We Wrote a Book! Clues for the Clueless Email Marketer

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We Wrote a Book! Clues for the Clueless Email Marketer

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Copywriting Techniques to Boost Email Conversions

Copywriting Techniques to Boost Email Conversions

Practical Marketer • September 14, 2018

Email marketing works. In fact, 73% of millennials prefer email for business communications. Even better, when you send out marketing emails, you’re addressing an audience that has already indicated they want to hear from you. Of course, none of this means that email marketing is a guaranteed slam dunk. There are several things you have to get right. Most important is your email copy. If that doesn’t resonate with your audience, your campaigns won’t be effective. The following tips can help you get the results you want. Make it Relevant by Writing in The Second Person Readers respond best to marketing content that has a personalized, conversational, and relevant tone. One of the best ways to accomplish this is to write in the second person. By addressing the reader directly, it helps them to see your message as being one that has been created specifically for them. Obviously, this can be challenging. It flies in the face of what most people have been taught in terms of academic writing. Still, if you pay attention to the advertising copy you see in various formats, you’ll notice that it’s largely directed at ‘you.’ We can help you save money! Don’t let the other guys rip you off. Fill out the order form, and you’ll receive your new camera within 14 days. You can help a child in need. You can make your emails even more engaging by using a relaxed and conversational tone. Think in terms of passing on a helpful message to a friend. Just keep in mind that there are a few exceptions to this. If you’re marketing a product or service that warrants a more formal or serious tone, then adjust accordingly. Also, in cases where you are sharing a personal experience with recipients, you would use the standard first-person voice. Just avoid writing in the third person. It comes off as detached and impersonal. Great Subject Lines Get Readers to Open Emails In many cases, there are two things that people use to determine whether or not they will open your email. These are the preview text and the subject line. If those don’t get their attention, your email will end up in the recycling bin or the spam folder. The biggest challenge of writing a good subject line is finding a balance. You want a compelling headline that catches attention and convinces your audience that your email is worth reading. On the other hand, you don’t want a subject line that is spammy or more fit for a tabloid than a business communication. Remember that ⅓ of email recipients will decide to open an email or not solely based on the subject line. Unfortunately, the news isn’t all good. Of the people who report emails as spam, 69% do so because of the subject line. Here are some tips that have been proven effective: Pique the reader\'s curiosity Make it personal by addressing an interest or concern of your target audience Use a number Keep it short for mobile Don’t mislead with your subject line Preview what’s inside (e.g., 50% Savings!) Communicate limits or scarcity (e.g., 100 spots left or 5 days only!) Jennifer Green, a copywriting specialist at Citatior has this to say about the importance of subject lines, “Writers should spend a significant amount of time on this. The subject line sets the tone for both your email and any interaction going forward from that point. This isn’t something that should be an afterthought.” Here is just a regular email from Kajabi team that they’ve sent recently to their audience. The subject line “The #1 Key To Successful Info-Products” (with the key emoji) attracts the reader’s attention while instantly promising some benefit. The good news is that subject lines are so important that professional writers have spent a lot of time perfecting their headline composing skills. There are also tools that can help you judge the quality of your headlines. Check out Coschedule Headline Analyzer Tool, Get Good Grade, Optimizely, Hot Essay Service, and Kingsumo Headlines. Use these for help editing and writing headlines, and for getting feedback. Remember That Marketing Emails Are Different The email that you send to an audience to get them to visit a landing page or read a blog post is much different than an email that you would send for other business communication. Marketing emails intended to convert should be written and formatted with the goal of being easy to read, and easy to understand. First, marketing emails should be mobile-friendly. When you compose them, imagine reading the email from a smartphone. They should be easy to read at a glance, and they shouldn\'t require a lot of thought to understand. As a matter of fact, effective marketing emails tended to be written at a middle school grade level. One that useful tool to help with that is readable.io. This resource will analyze your writing, give you useful information on the grade level of your writing, and other insights. Before you send out an email, double check for the following: You’ve used short sentences and small paragraphs There\'s plenty of white space in your text You\'ve used lists and bullet points The email is logically segmented with subheadings Your CTA button stands out You’ve added some visuals to make the content more interesting This example from Wanderlust meets readers with a banner image and a clear call to action. And as you scroll down, you see the proposed deals with a brief description and breathtaking photos. You can then go from the email directly to the company’s site and get all the details. Writing for marketing is its skill. Fortunately, there are several professional services and other resources you can use to help. These include Rewarded Essays, The Hemingway App, Supreme Dissertations, PicMonkey, and Flash Essay. Consider Segmenting Your Audience Again, personalization is key. That goes beyond using recipient\'s names. The entire content of the emails you send should be written to be as relevant as possible for your audience. If you have a large customer base or a large potential customer base, using a single email may not be very effective. This is true even if you are promoting the same product or the same offer. Instead, create multiple customer segments with as many details as you can about each one. This includes demographic information, interests, concerns, purchasing history, predicted needs, and any other information that seems relevant to the customer and their interaction with your brand. Once you have that information, you can then compose customized emails to reach customer segment that is truly meaningful to them. For example, imagine that you have a customer segment of people who have abandoned shopping carts. In your email, you could inform of them of a special offer, then add an additional incentive to complete their existing order as well. The key is focusing on the ways in which your product or services can specifically meet the needs of the audience you are addressing. Make an Emotional Plea Effective marketing stirs emotion. That might be creating a fear of missing out, using emotional marketing to create a bond between the customer and your brand, even ramping up negative emotions such as anger can be an effective technique. There are powerful emotional triggers that you can use in your emails to boost conversions. These triggers include vanity, fear, greed, belonging and others. The best strategy is to only focus on one or two of these emotional triggers. Then, don\'t go over the top. The last thing you want to do is come off as manipulative or overbearing. For example, you could trigger a greed response by offering a buy one get one deal in your email. You could then add a fear of missing out by announcing that the offer is limited in number or that it ends by a certain date. This case from Android Central shows how a simple call to action plus customer’s greed exploitation can be an effective trick. And the opening picture teases readers and shows them their main goal in this raffle making it an offer one almost can’t refuse. Another part of emotional marketing is using emotions to connect with your audience. This is something you can do in your emails as well.  Write email content that shares your values with your audience, use storytelling, and share testimonials from satisfied customers. Most importantly, write emails that have personality. You\'ve worked hard to develop your brand, and that should show in your emails. Maintain Your Messaging Throughout The Process The email is just a single part of the customer journey. For example, the subject line leads the customer to open the email. The content of the email motivates the customer to click over to a landing page. The information on the landing page then convinces the customer to place an order or ask for a quote. That\'s just one representation of a long chain of events that happens along a potential customer Journey. One of the most important things along that journey is maintaining consistent messaging. What you communicate in your email copy should very closely match landing pages or any other type of content the customer may encounter. For example, if your landing page is going to focus on a 3-day sale, the related marketing email should focus on that as well. By changing messaging too much, the customer buying process can create a bit of a bait-and-switch feel. This can result customers to drop out of the funnel. Use The Internet For Inspiration What emails have driven you to convert? Which campaigns have your competitors used to great success? There\'s absolutely nothing wrong with driving a bit of inspiration from other email marketing campaigns. Consider subscribing to some for no other reason than to pick up some techniques that you may not have considered before. The internet is also a great place to pick up topics of inspiration. What is your audience talking about? What has them interested at the moment? Who is influencing them? What are they reading? Stay on top of trends and buzzworthy content. Then, find ways to relevantly tie these topics into your emails. Build Emails Around a Single Goal In order to convert, your readers must take a single specific action. Before you sit down to compose any email, you should know exactly what that action is. Are they supposed to subscribe to a newsletter? Are you trying to get them to download something? Is the goal to send them to a landing page? Whatever it is, nail that down to a singular goal, and then structure your email around that single purpose. By doing this, you keep your emails focused and concise. This increases the likelihood that readers will consume enough of your email content to actually get to your call to action Conclusion: Use These Tips to Make Your Email Marketing Campaigns More Effective Email is one of the most effective business communications tools there is today. Your brand using it as a marketing tool only makes sense. It works in both the B2B and B2C sectors. To get the most out of this tool, you have to compose emails that are relevant to your audience and compel them to answer your call to action. The techniques here ensure that your copy will contribute to your goals.  


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Top Business Tools and Apps To Integrate with Your ESP

Top Business Tools and Apps To Integrate with Your ESP

Beyond • September 10, 2018

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


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How To Interpret Your First Email Marketing Campaign

How To Interpret Your First Email Marketing Campaign

Practical Marketer • September 5, 2018

The use of an email marketing tool is not based solely on the sending of promotional campaigns, but the tool becomes an excellent instrument for achieving one or several goals. According to the latest report by Demand Metrics, the three principal reasons why users decide to do email marketing are: Communicate with customers Communicate with prospects Build brand awareness There are also other reasons like generating revenue or capturing data on subscribers, and just 3% of the users do not have any goal. Do you know your email marketing goal? Having a goal is crucial to building your whole email marketing strategy. How should you read your first email marketing report? When you are on the report page, you will find a summary of the outcome of the campaign: With numbers alone, it is difficult to see what happens. However, just below the numbers are changed to percentages from which we can get better insights: This chart is fantastic to get an idea about the campaign performance and to start planning the measures we need to take in our next campaign. In this case, and to best situate yourself, these results belong to an information campaign that was composed of a logo plus the text. It was sent to a database compiled since 2017 and updated every day. Let’s start to analyze the results: OPEN RATE: it is very good. We can determine that the campaign has been useful. It reached the 33%. We should work to reach the 35% next time. BOUNCE RATE: it is just within the limits. This rate should never be higher than 2%, and if possible, it should be lower than 1%. In this article, Want To Start List Hygiene, But You’re Afraid To Start? We give you the key steps you should follow to get a bounce rate of one percent or less. Then, we have: CLICKS INTERACTIONS measure the percentage and the number of subscribers that have clicked on your links. If we click on the number, we will be able to see the name, email address, and date of click. In this case, the campaign did not have any link to click, except the one in the logo, that’s why the click-through rate is too low. This click-through rate is calculated based on opens. It is difficult to know the click-through rate that can be considered as good because it depends on the goal of the campaign (informative o sales) and the design (if we use links, CTAs, etc.). If the goal is that the subscriber clicks, that percentage never should be lower than 1%. Otherwise, we should rethink the content or the design. This part also offers us the possibility to know on which links the user has clicked and how many times. Also, you have a CLICK MAP that shows you like a hot map where the subscriber has clicked: We also have the number and the percentage of the UNSUBSCRIBES, and if you click on the number, you will see the reasons: Knowing the reason is interesting, because in the case of a high number of unsubscribers sharing the same reason you may understand that there is something you\'re not doing well. It is usual that some people lose the interest in your product or information, but if you see that this percentage surpasses 1% on a regular basis, that can give you a signal that the content is no longer relevant for them or that maybe you should change the frequency of the sends. The ABUSE RATE is also important data to keep in mind because it measures the number of subscribers that have marked your campaign as spam. Again, if you click on the number, you will see the report: Even, if it is a double opt-in list, you may have a spam complaint, for example, when you have sent a campaign to that database, and a subscriber does not remember to have signed up for it. If you have more than one isolated complaint, you should review the process of obtaining your subscribers, because it indicates that they are not expecting to receive your emails. This report gives the contact data of the subscriber who has marked you as spam. In Benchmark, we always recommend to include these links... ...to allow the user to exercise his/her rights, and in particular, the link “Report Abuse” that gives the subscribers the chance to mark you as spam. Removing it from your campaigns is preventing yourself from getting valuable information. In this blog, How Do Abuse Complaints Affect Your Newsletter’s Deliverability? We tell you what you should do to avoid abuse complaints. And finally, the FORWARDS RATE tells you how many times your campaign has been forwarded to a user who was not on your list. This rate only counts when subscribers have used the “Forward Email” link in your campaigns, so if you don’t include it, the percentage will be 0. At the bottom of the report, you will find the HOURLY PERFORMANCE: This is a great chart to know the days and hours that work better to send your email marketing campaigns. For example, this campaign was sent on Friday, June 22nd  at 7.30 AM, so if we read the graphic, the subscribers are active on Saturday, 23th at 10.00 AM or Monday 25th at 7.00 AM which, we guess is when many of them login in their inbox for first time to start the working day. It is fantastic to have this information and sending the next campaigns based on the suscribers’ behavior guarantees you a higher engagement. If you shared your campaign on social media channel, you could see the interactions that the users have made on the channel with your post under FACEBOOK ENGAGEMENT. Also, you have an interactive map where you can see the OPENS BY GEOLOCATION: If you send to various countries, this report can be interesting for you, although you need to keep in mind that this information is an estimate and may not be as reliable due to the way ISPs distribute IP addresses. All this information can be downloaded as a PDF or Excel, and you can share the campaign with your sub-accounts, among other things: What results should you expect from your first email marketing campaign? Answering this question is a bit complicated because there are many factors that influence the outcome, such as: Old database Verified database Own database Recent database Design of the campaign Subject line Domain quality or use of public domain Set up of the SPF and CNAME records Use of a Dedicated IP And a few more… But set yourself the following numbers as initial objectives: Open rate: 15% Bounce rate: 0.5% Unsubscribe rate: 0.75% Abuse complaints: 0.05% If you can not reach these metrics, you can always count on the help of our Email Marketing Specialists, who will guide you with their best tips to reach them. Now it\'s your turn to start your campaigns! Would you mind to share your results with us?


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Sync 2,000 Contacts with your Benchmark Account for Free

Sync 2,000 Contacts with your Benchmark Account for Free

Practical Marketer • September 4, 2018

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


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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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5 Reasons Why You Need Video to Make a Successful Newsletter

5 Reasons Why You Need Video to Make a Successful Newsletter

Beyond • August 15, 2018

With visual social media platforms booming all over the place, it’s easy to forget how powerful a good ol’ newsletter can be. I’m convinced that you don’t need me to remind you that there are direct channels to our audiences that can bring them valuable insights and special opportunities right to their inbox. You’ve surely learned how they can link you to your ideal clients and help you build a beneficial relationship with them all on your own. Of course, for that to happen, you have to deliver content that sparks their curiosity and makes it feel worthy to them. I wonder what that can be in today’s, video-dominated landscape? Well, I’m not being cryptic here. You need videos in your newsletters I’m sure you already know the power videos have for your business. The spectacular numbers about video marketing speak of a glowing future for an already established way of reaching out: people love videos, they don’t get tired of them, and they want more. Including them in your regular emails to your clients is truly a no-brainer. Leaving the considerations of how to include videos in your emails (there are fantastic tutorials on the Web about that), let me break down for you why you need to start putting videos in your newsletter to see its results soar and to revitalize your brand’s message to your audience. Videos build brand trust A fruitful relationship between you and your clients can only exist if they trust you. How can you make that happen? The most direct way is to deliver what you promise (AKA your product or service does what you say it does). However, there are other things you can do to boost their trust in you: showing that you understand the core problem that brought them to you, showing commitment with the solution, being transparent about who you are. Putting all your marketing cannons aimed at your audience to show who you are. You can accomplish all of those things with videos. Company videos that display your brand’s backstory, explainer videos that describe what you do and how can you help, videos with your products in action and testimonials of your happy clients are among the videos you can use to boost trust. All of them address your clients and prospects’ anxieties while making it clear that you know what they are going through, that you can help them, and that you have nothing to hide. A video approach with useful and insightful takes embedded in the emails they get frequently can reinforce trust and make them loyal to your brand. They’re the most popular type of content on the Internet When I talked about “spectacular numbers” before I didn’t overstate the true force that’s video marketing. A few figures that back me up on this: YouTube has more than a billion users (a third of the total Internet users) that watch a billion hours worth of video per day According to Google, mobile video consumption doubles each passing year Video will account for more than 80% of total web traffic by 2019 But that’s not all. With 90% of customers reporting that videos help them in making purchase decisions and with those same people saying that a positive experience with a video ad increases the likelihood of their purchase by 97%, the power of video becomes more than evident: it’s undeniable. You can take any conclusion you want from those numbers, but mine is this: if people are actively looking for more videos to watch (and they are telling us they love videos when it comes to business), then every marketer under the sun should be using videos whenever possible. They increase open and click-through rates It’s not just the (already huge) matter of videos being insanely popular and overtly compelling - they are also great for email marketing. With videos being as widely used as they are and with email being the tried-and-proven marketing tool that we all know and love, combining them was an obvious way to go. Even without the possibility of playing videos in the emails themselves, just the promise of a video inside hinted in the subject line is enough to see an increase in your open rate (some say that the increase goes from 7% to 13%). Many marketers would feel amazing about being able to get just that, but videos in emails can do something extra: they will boost your click-through rates. See, that inability to play the videos in the email’s body works in your favor, as the people getting the mail will want to watch the video, thus clicking on its thumbnail to go wherever you take them. Reports say that doing this will get your CTR up to 300%, which is huge! Provided that you do a good job with your video and the call to actions around it, you’ll have many more people getting your email\'s message - simply by adding a video! Check this example by Litmus: They added a Play button in the middle of their thumbnail to capture people’s attention, which made them click and access their site directly, in an engaging and organic way. Videos are more engaging and easier to consume than text and images I’ve already said that people love video but do you know why that happens? It’s because of the same thing that happens when you have to choose between the book or the movie adaptation: video is far easier to consume! According to recent studies, our brain is wired in such a way that it retains visual content far better than text. In fact, they say that an average viewer remembers 95% of a message when it comes in visual form versus the mediocre 10% of a text message. That’s because we process images way faster than words - it takes us 1/10th of a second to ‘understand’ an image. But that’s not all. Videos are better than just plain images because they are more “complete.” Videos add sounds and movement, which in turn make them more eye-catching, compelling and entertaining than a still image. This can be understood as videos being more engaging because their narrative develops in time while the image story is something you grasp in an instant. In this example, the folks at ReelWorks shared a video preview for their upcoming documentary “72 Hours” on their email newsletter, creating expectations and building up hype for its release. It’s one of the perks of being subscribed to newsletters: to be an insider and getting access to content before the general public. Videos have huge viral potential As attractive and compelling as they are, videos can quickly draw the attention of your audience. The increased impact of a video when compared to texts and images along with the videos innate ability to deliver messages quickly and effectively turn them into the chosen way for people to share those messages. Think about it. How many times this week alone have you watched a video someone shared with you? Heck, how many times did you do that today? Videos are entertaining, are easy to understand, can be enjoyed in under a minute and in almost any modern situation: you can watch any short video on your morning commute, on a work break, in your bed or even in that boring weekly meeting with your boss. And if a video strikes a chord (say, it’s very emotional, clever, or hysterically funny), the way it’s shared feels like a wildfire. A video has the potential of generating that “I have to show this to my friend/family/followers/whatever” feel that images and text are lacking. That’s the viral potential that’s like the Holy Grail - a viral video can put your name everywhere, and if you couple it with a great marketing strategy, you can reach people you’d never have reached before. Summing it up… I know that some of you may think that the majority of these five benefits don’t feel closely related to newsletters but that’s simply not true. The power of video for businesses is so immense that the mere promise of a video inside your newsletter can put all of these advantages at your fingertips. Besides, if you’re trying to maximize your visibility and your business, you are probably putting out videos on a regular basis. So, if the simple inclusion of your best ones in your newsletters has the potential to make this kind of difference, why wouldn’t you try it? With lots of studies and reports talking about how videos can change the face of any business and already-tried strategies to use them in email marketing, you have the path to take already laid out for you. The most popular content on the Internet today plus all the advantages of email you already know - it’s the winning combo you were waiting for!


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8/10/18: Weekly Clues for the Clueless Email Marketer Digest

8/10/18: Weekly Clues for the Clueless Email Marketer Digest

Beyond • August 10, 2018

Another week of our new podcast in the books! We continued our conversation focusing on growing your email list. This week, we took the focus from online to offline strategies. Sure, email marketing is in the digital realm, but your business doesn\'t exist there solely. Without further adieu, here are our next five episodes that discuss offline opportunities for growing your email list: Growing a List: Phone As we continue our conversation around growing a list, we take it offline for this episode and discuss using the phone to add subscribers. You\'ve already got potential subscribers on the phone, why not take a moment and ask them to join your list? Growing a List: In-Store We\'re still focusing on the various touch points for growing your list. We continue looking at off-line options by discussing opportunities to grow your list in-store. Growing a List: Events This episode continues our conversation on the off-line options for growing your email list with a look at events. Business events and expos give us an opportunity to interact with all sorts of current and potential customers. Use that to build your list. Growing a List: Print Ads t\'s important to remember every possible touch point when looking to grow your email list. You might not think of print ads as an opportunity to do that, but you\'d be incorrect. With QR codes, SMS or simply putting a URL, you can grow your list with this offline opportunity. Interns Ask Us Questions About Growing a List We made our interns listen to the first nine episodes on growing a list and then told them to ask us any questions that came up. After all, they\'re the resident Clueless Email Marketers in our office.


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The Beginner’s Guide to Ecommerce Email Marketing Automation

The Beginner’s Guide to Ecommerce Email Marketing Automation

Practical Marketer • August 9, 2018

Email marketing automation is a well-covered subject because there are plenty of benefits which could be derived from proper automation. We know it can be a daunting task for owners of eCommerce websites, but this guide will make your foundation of knowledge rock-solid. In this article, I\'ll discuss the basics of everything from building an email list to the different types of emails that you should be automating. So, grab your notebook, because things are about to get factual. Your Main Email List I’ve observed that a lot of people still don’t know how to build up their email list correctly and this short primer should help you out. Getting People to Give You Their Emails In fact, there are many ways to get customers to give you their email addresses. If they have already made a purchase with you, then this should be a no-brainer. But, what if they happen to be browsing your site and suddenly decide to leave without making a purchase? This now becomes a problem. Fear not, because there are many solutions. You can give them a special offer via an internal ad on your website; this could be in the form of a discount or initial buyer offer. You could utilize some sort of lead magnet tactic where you give something away. If you have an eCommerce store that deals with specialty services or products, you can even have gated content that can only be accessed by giving away an email address. There are free plugins which help you do this, and you can integrate these with the eCommerce platform your store is running on. Segmentation and Varied Campaigns If there is one lesson that we have learned from account-based marketing (ABM), it’s the fact that customized emails work. Your current list or the list you are building also has to be segmented by demographics, buying power, buying propensity, geographical local and so on. This will help with the other automated emails that we will be talking about in the latter part of this article. Remember that people like personalization and custom campaigns. In fact, more than 70 percent of people prefer personalized ads that have been tailor-made for them. Email List Hygiene Practice good email hygiene; there are tools available that can help you with this. Check if the emails that you have are still working and are not just bouncing. This affects the integrity and the reputation of your email address. If it’s terrible, it hurts deliverability. Remember that email addresses are primed. Ensure that the email address of your eCommerce store is primed too and ready to send emails. Double Opt-Ins This is one way of ensuring that the email address that they gave you is valid. It will require the recipient of your email to confirm their email addresses. This way, you don’t send emails to fake addresses. Don’t Forget About the Quality of Your Content This is one thing that a lot of people frequently forget about. Make sure you have at least 500 characters in your email, so you do not get flagged for spam. However, you also need to make sure that your content is not too “wordy” for your ready or you will lose their attention. The trick is to utilize the other characters in your copyright notice or your fine print. Make sure you have enough pictures and graphics to keep the user on your page and make the email read worth their while. Types of Automated Emails Your E-commerce Store Needs to Send Automated emails allow you to properly engage with your customers and increase conversion and CTR sans the hassle. The beauty of automation is it creates a sales system that is automatic and is all-inclusive to make sure that every potential lead is maximized. Here is where the real fun begins. I recommend you use an application to automate the different campaigns that you will be engaging in. Benchmark is a great application that automates different marketing tasks. With software like this, it becomes more comfortable for you to start crafting systems on how to treat different kinds of user behavior towards specific email actions. For example, we see what happens when a user views or ignores an offer message that was previously sent to their inbox. After a particular amount of time, you can automatically send an email depending on the user’s behavior, i.e., if they opened it or not. You just have to set the system up, and you’re pretty much good to go. Systems like this make customer interaction and engagement an easier puzzle to solve. And, those are not the only good things you can do with automation. Here’s the good news. You can customize how much time passes before each action of the automated “email flowchart,” and you can even add a variable number of user actions. It’s a way for you to fully automate the messages that you send out to your customers based on their interactions. What you see is just a simple example of what you can do to automate your email response systems. This can vary per product or service that you have, and in some cases, you can even create flowcharts under your flowcharts. These flowcharts can then be further broken into the different market segments that you might have in your email list. In turn, it makes everything you do for your customers – even the automated emails that they receive – fully personalized. Personalization is the new game in digital marketing, and that is why this is so important. To further emphasize on this, I would even advise that every email that is received from the end of your e-commerce store, is automatically replied to, with an acknowledgment that’s apt to the matter being discussed. Abandoned Carts Just because a customer has left a cart doesn’t mean it’s over. Here’s how you can help them find their way back to you. Send an automated email an hour after they have abandoned their cart. If there has been no response, send an email 24 hours later. You can even include an offer in this email – only in particular cases.   Upsells Here’s an excellent way for you to get additional revenue after a sale has been made. Send an automated email of an upsell offer containing products that are relevant to the purchase that your customer made. If you draw on previous data, you can include items that have been purchased along with the previously purchased item from other customers. Follow Up – Post Purchase Sending an email after the first purchase is an excellent way for you to show your customers that you care about them. Include information about the product that they bought Thank them for their purchase Again, you can include a special discount for the next purchase to increase purchase velocity Follow Up – Engagement If you have customers that have not been engaging with your business for a long time, then you can set your application to send emails to dormant customers. You can include a return offer or the sort. Check out how Pinkberry does it. Something like this and personal always does the trick. VIP Customers Your VIP customers are customers that have had a history of many purchases and are always ready to engage with your business. You have to keep them on a separate list after they have been qualified to give them better promotions for their loyalty. Sending out an email to them now and then helps keep the relationship alive, and is also great for revenue. The welcome series is the essential automated email series that you should send to your customers. It’s the first time that you’ll be sending them an email and naturally, it should be automated. You need to send this as soon as someone subscribes. Remember our tips above? There’s a lot that you can do here. CTAs for social media should be included A special offer for the current season Offer them something to subscribe to your content Value Content This is syndicated content from your blog or team. It aims to inform rather than to sell. Aim to segment who your value content goes to depending on the demographics of the subscriber. Some content will be appealing to another group. You are aiming for brand recognition here. Harness the Feedback At the end of the day, you also want to collect information about the success of your automated email campaigns. It isn’t also wise to start using one campaign with everything, i.e., imagine a sort of response system for the demographics that you cater to. You should still be conducting split tests to determine effective campaigns. This means a couple of things. You will still be looking at your email CTR, your open rates and the overall engagement. So, there you have it- your beginner’s guide to automation. Now that you have the tools to get emails, know what emails to send and have examples of how to go about it, there is no stopping your eCommerce email campaigns.


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5 Hot Tips for a Clean Email List

5 Hot Tips for a Clean Email List

Practical Marketer • August 6, 2018

Ever thought about deleting your entire email list? No? Well, that’s exactly what pub chain JD Wetherspoon did in response to a data breach in relation to one of their email campaigns. As an email marketer you’re probably frightened at the thought of deliberately deleting your entire list, but at the same time, massive penalties for breaching email marketing laws are just as terrifying. While most of us won’t be deleting our lists anytime soon, we do have to educate ourselves about best email marketing practices - or face the consequences. By taking action now, you’ll dramatically reduce the risk that when tough data laws are passed, you’re streets ahead of the unprepared marketer.  Not only does a clean list ensure that your data is compliant with strict data laws in the US and abroad, but it ensures that your message is reaching the people who are interested in hearing it.   1. Build Trust From the Get-Go Before you even start on the fancy list-cleanliness side of email marketing, you’ve got to make sure your fundamental email marketing building blocks are solid. It might seem like a basic thing, but you need to have a professional email address to send your emails from. Afterall 75% of customer believe that building trust starts with this basic building block  “...a professional email address is the first step to prove you’re not a scam,” writes Jeremy Marsan, a business analyst from Fit Small Business. By establishing trust, you’ll be able to get and keep, the much coveted opted-in subscriber. If you want to avoid breaking laws such as GDPR, you have to make sure you’ve got the permission from your subscribers that they want to be subscribed to your list. This means ensuring that you’re subscribers have ticked an opt-in box that states they want to receive your emails. Double opt-ins are the best way to go for this. By having this in place, are you not only on the right side of the law, but you gain the trust of those on your list because they know you won’t be sending them unrelated emails, or selling their information on. 2. Integrate Your Apps Many businesses are using more than just an email marketing app, like Benchmark, to run their business. Your sales team probably has a CRM, marketing has another marketing automation tool, and customer care has a ticketing app. All of these apps contain prospect and customer data. But how can your email marketing list be up to date (and compliant) if say for example a customer emails customer care to unsubscribe, and customer care logs this but the data stays in their app? You could manually import/export this data, but that’s loads of manual work, and your lists are never really up to date. This is one reason to integrate your existing cloud business apps using a third-party platform such as PieSync, so that customer and prospect data are up to date and consistent across all business apps that you’re using. 3. Remove Duplicates Duplicates are truly a blight on any customer database. They deflate your email open rate and skew lead conversion metrics. Now, with new strict laws you need to be able to keep track of every record of your customers, but if you have “Robert Brown” in your email marketing registered as “Bobby Brown” in your CRM, you’re dealing with duplicate data, that’s difficult to detect. The best course of action is to dedupe your customer database. After you’ve finished integrating your apps together, it’s a good idea to take advantage of native deduping software. Most CRMs can detect duplicates, and Benchmark Email also has this feature. 4. Keep Data Fresh The days of keeping your legacy customer database to use for reactivation marketing campaigns forever and ever are over. Spring clean your customer database and remove old contacts. This will improve email deliverability, open rates, and reduce spam complaints. There are four types of customer emails you should prune from your email marketing list so that’ll it will stay healthy: confirmed bounces, soft bounces, hard bounces and contacts who have stopped opening your emails. Luckily Benchmark email has features in place that can help you easily cut these contacts out, so you can work with a clean email list. 5. Email List Verification You can use a service, such as Kickbox or BriteVerify, to send your list through list verification. While there may be an initial cost to doing this, you\'ll save in the long run. It will help you to reduce bounce rates and remove bad email addresses. It may also help you stay on a list plan longer without having to upgrade to the next level ... even while your list grows!


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

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

Practical Marketer • August 5, 2018

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


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8/3/18: Weekly Clues for the Clueless Email Marketer Digest

8/3/18: Weekly Clues for the Clueless Email Marketer Digest

Beyond • August 3, 2018

Well, folks, we\'ve officially got a week in the books for Clues for the Clueless Email Marketer! For these first five mini-episodes, focused on growing your email list. These topics included why your email list is so important and why you should put effort into growing that list. Then we began looking at the individual touchpoints where you should be trying to build your list and some practical strategies for doing so. Introducing Clues for the Clueless Email Marketer Welcome to our new podcast! We\'ll be releasing daily mini episodes (minisodes) each weekday aimed at the Clueless Email Marketer. After all, we\'re all clueless until someone clues us in! In this first episode, we introduce the podcast and start a conversation on the importance of your email list and why you need to focus on growing your list. Growing a List: Homepage We kick off our series of conversations about how to grow your email list by focusing on the most obvious starting point: your homepage. Do you know where you should place a signup form on your homepage? You will after these 5ish minutes! Growing a List: Your Blog Your blog is one of the best SEO tools for your business. It\'s going to drive traffic to your site. Keep those site visitors coming back by converting them into subscribers. Growing a List: Other Website Pages We continue our conversation about growing an email list by looking at some of the other places to consider putting a signup form on your website. Know the highest trafficked pages on your site, so you\'re not missing opportunities to grow your list. Growing a List: Social Media Email marketing and social media aren\'t an either/or situation. You should always be using both and that includes efforts to grow your list. Listen to this episode to find out how you can use social media to attract new subscribers.


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