Series Posts: Beyond

6 Automation Rules to Skyrocket Your Email Marketing Performance

6 Automation Rules to Skyrocket Your Email Marketing Performance

Beyond • April 23, 2018

Email marketing is surely the most challenging yet rewarding path towards riches. Every type of business, no matter whether it’s a big brand or a small business, must develop and nurture a close relationship with its customers. And because our current marketplace is slowly becoming 100% digital, email communication is and will continue to be the most effective method of building solid connections with your clients and customers. However, to perform an effective email marketing campaign, you should perfectly understand all of your options. Moreover, you need to grasp the basics of email automatization, which includes several important aspects that can differentiate a winning and a losing campaign. In today’s post, we’re going to focus on automation rules, one of the most intriguing and challenging features that every respectable email autoresponder offers. In case you’re not very familiar with the term, email automation rules are programmed cause-and-effect conditions that you set up according to your wishes. For example: if X customer buys Y product, he will be moved to List B, and he’ll start receiving new emails. By properly automating your email marketing, you’ll tap into great benefits that’ll allow you to simplify your work and cut the working hours. Well, that’s what today’s post is all about. Pay attention and add your twists. Lastly, make sure that you take action! Topic Automation Primary Triggers: Offer Downloads and/or Website Visits A business may sell different products that solve different problems for different customers. In this case, you should develop a different email sequence for each of the niche-related subjects that you’ll develop content about. So let’s say that your business’ main audience is comprised of dog owners. Obviously, through your content, you’ll address different problems and challenges (dog health, dog nutrition, dog training). Well, some of these topics may not concern a big part of your list, but it may concern a minority that is eager to see more. In this case, you’ll need to create a topic automation rule that’ll separate your email audience, making it easier for you to send the proper content to the proper prospects. So. The simplest way to divide your email list and prompt the proper automated email sequences is to use a form submission that allows your prospect to choose the information they wish to receive in the future. The alternative would be to develop different free bonuses such as e-books, webinars, or podcasts around specific subjects and use them to understand your prospects’ genuine interests. So if one of your prospects chooses to download your e-book about “50 Dog Health Issues You May Not Be Aware Of”, then your “Dog Health” email sequence should be triggered, sending him emails that are only related to dog health and no other subject. New Subscription Welcome Email Primary Trigger: Opt-In to Your Website or Blog “One of the essential rules of email marketing revolves around building solid, long-lasting relationships with your customers. The best way to do that is to start on the right foot and give your prospect the right impression.” – Johana Pierce, Marketing Specialist at EssayGeeks.co.uk. Indeed, as Johana notes, the beginning of any prosperous business-to-customer relationship is heavily influenced by the first impression that the brand leaves. One of the most commonly used automation rules in the email marketing is the delivery of an automated welcome email to every new person that subscribes to a brand’s list. To make your subscribers’ experience even better, you should develop personalized welcome emails for each of your different automated sequences. By leveraging this automation rule, you can let every new subscriber (of each sequence) understand what content he’ll receive in the future emails that he’ll receive from you. Moreover, you can use the welcoming email to thank them for joining in, but also for allowing them to readjust their subscription preferences. Lastly, your welcome email might present the best content pieces you’ve ever published, serving as an introduction to the value you promise to provide in the future. Example: Prospect-to-Customer Transition Welcome E-mail Primary Trigger: Purchase When one of your prospects converts and buys a product or service, he will become your customer. Create another automation rule that sends another welcome email to every prospect that has bought. Let him know that he’s now part of a different email sequence that will focus on new content. By acknowledging the fact that your customers have made a move, you can improve your relationship with them and improve their loyalty towards your brand. Moreover, you can also lead your new customers to detailed training materials that’ll help them understand and use your products or services. Example: Super Prospects Sequence Primary Trigger: Strong User Activity A super prospect is a subscriber who is highly active on your website, opens most of your emails, and downloads most of your freebies. In short, he’s super interested in what your site and email sequence have to offer, but somehow, he hasn’t managed to buy something from you. To turn these super prospects into customers, you could develop a dynamic automated sequence that responds to different triggers: X number of visits to your websites within a specific timeframe X% email open rates X% email clickability rates Form submissions Engagement on social media posts (likes/shares/comments) The “X” element is the number you decide on your own.For example, if a person visits your website ten times per week or if he opens 60% of your emails, you can consider him a super prospect and move him to your “Super Sequence.” Throughout this “super” automated sequence, you can approach these people differently. Use the feedback you’ve got from your analytics and approach these super subscribers differently. Your goal is to finally turn them into customers, so making your content a little more “salesy” might be a good option. Example: Hi, I’ve noticed that you’ve paid particular interest in X and Y subject and that you’ve also done A, B, C, actions. I’m wondering if I could help you, so make sure you reply this email and let me know what exactly do you need. P.S. I’ve added you to my “special list,” a place where I reward my most active subscribers with X, Y, Z. Make sure you join this goldmine place by clicking _____(link). Re-Engagement Sequence Primary Trigger: Inactivity Many of your email contacts may suddenly become inactive. In fact, some of them might be inactive right from the beginning of the interaction, so they have no place in your active email sequences. Luckily, every professional email automation software allows you to “reawaken” your inactive prospects by placing them in a separate, automated sequence, as a result of specific triggers that you choose. For example, some of these conditions (triggers) could be: X amount of time since the last form submission X amount of time since the last website visit X amount of time since the last email open/link click Once your subscribers are marked as “inactive,” they’ll be moved to your re-engagement sequence. Your job is to move them back to your “active list,” so the best way to do that is to grab their attention. Most commonly, people respond to exclusive deals, coupons, and offers that create urgency. Example: Cart Abandonment Sequence Primary Trigger: Cart Abandonment If you own an e-commerce business, you might understand the frustration that comes when your prospects abandon the shopping cart. Well, luckily, you can create an automated email sequence for almost everything, and this is no exception. The concept of this sequence is quite simple: Every time one of your prospects adds a product/service to the cart but leaves your platform before finishing the purchase, you may trigger an automated email that will: Immediately offer them an exclusive offer that they can benefit from if they choose to buy right now. Remind them (after a few hours/days) of their initial thought of purchasing your products/services. Offer the most common questions and answers regarding the product/service that your prospect has left in the cart. Example: Takeaways Every marketer can develop a rockstar email marketing campaign as long as he puts enough time, effort, and attention into it. Take advantage of these X rules and improve your email subscribers’ experience. As long as you’re properly tracking down your stats, you should see slight improvements in a very short time. Treat this as a journey and not as a quick result, and your email performance will slowly begin to thrive!


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When it Comes to Email Marketing Rules, Chad S. White Wrote the Book…Literally

When it Comes to Email Marketing Rules, Chad S. White Wrote the Book…Literally

Beyond • April 13, 2018

Hey everybody! Welcome back to the Heart of Business. We’re thrilled to return from our hiatus with the great Chad S. White who is the Research Director at Litmus and the author of Email Marketing Rules. While we’d probably already encountered Chad’s work through Litmus or the Email Experience Council, he came onto our radar when our UX Researcher and Data Analyst, Leticia Mottola, was given a signed copy of Email Marketing Rules at a Litmus event. We quickly purchased a few additional copies and passed them around the office. So, when we knew it was time to bring back our beloved Heart Of Business podcast, Chad was one of the first individuals we reached out to. It was a great conversation, which we’re thrilled to be able to share with you. We talked to Chad about how he found his way into the world of email marketing and the process of writing a book. Chad, Daniel and I also looked back on how we’ve seen email evolve since we joined the industry. On living in a post “email is dead” world: It’s not email vs. social. It’s not email vs. another channel. It’s email WITH social. It’s email WITH all these other channels. 8:33 - The evolution of email 18:09 - Why email is unkillable 22:06 - Inbox overload 28:09 - The value of building and maintaining relationships 29:17 - Writing a book 46:05 - The responsibility of deliverability on the sender Want to catch up with our 100+ episodes of the Heart of Business? Check us out on iTunes.


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General Data Protection Regulation (GDPR): Everything You Need To Know

General Data Protection Regulation (GDPR): Everything You Need To Know

Beyond • April 2, 2018

The main objective of the new General Data Protection Regulation (GDPR) is to strengthen and combine the handling of personal data from various member countries and adapt them under one European Union (EU) regulation. Currently, the 28 member countries of the EU each have their own data protection regulations and apply those laws to their international commerce, which makes exercising the rights of personal data protection quite difficult. The new GDPR comes with a wide range of rules that impact all companies, regardless of size or sector, and will quite often need to be prepared to focus on different areas of their business. The new regulation concerning the protection of natural persons with regards to the processing and free circulation of personal data goes into effect on May 25th, 2018, two years after Regulation 2016/679 was passed by both the European Parliament and the Council. In this article, we want to help you understand what you can and cannot do in order to meet the requirements of this new regulation and reassure you that Benchmark, your email marketing tool, is also meeting the requirements of this new regulation. The new GDPR does not eliminate each of the member countries own Data Protection legislations currently in place. Instead it helps to sync all the member countries of the EU. Some of the decisions will still be made at a national level for each of the member countries, but be mindful that the responsible parties must now reference the GDPR as the norm and not its own countries Data Protection regulations. If you currently meet the requirements for Data Protection for your country, then you already have a good foundation. However, you will still need to revise and change some aspects to comply with the new regulations. There are three main points you need to keep in mind with your email marketing strategy, they are: consent, access and data collection. Consent According to article 4 (11), ‘consent’ of the data subject means any freely given, specific, informed and unambiguous indication of the data subject\'s wishes by which he or she, by a statement or by a clear affirmative action, signifies agreement to the processing of personal data relating to him or her; As stated in the definition, the consent of the user must be unequivocal and also explicit. These two words eliminate any doubt or ambiguity. (32) Consent should be given by a clear affirmative act establishing a freely given, specific, informed and unambiguous indication of the data subject\'s agreement to the processing of personal data relating to him or her, such as by a written statement, including by electronic means, or an oral statement. This could include ticking a box when visiting an internet website, choosing technical settings for information society services or another statement or conduct which clearly indicates in this context the data subject\'s acceptance of the proposed processing of his or her personal data. Silence, pre-ticked boxes or inactivity should not therefore constitute consent. Consent 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. If the data subject\'s consent is to be given following a request by electronic means, the request must be clear, concise and not unnecessarily disruptive to the use of the service for which it is provided. Example: I recently took part in a tradeshow and throughout the day I amassed quite a few business cards, which I will use to create a database that I will then upload to my Benchmark account with the goal of sending newsletters. With the new Regulations, is this legal? No. The networking achieved between you and the individuals at the tradeshow does not give you the right to use their personal data, even with verbal confirmation from the individual. The GDPR now requires that evidence of this agreement between both parties exist. The GDPR states that there must be unequivocal and explicit consent from the individual that can be backed up with evidence in case of an audit. There needs to be evidence that the individual is giving their consent for their personal data to be used. RECOMMENDATION: Review your methods for data collection and eliminate any ambiguity that may exist. Analyze your database and only the data for which you can provide proof that consent was given to you by the individual. Access The party responsible for handling personal data must provide each user with simple and straightforward access to modify their own personal details. The party responsible must also provide an outlet in which the individual can confirm that they are giving their consent via electronic means, be it through their own website, sign-up forms or email confirmation. The party responsible will have one month to provide the client with an answer, with the possibility of extending it to two months in the event that it be a complex request, in which the necessary steps are being taken to complete the individuals request. In the case of our Email Marketing tool, the Manage Subscriptions option allows the individual to access their personal data and modify the data if needed or cancel the subscription outright. Within this point, there is a new right, which is the RIGHT TO ERASURE (Article 17), the user can exercise their “right to be forgotten” and have their personal data removed from the database permanently. We have selected two of the six reasons that are included in sub-point 1, which provide the individual the ability to exercise their right: a) the personal data is no longer necessary in relation to the purposes for which they were collected or otherwise processed; d) the personal data has been unlawfully processed; Compilation: The GDPR advocates for simplicity in the collection of personal data. As marketers we tend to ask for more details than necessary when all we are doing is sending out a weekly newsletter. For that reason, these new regulations encourage that only a minimum of personal data is collected and compiled for our current strategy and not the collection of additional data that you think might be useful in the future. If your goal is to inform your database of upcoming promotions, the compilation of an individual\'s name and email address is more than sufficient to meet your goal. Brexit The UK will officially leave and will no longer be a part of the EU in 2019. With this exit, the regulations will not be applicable to them. We currently do not know how the UK, or companies within the UK, will handle data protection but we believe that they will pass similar regulations that will be comparable with the EU. What happens if I do not meet the new GDPR requirements? The General Data Protection Regulation establishes a set of tools in order to comply with the new regulation, including sanctions and fines. A number of factors will be taken into consideration and carefully evaluated when a fine is imposed due to noncompliance with the new GDPR such as: the gravity/duration of the violation; the number of data subjects affected and level of damage suffered by them; the intentional character of the infringement; any actions taken to mitigate the damage; the degree of co-operation with the supervisory authority. The regulations set two ceilings for fines if the rules are not respected. The first ceiling sets fines up to a maximum of €10 million or, in case of an undertaking, up to 2% of worldwide annual turnover. This first category of fine would be applied for instance if a controllers does not conduct impact assessments, as required by the Regulation. The higher ceiling of fines reaches up to a maximum of €20 million or 4% of worldwide annual turnover. An example would be an infringement of the data subjects\' rights under the Regulation. Fines are adjusted according to the circumstances of each individual case. You will need to keep the above main points (Consent, Access and Compilation) in mind when the time comes to plan your email marketing strategy. Benchmark At Benchmark, we are working hard to update our Privacy Policy in order to comply with the requirements of the regulations. In the case of the GDPR there is no certification given to us that states that we are in compliance with the new regulations as with the Privacy Shield Framework. We at Benchmark, want to reassure you that your personal data is being handled in compliance with the new GDPR. For the very first time, the EU shows leadership and unity in how personal data needs to be treated and forces the rest of the world without exception for any country to follow these regulations if they want to handle European personal data. Do not forget to share this article with your audience and leave your comments. Thanks for reading! Watch our Webinar [embed]https://www.youtube.com/watch?v=kw2W8RHlP5U&amp=&amp=&amp=&feature=youtu.be[/embed]


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6 Psychological Triggers to Turn Email Marketing Prospects into Loyal Customers

6 Psychological Triggers to Turn Email Marketing Prospects into Loyal Customers

Beyond • March 28, 2018

Digital marketing has completely changed the face of business. Most of the transactions that people make today are online. The first currency people use is time. The second one is attention. Lastly, once they used their time to pay attention, they’ll use the currency that they’re most aware of, and that is their money. As an email marketing practitioner, you are probably aware of how fast the marketplace is changing at this very moment. New trends, new strategies, new opportunities, new ways of selling. These are all part of the entire business game, and they could be part of your email marketing game. Keep It Simple What does “business” mean? In my terms, it’s the trade of money for value. People pay their beloved currency to improve their lives one way or another. To sell well, your product must be the “perfect solution” for the person in trouble or in need of something. The principles haven’t changed, and they never will. The truth is, if you care to keep things simple, you won’t have to experience the chaos that most businessmen and marketers indulge today. I’m talking about tirelessly A/B testing of email headlines, ad pictures, fonts, audience targeting, ad copy, ad format, and so on. In fact, to be good at business, which means to consistently generate product sales, you must have a basic understanding of human psychology. Turning simple website visitors into loyal customers is a true art, and it also involves the element of skill. We’re living in a world led by millennials, and many of our customers are millennials too. Considering that 73% of millennials prefer the email communication over anything else when it comes to business transactions (product vs. money), you should be quick to understand one simple fact: The better you: Understand the millennial generation, the better you’ll know when, how, and what to offer to them. Understand basic psychology (a few principles), the better you’ll capture your prospects’ time & attention. Measure and optimize your email performance, the better your conversion rates and the bigger your success will be. Simple, right? Well, in today’s post, we’re explaining six psychological triggers that you may use to convert your email campaign into an unstoppable selling machine. The purpose of these triggers, which are mostly based on simple psychology principles, is to capture attention, inspire action, and lastly, to close sales 1. Pain & Pleasure: The Primary Motivators of Human Behavior Pain and pleasure are the most powerful driving forces of human behavior. Stop for a second and filter this thought: all your actions are driven by the desire to gain pleasure or by your urge to avoid pain. Even when something is (or becomes) painful – a relationship, a bad habit such as smoking or drinking, or anything that drives pain – we tend to ignore the pain because we love the pleasure that comes with it. For example, when students must do their homework, they often procrastinate until the deadline is very close because this is their way of avoiding pain. However, when there is no more time left, they enter a state of urgency and – most of the times – they get to work. The urgency is triggered by intense emotions of pain that are associated with the negative consequences that are about to follow. The key to a great marketing and selling performance is to know what forces are already influencing your customers before actually interfering. Whether they’re after pleasure or pain, you’ll be able to customize your message accordingly. Try to emphasize pain and pleasure stimuli through language. Use stories and words that represent the feelings that you want to convey. For example, words as “hard,” “sad,” “problems,” “struggles,” “overwhelm” indicate pain. “Love,” “benefit,” “positive,” “effective,” or “joy” will convey pleasure. Take your email prospects from where they’re at (point A) to where they want to arrive (point B).Educate them for free and try to improve their journey’s experience as much as you possibly can. When they feel close to point B, they will associate their progress, and that’s exactly when they’ll feel safe and ready to invest in your ultimate solution that comes through your products. 2. Explain the Reason Why Because the rational mind searches for meanings in every situation and information that we perceive and process, there’s a huge power behind reason. A famous Xerox experiment performed by a recognized psychologist named Ellen Langer showed how people respond to even the most arbitrary reasons. A person went on and addressed several crowds of people who were waiting in line to Xerox their documents. The question was: “May you give me your spot...because I need to Xerox my copies”. 90% of people said yes. Why? Because their brains have instantly responded to a reason. Now, to sell your products productively through email, tell your subscribers exactly why it’s important for them to pay attention to your content. Why should they open each of your email headlines and why should they follow through? When you present your products, it’s essential that you show them why your products are the perfect solution for their needs or problems. Lastly, yet very importantly, tell them why it’s important to buy right NOW. Not later, now. Urgency is often the best factor that will motivate the reason why now or never. 3. Tell Remarkable Stories Stories are an incredible way of playing with your customer’s minds. If you didn’t know, stories trigger emotions. We, humans, are emotional beings whether we like it or not. Surprisingly for some of you, 95% of our cognitive processes happen in our subconscious mind. Our subconscious minds are also the primary triggers for our emotions. Therefore, by telling remarkable stories, you are soaking your prospects into their subconscious minds. You develop imagery, sound, feelings, smells, tastes, and so, you take him into a beautiful, imaginary world. To inspire and motivate your readers to take action and finally purchase your products, you’ll have to make them resonate with the morale of the story, or with one of the characters. The stronger the impact of your wording the faster your prospects will make up their “own mind” and decide to purchase your solution. 4. Bring Novelty Bring something new to the table, and you shall have people’s attention. Did you know that your dopamine levels are skyrocketing when the brain experiences something new? Well, novelty is exactly the type of trigger you need to help your prospects’ brains to release dopamine, so that they’ll be more open and eager to experiment with your brand. Look at Apple. They release a new version of iPhone every few months even if the changes are insignificant. Wonder why they do it? Obviously, they bring novelty because it is so efficient that it encourages people to get rid of their “old phones” and get new ones simply because they’re new. How can you benefit from this trigger? You can tweak your content in multiple forms, deliver new content in new formats, and appeal to your audience in new ways. Secondly, you can (and should) release new products on a consistent basis.However, do not overdo it because you may look like a fraud or like someone who’s “out of value.” 5. Trigger Curiosity When the average customer encounters a gap between what he knows and what he doesn’t know, he’ll often want to take action to discover the missing components. I’m talking about the well-known psychological principle of curiosity. Most individuals are curious. When you hit the spot and say something they relate to, something they want, or something they desperately need, you truly got their full attention. However, to see this content, your subscribers need to stumble upon a thought-provoking headline. It all starts with the email headlines, so ensure that you keep your email open rates high by carefully testing and optimizing your titles.If you manage to generate enough curiosity, you can expect people to seek more and more, up to the point where they reach your products. 6. Emphasize Benefits, Not Features Again, people are selfish creatures. Even though it’s not nice to hear, most of us think only about our needs and problems. Once you accept this reality, as a marketer, you’ll understand that presenting the features of a product will be ten times less effective than emphasizing the potential benefits that come with it. As Jane Smith, Marketing Manager at Aussie Writings, suggests, “tell a person all the details and features of your new product, and they won’t be able to care less. Tell them that it’s going to make them rich, famous, healthy, beautiful, and they’ll suddenly start paying attention.” In your content and advertising copies, ensure that you use enough words that emphasize benefits. Don’t forget about the features. Find them a good place in your sales copy page and let the prospect absorb them once they’re already “hooked” by the future benefits provided by your products. As you can notice, the Digital Marketer team knows what it’s doing. They manage to promise you the sea of benefits you’ll be getting in just five rows. Short and concise, focused on benefits rather than features. Takeaways Once you comprehend the true power that lies in these basic yet powerful psychological triggers, you’ll be able to change your sales game forever. What other triggers and principles do you currently use to generate sales? If you had or have struggled to understand or implement any of these psychological triggers, post your queries in the comments and expect for a quick answer. Wish you the best of luck!


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Don’t Sleep on Benchmark Email’s RESTful APIs

Don’t Sleep on Benchmark Email’s RESTful APIs

Beyond • March 16, 2018

You may interact with APIs every day without knowing it. Whether it’s using an app to hail a ride, to order a pizza for speedy delivery, to share photos on social media or to find out when a loved one’s flight gets in, web APIs make it happen. So, what is an API? API stands for Application Programming Interface. Simply put, it’s a set of functions or procedures that allows one computer program to access data from an operating system, software library or another system. From Visually. When you see a person’s social media feed on their website, that’s thanks to APIs. Same for  embedded video or other dynamic content within a webpage. In 2014, there was more than 11,000 Public APIs registered at programmableweb.com. Those numbers grow exponentially, because companies are constantly creating new APIs to interface with their website with an app. There are various forms of APIs. Simple Object Access Protocol (SOAP) are a widely used, albeit increasingly outdated, type of API. JSON is another popular form. REpresentational State Transfer (RESTful) APIs are the more popular form of API today. Benchmark Email Now Offers RESTful APIs Recently, Benchmark Email launched its RESTful APIs for public use. To gain a little perspective on what that means for email marketers, I asked one of our Frontend Developers, Ronald Liang, a few questions. Here’s what he had to say: Andy Shore: Why is RESTful API better than what we were previously offering? Ronald Liang: RESTful APIs, which is the current standard for APIs should make app creation and integration easier. In addition, we offer a complete list of our APIs as opposed to a limited selection from what we have before with the Legacy APIs. AS: What’s new that businesses can do with these APIs? RL: You can pretty much do everything that you can within our web app. Our Legacy APIs were limited to certain methods, but with these new RESTful APIs, all of them are made available to our users. AS: What has been improved in regards to the user experience with these new APIs? RL: While we redesigned our web app, we have switched from using ASP.NET Web Forms to RESTful APIs which has brought some speed improvements and better API organization. But the bigger benefit was that we can now improve and develop faster than we can before because of the power of RESTful APIs. AS: What might an email marketer want to consider trying if they’re not already using APIs? RL: With some coding knowledge, they can create some simple web apps or integrations with us that were either not possible before or was harder to do. Additional Info on Benchmark Email’s RESTful APIs If you’re interested in putting Benchmark Email’s RESTful APIs to use, you can access them through our developer’s page. With our APIs, you can make 500 calls every two minutes and 60,000 calls total each day.To put our APIs to use, you’ll need to access your Benchmark Email API token.


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Improve Open Rates With Targeted Emailing

Improve Open Rates With Targeted Emailing

Beyond • March 2, 2018

So, if you ask me what was the first thing I did when I started doing email marketing, it was  building a list. That is one thing that any marketer can do from the beginning. Having a list is the best way to deepen your relationship with the audience. Having said so, it is equally important to master the art of targeting in order to unleash the full power of your email lists. Having a list of your most engaged clients or subscribers is a most important asset for a business. It\'s All About Being On Target Targeted emailing is a key for building a foundation for your effective email outreach. Some marketers never realize the importance of targeting and end up generating leads that aren’t qualified. You have to realize that your email list consists of people with varying interests, behaviors and profiles. We have to remember one size doesn’t fit all. So, why treat them the same? The solution is to split them into small groups and send personalized email campaigns to each segment. The common mistakes some marketers make is treating their email list as a single entity. According to the case study done by Marketing Sherpa, artbeads.com saw conversion rates jump by 208% when they used targeted emailing instead of email blast. 32% of marketers say segmenting their email database is one of their top priority for the year. Furthermore, 52% of marketers believe that they are in great need to improve their list segmentation. What Are They Missing Out On? Jupiter Research found targeted email marketing campaigns can generate nine times more revenue than broadcast mailings. The more personalization that is included in each email sent to your subscribers, users are more likely to open the emails, clicks on call-to-action and then convert to buyers. On average, untargeted email campaigns have open rates of only 20%, a click-through rate of only 9.5% and conversion rates of only about 1%. On the other hand, targeted email campaigns have a 33% open rate on average, a 14% click-through rate, and a conversion rate of 3.9%. With a targeted list, you will always have a group of loyal customers. For instance, if you are a bookseller and have a chain of retail outlets, then you can segment your list into people who prefer certain genres of books, age-groups, most valued customers etc. You can also classify your list on the basis of the purchases your customers make. This means you may have a separate category for people who make purchases between $300 and $500 or between $500 and $1000 or above $1000. Benchmark Email provides you Targeted Emailing tool to help you get better ROI from your email lists. Targeted Emailing takes your campaigns and compares all the opens or clicks to create segmented lists for you to target. Targeting specific contacts is a great way to improve your engagement in your emails.  It isn\'t the size of your list, it is also the quality of your list.  Targeted Emailing can also be used to clean your lists as well, as it creates a list of contacts that have not opened your emails. Targeting specific contacts is a great way to improve your engagement in your emails.  It isn\'t the size of your list, it is also the quality of your list.  Targeted Emailing can also be used to clean your lists as well, as it creates a list of contacts that have not opened your emails. You can access this feature in your navigation bar. There are two ways you can create targeted lists. The first one is based on opens & unopens of your email campaigns. The second list is based on the URLs clicked in your campaigns. General Clicks and Opens The process for Targeted Emailing is this: Select up to 10 campaigns to compare Choose whether to base the comparison on engaged or non-engaged contacts Based on each individual emails or all your emails Opens or Clicks Save So in the first step, you\'ll need to select the campaigns you want to compare. It\'s recommended you compare similar campaigns to accurately segment or target your campaigns, but is not required.  Just to reiterate, as it is important, you can only select from the most recent 50 campaigns that are older than three days. Then you can only select up to 10 campaigns to compare. The third step is to select whether to compare your campaigns individually (Some or one Emails), or compare them all against each other (All Emails). Depending on what you choose, you can have a very different number. The Some (or one) Emails option, will combine through all 10 emails and depending on opens or clicks, it will place the contact in the list at the end. The All Emails option will take all 10 of your campaigns and looks for contacts that opened or click all of your emails that you\'ve selected. This will produce a significantly lower number. Lastly, you simply choose whether you want a list of opens or a list of clicks or both!  After this, you\'ll be able to create a second list based on different settings. At this step, you can also calculate the number of each set so that you can also visualize the number of contacts for each, as it takes time to assemble the list.  Don\'t forget to name it and then save your list! Click Focus Click Focus is different from Clicks & Opens. This will compare not the emails themselves, but the URLs within the emails. So if you are a retailer with promotions, or if your emails contain a lot of URLs, this may be the best option for you.  Comparing all the products and URLs is difficult manually, but Click Focus automates the comparison and allows users to create lists based on certain settings. Much like Opens & Clicks, you can select from the most recent 50 campaigns that are older than three days and you can select up to 10 campaigns. A little similar to Clicks & Opens, but still different. The difference between the previous option and Click Focus is that this extra step you select the URLs you want to gain contacts from.  For example, if you are a sports retailer and have sent several emails related to different sports.  You can create a Click Focus lists of contacts who are interested in Soccer products, then create a strategy to market to only Soccer players based on what they clicked.  That\'s exactly how Targeted Emailing is meant to work. So the First step is to choose the campaigns you want to look at, then second you choose the URLs you want to see contact.  You can only select up to 10 campaigns and 10 URLs to compare. The next step is to select ANY or ALL of the lists.  This is much like the same concept as before that is sometimes hard to grasp.  If you choose ANY, the system will collect contacts that have clicked on at least one URL in ANY email.  If you ALL, the system will look at all the campaigns, and collect contacts that have clicked on ALL of the emails.  The ALL option will most likely produce a significant number than the other.  Then name the list and click save. What You Need To Do If you have just started then it can be an intimidating task, if you do not have a clear direction. So to start with, you’ll need to determine what your objectives are for each targeted email marketing segment and how success will be measured. You’ll also need to figure out what your strategy will accomplish. Benchmark email’s Targeted emailing tool makes it easy to identify your most loyal subscribers. If you haven’t used it yet, test the tool in and out and let me know your feedback.


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7 Methods to Increase the Effectivity of Your Email Campaigns Up to 15%

7 Methods to Increase the Effectivity of Your Email Campaigns Up to 15%

Beyond • February 26, 2018

When creating an email marketing campaign there are some special hacks that can be used to increase your conversion rate. Even if you’re increasing the open rate by 15%, for example, then that leads to many more potential buyers of your products. If the size of your email list is large then implementing small changes can lead to big results. In this article, we will show you how to improve the effectiveness of your email marketing campaign. You’ll learn some actionable tips that you can implement today, and get results on your next batch of emails. 1. Email Segmentation Once you learn more about your email list, you should segment the members based on their interests. For example, if you are sending out coupons, links to products, entertainment articles, news and how to videos, then that represents a wide range of content. It might be the case that a specific portion of members only came for the coupons or how to videos. Bombarding them with all types of emails might lead to more unsubscribes than you’d like. Therefore, conduct a survey and ask users what type of content they prefer. Consequently, segment the list based on their preferences. This ensures that the rate of engagement for each member of your list will be much higher. Consequently, this leads to higher chances of a sale. As the Annual Email Optimizer Report found, 39% of marketers received an increase in open rates when they segmented their list. Furthermore, 28% of marketers had lower unsubscribe rates. This shows that not every email list benefits from segmentation in a tangible way. However, there is enough evidence to point in the direction of giving it a shot. You can segment the list based on variables such as demographic data, behavioral data, customer sign up date and customer email client data. By paying attention to your customers, you can learn even more ways of effective segmentation 2. Test Delivery Times A lot of email marketers test the different variables of the emails themselves but forget about other elements, such as delivery times. When you deliver the email can be just as important as what is inside. For instance, if the recipient is getting the email when they are swamped in the middle of the work week at lunch, then the response rate might be low. On the other hand, the same email sent on the weekend could provide a much higher ROI. The only way to find out is to test for yourself to see what works and what doesn’t You could execute an A/B testing campaign where the same email is sent on different days of the week. Alternatively, you can send it on the same day, but one is sent at 1 PM and the other at 8 PM. Testing removes the emotion out of it because you get to see the tangible results for yourself. You do not need to use guesswork to figure out when the best time to send the email. Over time as you test with different delivery times, the precision of when the email is most effective will improve. 3. Call To Action Every email that you send should have a call to action. In fact, for every piece of content that you put out, anywhere, should have a call to action. Even on the “Thank You” page after a website visitor has submitted their email address. The lack of a call to action is a missed opportunity to get the desired result, which is typically the sale. The call to action doesn’t always have to be aggressive by drawing a lot of attention. Mixing it up increases the visibility of the call to action. That’s because if you include the same call to action on every email, the viewer will begin to tune it out. A call to action can be as simple as including clickable text with the words: “Start my trial,” or Read the ebook.” However, you can use a sentence or two to build up to the clickable text so that the audience is persuaded to be interested in the offer. As John Adverton from Rush My Essay, says: “a successful call to action should have a sense of urgency and indicate what’s in it for them.” You understand the psyche of your audience best. Therefore, the type of call to action that works best for your audience is up to you. However, make sure to test to see what readers are responding to the most. 4. Avoid Spam Filters Spam filters are the arch nemesis of email marketing. Spending time carefully crafting the email for it to only end up in the spam folder is the worst case scenario. In some cases, if the email contains certain elements, then it might not even make it into the spam folder at all. Cutting out the words that trigger spam filters is the first thing you should focus on. These words include common phrases like no credit check, MLM, free money, earn per week, big bucks and so on. For any given niche there are some spam triggering keywords that you must keep in mind. In the thank you page you could ask the user to check their spam inbox for your email. Ask them to place you on the whitelist so that further emails end up in the main inbox. You also need to offer an unsubscribe link at the bottom of all your emails to pass the spam test. Finally, study the CAN-SPAM Act 2003 of what you can and can’t do. This information is straight from the email authorities themselves, so it’s a no-brainer to familiarise yourself with what’s shared here. 5. Provide Value to the Reader The purpose of email marketing from your point of view is to achieve conversion and turn a subscriber into a buying customer. However, forcefully going after the sale with just marketing material is not the best strategy. You need to provide value in every email. This shows you’re looking after your audience and giving them a reason to stick around. For example, let’s say that you’re in the metabolic cookbook niche and are promoting a product that helps people lose weight by eating fat burning foods. In every email you could make it your mission to share three recipes free of charge. This does two things: it keeps people on the list opening emails to read those recipes, and it builds you up as an authority building trust in the process. If the quality of the recipes is good, then eventually they will want to buy what you’re selling to get access to more of the same. 6. Mobile Responsive It’s estimated that around 65% of emails are initially opened on a mobile device. Therefore, not optimizing the email for the mobile platforms is essentially shooting yourself in the foot. Audiences will be put-off by unoptimized emails. So even if your open rates are great, the user engagement and number of people reading the call to action might be low. To improve mobile optimization keeping the email simple is key. Avoid complicated formatting list tables and social sharing buttons that are large. Furthermore, keep the width at around 500-600 pixels. A mobile user can scroll down to read more text, but horizontal scrolling is undesirable – even on the desktop platform. The font size should be 13pt for the body, and the header size fonts should be at around 22 pt. This ensures that size of the font is friendly for the mobile user. Also, avoid unreadable fonts and weird symbols that mobile devices might struggle to format correctly. For images keep the files sizes to a minimum. Loading up an image via a wired home based connection might be a piece of cake. However, outdoors on a mobile device, the same might not be true. 7. Resend Unopened Emails Resending an unopened email is a delicate matter that you need to get right to avoid high unsubscribe rates. You’ll need to weigh the chances, and merit, of getting the open a second time versus the chances of an unsubscribe. Some people might have missed the email the first time around, or they might have been too busy to open it. Therefore, by sending it for the second time, you increase your chances of catching them at a more convenient time. This is especially true if you send it at a different time. However, some list members will notice the fact that they received the same email twice. They might get annoyed and feel like you’re acting like a spam bot. Therefore, they will naturally unsubscribe from your list, which is the last thing that you want. As a compromise consider changing aspects of the email when sending for the second time. For example, change the subject line – it doesn’t take long to do. If you’re using images, consider switching them up to give the email a different feel. You can segment your email list and only send the same email a second time to a limited number of your list to see how they respond. If you notice far too many unsubscribes, then you can avoid making the same mistake with the majority of your email list. Conclusion There is an art to email marketing, such as getting the copywriting spot on and ensuring the value inside matches the expectations of the user. However, as you’ve learned in this article, there is also a science behind the process. For example, by taking steps to avoid spam filters and improving the mobile optimization, you’ll increase the effectiveness of the email marketing campaign. Take the time to implement all seven pieces of advice from this article and your email marketing campaign will be better off. Just don’t forget to do your testing regarding what works and doesn’t. After all, every niche and email list is unique and therefore requires a unique approach.


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So What Exactly Do I Need To Automate? An Automation Guide For Your Business

So What Exactly Do I Need To Automate? An Automation Guide For Your Business

Beyond • February 25, 2018

From startups to the largest corporations, automation has become accepted as business must-have. Automating workflows across all areas of your organization can help save time and money. Not only that, but it will reduce the need for your valued employees to carry out repetitive, redundant tasks. Ultimately, marketing automation supports scalability and will help increase the success of your business. So, the question becomes: what exactly should you automate? And how should you implement automation within your organization? Are there things you simply can’t automate? Our automation guide will give you all the information you need, along with some ideas on how to successfully adopt automation across your business. Market Research Every business model begins with market research. But it’s not just for startups: the most successful organizations will be continually refining and developing their offerings in line with up-to-date market research. Listening platforms such as Brandwatch and Google Alerts can be set up to automatically keep track of the latest market trends and competitors in your sector. The next stage will be using this data to ensure that your content strategy, internal processes, and sales funnel are evolving with the times. Market automation won’t tell you what to do — but it will help point you in the right direction. Reduce time-consuming research, and use market research and social listening tools to harness insights from billions of conversations happening online every day. Social Media Many businesses begin their journey into automation with popular social media tools — social media marketing lends itself to automation, and social automation tools are becoming evermore sophisticated. From scheduling posts in advance to automating responses to customers through social channels, they even give you the ability to automatically assign tasks to relevant internal departments. Platforms such as HootSuite and SproutSocial have allowed social media editors and communication managers to automate all aspects of an organization’s social media strategy — except the actual strategy bit. From communications to customer service, social media platforms can help you automate many tasks — but they can’t help you define your social strategy. That will be up to internal brand managers to define and refine. Email Along with social media, email is another popular area where businesses of all sizes and types can easily embrace automation (especially when it comes to the ‘promote and follow up’ sales sequence). From simple, time-saving tasks such as automatically sending welcome emails to forwarding contact form submissions to the relevant departments, there are countless opportunities to implement automated email sequences. These can help you scale your customer service operations, and ensure you operate an ‘always switched on’ business. Combining email with retargeting adverts is a powerful combo that drives people back to your website. Use email platforms to set up retargeting ads to recapture people who have already taken that first, crucial step of expressing interest in your brand. Don’t forget that quality copywriting and attractive visuals are essential for email success — don’t pour precious advertising money into poorly-constructed and weak email concepts. E-commerce From shopping to shipping, there are many ways that e-commerce automation can be implemented to save time, simplify the sales process, and encourage customers to re-purchase through your e-commerce site. Automation is a fantastic way to recover abandoned carts (friendly reminders to people who leave your store without checking out). By using analytics tools and email platforms, you can pretty much run abandoned cart email campaigns on auto-pilot, complete with incentives and personalized offers. Once sales have been made, automation can also be used to save you time and money in shipping costs.  Dropshipping is a fantastic example here – you can avoid getting involved in the entire fulfillment process by automatically forwarding orders to warehousing & delivery partners. Even if you prefer to keep fulfillment in-house, there are plenty of inventory tracking tools that can help you part-automate your shipping. The e-commerce dream of a fully automated store you can run from your mobile may be here — but customers are still customers. They will have questions, complaints, and queries — and no amount of automation can make up for some human intervention from time to time. Having brand guidelines and customer service avatars and scenarios in place will help empower frontline staff to deal with tricky customer service situations. People buy with their eyes and shop with their hearts. Make sure that you invest resources into creating a beautiful brand, as well a well-oiled e-commerce machine. Sales CRM platforms can be used to automate a company’s interactions with new and prospective customers. CRMs have a sales-focused approach, but they are also about putting the customer at the heart of a business development plan. They will help you listen, as well as sell. Automation is a big part of a CRM’s offering. CRM software providers like Infusionsoft allow businesses to send personalized communications to every contact without manual input. CRM platforms are increasingly intelligent and can help you automate almost every interaction with your customers, but they won’t be able to save a brand or product who have got their alignment all wrong. A great automated sales pipeline won’t make up for service or product offering deficiencies — make sure that sales automation doesn’t take precedence over product development. Internal Processes It’s exciting to think about how automation can help the customer-facing aspects of your business, but automation can also offer great benefits to internal functions. Popular apps such as Google Drive and Docs allow teams to collaboratively save, share and work on a range of business documents without manually having to send them to each other. Project management & team communication platforms such as Basecamp can help automate internal processes in a range of business functions. For example, by making sure that relevant team members receive automated updates about their projects, or by automatically checking in with staff on their progress on a daily basis. HR platforms give HR departments the power to automate holiday & sickness records and extract useful insights from the data they collect. This could lead to an improved holiday policy or lower instances of staff churn. Finance teams can use automation software to streamline many of their processes. Online bookkeeping apps such as Quickbooks can hugely simplify the invoicing process and allow employees to automatically track mileage and expenses. Automation can be very practical as well. Thanks to a large network of partners and service providers, IFTT can help you automate things from turning the porch light on when your pizza delivery is on its way, to tweeting your Instagram posts as native Twitter photo —  the possibilities are truly endless. Don’t automate everything though — there is still a real need for human intervention on important HR and finance tasks. Use automation as a way to collect data and ‘plug in the gaps,’ but don’t let your tools run your business for you. Implementing Automation When you come to implement some of these automation ideas, make sure you have a proper plan in place and involve all stakeholders. Map out existing business processes to work out how many hours your organization is currently spending on tasks which could be automated, and prioritize the most promising areas regarding time and cost-savings. Calculate potential automation ROI – how much human resource, time, and money will you save by implementing a specific automation process? How much extra value could that new process add to your business on top of these savings? And don’t forget to think about the potential security issues involved, including storing data on external platforms — adding unforeseen vulnerabilities to your business. What Have We Learned? From pizza to retargeting, this guide has shown you how automation can increase productivity, save time, and improve margins across your entire organization. Prioritize your business automation goals and put a solid plan in place to implement change. You will soon reap the reward, without having to be there at every stage of the process.


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We talk to you about the importance of configuring SPF and DKIM records

We talk to you about the importance of configuring SPF and DKIM records

Beyond • February 6, 2018

How many business emails do you send in a typical month? Probably a lot. Maybe thousands of them. At the very least a newsletter with weekly or monthly special offers or related information about your company. Before the birth of Email Marketing, ISPs only managed a small amount of emails. However, in adopting this strategy, our whole database can be reached with a single click. Because of it, ISPs had to create ways to filter emails, letting the good senders have their space in the subscribers´ inbox. Gmail, Hotmail, and Yahoo, among others, have understood that this is a two-way task and demand the sender go through a series of actions to help them. Today, we want to explain how important it is to configure SPF and DKIM records in your email marketing strategy. This may be the first time you’re hearing both names. Thus, throughout this article, we want to help you all to achieve your Email Marketing strategy not only by basing it on designing, sending and measuring, but by addressing external factors that are familiar with your day-to-day routine, that affect your deliverability. As we said in the beginning of this article, inbox trays spend the day categorizing emails so we only receive messages from: A trustworthy sender, that is to say, any email with whom we have regular business, or an email from a colleague, a client, or a family related person. Special offers, eBooks, and newsletters in general, the information we have subscribed to. Nevertheless, there is no doubt Gmail, Hotmail or Yahoo handle a massive amount of advertising emails, and they have to inspect them one by one and give inbox permission only to those that pass their spam filters. At the same time, they have to allocate suspect emails into the junk and spam folders. With regular, one-to-one emails, we don\'t bump into this problem. It becomes a real concern when we use an Email Marketing platform such as ours, where campaigns designed by businesses need to pass these spam filters. However, sending through an ESP is still the best bet for businesses to do email marketing. It’s like the difference in going to a party alone, versus being with the host. The host already knows everyone and has established relationships. In email, those established relationships are what will land you in the inbox, when everything else is done right. Today, we want to talk to you about the filter related to the safety of your emails being sent. Technological development has enabled spam distributors to easily gain access to the information inside your emails, and therefore the ISPs reward higher deliverability to the senders that take action to encrypt their messages, protecting the delivery process. What is a SPF record? A Sender Policy Framework record, or SPF, is a system of domain names (DNS), that identifies mail servers (like Benchmark) that are allowed to send messages on behalf of your domain. The goal of SPF records is to avoid spammers sending fake messages with your domain´s sender address. The receivers may verify the SPF record to check if a message coming from your domain is from an authorized email server. The advantage of SPF records is that they can only be configured by the domain´s owner and act as a ´passport´ to identify the emails by the time of their arrival, helping ISPs to categorize them into authorized or SPAM. What are DKIM records? The DKIM standard (DomainKeys Identified Mail) helps the emails to fight against identity deception (spoofing) by adding a digital signature to your emails´ headers which are always examined by the ISPs. Basically, it is an additional authentication step for your emails. Differently from SPF, which enables Benchmark to send emails on your behalf, in this case the DKIM records add a domain name identifier to your message, using cryptography techniques to validate it as the receiver gets the email. That way, the ISPs receiving the incoming emails from such domain may use this digital signature to help them determine if each email is legitimate. In order to have a better understanding, this is what you design: And this is what the ISPs really analyze and approve through their filters if the email checks with the demanded authentication measures: The lines marked in red are part of the SPF records already configured and of the DKIM records that still need to be setup. The record to be configured inside DKIM is called CNAME record. In the same way as with the SPF records, we will add a line of code to the domain´s configuration. Once you get to this point, it is ideal to contact your hosting company technical support so they can help you setup both domains. What can you do to prevent the email from ending up in the spam folder or not being sent at all? It\'s very simple. Just add these digital signatures mentioned above to your emails so no one can get in the way of the sending procedure and authorize Benchmark to send emails or your behalf. To help you with this task, Benchmark Email has developed the technology that enables the compliance with sending safety protocols required by different ISPs. The procedure is so simple that you only need to access your domain´s account settings, find the DNS, and copy and paste the following lines of code: STEP 1: update the SPF records v=spf1 a mx include:bmsend.com ~all STEP 2: update the CNAME records Tag/Host: bmdeda._domainkey.YOURDOMAIN Destination/Objective: bmdeda._domainkey.bmsend.com Access your domain´s account settings and upgrade these fields. Once it is done, contact us so we can verify it and update your account. What happens if I do not setup SPF and DKIM records? If you do not authenticate your emails, your messages can get blocked or end up in the spam folder. Making these adjustments in the configuration is going to increase the possibility that your emails are accepted by the ISPs, reaching the inbox folder properly. If you are responsible for the email marketing strategy, the head of marketing, or work independently for clients, or even for yourself, as a blogger or SME that does email marketing, please contact our Customer Engagement Specialists if you need any help. If you believe this content can be be interesting to your audience, please share it!


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How Email Marketing Helps Mobile App Startups

How Email Marketing Helps Mobile App Startups

Beyond • January 30, 2018

If you think that email marketing is a beaten and outdated method that has lost its relevance years ago, you should reconsider your point of view. There must be a reason why countless companies, including most of Jelvix customers, just adore email marketing and squeeze everything out of it! We will try to overview the issue to understand if it makes sense to overcome the fear of loss and to invest in email marketing if you are a startup. Since we at Jelvix provide software development services to many different industries, we see the broad picture that can be useful here. Did you know that: People tend to click on links in email more often than on links on Twitter and Facebook combined? 53% of emails are viewed via mobile devices? Is E-newsletter Relevant In Modern Marketing? According to an online survey based on the festive newsletter of Adobe in 2016, 40% of the polled consumers reported that the best way to contact them via a mobile device is email. The Low Cost Of Sending Email Is A Strong Argument In Its Favor For your information, email distribution brings significant income (≈ 4 times more than the invested sum), which is another proof in favor of this method. Email marketing is among the most effective and staying relevant tools for increasing interest of the audience and attracting customers. However, not everything is so wonderful in the world of email marketing. It is well-known that emails show a very meager percentage of clicks on the links - only 4%. It is also evident that our mailboxes are clogged with tens of thousands of emails, and sending advertisements to emails continues day and night, that is why your letter has almost no chance to attract the user\'s attention. Do not forget that email can boast a higher percentage of clicks on links through mobile devices. 53% of electronic messages are read from mobile devices. Moreover, 23% of recipients who see a message on the screen of their mobile gadget are most probably to open it later. From every four clicks on the links in the letter, one click is made through mobile devices. All of these stunning statistics point to the fact that the mobile environment is the best piece of digital territory for promoting applications. How Does It Work? Target those who are already subscribed to your email, and invite them to participate in the beta testing of your application. Your company most probably has a ready-made list of email addresses of subscribers. Use it to the fullest extent. Begin to act: attract subscribers with a beautiful mailing HTML format. Do you think they will be enraged when they receive another unnecessary message? On the contrary, they will be proud and happy to know that you rank them as favorites and trust them to beta test your application. Take a look at Echograph\'s letter, in which the company offers to test their application. The text is unambiguous and in essence. There is only a description of some steps and pictures explaining how the recipient of the letter can begin to test the application. When users send you feedback on the results of beta testing, use this as an excuse to send them a thank you letter. Before doing so, just make sure that there is some extra included in the thank you letter. Some free application update, for example. Take a look at what Dropmark has come up with. There is a letter of thanks for those who participated in the Dropmark beta test. First of all, the company thanks users for beta testing of the application. And then it says that beta participants can get an improved version of the application at a special price. Get down to business - compose an attractive newsletter featuring the go button leading to the App Store Emails should be concise and straight to the point. In other words, cut to the chase. This is a \"military\" style of electronic correspondence, nothing superfluous. If you need to explain something - use bulleted lists. The ability to save words takes on immense significance here. In the world of mobile application marketing, things are almost the same. Mailing service allows you to send any letter a bunch of times, but only the most precise and riveting letters can claim the attention of consumers. Look, for example, at the excellent email newsletter from FreshDirect, promoting their applications for Android, iPhone and iPad. As you can see, the message immediately proclaims the main idea, and in focus there is a mobile application. More importantly, there are large buttons with direct links to AppStore and PlayMarket, which allows users to directly download the application to their devices. Send an explanatory letter You are delighted that users are downloading your application. However, later you discover that some people started deleting it in the first days of use, thus confirming the statistics that 80% of applications are deleted in the first three days after the initial download. Do you want to avoid this situation? Do not panic - include an explanatory letter in an app installer or send it via newsletter to the user until the three days have elapsed. Before that, it is necessary to automate the newsletter so to save time and make sure that your explanatory letter acquaints the user with the functionality of the application in an accessible form. Let\'s get an idea of how an explanatory letter should be organized, looking at the application for travelers Hitlist. Hitlist found that new users did not actively use the downloaded application. To stir them, the company developed a mailing based on the behavior and configured for the necessary triggers. At first sight, this letter is rather dry and plain. But as soon as users start reading, they will understand that this letter will help resolve the difficulties that arise when trying to deal with the application. It feels like Hitlist can read the minds of its users! The letter offers us stop worrying and begin to act, even if we have not decided on dates or directions yet. The newsletter promises the recipients the solution to all problems associated with planning a trip. Introduce them to a little-known feature Unlike the explanatory letter giving an idea of the basic application’s functionality, this letter draws the user\'s attention to other exciting features that are underappreciated. Such email reminders can help users rediscover the benefits of the application, which will help the application to \"live\" on the mobile device longer. To compose such a letter, try to find out which features in the application are the most popular and used ones. Various analytical tools such as Appcues can help you with that. Learn the Swarm newsletter to better understand the mechanics of the work of such letters. As you noticed, the letter immediately directs the user\'s attention to the new functions of the application. No less important is that the letter has two buttons with a call to try new opportunities. Moreover, the letter contains a direct link to Swarm, and the click will transfer the user directly to the messenger. Use data on the users’ activity in the application to stay on the same wave with your audience Your company should be able to obtain the latest information which will help to keep a hand on the pulse in relations with consumers. Here, the analytics of applications comes into play again. With it, you can track in what aspects of the application people are most active, and, based on such data, adjust the content of the mailings to their interests. For example, keep an eye on what products the user most often browses and which pages of the application have remained open longer than others. Then, take the first step and impress customers by sending them a selection of desired products with pleasant discounts. For example, this personalized newsletter from Amazon.com is aimed at people interested in Canon cameras. Perhaps these users were viewing Canon cameras in the Amazon application or on their website, and this prompted the company to send this group of customers an up-to-date personalized letter. Employ user information to personalize notifications Anyone who neglects data from a user profile disregards the opportunity to win their loyalty. Increasingly, emails leave a feeling that we try to sell the goods using the standard phrases. Consumers look such emails through and delete them, barely reading. Therefore, you need to move beyond the standard approach if you want to please the users. The main idea: collect as much users information as possible while they are browsing through the application. This will help to create personalized emails for each group of recipients in the future. Collect these and other accessible information as well: Name Age Behavior in the application Location Interests Gender Position or place of work Past purchases Frequency of purchases Follow Through Concluding our overview of the most beneficial advantages of email marketing based on our experience in advising email marketing to our clients in the software development sector, healthcare, logistics, and many other industries, we can surely state two things - it is always a relevant strategy, which companies have been resorting to for a very long time; It is a very profitable technique. Therefore, whatever the cost, be sure to apply twice as much effort working on marketing mailings and making them as personalized as possible - that’s a great resolution for 2018. If you are still not sure how to deal with it, such a service as Benchmark will become a great helper to you. The service’s team has an extensive experience in email marketing and knows well how to promote an app successfully.


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