a subscriber is ready to make a purchase, they will remember that you made them feel good from the very beginning of the relationship. Here’s an example of a welcome email along with the subject line that a Polish fashion brand Reserved uses to greet its new subscribers. Notice the address of the recipient: it says “Friend!” Reserved also provides a discount as another “thank you” for signing up. That’s also recommended to begin building brand loyalty and a positive relationship. 8. Use Emojis with Care! Emojis are fun, but you should use them carefully to increase the open rate and greet your new subscribers in the right way. Recipients can misunderstand the subject lines written without emojis because of the lack of non-verbal elements. It’s recommended to use emojis only when you’re including emotional words to make the subject line sound like a subject of an email from a friend. Let’s Recap the Best Practices Make it easy to understand. As you can see, all the words in subject lines in emails above are simple, one or two syllable words. In other words, they use simple, natural language and avoid complex words because it’s difficult to memorize them. Always focus on the needs of the recipients. The recipient is the center of the universe for you in this case, so you have to consider their needs if your target audience in the design of your welcome email subject line. For example, if English is not the native language of your recipients, find a translation agencies list to make sure that your message is understood. Keep it short. The average length of the subject lines in all examples of welcome emails in this article is 6.5 words. It ensures that a recipient can read the line quickly. Avoid ambiguity. Be specific and clear in your subject line because you don’t have all time in the world to attract the attention of the recipient. The Next Step As you can see, there are many different techniques to greet your new subscribers. If you’re not sure whether one option is hitting the right chord, feel free to test another one. In fact, create three different versions of welcome email subject lines and see what one performs best. And don’t forget to tell us about it in the comments below!


Read More
1 2 3 4 5 6 93