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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Get to know 8 advantages of surveys and polls

Get to know 8 advantages of surveys and polls

Practical Marketer • October 2, 2018

Have you ever wondered what your customers think about your service or product? Are you sure which products your followers might see in your shop? Are you looking for ways to engage with your subscribers? If you answered yes to any of those questions, you will love to learn these eight advantages of surveys and polls, which are actually included for free in your email marketing account.    What is a survey? A survey consists of a series of questions asked to an audience (the larger the better) in order to gather data or to detect statistical tendencies in their opinions about a specific issue. A survey can help to get an idea about how happy your customers are with your service or to understand who they are and what exactly they are looking for. What is a poll? A poll is a mini survey of one or two (at most) questions that may be published on a website to quickly measure public opinion about a topic at a specific moment. Both options are the perfect tools for inviting your audience to speak their minds. The answers may help you to make the necessary adjustments to your products and services or to prepare the right content for your segments that you can create with the information provided. What are the 8 advantages of surveys and polls? Starting a conversation: Sending a survey with open questions is the ideal way to engage with your audience and to open a channel of communication with them. People like it when somebody cares about their opinion. Easy and fast: Create your survey in no time and start receiving feedback from the very moment you sent it to your subscribers. Outsourcing this service would require time and money. Innovative ideas: Seeing your service through your clients’ eyes can help you to improve it. They may be experiencing issues that you are not aware of, or give you new ideas you wouldn’t have thought of. No pressure: People will respond to your poll or survey at the time they consider appropriate, without a time limit and without anyone who can distort their response. Satisfaction: Knowing the level of satisfaction of your customers is essential to growing your business and moving in the right direction. A survey will help you to double check if your perception actually matches the opinion of your customers about you. All-in-one solution: We tend to use more and more different tools with separate logins and functionalities, but surveys and polls are actually included for free in your email marketing account, at least with Benchmark Email, and can be sent to your whole database by email with just one click. No extra costs: Polls and surveys are free: they are included in your Benchmark account at no additional cost. Statistical results: The analysis of results will be quick for all but the open questions. Results will be displayed in percentages that will help you to know the preferences of the majority at just one glimpse. Keys to create a good survey Decide for each question if it is mandatory or not. Some question need to be answered by all respondents and some just make sense for a few of them. Surveys should be easy and quick to answer. According to your audience and the aim of  the survey, we recommend not asking more than five questions. Give a benefit in return for the collaboration to respond. People will dedicate some time on answering your questions. They will do this more happily if they receive a little gift (download, discount, etc.) in exchange. Ask closed questions if you want to get specific, quantifiable answers. However, if you need to explore your respondents opinions and feelings a bit more deeply, leave them some space with open questions. For closed questions, make sure you offer all possible answers or include an “others” field if you are not sure. Use the different types of answers strategically: \"One line\" are open but short answers, which allow up to 255 characters. They are ideal to allow the respondent to give a free answer will still be easy to analyze since it’s brief. \"Radio\" responses allow the respondent to select only one of the given options. It is a closed question used for specific and mutually excluding answers. \"Check\" responses look the same as the “Radio” ones but allow several answers. This is useful when more than one option might apply. \"Dropdown\" responses fulfill the same function as the \"radio\" responses, as the respondent will be only able to pick one, but won’t be able to view all answers at once. Dropdowns are mainly used for long lists of choices like “Countries” or “Months”. \"Descriptive text\" responses are similar to “One line” responses but will have no limitation of characters. You can get high quality feedback with these questions, but analyzing the results might take you longer. “Multiple choice” answers allow the respondent to select several options. It is used when the response options are not mutually exclusive. Benchmark Surveys Benchmark surveys are easy and quick to create. You just have to be clear about the goal of the survey and begin to think about the questions. Also if you need a bit of inspiration to get started, at Benchmark we offer you 6 templates for your surveys. Survey Templates Blank Survey: This template is entirely blank. You create all the questions for this survey from scratch. Services Provided: This survey measures customer satisfaction with goods or services and gives participants a chance to suggest improvement. Event Participation: This template gathers opinion on a special event, from prior expectations to whether the event lived up to those expectations. Company Satisfaction: This template measures if customers are pleased with a company or organization, and gathers demographic data from participants. Website Survey: This survey tracks customer opinion on your Website\'s appearance, content and more. In-store purchase: This template not only measures customer opinion on past product purchases, but sets a gauge for future purchases Go ahead and start creating your own polls and surveys and use the information we have shared with you in this post. And… would you allow us to make a small survey with you? How successful was your first survey? It is an open question and you can leave us your experience in the comments section below :-).


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15 Phrases You Should Never Use in Email Marketing

15 Phrases You Should Never Use in Email Marketing

Beyond • October 1, 2018

Email marketing can be complex business. To understand it and effectively leverage it, you should consistently practice and learn from the results. There are a lot of email practices that can boost your performance and a lot of disempowering techniques that will only damage your business. Hannah Digweed, CEO at edugeeksclub.com, had to say: The importance of the wording you use throughout your emails is high, simply because an email is simply a bridge of communication between your brand and your customers. When you send an email, you’ll have to be extremely careful about adding relevant information. On the other hand, you should also pay a great deal of attention to how your message could influence the perception or behavior of your subscribers. Nevertheless, some words should never be pronounced in email marketing. Some words can turn a loyal subscriber into a stranger, while some words can diminish your brand’s reputation. Well, in today’s post, I’ve collected a list of 15 phrases that you should never include in your email marketing campaigns. The reason is obvious: you’re risking decreasing your reputation and trust, making your prospects and customers less interested in what you’ll have to offer next. You can avoid that by simply avoiding these unprofessional phrases. “Hi, [Subscriber name]” Personalizing your subscribers’ experience is one thing and using an outdated strategy that is no longer effective is another. Customizing your user’s experience is now more than adding a “Hi/Hello/Hey/Yo”, followed by a personalization token (their first name), and perhaps, followed by a generic headline. Instead of using “Hi, subscriber name”, you should focus on keywords that actually reflect your subscriber’s intent. This way, you’ll build rapport instantaneously and you’ll build more trust than by simply calling your prospect’s name, letting him know that you’re aware of his existence. Most people have already got it – they understand that what email marketers are doing is automated, and for those that do understand, this email headline or email start will be a turnoff. “Free” Your subscribers probably understand that nothing in this world comes for free. The more you push the word “free” through your email headlines or through the email content, the less trustworthy you’ll look. A lot of spammy emails contain the word “free”, “consultation”, “opportunity”, “promotion”, and so on. Be different and keep this cheap wording away from your email subscribers. Try to find better ways to preserve their attention! “Act Now” Using “Act now” as an email headline is probably a big mistake, especially for those of you who haven’t had enough time or opportunities to strengthen the relationship with your customers. “Act now” is a strong call-to-action, and it should always be used very carefully. It sounds a little pushy, and a little scammy too. Check your spam emails – can you detect it? I tried, and it’s present in 5 different spam emails. “Don’t Delete” Asking your email subscribers (the ones who agreed to follow your emails) not to delete your email is nonsense. First of all, I get why you’d get an impulse to use this phrase. It attracts attention. However, if you think about it, this is a desperate phrase that most of the low-level marketers use to push mediocre offers. The phrase it’s used mostly when an audience is highly skeptical about something, so you should never give your email subscribers the chance to even contemplate on this aspect. Simply avoid it! “Hey there…” “Hey there” could be useful if your relationship with your customers is super tight. They should be your customers, you should have already met in person, and you should share some things in common before using this phrase. Otherwise, even if you believe that it might help you “bond” with your customers, using this phrase might get you a different result. Some readers might see it as “too informal,” so they won’t even bother reading it. “In my opinion” If your prospects have agreed to become your email subscribers, it means that they’re looking for an authoritative figure to teach them how to improve their lives. By constantly using “In my opinion”, you’re showing that your content is not carefully documented, and therefore it won’t be considered trustworthy. Instead of “In my opinion”, you should cite the references or the studies that prove your statements. “To be honest” Your readers are already expecting you to be honest, so why would you remind them that you’re being honest with them? This phrase is truly unnecessary and should be avoided. Sometimes, we keep using this phrase without realizing it. In real life, it might be useful for capturing someone’s attention. In emails? Useless! “Increase sales now” If you wonder why this phrase gets blocked by email providers, here’s the simple answer: it is used too many times, by too many people, in too many niches. Therefore, it is often counted as “spam”, so your email campaign’s performance will suffer consequences. Instead of using “Increase sales” or “Increase sales now” in your headline, try adding it throughout your email copy without overusing it. “Online biz opportunity” First of all, by shortening words in your emails you are proving that you lack self-awareness. Of course, shortening words might get your work done faster and in a more convenient way, but have you stopped a moment to reflect on how these half-words will be perceived by your audience? “Online biz opp” is a highly controversial phrase that screams “scam” to every Internet user who has been around for more than five years. You can bet that no millennial or Gen X or Z user will click on that headline, nor they will follow you again after noticing your “spam” attempt. “While you sleep” Most fake marketers are promising a goldmine opportunity: make money “while you sleep”, lose fat “while you sleep”, become famous “while you sleep”. You can see how absurd this promise looks like, right? It’s one of the phrases that “looks too good to be true”. However, marketers never seem to stop using it, even though it often backfires. My suggestion? Leave it out of your email campaigns and encourage your people to work more and do more to achieve their goals instead of delivering illusions. “Call now” or “Quick call?” Email is a channel of communication that allows businesses to interact with customers. More often than not, these customers have no understanding or knowledge about the businesses they follow, so they’re likely to keep their “shields’ ready. If you encourage your email subscribers to “Call now” or if you ask them whether they’re up for a “Quick call”, you’re stepping some boundaries that your customers surely don’t appreciate. I would always avoid this phrase, especially if you haven’t earned your customers’ full trust already. Misspelled Words Misspelled words are huge turn off, especially when they’re being spotted in emails. Your subscribers have chosen your email campaign because they’re looking for value. Some of these people could lack patience, could be critical, or could be harsh. When they detect misspelled words and poor phrases, their confidence and trust in your business will quickly decline. I’d suggest you always double check your email content using your own eyes, your editor’s skills, and perhaps you should use the help of some grammar and spellchecking digital tools. “Re:” Using “Re:” in a subject line is a cheap tactic that many marketers use to induce their subscribers into error. The strategy’s purpose is to make the subscriber believe that they’ve already had a discussion with the email sender. If the email subscriber falls for it, he’ll pay more attention to the next email. However, if the subscriber doesn’t fall for it, the “unsubscribe” button will often be pushed. “Great Deal” Unless you’re super familiar with your customers (and they’ve already bought many products from you), avoid this phrase by all means. Instead of getting into a real discussion, what you’re clogging your subscribers’ minds with money, equations, possibilities, opportunities, and so on. They’ll keep wanting you to get to the point, which is the “deal” that you’ve promised. Instead of that, focus on providing quality and valuable content and leave the promotional part at the end. “Urgent” or “Buy Now” Encouraging your customers to buy something right now is an action that can backfire and lead to negative consequences. If you choose to use “Urgent”, “Buy now”, “Deal is off tomorrow”, or anything else that creates scarcity and fear of missing out, ensure that your customers trust you with their hearts. Else, you’ll risk being seen as an intrusive marketer who’s there “for the money”. Takeaways Never use these phrases in your email marketing sequence and you should stay out of these unfortunate troubles. You can’t always control what people think about you and your brand. What you can do is ensure that you’re staying updated with the most common “rejected” phrases while keeping your emails clean, relevant, and professional.


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10 Successful Email Marketing Campaigns and Why They Worked

10 Successful Email Marketing Campaigns and Why They Worked

Practical Marketer • September 26, 2018

Email marketing is considered as one of the most cost-effective and online marketing strategies for business owners today, and for good reason. It isn’t only practical, but it’s also a game-changing strategy that can lead to amazing results. Several reasons why email marketing is so popular is because of the plethora of advantages you get, such as: Building relationships with new prospects Attractive new leads; and Encouraging loyalty from old and new customers With that said, it’s crucial to do email marketing right if you want to achieve ‘drool-worthy’ results. But how do you do that? Before we go into how to do email marketing effectively, we’ll need to understand its significance as a part of your marketing mix. A Closer Look at the Statistics A couple of months back, WordStream published a detailed post sharing the figures on email marketing and the crucial part they play in driving your business to success. We’re hoping these numbers will convince you to jump on the email marketing bandwagon:: Email marketing is considered as the number one tool for customer retention according to a poll conducted among retail professionals last 2016. Social media marketing falls at a close second. Compared to other promotional emails, Welcome Emails have shown to create amazing results. They generate at least 320% more revenue, earning your business tons of money with just ONE email. Email subscribers spend 138% more on online purchases than people who don’t get emails. QuickSprout shares how email subscribers are 3 times more likely to share your content on social platforms than leads from other marketing channels. Of course, there are other things that contribute to making your digital presence a success, such as good fast hosting, optimized user experience, and eye-catching web designs. But without including email marketing in that mix, you’re basically saying ‘no’ to getting new leads and increasing conversions. 10 Email Marketing Campaigns That Produce Crazy Results and Why We’re 100% sure you’re subscribed to at least one email newsletter right now. And if you’re a fairly active web surfer, you may even be getting about 5 to 10 different automated emails a day. And we’re also sure you probably delete most of them without a second glance. But every now and then, you get an email that’s so good that you read it, share it, and recommend it to your friends. What they all have in common is their ability to achieve their own unique goals, whether it’s get more sales, attract site visits, or get feedback from you. Below, you’ll find a few examples of the email marketing strategies used by the best in the business, and why they work: 1. Grammarly Why it works: Leveraging on social media proof convinces people that what you have to offer is worth their time and money. Using a limited-time offer (i.e. products with expiration dates) creates a fear of missing out for readers. At the top of our list of email marketing giants is none other than Grammarly. They make use of a unique and effective combination that really gets the results they want. People naturally trust peer reviews more than company sales copies. And paired with their limited-time discount, they end up with a convincing and engaging email marketing strategy. 2. UncommonGoods Why it Works: They use the Urgency Principle to get people to buy from them as soon as possible. Color selection appeals to the reader’s emotional side, which is appropriate because Mother’s Day is a holiday with heavy emotional ties for readers. One brand that really knows how to play the ‘sense of urgency’ card is UncommonGoods. As a popular online destination for customers looking for unique items, they also have an impressive email marketing strategy that compels readers to take action now. A lot of the rational decision-making flies out the window every time we’re faced with anything urgent. This is what makes the Urgency Principle a powerful tool to have in your marketing arsenal. 3. Bonobos Why it Works: Interactive experience encourages people to engage with the email. Discount offer convinces readers they’re getting a deal. It creates a sense of urgency with a text that says ‘Last Day’. Simple and straightforward design. People love anything interactive, so why not offer that in your emails? Bonobos, an online retail brand, sends out emails that encourage engagement and combines it with a sweet deal and a time constraint. It’s a great way of hitting, not just two, but three birds, with one stone. 4. PayPal Another popular brand that specializes in building quality bonds with consumers is PayPal. As one of the largest payment processing companies in the world, they really bring their A-game when it comes to email marketing. Why it Works: Good email structure and design. A great deal of the content and imagery aim to appeal to readers on an emotional level. In Marketing Psychology, blue is often associated with feelings of security and trustworthiness. 5. jetBlue Why it Works: The conversational approach, complete with playful banter, immediately puts you at ease with the brand. Good graphic design that’s straight forward and eye-catching at the same time. Clear Call-to-Action. Having multiple CTAs can be confusing for some readers, discouraging them from engaging with your email. 6. Canva Why it Works: Prompts the reader to take action immediately. Clear Call-to-Action. Simple, straightforward design. Interactive email encourages customer engagement. 7. LinkedIn Why it Works: Highlights a more human connection through a Live Demo, making the email sound personable to readers. Inclusion of an actual picture of an employee builds more trust with the brand. Clear Call-to-Action, which can be seen at the top and middle part of the email. The goal of the email is also clear and written in a short and succinct manner. 8. BuzzFeed   For entertainment websites like BuzzFeed, the main goal is always to catch and keep people’s attentions. Also, knowing who your readers already are helps you to better tailor the content that you send them. Why it Works: The type of content shared is something everyone can relate to. This means the emails have a higher chance of attracting engagement because the content is relevant to readers. Short and simple emails are often a refreshing change for people who are used to getting bombarded with long-form content. Eye-catching headline catches readers’ attentions. 9. Dropbox Here, we’re taking a look at one of Dropbox’s retargeting email. After some time, it’s normal for some customers to forget that you’re brand is there. Retargeting is how you put yourself in front of them again. So, it’s important to be as convincing as possible. Why it Works: Fun graphics paired with soft colors is also a good approach in retargeting emails as opposed to aggressive ‘come back to us’ messages. Reminds customers of what they have to offer, which in this case is ease of use and accessibility. Offers a refresher course for people who may still be interested but aren’t sure if they still know how to navigate around the tool. 10. Twitter The approach Twitter takes in this email is to advertise their social media proof. Sharing content from other people and businesses who are also using their platform accomplishes multiple goals. By showing you content that’s relevant to you and from people you follow makes you more likely to engage with or share that content. Why it Works: Content updates from people your readers are following, or from famous influencers in that field, encourages user engagement. The focus is clearly centered on content, which is appropriate for social media platforms since they deal mainly in content marketing and user experience. Email Marketing is not an option - It’s a necessity Even with all the new marketing technologies available to business owners and digital marketers today, email marketing is still among the most effective tactics we can use. They play a huge role in growing your business and getting you the sales and leads you’ve always wanted. Different emails are used for different reasons. It’s important to know what you want to get out of each email you send out, whether it’s shares, site visits, or sales. The more you clarify the goals of your email marketing campaign, the more you can mold the content and design to meet those goals and reap the most results!


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Top Integrations to Grow Your List

Top Integrations to Grow Your List

Beyond • September 24, 2018

“The money is in the list. Email is the most valuable channel when it comes to marketing.” - Neil Patel As Neil Patel rightly points out, your contact list is the lifeblood of your email marketing efforts. Growing your list is an important part of that, even though it’s not the size of your list that matters. It’s quality over quantity. Certainly, you’ve seen signup forms on every website homepage, blog page or even eCommerce store you’ve visited across the Web. However, that’s not the only way to grow your list. Each tool or app you’re using for your business can be a new opportunity to grow your list thanks to integration. Growing Your Email List Doesn’t Begin or End with Email After all, email likely isn’t the only touch point or interaction you have with your customers. You need to make sure that all your tools and apps work together to create one positive user experience across all platforms, tools and apps. Email is simply the tool that you can send to large segments of a list to communicate your messages. It can also be used when an automation is triggered based on customer actions. Besides, 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. You’d be silly not to take advantage of the work you’ve already done! Use Integrations to Grow Your List If you’re using a CRM tool or any other cloud-based SaaS product to manage your list, you can easily import your contacts to your Benchmark Email account. This has been made easier than ever before with Benchmark Email’s partnership with PieSync thanks to the ability to sync up to 2,000 contacts for free. Let’s take a look at some of the tip integrations to grow your list: Contact Repository Integrations Perhaps you’ve previously been keeping a list of contacts somewhere like iCloud or Google Contacts. You can easily integrate those tools with your Benchmark Email account and import those contacts. Taking these steps will help you do things as simple as seeing who opened your emails and what links they clicked on, among many of the other advantages offered by email marketing. Here are the contact repository integrations currently available with PieSync: Contactlab Marketing Cloud iCloud Office 365 Outlook.com FullContact Microsoft Exchange Google Contacts Nimble eCommerce Integrations We’ve already discussed how email marketing is a very good friend of your eCommerce store. Integrating the two will help you create loyal customers and repeat business. There are all sorts of opportunities for marketing automation when you integrate your email marketing and eCommerce. You can trigger purchase confirmations, review requests, cart abandonment emails and more based on the subscriber’s engagements with your email campaigns and website. Here are the eCommerce integrations currently available with PieSync: Shopify Contactlab Marketing Cloud BigCommerce Helpdesk Integrations Your customer support is another touch point that can help you grow your email list. After all, your interactions with your customers shouldn’t solely exist when they’re encountering an issue or have a question. With a helpful integration and the use of marketing automation, you can follow-up with customers to make sure their issues were solved, to request a review of your customer support or offer additional resources. These are the Helpdesk integrations you can put to use thanks to PieSync: Clarabridge CX Social Crisp Desk Freshdesk Front Groove Help Scout Intercom Kustomer Mojo Helpdesk Teamwork Desk Zendesk CRM Integrations Your CRM should be the ultimate tool for growing your email marketing list. It’s the hub of all the data you collect on your customers and opportunities. Use email marketing to help turn those leads into customers and the ones who do convert to make a purchase into return business. Plus, all the data in your CRM can help you easily segment your contacts for targeted marketing campaigns that will deliver sales. Here are all of the CRM tools available for integration thanks to PieSync: 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 Other Common Business Tools That Can Help Grow Your List There are numerous tools available to you to help build your email list. If you’re getting an email address as a part of the process with any business tool or app, you can be using that to grow your email list. And you should be doing that. Why waste the efforts you’re making in those apps? You’ve already done the work to get the contact. Put it to use! Here are a few other types of tools you may want to consider integrating with for email marketing: Payment Gateways Document signing Website chat More! Wrapping Up Simply put, if you’re not integrating your email marketing account with as many other business tools and apps as possible, you’re missing opportunities to grow your list. Why leave something on the table? Don’t forget, you can sync up to 2,000 contacts for free thanks to our partnership with PieSync. You can learn more about how to integrate your Benchmark Email account with PieSync, in this helpful FAQ. If you’ve put integration to use for the betterment of your email marketing efforts, we want to hear about it! Share your tips and tricks in the comments below.


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Top Integrations for Email Marketing and eCommerce

Top Integrations for Email Marketing and eCommerce

Beyond • September 17, 2018

Email marketing has a lot of friends in our digital world. One of its best friends is eCommerce. After all, your relationship with your customers shouldn’t end when the first purchase is made. Email marketing can help you engage and interact with your customers after that initial conversion in many productive ways for your customers and your business. Let’s take a look at how you should be doing this. Integrate Your Email Marketing and eCommerce Hopefully, you already know about the eCommerce integrations offered by Benchmark. With our PieSync partnership, we’ve added a few more to the mix: Shopify BigCommerce Contactlab Marketing Cloud What Can You Accomplish with Email Marketing & eCommerce Integrations? As we mentioned before, your customer purchasing something is the beginning of a new communication cycle with consumers. By integrating your email marketing account with an eCommerce store, you can keep growing your relationships with your customers. Here’s what you can accomplish by integrating email marketing and eCommerce: Trigger an Automation An individual making a purchase can be the action that initiates an automation. Let’s take a look at what that might look like: Welcome Series Once a customer buys something, you can send out a confirmation email to thank them for making the purchase. You can make them feel good about their purchase by following up a couple of days later with an email boasting customer testimonials. Now that they’re a little more confident with their purchase, you can follow-up with an email promoting some related products they may want to consider. You may even want to inspire them to get more use of your products by sending an email that demonstrates how others have put your goods to use. Then, if it’s a product that will run out, you can send them an email when it’s time to buy more. If they don’t convert after that one, you can follow up with a small discount to encourage the repeat business. Abandoned Cart Reminder On average, the cart abandonment rate in 2017 was 78.65%. That’s a lot of potential sales left sitting in your cart. If you’re not sending an abandoned cart reminder automation, you’re leaving sales on the table. Don’t do that! Those are high-value leads because they had enough interest in your products to get them that far. By integrating your eCommerce store with your email marketing account, you can trigger an automation to send when someone abandons their shopping cart. Give your customers enough time that it doesn’t feel pushy, but when a cart is abandoned, follow-up with a reminder 12-24 hours later. If they still haven’t purchased the 48-hour mark, follow-up with one last email offering a small discount or free shipping. That’s usually enough to seal the deal. Request a Review Social proof in the form of customer reviews goes a long way toward helping others feel confident enough to buy your goods or services. In fact, 84% of consumers trust an online review as much as one of their friends. So, it’s important that you work to get as many positive online reviews as possible. If you’ve integrated your eCommerce store with your email marketing and can identify loyal customers, you can send them a review request. After all, if they keep coming back for more, they’re probably pretty happy with what you’re selling them. Ask them to tell the world about it! Upsell Offers It is far more difficult to acquire a new customer than it is to sell to an existing one. That’s why an upsell campaign can be successful. If your eCommerce store and email marketing account are integrated, you can create a campaign to upsell to your existing customers. Send a follow-up telling them if they’re enjoying their purchase, there are some related products that may be of interest to them. Do It All with Automation Pro For the campaigns outlined above and several others, there are strategy templates available to you with Benchmark Email’s marketing automation tool, Automation Pro. The entry point for any automation can be when someone is added to a list. You can use PieSync to integrate your eCommerce store with your email marketing account and create a special list for that group. When someone is added to that list, it can trigger any one of a number of strategies available to be created with a template. Here are the strategy templates available to you in Automation Pro: Welcome Series Promo Emails Follow-up Series Abandoned Cart Review Request Feedback Request Wrapping Up A customer making a purchase with your company is simply an opportunity for new email marketing campaigns. Being able to easily integrate your eCommerce store and your email marketing account is a powerful way to generate more sales. Don\'t forget, you can sync up to 2,000 contacts for free thanks to our partnership with PieSync. You can learn more about how to integrate your Benchmark Email account with PieSync, in this 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. Have you successfully integrated your eCommerce and email marketing? Share your tips or success stories in the comments below!  


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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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