Generate 320% More Revenue With Welcome Emails: Strategies That Don’t Require Luck

Practical Marketer - Reading Time: 9 Minutes

Generate 320% More Revenue With Welcome Emails: Strategies That Don’t Require Luck

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How to Use the Start of Summer to Reinvent Your Email Campaigns

How to Use the Start of Summer to Reinvent Your Email Campaigns

Beyond • June 23, 2016

If you’ve been on social media, you’ll see that graduations and vacations are the key celebration points this month right. It’s summer and it’s officially time to check out for the next three months. At least, that’s the attitude your customers have. You and I, however, are still in the in the belly of the ship, rowing away to the beat of the marketing drum. Summer gives us a chance to escape as well – at least from the marketing monotony we’ve endured the last few months. Summer is the perfect playground to experiment with new ideas. To generate some new ideas, have a pow-wow session or use some of the more left wing ideas that your team came up with in the past which might have been too alternative. What’s something really fund and different? Are there any other mediums you can use? How about a video campaign or an editorial spread that’s filled with images and inspiration? Whatever you decide, don’t let it be an infographic. Infographics take a lot of time to plan out and design. Further, no one is interested in data during the summer. If it absolutely has to be an infographic, then keep it visual heavy and content light. Keep it simple and easy to digest in 30 seconds. If you’re trying out a new email campaign strategy, keep in mind that your click, open and conversion rates won’t be quite as high as expected. After all, we agreed that most people have already checked out. So don’t be discouraged by poor returns because the first month or two back from the holidays will give you a better sense of how people feel about the campaign strategy shift. If the marketing overlords are demanding more immediate answers to keep in mind with their yearly goals, remind them that email marketing is a long game. You’ll factor in results with the overall yearly achievement toward the end of the year, but you can’t properly plan for next year unless you have a good data sample from the time and energy you invested into a new campaign. Your summer campaign shift is more than just about data. It’s also about your ability to plan and execute a new strategy. You’ll have a phase for developing a new idea or two and then you’re sort of reinventing the wheel (or at least modifying your processes) to carry out the idea. This serves as an important learning curve. As your try out new campaign strategies, you’ll be seeing if something took more time than usual or factored in a higher cost. Were there unforeseen glitches and how likely is that to impact the overall process? Even once you’ve sorted all that out, you need another campaign cycle to try again now that things are smoothed out. So you see, this is most certainly a process. Email campaigns are finely crafted machines – and not lumps of rock that you catapult out to your audience in hope that it hits something. There’s a design, an engineering and a delivery that need to be taking into consideration.


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New Partnership: LiveIntent & Benchmark Email

New Partnership: LiveIntent & Benchmark Email

Beyond • June 21, 2016

Email Marketing creates value for your business and your customers. You provide the value for your subscribers by offering them sales and promotions, as well as helpful information and in some cases entertainment. The value for your business comes from the high ROI that email marketing offers both in creating sales and branding opportunities. However, if you’re efficient enough at your email marketing and have great list growth practices with minimal churn, there’s additional revenue that you can be generating … while also offering value to other businesses as well. Enter the Benchmark Email Partnership with LiveIntent. Generate new revenue with the emails you are already sending You can generate advertising revenue by allowing LiveIntent’s platform to serve an ad into the emails you’re already deploying. You have full control over your email experience and can decide where the ad will be placed, as well as category blocking capabilities. Once you receive your set of HTML LiveTags from LiveIntent, you will implement it into your template design, perform a quick test to ensure they are working properly and you’ll be ready to start generating advertising revenue every time you deploy a campaign. Requirements: Benchmark Email Account LiveIntent Account How to integrate: Contact Benchmark Email and we will help you set up your LiveIntent account Receive your unique set of HTML LiveTags from LiveIntent Implement the tags into your campaigns Test and Deploy!


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Infographic: Data About Dudes

Infographic: Data About Dudes

Beyond • June 17, 2016

Targeted, relevant content is key for any marketing channel and email especially makes that simple. Properly segmenting your lists and understanding who are the individuals that make up your key demographics go a long way to making your subscribers feel as if each specific email campaign is meant just for them. I\'m sure most of you have sent, or at least scheduled, your Father\'s Day email marketing campaigns to send. However, did you create those campaigns with a researched understanding of what men are looking for as gifts? It\'s not too late to make a few tweaks, or at the very least learn a few lessons for next year (and for any male-centric marketing campaign all year). That\'s why we put together this infographic that is full of Data About Dudes (D.A.D.). Check it out:


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Insider Tips Webinar: Improve & Understand Your Email Deliverability

Beyond • June 17, 2016

This is a very exciting announcement! Not only are we going to be holding a new deliverability webinar on June 23rd at 12:30pm (BST), but it will also be held in conjunction with the Oxford College of Marketing as part of their Marketing in Practice webinar series. This deliverability webinar is free of charge and open to everyone. Just click on the link to sign up. What you will learn Often our thoughts and efforts are consumed by the idea of creating amazing email content which is great and necessary, but your email content is actually only one part of email marketing. Neglecting your deliverability may mean that your incredible content never reaches your subscribers. Having your campaign avoid the spam filter is not about luck and although deliverability is quite a complex topic, this webinar will offer you plenty of helpful tips on improving and controlling yours. In this webinar, Sally Beers, our expert from the UK, will guide you through the following points: What is deliverability? The life of an email: from email creation to the inbox Measuring deliverability Common problems The future of deliverability Questions As with all our webinars, questions are more than welcome. If you can’t wait, use the #BenchmarkWebinar hashtag on Twitter for all your comments and suggestions, before, during and after the webinar. See you there!


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3 Core Truths About Millennial Dads

3 Core Truths About Millennial Dads

Beyond • June 16, 2016

The modern man has a blurred identity. There was a Coke commercial which played this out perfectly, showing a couple going through raising a child in the first year of his life before finding out they will be parents again. That first year shows life for the modern dad. [embed]https://www.youtube.com/watch?v=yRqUTA6AegA[/embed] Life is a hot mess. Parenting duties are shared. There is very little control. There’s authenticity and vulnerability, which are highly valued qualities for millennial dads. Millennial dads break the mold when it comes to gender stereotypes for men. They defy the most common myth for men these days. In the last post, we already destroyed the idea that men belong to patriarchy. What other truths do we need to understand men? First Truth: Men are Emotional The first truth is that, contrary to myth, men aren’t emotionally absent. Myth of emotionally unavailability stems from the idea that men don’t have feelings; it stems from patriarchy. But there’s a difference between having feelings and showing feelings. Older generations are taught not to show any. This doesn’t mean they don’t have them. In fact, it can be argued that a man’s emotional landscape is likely more fragile than a woman’s because it is rarely exposed for challenged. There’s something to be said about men and their emotions. It can also be argued that because they’re less explored, men are also less conflicted when it comes to dealing with problems since they’re able to separate the emotion from facts at hand. This is often why people believe that men are solution oriented while women are discussion oriented. Of course, these aren’t strict gender divisions. Some men fall into narratives more while other women are more solution oriented, having learnt to compartmentalize a flood of emotions. So when it comes to your marketing, remember that men are still focused creatures who are heavily drawn to visuals. They’ll be more affected with targeted visuals and even videos. Lead with this. Let copy follow and keep it short and concise so that your call to action buttons or text stand out even more. Second Truth: Men Are Just as Important as Women When it Comes to Being a Parent Men actually play a double role when parenthood is imminent. They’re faced with thoughts on how to be more secure, and how to be able to provide for their new family, and be as source of unwavering support for new moms. There’s more. LiveScience shows that the “male brain becomes especially primed for cooperation in the months before becoming a father. Fathers-to-be go through hormone changes…which likely encourage paternal behavior.” Beyond that, fathers question their significance as parents. Many don’t know that the type of paternal play fathers engage in (spontaneous interaction and rough housing) is important for building confidence in a child’s early development. In the Coke ad, it’s about keeping the baby alive. Quite literally that’s priority number one for dad. But dads are about more than that. Dads don’t realized that their role as father is critical for a child’s development and how that works out. It’s going to be the job of your marketing department to show two prong value: value of a father to a mate and value of a father to the child. Third Truth: No Man is – or wants to be – an Island The interesting little tidbit about men is that they aren’t as competitive with each other as women tend to be, especially as they get older. In that sense, men are more inclined toward bonding and cooperation, but also struggle to always initiate this. And when it comes to your marketing, your goal will be to imitate bonding. Next week, I’ll show you how your marketing team can do this.


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The Best Way to Market to Men is to Tap into a “Wolf Pack” Mentality

The Best Way to Market to Men is to Tap into a “Wolf Pack” Mentality

Beyond • June 16, 2016

Last week we talked about three core truths to Millennial dads, that included lesser known truths about men. First, men are emotional. They experience or express emotions differently, but they’re nonetheless ripe with them. Second, men want to feel equally valued with their partners when it comes to being a parent – so if your business is family related services or products, it would be a mistake to assume women are the decision makers. Women might very well be decision makers, but men like to feel they have a role to play as well that’s of value to the family. Finally, no man is or wants to be an island. As we’d said last week, “The interesting little tidbit about men is that they aren’t as competitive with each other as women tend to be, especially as they get older. In that sense, men are more inclined toward bonding and cooperation, but also struggle to always initiate this. When it comes to your marketing, your goal will be to imitate bonding.” Pack mentality is a powerful draw for men. Look at all the “bro” films that are getting pushed out and that are highly successful. There’s something intimate about a pack mentality, a return to a ‘normalcy’ before women came into the picture. So the question is where does pack mentality come from and what does it mean for your marketing? Robert Evans Wilson Jr. wrote a great article for Psychology Today titled “Pack Mentality: Humans are motivated by status as animals,” which lays out some excellent points. Evans writes, “human beings are just as motivated by it as a pack animal. When Abraham Maslow created his Theory of Human Motivation in 1943, he identified five levels of motivation or five needs that humans strive to satisfy. Those needs are, in order: Survival, Safety, Social, Esteem, and Fulfillment.” He goes into what each means, but for our purposes here we’re looking at social. This isn’t the first you’ve heard of it. The need for social behavior is why football nights and poker nights are a thing. It’s why tailgate parties and fishing trips are a thing. I mean, just look at how popular The Hangover movie series was and you’ve got yourself a pretty good idea of what it means to be part of a pack and why it’s such a powerful appeal. This pack mentality is really different from another theory known as herd behavior. Herd behavior is the idea that individuals in a group can act collectively without centralized direction. What makes it important to bring up the theory of herd behavior is that most marketing that’s aimed at creating a pack mentality actually just relies on herd behavior. There’s a difference between a collective group of people and a tribe. There’s a difference between a tribe and a pack. Each one from herd to tribe to pack grows more niche, more intimate and more exclusive. As you plan your marketing, depending on what your offering, you’ll need to funnel your message and your brand experience down to an experience that’s equally as niche and exclusive as a pack.


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How to Market to Older Men

How to Market to Older Men

Beyond • June 15, 2016

Let\'s focus on one type of men that if we often see in the landscape of advertising campaigns. The confident man who sets himself apart. He has control of his life and stands on his own as a one-manned island. Maybe he has a significant other, but she’s more of an accessory in his life than a partner. This man is poised as being in the prime of his life, salt and pepper hair, financially secure, and with a future where he’s in command. Retirement commercials are brimming with this version of manhood. This is the man typical of older generations, the strong stoic type and he’s sets a vivid contrast against the modern man, the millennial dad that we discussed last week. These are men in the twilight of the Baby Boomer generation all the way to seniors. They’re people with traditional values, but they’re also not traditionally the “retired” generation of their forefathers who spent their days not doing a whole lot. This group wants to be active. They want options. When marketing to them, that’s what you have to get across first and foremost. Keynote speaker and trends observer Patrick Dixon understands this market well and has the following key principles to take away when considering how to craft your message to gear marketing towards an older demographic. Tip #1: Don’t Think in Terms of Age. Think in Terms of Options “Whole generations of people of retirement age enjoying all kinds of adventurous activities that would have seemed very strange in the past. Older people are often very active, want to explore, learn new things, start new businesses, support new organizations. And even though they may not actually do all the things they think about doing, they want to know the possibility is there – maybe that there is a gym and a sauna at the hotel, that the resort has a couple of lively places which are open late at night and so on.” – Patrick Dixon Tip #2: Understand Their Limitations Patrick makes an excellent point about physical needs of this group, including poor eyesight. He points out something so simple as restaurant menus or logos on items being something that’s not easily accessible to mature men. “Let me give you an example: in many European cities one of the main groups eating in restaurants are those over 50, yet very few 50 year olds are able to read a menu by candlelight without their reading glasses. That is because the menus are usually designed by young people in print shops not for senior citizens. What a crazy situation: the people who the restaurants want to market to cannot read any of their sales literature.” – Patrick Dixon Tip #3: Know That Your Market Has a Higher Disposable Income This demographic is settled in life. By now, houses and cars are usually paid off and educating children is also out of the way. They’re looking for what’s next and since they’re planners, they have a higher level of financial security than younger men looking to invest in the same markets. Yet, as shown in the opening advertisement example here, Patrick adds that older men want to feel “cool.” They don’t want to be pictured as geriatric and they certainly will not invest in products, or experiences that they don’t identify with. An example Patrick gives is of a cruise ship marketing to older men. Typically, these businesses have photos of families and mothers, but this no older man would feel at home there. Go for glamour instead. My tip, channel old Hollywood and ask yourself what would Steve McQueen be into right now? What would appeal to him? That right there is your target market and the spirit of your audience.


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So Fresh and So Biokleen Clean

So Fresh and So Biokleen Clean

Beyond • June 14, 2016

Sure, Biokleen was doing natural cleaning products before most. However, it\'s the way in which they accomplished it that sets them apart. Pushed up against a wall, their founder, Jim Rimer, created Biokleen in his garage, cleaning and painting in the evenings to pay the bills. Still a family business, Biokleen has a great brand story that we enjoyed hearing on this episode of the Heart of Business podcast.


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To Market to Men, First You Have to Understand Them

To Market to Men, First You Have to Understand Them

Beyond • June 8, 2016

British Comedian David Mitchell hosts a brilliantly funny series of outbursts, one of which talks about male grooming. To understand the quintessential mind of a man, listen to his rant about how marketing companies target the male audience in something as everyday as grooming products. With intelligent sarcastic disdain, Mitchell questions the use of aftershave, adding that it’s something “you’ve chosen, to smell pretty…like a girl.” He then digs into deodorant, where between the lines you can read that men use deodorant to lure the opposite sex – versus women, who use it to stay fresh. Next up are razors, and Mitchell draws up a mock campaign of a new razor – described with the same language and passion men use to talk about weapons. For Mitchell, the mind of a man is quite simple; it’s about being ‘manly’. And yet, the speech is delivered by a soft pudgy man child sitting on an oversized couch. For you, the question becomes: how do you market to men when they are just as diverse in their preferences as women might be? That’s actually a bit of a trick question. First, even women ultimately want the same things when it comes to certain areas in life. Every woman desires to be beautiful and will spend on beauty products even if their interests are otherwise completely varied. And in the case of the male species, men are going to want things simply pitched, whether they’re all brawns or all brains. Now of course, if your enterprise business caters to the alpha male, you’re going to need to adjust your campaigns. Similarly, if you’re dealing with another demographic, say mature fathers, then you’ll need to adjust your messaging for that too. All campaigns have to be adjusted of course, but when it comes to men the bottom line is to keep things simple. Simplicity doesn’t imply simple minds. This is where men and women’s brains differ. Women are natural multi-taskers, especially as they become mothers. Women, for better or worse, often entertain multiple thoughts or have parallel internal dialogues running through their mind at any given time. We’re able to jump quickly between things and then jump back. There’s a sort of neuroplasticity that men don’t have, which makes them the more single-minded, focused species. There’s more to understanding the psychology of men than just that. In recent years, there’s been a cultural shift about gender narratives. For women, it’s been about finding their voice. For men, it’s been about breaking older narratives. This is why Mitchell’s comedic rant is so on point; it shows how flawed older scrips for men are. Not every man is or wants to be Rambo. Breaking some of the older narratives including getting rid of the idea that men follow models. The film The Tree of Life is a great example of that. The father in that film (played by Brad Pitt) is the stereotypical harsh male that believes he’s the master of his household. His son (played by Sean Penn) grows up to be completely different. The nutshell here for us is that not all men subscribe to the same roles. But this is the sort of myth that is perpetuated in marketing campaigns that don’t understand men. We need to change that by first understanding the men who are your clients and customers.


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Mom Buying Power: Why Investing in Moms is a Brilliant Idea

Mom Buying Power: Why Investing in Moms is a Brilliant Idea

Beyond • June 8, 2016

Let’s face it, moms are the decision makers when it comes to almost anything that’s purchased for the home or family. This includes the men in the family, as women are likely to even influence if not control what they purchase. In fact, there’s a term for it now and it’s called “She-economy.” A report by Greenfield on women’s insight, also shares some incredible facts on the purchasing power of women across industries. For starters, women are the deciding demographic in 91% of new home purchases. Other industries and percentages women as decision-makers include: 66% Computers 92% Vacations 80% Healthcare 65% New Cars 89% Bank Accounts 93% Food 93 % OTC Pharmaceuticals 58% of Total Online Spending Their total investment comes out to $20 trillion world-wide. But really, there’s more to the story, and it’s this. Women are waiting longer to have children, so if we look at the demographic of moms who have the most clout, it’s older women or more mature moms in their thirties plus. The reason for this is that by that age, they have a lot more discretionary income. We’ve paid off student loans and we’re likely in stable careers with steady earnings. So now you know moms have buying power in terms of autonomy and capital. The next question is, are you investing in them? There’s a good chance you’re missing the mark somehow. A March 2015 survey of 5330 mothers, done by FanFinder, showed that: 35% of mothers feel ‘pigeonholed’ by brands 46% feel marketing places pressure and presents unrealistic ideals 28% feel marketing to mothers is sexist 32% feel most marketing to mothers is patronizing 87% feel brands should incorporate fathers more in marketing Moms have one thing in common: they want to be understood. So when marketing to your mom demographic, you have to start by looking at what type of mom you’re dealing with: Working Moms Stay At Home Moms Millennial Moms Gen X Moms If you’re looking at working moms, don’t discount that there’s a good chance she’s the primary bread winner and maybe even a single mom. Working moms are typically motivated by two things: guilt and efficiency. There’s always a level of guilt that they’re not there enough for their children, so they’re going to be motivated by decisions that help enrich their child’s life and with decisions that can be made simply. These moms are a lot like Gen X moms (born between 1965 and 1980), who will use technology to offer a balance. This means this group will respond most favorably to custom email marketing campaigns. Stay at Home moms on the other hand will look for the bargain. With less income, they’re motivated by the bargain and they’re not pressed to be at places (the office) as moms are. This means that even they both types of moms have full plates, stay at home moms have more time to bargain hunt. Typically they bargain hunt across a brand’s social channels. Stay at home mom and millennial moms have that in common; they’re avid social media consumers.


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EasilyDo: Stay On Top Of It All

EasilyDo: Stay On Top Of It All

Beyond • June 7, 2016

Think about all of the things for which you use your smartphone. Calls, email and texting, sure, but what else? You calendar, the internet, social media. Shopping? Transportation? Business? These days the list can go on and on. EasilyDo is like having an assistant that lives in your phone. It integrates with all of the tools you use in your life to stay organized and get things done. We had a great talk on how the tools in your life can be used more efficiently. It\'s something all of us can stand to do.


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Marketing to Moms: Understanding Stay-at-Home Moms

Marketing to Moms: Understanding Stay-at-Home Moms

Beyond • June 6, 2016

Imagine a demographic of 5 million that is desperate for you to cater to their group. That demographic is stay at home moms. Further notes from a 2012 U.S. Census report shows that stay at home moms are mostly younger women under the age of 44. In recent years, many women have chosen to give up the briefcase in exchange for being able to provide value and a higher quality environment for their children and family. These women are a whole different breed from the average female consumer. They have heart and soul that is tapped into every day – that needs to be tapped into everyday. Along with their often touch decision to sacrifice career for family, they’re faced with cultural taboos and passive aggressive criticism from society. These are strong undercurrents that are part of the fabric of a stay at home mom. These are things your marketing department will need to understand. Here’s how you get to understanding what that means… First of all, stay-at-home moms (SAHM). There’s a sort of demeaning undertone that phrase has which implies they’re on the couch eating bon-bons, when in fact studies show that for all the work moms at home do they should be earning about six figure salaries a year. But that doesn’t happen and moms trudge on. That is the how you understand a stay at home mom: she’s not in the lap of luxury necessarily. She’s a warrior. There are other things you can call a mom - a homemaker or even just mom will do if you’re really focused on a niche community. Understanding this group is about more than a name though. It’s about a mindset. From low income moms to affluent moms, being a stay at home mom brings with it exhaustion and fatigue, even in the form of emotional and mental fatigue. People wanting to market to this demographic need to understand this. The first priority for a SAHM is the family, then the home, and then maybe at the end of the day it’s us. This is a pinnacle challenge for mothers. In fact, Helen Adourian Saman – a stay at home mom who recently launched a LuLaRoe shop from her home. On May 18th, 2016, Helen shared an amazingly personal story of how she got to where she was mentally, physical and emotionally as a mom, a wife and a woman. With two sets of twins, all of whom routinely pop into her videos, Helen gives you a rare and highly coveted insight into the mind of a mom. It’s about celebrating the small things, creating a community, being encouraging, and reminding moms to put themselves first along with family and home (which is easier said than done). Before you market to stay at home moms, you need to know what their life is like, what their goals and setbacks are. Helen is a great person to watch and get to know – think of it as your own focus group. She’s also super friendly – so if you do need a mom to run an idea by she’s a great go to source.


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Millennial Moms and the Social Media

Millennial Moms and the Social Media

Beyond • June 6, 2016

When we think of Millennials, we think of technology addicted kids who are obsessed with selfies, snapchats and social justice. There’s more to being a Millennial than just that. In fact, there’s a whole other type of Millenial – the Millennial Mom. Millennial moms are women born between 1980 and 1995, who are very much shaped by the technology and culture of millennial youth. If they aren’t shaped by it, they’re a natural demographic in close proximity to the next generation to the point that they’ve seamless adapted into a Millennial mindset at home and in the workplace. So when these women become moms, they bring their forward thinking Millennial mindset to the table. These moms are socially savvy, utilizing between 3 to 4 social media accounts on average. Compare this with other moms who are on about 2-3 social media channels. These channels include Facebook, Pinterest, and Instagram as top three picks. Other choices will vary depending on the type of work a mom is engaged in. And from my experience, if you’re limited on resources and time, the two channels that are absolutely non-negotiable are Facebook and Instagram. That where you should be putting in all your social focus. Millennial moms are also internet savvy, which means they want to be able to use social media like they would Google. For you this means moving beyond trite inspiration messages as the pinnacle of your social media strategy, which is common among amateur or under-funded social media managers. Instead, focus on a content strategy that links website/blog content with email marketing, where social media is then use to plug these two high priority content sources. This way, there’s a plan that gets you the traffic,  conversion and brand loyalty that you’re after – but it also gets Millennial moms access to information in a methodical way rather than digging in the annals of old social posts trying to find that one post that mattered them years ago. Why does content accessibility matter? Because Millennial moms are high engagement and highly networked moms. They share info with each other, which means if they’re talking to another mom about a tip or resource, they don’t want to have to spend too much time to follow up by struggling to find the source of your brilliant content piece. Whether it’s website content or email marketing, or both, remember to make sure it’s mobile friendly. An estimate 79% of Millennial moms rely on smartphones to access social media. But that figure is only a portion of the picture. The other half of the picture is how often Millennial moms rely on smartphones to make online purchases – that figure rounds to 44%. So if you’re in the product business, you’re website absolutely has to be remote shopper friendly, especially in all email marketing campaigns that are guiding moms to the shop. If you’re wondering if your audience is Millennial, start by taking stock of clients or customers. There’s a good chance that shaping some of your customer or client experiences to favor the Millennial mindset is something that will help your business moving forward. Because even if you don’t have any Millennial moms in your roster right now, the next wave of clients coming your way will think like Millennials and want the same level of network and access.


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Understanding Your Email Marketing Reports

Beyond • June 2, 2016

Whether you’ve been doing email marketing for 24 hours or 10 years, understanding the important metrics in your reports is a crucial part. I come across this question often in regards to the many features our platform offers is, “What does it all mean?”Every marketer should have a sound understanding of these factors to enjoy the fruits of email marketing. I come across this question often in regards to the many features our platform offers is, “What does it all mean?” Every marketer should have a sound understanding of these factors in order to fully enjoy the fruits of email marketing. Benchmark offers five types of reports to help marketers identify their targeted and loyal audience: 1. Email Reports We offer real-time tracking of your email marketing and social media campaigns. It gives you the platform to understand your subscribers, clients and fans better with these analytics. Everyone likes to see high open rates and an additional increase in the traffic due to email click-throughs. Let’s also look to help understand what other metrics inform you and how you can apply it to identify your email marketing growth. [caption id=\"attachment_5622\" align=\"aligncenter\" width=\"997\"] Check this report to identify how many subscribers opened your campaign and, most importantly, who clicked on what.[/caption] The basics: Open rate: It’s pretty self-explanatory. This is the unique number of users who opened your email. Bounces: This includes the list of users who are temporarily or permanently unable to receive your emails. The temporary bounces, aka soft bounces, are due to a full inbox or a subscriber\'s service being unavailable. Permanent bounce, aka hard bounces, occurs due to fake or mistyped email IDs. Stay away from bounces, and remove hard bounces instantly from your list. Links Clicked: Check which link in your campaign received the most clicks and which subscribers clicked those links. Unsubscribe: This number tells you the subscribers who are no longer interested in receiving your campaigns. Make sure to update your database and refrain from sending any campaigns to them in future. Emails Forwarded: Check this to see how many really liked your campaign and have shared with their friends and clients. The click map feature will tell you what percentage of subscribers are clicking your call-to-action buttons. This can help you to design your next campaign with more targeted CTAs. Campaign Comparison reports:  This is a powerful feature that compares multiple sent campaigns on the basis of open rates, clicks, bounces, etc. This report can be helpful to understand how your subscribers reacted to your campaigns. With the geo-tracking feature, you can discover where in the world your subscribers are opening your emails. Easily segment lists based on time zones to make sure your emails are always delivered at the time you want. 2. A/B Test Reports A/B Testing is a common practice in email marketing.  With a very broad audience and a lot of content, sometimes it\'s hard to judge what words or style that a subscriber might like.  We want the contact to like the email so that they will open the email and continue to open future emails you send to them. But what subject line should I use?  What email format works better?  These questions will always be on the mind of an email marketer before sending an email.  The answers to those questions come in the form of A/B Testing.  Not only can you test the subject line, you can also test different emails as well. Reports of A/B Tests can be viewed under the Reports section of your dashboard. Select the A/B campaign for which you want to analyze the results. You can view the opens, bounces and forwards for that campaign. 3. Survey Reports This unique feature helps you to learn more about your subscribers. You can ask their opinions on various subjects and company developments. Benchmark allows you to create a survey in minutes to reach your audience on any device. You can host these surveys to your domain and embed them on any web page. Reports of the survey created can be seen under the Reports button on the dashboard. View the responses, export it in a PDF or reuse it for a new survey. Gauge the individual as well as overall responses that can help you to be even more successful in your future business endeavors. 4. Poll Reports Using Polls can help you discover what your subscribers like. Polls create better engagement with subscribers and your company. Similar to a survey, a poll can be distributed through your email campaigns or placed on your web page. Use a poll to find out what your subscribers want, need and like. Stats for each poll can be seen by clicking on each item under the poll name. You can view the percentage of votes received by each option in your poll. Polls give you the unmatched convenience and efficiency of direct, free engagement with your subscribers. 5. Automation Reports In 2016, we introduced this awesome tool to our customers. This practical tool for marketers has helped them to become a Precision-Oriented Marketer by keeping their email marketing on autopilot. The reports on automation journeys created by the users in Automation Pro can be seen under the Reports section of the dashboard.  The email reports are similar to the one which is available for your general campaigns. It is useful to understand which automation journeys are working for the product and which needs your attention. In Summary At the end of the day, email marketing improvements are based on a few important metrics which every marketer must understand. By following certain tips like maintaining an opt-in list, writing compelling subject line, maintaining streamline sending frequency can help you improve every metrics explained above.            


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