Series Posts: Beyond

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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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!


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8/24/18: Weekly Clues for the Clueless Email Marketer Digest

8/24/18: Weekly Clues for the Clueless Email Marketer Digest

Beyond • August 24, 2018

Hey everybody! Sorry I missed last week\'s digest. To be fair, it was in the name of love. We kept the episodes rolling every weekday, while I was in Chicago for a couple of weddings. The good news is, my best man speech went well ... and we\'re back with the blog digest of our most recent episodes of the Clues for the Clueless Email Marketer podcast (my employers may question the order I placed those in). Growing a List: Location Location! Location! Location! We talked about the importance of timing last episode, but one factor in that timing is where on the page a signup form is located. Do you want your form above-the-fold, in the sidebar or the footer? Listen to find out. Growing a List: Popup vs. Standard Embed Signup Forms In this episode, we talk about the times you\'ll want to use a popup signup form or a standard embeddable one. We discuss the advantages and disadvantages of each. Learn when to employ each of them to grow your list. Growing a List: Exit-Intent Signup Forms If a visitor leaves your website without subscribing to your list, they may be gone for good. Don\'t let that happen! Catch them on their way out the door with an exit-intent signup form. Learn how in this episode. Growing a List: Freebies, Discounts & Special Offers Last episode we talked about the exit-intent signup form. There are a few different approaches you can take with that strategy. This episode discusses using them to offer freebies, discounts and special offers. Growing a List: Shopping Cart We continue talking about the different types of exit-intent pop-up forms by discussing the shopping cart. If someone places an item in your eCommerce shopping cart but doesn\'t make a purchase, you can catch them on the way out with a popup signup form. Then you can follow-up afterward to convince them to complete their purchase. Growing a List: Related Products Sometimes, consumers don\'t know what they don\'t know. They may have come to your site without knowing what they should be looking for, found something similar, but not exactly what they wanted. So, they give up and click to exit your site. Enter the Related Products Exit-Intent Popup Signup Form. Growing a List: Feedback The last of the exit-intent popup signup forms that we discuss is one for receiving feedback. If you ask a site visitor for feedback on their experience on your website, you may find out why they didn\'t decide to make a purchase. It will make your customers feel valued as well. Writing Compelling Copy to Grow a List: Voice In addition to touch points and timing, the words you put on your signup form matter when it comes to growing your list. Part of that is the tone or personality that your words carry. That\'s what is called the \"voice\" of your copy.


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Email Marketing vs. Marketing Automation: What Your Business Needs To Know

Email Marketing vs. Marketing Automation: What Your Business Needs To Know

Beyond • August 20, 2018

A lot of people are wondering what email marketing is and how it differs from marketing automation. Are they the same? They also want to recognize if their company is ready to switch.  These are the issues that business owners are facing. And this blog post will try to resolve all of these issues. Most of us understand how useful and vital email marketing is to your advertising toolkit. However, carrying out marketing automation could significantly enhance the performance of the email marketing technique you currently have in place. There are several distinctions between an email marketing and a marketing automation application. An email provider will give you the capability to send out mass emails and track open rates. However, it’s not scalable. With marketing automation, however, you can access effective functions like multiple campaigns, lead analytics, and scoring. These features are useful in making your email strategies far more calculated. In that case, if you solely depend on email marketing without marketing automation, you’ll never meet your expectations. You’re mostly likely confronting a couple of obstacles, especially as you expand. What difficulties could you be confronting with email marketing alone? It Takes Time That’s an email provider is incapable of doing automation or adjusting your campaigns. You need to do a great deal of manual work to make certain that your target market received the email blasts at the correct time. Within marketing automation, you can focus on producing multi-stage, digital campaigns to support your leads while you obtain various other work done. In fact, three-quarters of online marketers agree that the most significant advantage of having marketing automation is to save time. It’s especially true when marketing a rental property. Not just in marketing a property. You can also use it to boost your tenant retention while reducing your workload. With marketing automation, you can set up automated and perfectly timed messages to build better connections with your tenants. No Idea of What Leads to Follow-Up That’s because email marketing on its own cannot provide win-ready leads to your sales teams. The point you are tracking after sending a mass email is click through and open rate, and when your sales groups start doing phone call after the blasts, they could not be obtaining excellent outcomes because the leads you’re getting are not all set to acquire. And for a sales representative, there’s no larger wild-goose chase compared to ferreting out a lead that is not prepared to buy or who isn’t qualified. That\'s because only 25 percent of the leads are legitimate. And 50 percent of your leads are not ready to purchase. If you opt for marketing automation, you can see to it that sales are subsequent with leads that are sure to purchase. Besides, marketing automation systems could score your leads based on how they involve with campaigns or content. According to this study, four out of five users improved their leads through marketing automation software. And 77 percent of those users saw a boost in conversions. Can’t Maintain Leads That Are Engaged with Your Communications You can have a massive data source of leads that you are unable to utilize, and you seem like you’re having difficulty to ensure that they are involved. You send a number of blasts a month. However, you have no idea where your target audience is in the purchasing cycle or if your material is resonating. It takes a lot of time to develop an email blast, how can you be sure that your strategy works? With marketing automation, you can utilize lead nurturing, which enables you to sector out your data source and lead them via your channel by developing automatic campaigns that will maintain your leads involved. Difficulty Scaling Relying on standard email marketing isn’t scalable if you’re an expanding company. The more leads you have in your data source or campaigns you intend to run, the more time consuming it ends up being to develop mass blasts. However, if you integrate marketing automation into your marketing campaign, this issue will be significantly remedied. You could run numerous campaigns, produce lead nurturing programs, score your leads and attribute profits straight to every marketing program. Unable to Associate Revenue with Email Marketing Initiatives You intend to know how marketing adds to the bottom line. Likewise, you wish to know how you could boost your method and strategies each time you produce a campaign. If you are counting on email marketing alone, you are most likely to have a tough time linking your programs to your profits. Marketing automation offers you the functionality that can monitor your initiatives and supplies you with detailed analytics for every campaign. You can also sync up your advertising automation system to your CRM to give a more comprehensive metrics. With all these issues, should your company use marketing automation, too? If you are still unclear whether it is time to use marketing automation system, have a look at your organization and marketing methods. You should consider it if your consumer purchasing process lasts longer compared to a week. If sending out emails alone does not appear to drive sales, then marketing automation must be implemented. Your company might also benefit it if your marketing group requires a less complicated means to develop and send out targeted campaigns with a personal touch. If your marketing division does not have adequate time to do whatever they should do to make it with its existing resources, then marketing automation is needed. Marketing automation is also vital if you market various products to different demographic or if you wish to send out multiple messages to various titles and sectors. You also need marketing automation if your sales individuals are whining about the quality of leads that your marketing group is supplying. Another thing to consider is if you wish to know which campaign is the most reliable. And if you cannot tell if you need to be investing more money in marketing, you have to use marketing automation. Benefits of Marketing Automation This system allows online marketing professionals to prepare expanded consumer communications without calling for manual intervention. Marketing automation firms, like Benchmark, allow you to construct pre-programmed email series by using reasoning. If your consumer opens and reads an email message, then he/she is put right into a series tailored for email opens. Alternatively, if the client overlooks or removes the message, he/she is sent out one more personalized series. Along with email open, consumer activities, like clicking on a link, most likely to a webpage and completing a lead-generation type, immediately sort consumers into series designed to generate multi-step communications. Although email marketing tools can develop that first communication, they’re commonly created to funnel people into the consumer database, as opposed to channel them in and continue engaging with them throughout the sales channel. Takes Interaction Further Another distinction between the two remains how communications are developed. In email marketing, you can use layouts to assist your style and word your interactions Marketing automation tools, on the other hand, offer development tools. But these tools take communications a step further. The series of discussions or workflows can be custom-made. In that case, you can determine who gets what email and when based on client activities. The could be developed employing pre-designed layouts. You may pre-install workflow layouts that map a consumer’s actions from their email open to their initial acquisition to a second deal sent out. Workflow design templates consist of event invites and follow-ups, abandoned cart follow-ups and yearly birthday wishes, or consumer education series that magnify the depth of details supplied to consumers about business, specifically beneficial for B2B sales. Keep in mind that more than 50 percent of companies that use marketing automation outpaced their competition. Mumsnet, which is one of the largest parenting sites in the UK, utilizes marketing automation to personalize its message to the subscriber. Subscribers who registered for the site’s newsletter will receive messages throughout their pregnancy. It uses the subscriber’s due date as its trigger in sending emails. This method takes the interaction with the subscriber even further, from the moment she signed up. Lead Segmenting Marketing automation tools can track and recognize how customers connect with your message. They perform certain functions that email marketing tools can’t provide or don’t do. Marketing automation, for example, designates to your contacts to allow you to recognize how responsive they are to your communications. With these scores, you can segment customers into groups. The highest possible lead rating can be organized into lists that are likely to see more offers regularly. This could seem like an additional advantage. However, as your email list expands, you’ll count significantly on automation to sort and send your messages to your contacts. The smarter your lead score, the more timely your emails will come to be. The capacity to send a targeted message based on what you understand about an individual is excellent for consumers and prospects and business. If a person has a reduced chance of buying your product as a result of the budget, the more you can stay clear of pressing him/her to the sales discussion. Kissmetrics provided examples of marketing automation through lead segmentation. Opportunities to Improve As your automation system provides you with more data about how clients engage with your messaging, you will have the ability to take that knowledge and adjust when you need to send out communications. If a person has the habit of opening up messages at midnight on Wednesday, then your data will advise you to send them an email message at that time. Here’s a guide on understanding your reports to how to find out whether or not your audience is engaging with your messaging. Conclusion Marketing automation encourages multiple channel communications. These channel communications are increasing each day. One of them is your website, where you can release content for different visitors based on context. On-site conversations is another way to communicate with your audience. If you wish an omnichannel that lets you view those things, then marketing automation is your better bet. What do you think of marketing automation and email marketing? Which of the two would you use for your campaign?


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Man’s Best Friend’s Best Friend: Yo! Dog Walker’s Bob Morris

Man’s Best Friend’s Best Friend: Yo! Dog Walker’s Bob Morris

Beyond • August 17, 2018

Imagine coming home from a long day of work to find your dog excited to see you and well rested from a fun adventure with the dog walker … and the dishes piled up in your sink have been cleaned. Bob Morris, founder of Yo! Dog Walker doesn’t do that because he was asked. He does it because he cares and feels like it’s the right thing to do. Coming off a decade of touring around the country and across the globe with his band The Hush Sound, Morris found himself looking for a new adventure. What started as the realization that he could make some extra cash walking a neighbor’s dog along with his own has turned into a thriving business. He hired his friends that were also in and around the music industry to help them get some much-needed income in between gigs. Their creativity put to use in the fun updates they send their clients on walks or overnight stays. I don’t have kids yet, but I have a hard enough time leaving my dog even for a few days. The “pupdates” I receive brighten my day whether I’m out of town or just working a longer-than-usual day. You have to find the things about what you’re passionate about [within the business]. If you work hard and do the thing you don’t want to do for a little while, you can find people to do the parts of your business that are unappealing to you for the right price. 2:45 - Where the idea to start a dog walking business began 14:14 - On learning the business side of things 18:20 - Standing out in a crowded industry 25:50 - Understanding scalability and limits


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