Most Recent Posts

Want To Start List Hygiene, But You’re Afraid To Start?

Want To Start List Hygiene, But You’re Afraid To Start?

Practical Marketer • July 23, 2018

In our daily work, we send email campaigns on a regular basis. However, we tend to not take any action once the campaign has been sent. We’re talking about list hygiene. Do you know that the various ISPs (Hotmail, Gmail, etc.) know if you’re sending to an invalid email address and they can tank your deliverability? Yes, they can. For example, if after checking reports no action is taken in regards to bounces or email addresses that have not opened your last 30 campaigns, ISPs can start to block your campaigns with their filters. They will consider your emails to be from a sender that doesn’t take any action to improve results. That said, do you know what you need to remove? When we are referring to list hygiene, we’re talking about removing the hard bounces and email addresses which aren’t opening your campaigns. If you don\'t already know, there are three different types of bounces: Confirmed bounces. The email addresses that no longer exist and the sending server has tried to contact them three times, but the campaign has been able to be delivered. Hard bounces. These are email addresses that no longer exist. When they bounce three times, they turn into confirmed bounces. This could be due to a mistyped address, the domain no longer existing or the person who belongs to the email address no longer works there, and the address is no longer valid. Soft bounces. They are email addresses that temporally are inactivate. It has not yet been possible to deliver the campaign, but only temporally. Consequently, they are valid email addresses which should not be removed. What might the temporary issue be? It could be that the inbox is full of messages and the person cannot receive more emails until they free up space for it. Perhaps you sent a campaign outside working hours and got an autoresponder, or maybe the server has been down temporarily. These email addresses are not available for a period but when those issues are solved, they back to being activate. It might feel like you can’t see the importance of list hygiene, but we’ve made it easy for you to check the health of your list in your account in the reputation panel. This section will indicate a number between 1 and 8 which evaluates the status of your reputation. Do you know what reputation means? Reputation is a measure used for monitoring the behavior of your campaigns in regards to the spam filters and subscribers’ campaign interactions. It is precisely this interaction which will be improved with list hygiene. This is because you’re sending your campaigns to an email address that really exists and can actually open and click to your links. Similarly, if you remove the email addresses that have not opened your campaigns for a long time, you’ll be increasing the interaction for the rest of your list that remains. Furthermore, you can opt for a smaller plan and only pay for the subscribers that are opening your campaigns and through which you have chances to deliver your message. Please note that this won’t necessarily work with a new list as you likely won’t have enough data or bounces to make any major changes to the hygiene of your list. List verification may be more helpful to you in this instance, to remove things like mistyped email addresses. This is also solved by using double opt-in signup forms. In this blog, One Simple Way To Rescue Your Email Marketing Strategy we shared some ideas on how to increase your database. However, if the database is not current, or if you have never sent email marketing campaigns to it, your campaign’s reports will likely show a high bounce rate (in other words, more than 2%). Do you know what bounce rates you have? An email marketing account should have on average a 2% of bounces as the maximum. Additionally, list hygiene can be necessary if your list lands you in a spam trap. A spam trap is a trap used by ISPs to know which users are sending to a non-permission database or have a very old database. How can list hygiene be done with Benchmark? If you do not have a good control system in place to handle your contacts that you have removed, it’s possible they can be uploaded again into the tool. To solve this, the list hygiene would be: Login in your account Click on “Clean list” Select: confirmed + hard bounces Click on “Create New List” Once it has been created, you need to access the list and click on the three points. Select the option “Copy List” Copy to an “Existing List” and select “Master Unsubscribe List” In this way, we are blocking those contacts that are unuseful to be uploaded again to the tool. Keep in mind that this action is irreversible. If you have a good control system to handle your contacts to avoid your removed addresses being sent to, then the list hygiene would be from the points 1.1 to 1.3, and then click on “Remove from list” If a specific campaign you sent had a high number of bounces, and in that campaign, you selected multiple lists, following the steps above can be tricky. In that case, we recommend you to do the following: Go to Reports and click on the campaign Click on “Bounces” Select “Hard Bounces” Click on the three points and then “Export to File” Download the file and upload it to the “Master Unsubscribe List” If you have spam traps in your account, you should follow the previous steps and include the subscribers who have not opened your last 30 campaigns. The spam traps are in this group because they won’t be opening your emails. These are the four ways that we propose you keep your account clean of bounces to earn a high reputation. Now, you just need to choose the option that fits best with your needs and start doing it. If you need help with this process, you can contact your Email Marketing Specialist, or if you observe an anomaly in your bounce rate, such as a sudden growth in it, feel free to contact us before proceeding with list hygiene. We want to know what list hygiene practices have impacted your email marketing. Share your tips or results in the comments below!


Read More
How Benchmark adapts to the GDPR

How Benchmark adapts to the GDPR

Practical Marketer • May 18, 2018

We have spent months talking about the General Data Protection Regulation (GDPR). The 25th of May, which is the day when it goes into effect, is fast approaching. During this time, we have provide you with tons of information related to adapting your email marketing strategy. In this article, we want to make a recap of how has Benchmark adapted to the GDPR and about all the changes we have implemented and which you might need to know: “Right to be forgotten” This right is one of the biggest changes of this Regulation. For the very first time, this right is regulated and obliges the controller to completely remove the data if the data subject requests. To exercise the right to be forgotten, we have two different scenarios: Benchmark | Customer If a Benchmark customer wants to be “forgotten,” he or she needs to request the deletion of the data by writing to support@benchmarkemail.com and we will proceed with the removal of their data. Benchmark | Customer | Subscriber Any of our client’s subscribers can request to be deleted from lists and/or records. It’s the customer’s responsibility to delete a subscriber from our (and other) systems, with one exception: if the subscriber has already unsubscribed, the client will not be able to remove the data from the “Unsubscribe” list. If this happens, the customer should forward the user’s email to support@benchmarkemail.com and we will proceed with the elimination of the subscriber from the list. In this FAQ, we explain all the steps to follow. Accessibility / rectification / unsubscribe An email marketer must include the “Manage Subscription” option on all email campaigns:   Adding this option, the client gives the data subject the option to access, rectify and unsubscribe from his/her data. When the subscriber clicks on that link, he/she will find this screen:   The subscriber can exercise his/her rights here. At Benchmark, we are currently preparing to allow the data subject to be able to rectify the rest of the fields and not just the email, name and surname. Consent We have also updated our classic and pop-up signup forms to be compliant with the GDPR. You have to include the required check box linked to your privacy policy. Find out how to do this by reading: How can you create GDPR-compliant sign up forms?   International transfer of personal data Article 45 mentions that a transfer of personal data to a third country or an international organization may take place where the Commission has decided that the third country, a territory or one or more specified sectors within that third country, or the international organisation in question ensures an adequate level of protection. Such a transfer shall not require any specific authorization. This international transfer of personal data is guaranteed under the EU-US Privacy Shield Agreement whose certification is held by Benchmark: Privacy policy We have updated our Privacy Policy, explaining the role Benchmark has according to the GDPR and which roles our clients fulfil themselves. Also, we have determined the period of time which we are going to keep your data for and we give you more details about what we do with your data. Additionally, we have created a new Cookie Policy which you will need to read and accept if you want to peruse our website. Server location It was actually NEVER an obligation to have servers in Europe, but with the new GDPR it is even less necessary. One of the goals of the GDPR is to equate the data protection that the European companies are fulfilling with the one applied by companies from abroad, in a way that all companies are obliged to compete in equal conditions. Contract between the controller and the processor Article 28 explains the possibility to sign a contract between the controller and the processor and provides all the details about it. We have created this contract and will make it available for you through the tool. If you want to check the regulation, you can do it here. If this article has been interesting for you, please, share it with your colleagues and friends.


Read More
Adapt Your Email Marketing Strategy to the GDPR

Adapt Your Email Marketing Strategy to the GDPR

Practical Marketer • May 18, 2018

We have spent months talking about the General Data Protection Regulation (GDPR). The 25th of May, which is the day when it goes into effect, is fast approaching. During this time, we have provide you with tons of information related to adapting your email marketing strategy. On April 11th, 2018, we held a webinar going through the key points in which the new General Data Protection Regulation (GDPR) affects the email marketing strategy. Editor’s Note: Benchmark provides information during the webinar and in this article for informational purposes only. Such information cannot be understood as legal advice. To get advice on any issue or aspect related to the GDPR, you should contact your lawyer. In this article, we\'ll do a quick review of what GDPR is. We also want to do a recap of how has Benchmark has adapted to the GDPR and about all the changes we have implemented and which you might need to know. What is the goal of the new GDPR? The main goal of the new GDPR is to provide users with final control over their personal data. What benefits does the new GDPR provide? One continent, one law: a single, pan-European law for data protection, replacing the current inconsistent patchwork of national laws. Companies will deal with one law, not 28. One-stop-shop: a \'one-stop-shop\' for businesses. Companies will only have to deal with one single supervisory authority, not 28, making it simpler and cheaper for companies to do business in the EU. The same rules for all companies – regardless of where they are established: Today European companies have to adhere to stricter standards than companies established outside the EU but also doing business in our Single Market. With the reform, companies based outside of Europe will have to apply the same rules when they offer goods or services on the EU market. This creates a level playing field. Technological neutrality: the Regulation enables innovation to continue to thrive under the new rules. Roles and restrictions with the treatment of personal data The GDPR lays out the responsibility on the \"controller\" who assumes the responsibility of the application of the Regulation. The controller is who determines the purposes and means of the processing of personal data. As a consequence the controller must also ensure that the way the personal data is treated is compliant with the GDPR. If the controller for example has decided to use Benchmark as an email marketing software, he or she has to ensure that tools provided by Benchmark are GDPR compliant, granting the right of rectification, access or erasure. As you probably know, Benchmark provides that option through the “Manage subscription” link, which however does not appear as mandatory in the footer of the email. Therefore it’s the controller’s duty to activate and add it. In this scenario, Benchmark is just a simple data processor software. Consent Until now, when a subscriber signed up through our signup forms it was not mandatory to inform him/her about the purpose of the data processing activities to be carried out. The GDPR mentions that the consent should be given by a clear affirmative act establishing a freely given, specific, informed and unambiguous indication of the data subject\'s agreement and should cover all processing activities carried out for the same purpose or purposes. When the processing has multiple purposes, consent should be given for all of them. In addition, where processing is based on the data subject\'s consent, the controller should be able to demonstrate that the data subject has given consent to the processing operation. Collection The GDPR advocates for simplicity in data collection. As marketers we tend to ask for more details than required (e.g. for sending out a simple weekly newsletter). This new Regulation encourages to collect the minimum data necessary for the current marketing strategy and not to ask for unnecessary data that may (or may not) be useful in the future. Access The controller should grant the easy execution of the data subject\'s rights, including mechanisms to request and, if applicable, obtain, free of charge, in particular, access to and rectification or erasure of personal data and the exercise of the right to object. Treatment of personal data The controller must inform the data subject of the existence of the processing operation and its purposes to grant a fair and transparent processing. How is Benchmark complying with the new GDPR? Find out all the details about How Benchmark adapts to the GDPR in this article. Find the recording of our Webinar here: If this article has been interesting for you, please, share it with your colleagues and friends.


Read More
How can you re-confirm a database?

How can you re-confirm a database?

Practical Marketer • May 18, 2018

Have you updated your privacy policy? Do you just want to keep the most engaged subscribers? Perhaps you want to re-confirm the consent of your database as a preventive measure for the new General Data Protection Regulation (GDPR)? In this video, we show you how you can reconfirm a database with Benchmark. Re-confirm your database:   The text you need to use: Opt-in tag:  [opt-in: here you can write in text] Unsubscribe tag: [unsubscribe: here you can write in text] The text is 100% customizable. You just need to modify the italic text. Save the contacts that have re-confirmed in a separate list   Maybe you want to consider sending a campaign again to those who have not opened or to the whole list, excluding the new list of contacts, that have already confirmed. If you want to know more about the GDPR, we invite you to read and watch the webinar we held and in which we explain all the sensitive points that affect your email marketing strategy. Leave your comments or questions below and keep learning with Benchmark!


Read More
1 2