Newsletter Templates

Practical Marketer - Reading Time: 7 Minutes

How to Pick the Best Free HTML Email Templates

Read More

Latest Posts

Why Millenials?

How to Make Millennials Fall in Love with Your Emails

Beyond • December 20, 2017

“Millennial” – It’s the buzzword for marketers. As per Google Trends, the word ‘Millennial’ has picked up traction since January 2016. There is a high chance that even you click-baited when you read the headline and wanted to know more. But Why Millennials? Marketing, in general, is dependent on how well you have defined your customer persona, which is built after a close analysis of the demographics your customers belong to. Millennials pose a challenge in this case as they are a combination of different types of demographics. Right from working individuals to businessmen and startup partners to those freshly out of college ready to experience the world first hand, all are Millennials. In fact, 25% of the U.S population is Millennials. As per a research, millennials make up 21% of consumer purchases, which is estimated over a trillion dollars of buying power. So it’s very important for brands to expand their reach to cover millennials and which marketing channel has the highest reach other than emails?! But commit the mistake of considering them just a part of your emailing list, and you shall lose the count of unsubscribes you may get. With that in mind, here are some useful tips on how to make millennials fall in love with your emails. Being Responsive As per a study, 63% millennials shop on their smartphones every day. So it is very important for your emails to be responsive. Nothing spells disaster like a broken email layout where your subscriber needs to scroll across their screens to read the entire email. ( Image is for representation purposes only ) Less Read and More Visual In the world of 140 chars and Snapchat videos, people now want information short and crisp. People rather skip the text and focus on the image. So make sure your emails are not paragraphs of text. Provide information in short bursts. Get creative with text formatting to draw attention to certain keywords. Use images and animated GIFs to convey the message of your email. Moreover, be creative in crafting your subject lines and preview text, so that your subscribers get your message even before opening your email. Use of emojis in the subject line is also a popular trend. Dazzle Them with the Unexpected Anything out of the blue is always eye-catching. Ditch the standard design that your subscribers are accustomed to and surprise them with some interactivity or an embedded video. Penguin Random House designed a scrollable email where the bus is a static element and the background changes. Email on Acid created a bicycle lock in their email. Taco Bell’s email is molded as a conversation between two buddies. Even if you don’t include any interactive elements, you can still experiment with the email layout to create interesting emails. J crew’s summer announcement email was a tall scoop of ice cream where the CTA button was visible in the footer when you scroll till the end. Humor Builds Bridges Though it contradicts to our earlier statement, a good and humorous email copy can be a really good end user experience. Humor is an emotion that registers quickly and helps you create a foundation for lasting relation. In fact, 80% of millennials want the brands to entertain them. Brands such as Really Good Emails and phrasee have emails with witty subject lines and a competing email copy. (The subject line of this email is “Do you even uplift, bro?) Loyalty Can’t Be Bought Millennials don’t want to be associated with a brand for the name only. Millennials value brands that in a way improve their lives. According to Hubspot, 84% of consumers research online, and 70% read online reviews before buying online. Learn what your subscriber wants and make sure your emails provide the same. Stay away from using false and luring subject lines or misguiding offers & promotions. Offer loyalty rewards to your customers who have been associated with your brands. Personalize Beyond the First Name Imagine your email campaign to be a party and your subscribers as the party attendees. Each email is like a conversation you have with them. No one would want to talk to someone who doesn’t even know their name. But in this era of hyper-personalization, just referring your customers by the first name doesn’t cut it anymore. People want customized and tailored information in exchange for their personal details. So segment your list. Suggest recommendations based on their purchase history. Learn their preferences and treat your subscribers like people instead of faceless names on an emailing list. Ask for Feedback Millennials like to be vocal. As per a research, 70% millennials feel a responsibility to share feedback with companies after a good or bad experience. So integrate a feedback form in your email or redirect them to a landing page where the subscribers can give feedback. This is a win-win, as based on the feedbacks received, brands can make necessary changes to their marketing strategies. Wrapping Up Millennials are stereotyped to be picky and never tend to stick to anything for a long stretch of time, but on the contrary, once you succeed in building (and retaining) their loyalty, the buying power of millennials is an easy resource to tap into. And the stepping stone to a good relationship is to provide a good customer experience and based on the above suggestions, your emails can be fruitful to cater that.


Read More

Here’s Your Sneak Peek at a New Benchmark Interface

Beyond • December 18, 2017

Powerfully simple. Simply powerful. What does that mean? It means having the tools you need to accomplish your goals. It also means those tools are intuitive and have a low learning curve so that anyone can use them with ease. We’re about to take a major step forward to address the latter. Powerfully Simple and Simply Powerful Solutions Identifying the areas for improvement was only the first part. Creating solutions that were lean-focused and user-friendly is where the real work came in. We’re confident you’ll be pleased with what we’ve done. Clear and Concise Navigation The first thing you’ll notice in Benchmark Email’s new user interface is a clear and concise navigation. All of your favorite features are now easier to find. At any point, while using our tools, you will have a better understanding of where you’re at and from where you have come. In addition to a better navigation experience, we’ve also made sure the labels on your user account options are more clear as well. Continued Speed Enhancements We don’t need to get into how. What you need to know is that you’re in for a faster experience while creating email campaigns and automations with Benchmark. That means less load time when moving from one feature to another, reports load faster, and you’re free to move on to other important tasks that much quicker. Other Important Changes to Note In addition to these main updates, we’ve made a few other enhancements to the new interface. Improved Email Reports Our team has improved the way your information is displayed in your reports. You will be able to glance at your data and immediately interpret it without wasting any time having to determine the success of your efforts. A More Seamless Experience Across Devices and Screen Sizes The new user interface is responsive. That means you can check your email reports easily from your phone or tablet. It also means you can add contacts from any device on the fly. More business is conducted on-the-go than ever before. Now that means growing your email list, tracking the success of your emails and more. Here’s What to Expect There is a lot to be excited about. A better Benchmark experience is right around the corner. A faster tool with improved navigation and incredible reports that can be easily analyzed from your phone or anywhere else are almost here. None of your active automations, scheduled email campaigns, drafts or any data will be affected by this change. Everything will still be working as you intended it. Change is something many of us fear. We understand that. We want this update to be a seamless experience and have done everything we can to ensure that. If you’re already using Benchmark Email, you’ll see the new interface when you log in once it goes live. Don’t fret; we’re not just dropping you in the deep end. You’ll be greeted with a tour to show you the ropes of the new interface. If change doesn’t come easily to you, the slides will also show you how to go back to the old interface. Once you’ve gone back to the old interface, we’ll also provide instructions on how you can rejoin the rest of us using the new interface for when you’re ready.


Read More
Customer List Management vs Customer Relationship Management

Customer List Management vs Customer Relationship Management

Beyond • December 11, 2017

Do you know the difference between Customer List Management and Customer Relationship Management? Did you even know there was a difference? For a long time, it’s been our job to show you the practical strategies to grow your email list, the best ways to maintain them and the benefits of doing both. Great marketing is customer-centric. The ability to do that comes from having the right tools for the job. Customer List Management plays a role but doesn’t include what happens outside of the inbox. That’s where CRM becomes so important. Benchmark CRM’s Project Manager, Paul Rijnders, spelled out the difference between Customer List Management and Customer Relationship Management on the Benchmark CRM blog. We’ll be introducing some of the posts from the CRM blog in this space that we think may help our email marketing audience as well. Check them out!


Read More
自动化行销

7 Tips for Running Automated Marketing Campaigns While You’re Out of the Office on Vacation

Beyond • December 5, 2017

Sometimes it’s more stressful to go on vacation than stay in the office. With marketing automation, you can change how you feel about this scenario. If you’re planning on heading out for maternity leave, a long-awaited trip, or personal days, remember the following eight tips so your campaign will practically run itself. That way, you can focus on fun in the sun, family, and personal time instead of work. 1. Choose the Right Strategy What you market, how you market it, and when you send your automated email campaigns will dictate how the campaigns perform. Establish your customer journey in each of your emails as well as throughout your automated campaign. Talk through your strategy and messaging with your team to resolve any questions or hiccups that might hinder conversions. Also consider A/B testing options your team can implement on the fly if a campaign isn’t working as well as you’d hoped. Marketing can be somewhat of a guessing game, but creating the right strategy based on solid data and your business’s specific needs before you leave the office can help set you up for success 2. Test Your Campaign Actors don’t go on stage and wing an audition or performance. Likewise, marketers shouldn’t blast their automated campaigns without taking them for a test drive. Before you go on vacation or head out of the office, test your campaigns. Ensure they work across different browsers, devices, and accessibilities and that your internet connection can handle the traffic. It’s always easier and less stressful to give yourself time to tweak glitches and optimize for results instead of doing damage control when you’re trying to enjoy a cocktail on the beach. 3. Go Simple with Your Tactics Automated campaigns run the gamut—from interactive bells and whistles to cut-and-dried text and image. While you may be tempted to incorporate tactics such as segmenting dynamic content to bump up click-through rates, go simple with your approach. Come up with a strong and sensible marketing message that appeals to your entire audience and launch with that. When you get back from your trip, you can work on incorporating more complex campaigns since you’ll have more time and attention to devote to them. 4. Prepare Your Team for Your Absence Drip campaigns are a type of automated marketing campaign that needs follow-up engagement. And if you’re doing your automated marketing correctly, most of your campaigns will need nurturing as they run. While you can schedule your emails to go out at a certain time, you’ll need to have your team ready to respond to leads, comments on social, and other kinds of customer interaction. Have a meeting before you leave to tell your team how to respond to queries and give them a time frame for when and how they should manage these messages. 5. Use Marketing Tools The right tool for the job will help you enjoy a worry-free vacation as well. Enter Automation Pro. With the right automation, you can run entire marketing campaigns while you’re soaking in rays at the beach. Each new subscriber can get the same Welcome Email you’d send when you’re in the office and you can even automatically follow-up when you run a promotion based on each individual subscriber’s interactions with your email campaigns or website. You’re even set up for success with several strategy templates that puts everything in place for you. All you have to do is plug in your email campaigns and lists. 6. Set Expectations Your team should be able to take the reins on your automated campaign while you’re away. To help them own this responsibility, set benchmarks and expectations. Write down daily target goals they can aim for and optimize if the campaign isn’t performing as you expect. It’s always smart to hand off a detailed checklist and foolproof directions for your stand-in manager to abide by while you’re out. 7. Check In Depending on your work/play boundaries, you might want to check in on your campaign occasionally, and the tools listed above can make that task easier. If anything seems off, you can fix it on the fly or pause the campaign and address the issue when you get back to work. Or, if everything is running perfectly, you can truly relax. Automated campaigns take a lot of the work out of your marketing duties. When you use the previous eight tips, you’ll be able to set up, deploy, and profit from your automated campaigns easily—especially when you’re out of the office.


Read More
自動化行銷

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

Beyond • December 4, 2017

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


Read More
10 Essential Event Email Design Tips to Drive Registration

10 Essential Event Email Design Tips to Drive Registration

Practical Marketer • November 30, 2017

Among the billions of emails that are sent daily, there is a common goal among all of them: to drive action. Whether that action is to subscribe, to donate, or to simply open the message, an email’s objective is to always persuade the reader to engage in some way. For event marketers, their email strategy oftentimes revolves around a single action: registering for the event. According to the Event Marketing 2018: Benchmarks and Trends report, most marketers (40%) believe email to be the best channel for promoting events—more than digital ads, social media or content marketing. This comes as no surprise as email continues to be the go-to form of communication for many businesses. The challenge then becomes crafting the ideal email strategy that aligns with the goals of an event marketer. To assist with email crafting process, here are 10 event email design tips that help to drive event registration. Event email marketing is a nuanced kind of email strategy and these tips make sure to address the specific needs of event marketers. 1. The Rule of Three Perhaps the most important rule when it comes to event email design, or any kind of email design for that matter, is simplicity. The most visually appealing emails are the ones that are not too cluttered and easily readable. The key is to make the message memorable for the reader and nothing achieves that more quickly than simplicity. A good rule of thumb keep in mind is to not to exceed three subsections within an email. This will ensure a smooth and enjoyable experience for the reader. As you can see in the example below, Wistia, a video marketing platform, follows the rule of three beautifully. Notice that there is very minimal text because most of the key information is already included in the graphics. This example illustrates that an email with simple, minimal design makes for an enjoyable read while also leaving the recipient wanting more. 2. Apply a Consistent Color Scheme A very specific event email design principle to adhere to is keeping a consistent color scheme throughout the email. Doing so creates a visually unified aesthetic while also showcasing your  event branding. The above example shows how the Forecast 2017 conference maintains a repetitive color scheme throughout, using accents where appropriate. 3. Harness the Power of Video Video marketing continues to be core strategy for marketers so it only make sense to utilize it within email campaigns as well. This study from Syndacast shows that simply including the word “video” in the subject line increased clicked-through rates by 65%. The above example shows how Unbounce used a video a main speaker to persuade people to register. Having an eye-catching thumbnail image also helps to invite more clicks. 4. Strategically Place CTA buttons As mentioned before, the goal of an email is to drive action. Often times the main action that is presented to the reader is a call-to-action button. Within the context of event marketing, this button usually leads to a registration page. Since driving the reader to click on the button is the key action, the placement and design of the button is crucial. One way to make the CTA button stand out is to use a color that is different from the rest of the email but still agrees with the overall aesthetic, as shown in the example above. In terms of placement, make sure it is in line with the overall flow of the email. This is why many CTA buttons are often times at the end of the email. You can also include the button a second or third time to emphasize its importance, as shown in the example from Invision. So as long as the placement makes sense contextually, you should feel free to arrange the buttons as you see fit. 5. Leverage Social Proof There are few things as persuasive as the opinions of others, especially within the context of conferences. Social proof is the concept of solidifying one’s perspective through the collective influence of others. Thus if you have positive reviews from your previous events, make sure to use them within the email to further drive event registration. The above example shows how Amy Porterfield, a business coach for entrepreneurs, promoted her webinar through the praise of previous webinar attendees. Social proof can come in the form of social media mentions, survey responses, video testimonials, or any other kind of evidence that establishes the awesomeness of your event. 6. Spotlight Your Speakers Many attendees and prospective attendees will be most excited about the speaker lineup. To further amp up the hype, you can design the event registration email to solely spotlight your speakers while giving more context about each one. HubSpot’s INBOUND conference always has stellar speakers and they’re not shy about showing them off in their emails. Even if your lineup isn’t as impressive as the one above, there are plenty of ways to create enthusiasm around your speakers. You could give a short summary of their experience, offer a sneak-peek of their speaking topic, or list their accolades. If you’ve chosen them to speak at your event, there is definitely a way to show them off. 7. Add a Personal Touch Personalization is a cardinal rule for effective event email design. One study showed that personalization throughout an email improved click-through rates by 14% and increased conversions by 10%. The above example shows how the Bizzabo platform provides a wide range of personalization tokens within its email marketing feature. By personalizing the email in the right context, you create a message that resonates with your target audience. 8. Apply a Concise Subject Lines Remember that effective event email design begins before the email is actually opened. The subject line is the first thing the reader will see so it is important to optimize this portion of the message. Research has shown that short, catchy subject line usually results in higher open rates. According to a study by Informz, subject lines with less than 10 characters had open rates of nearly 54%. Of course this statistic shouldn’t be applied to all emails as some require more information in the subject line, but this is a good reminder to maintain short, pithy subject lines when possible. Doing so will pique your reader\'s’ interest and entice them to open the email. 9. Create Sense of Urgency Another form of effective event email design would be to include a countdown clock. This timer would count down to the final day of registration which creates a feeling of urgency for prospective attendees. Below you can see that The Web Summit does a great job of making the countdown the largest part of the email to maximize its effect. Including a countdown clock is a simple yet dynamic visual graphic that causes the exact effect you’re looking for. A sense of urgency equals a reason to take action, which results in more registrations. As shown in the example above from Web Summit, a simple countdown clock with a brief explanation of the event is enough content to communicate the necessary information while inducing a feeling of urgency, a perfect balance to drive registrations. 10. Optimize for Mobile An overarching design principle to keep in mind is to optimize your email for mobile devices. Because 65% of email users access their email through a mobile device, it’s imperative to create an optimal mobile reading experience. Overlooking this key feature will result in an unpleasant association with your event brand. Wrapping Up To offer a quick summary, here are a few key points from the aforementioned examples. Maintain simplicity both in terms of content and visuals. Doing so will make your email more memorable and stand out from the rest. Leverage your best assets, which includes your speaker lineup and previous attendee testimonials. Both of these can be strong forms of persuasion. Think of creative ways to use video. Utilizing dynamic content will increase the likelihood of your reader engaging with the email. Mix and match these event email design tips to create the perfect formula for your particular event brand. And while these tips specifically focused on increasing event registration, these best practices can be applied to help achieve your overall email marketing goals.


Read More
Free Holiday Email Templates

Free Holiday Email Templates

Practical Marketer • November 29, 2017

The season to be jolly is right around the corner! That’s right! Holiday cups are back at Starbucks, Christmas music is already playing in every store. Decorations are right around the corner, if not already here. It always feels too early to start celebrating the holidays, but it’s never too soon to plan your holiday email marketing design. Holiday Email Templates Who doesn’t enjoy spreading some holiday cheer? Benchmark Email helps you get your email marketing in the holiday spirit with dozens of festive holiday email templates. Here are some things to keep in mind when using a holiday email template: Stay true to your branding. Don’t make your logo a color your subscribers have never seen it before, just to match the holiday motif. Same goes for buttons and other colors that are consistent across your email campaigns. Dress it up for the holidays, but don’t become something unrecognizable to your subscribers. Keep it simple. Don’t overdo it. You don’t want to be the house on the block with lights covering every square inch of the exterior and lawn with lights. You can’t look at that house without sunglasses. Don’t limit it to the template. Extend the holiday cheer to your subject line as well. That way it won’t be a surprise when your subscribers open your holiday email. Templates To Automate Aside from the great holiday email templates available to you, we’ve also created strategy templates to let you automate your holiday email marketing. You can send a promotion and follow-up with your subscribers based on if they opened the email, clicked a link or visited a specific page on your website. Don’t wait for 2018 to take your email marketing to the next level. Get a head start on your New Year’s resolution and close out 2017 strong. We also put together some tips and ideas for your Christmas and Chanukah marketing campaigns to be automated. Share Your Tips Have you run a successful holiday email marketing campaign in the past? Or maybe a favorite one you’ve received? Share your tips in the comments. We love to hear them!


Read More
Email Marketing Tactics to Help Boost SEO

Email Marketing Tactics to Help Boost SEO

Beyond • November 28, 2017

Although email marketing and SEO campaigns are made up of very different components and utilize different tools, they both ultimately share the same goal – driving traffic to your website. Simply implementing an email marketing campaign into your business strategy will not directly impact SEO results, because search engines can’t rank and crawl emails like they do web page listings. However, there are tactics involved in email marketing that help steer audiences to your company’s website and social media pages, thus furthering SEO initiatives. Encourage Engagement SEO professionals know the key to building authority for your site is making it popular. The more time someone spends on a page, the more Google values it. Email marketing can help encourage consumers to engage on your blog or social media pages by persuading them to leave comments or share on their pages. Interacting with your social media pages or blog helps you gain exposure and also increases the time spent on your pages. Sending out mass emails can also drive more people to your website than ever before. By creating powerful messages about your product or service and linking them back to landing pages on your website through a button or image, you are boosting SEO. Ongoing Engagement is Even Better Convincing people to leave comments and share your social media and blog posts once or twice is helpful, but attracting regular followers and subscribers is much more beneficial. Give your email subscribers (and non-subscribers) the option to sign up for more specific emailing lists, such as daily or weekly emails. Also, encouraging subscribers to follow your social media channels by sending previews of social content to entice them can be helpful. For example, send a few images from your Instagram with a link to your profile, telling people they can view more if they follow you. Turn Emails into Blogs Wouldn’t it be great if there was a way Google could track the content in e-newsletters? Well, repurposing the content into blog posts and loading it up with keywords is a great solution that directly impacts SEO. It also gives people who are not email subscribers a chance to see the content. If an email is too short to be used a blog post, you could either add external content to it or combine multiple short emails into one blog. Choose the Right Email Service Provider Choosing the right Email Service Provider (ESP) is crucial for an email marketing campaign for a number of reasons, including SEO. For your campaign, the ESP will provide you with an IP address, reporting and analytics including clicks and bounce rates, and most importantly, assistance with Internet Service Providers (ISP). The relationship between the ESP and ISP can get quite complex during an email marketing campaign, which is why choosing an ESP that will manage that relationship properly is essential. Incorporate Email into SEO Although it would make life easier for SEO marketers if search engine results included content and keywords from emails directly, it is still extremely valuable to implement email marketing campaigns for their indirect benefits to SEO. Being creative and thinking outside of the box is required when it comes to developing new ways of boosting SEO.


Read More
Tiger by the Tail: Video Content in Email Campaigns

Tiger by the Tail: Video Content in Email Campaigns

Beyond • November 22, 2017

Video in email marketing improves campaign results more than any other form of content. Blame it on the saber-tooth tigers, probably.  Motion in the grass was a KMI (key mortality indicator) for our marketing ancestors. Figuring out why something is moving - hungry? not? - was important.  So we still can’t help but give attention priority to things that are moving. Video content is a savage beast, even for marketers with infinite budgets and no deadlines (and other fictitious creatures.)  The rewards are fantastic - your audiences will look and click and watch 2x-8x more.  But sourcing and using video content is the problem. Video is expensive; the Small Business Cost Helper says ‘corporate video packages typically range from $500 to $5,000, depending on the length of the video.’ Video is still quite technical.  Encoding, hosting, embed codes, mobile-ready - these are just the chapter headings for hours of work.  (For even one video!) Video is SLOW.  Writing, storyboarding, shooting, sound, editing, post-production take time, or budgets to hire talent, and they still take time! Feel the bite? I do and have.  Our small studio produced hundreds of videos, mainly for Fortune 100 clients - about six weeks and six figures on average.  More often than not, our clients took that precious artifact and buried in the digital jungle (YouTube). Sometimes it got to their website; sometimes on their social media pages, but I can think of just a few that put their expensive video assets to work in their email campaigns. Disappointing.  Frustrating.  So we decided to tie a knot in that kitty’s tail by developing one platform with all of the pieces needed to create and use video content - Vid.One. Imagine you’ve got a critical campaign going out the door through Benchmark.  Geez, it would be great to see the numbers bump up a bunch - adding video would probably do it, but it’s scheduled to launch in 1 hour. Grrr! Relax. You can use the other 59 minutes for something else, because creating a video, and getting the key assets ready to use in Benchmark (including an animated GIF thumbnail - remember, we look at moving things) will take about 1 minute on Vid.One. Sound useful? Read on. Tigers Aside, Why Does Video Have Such A Bite? The saber-tooth thing is part of the video story; our eyes go right to a thing-in-motion without any conscious prompt.  (Open a web page with a looping GIF, and leave it on-screen for a minute.  Distracting, isn’t it??)  It’s one aspect of a broader principle - we process visuals first and fast - then text.  The generally-accepted stat in the world of visual communications in that we process visuals 50,000 times faster than text. That means the people who get your campaign are going to assess the visuals before they peruse that copy your team has been sweating over.  Most of them won’t read the copy, either; they’ll skim and scan, hit the H1s and breeze over the rest. No wonder clickthrough rates are single-digits. In simple human terms, the impact of video makes sense.  It’s got visuals - 1000 words per picture; it’s got motion - about 30 images per second. Forrester combined those figures to come up with their controversial estimate - 1 minute of video is worth 1.8 million words of text.  I think Forrester’s equation leaves out another dimension in video - story.  Video unfolds over time; it’s inherently suited to story. On the longer time axis - memory & recall - the combination of visuals and language and story structures make video potentially the best way to get a little piece of a viewer’s memory banks.  Competing studies and academic theories abound; the Picture Superiority Effect, which argues that we’re more likely to remember images than words, has been verified repeatedly. Dual-coding theory, Sensory semantic theory, and Weldon and Roediger-transfer appropriate processing theories propose reasons why.  (I do wish one of ‘em would come up with a diagram - visuals, right?) The punch line is, if you want brand recall, use video. Video for Email Made Simple It’s faster to create a video in Vid.One than to read this blog post, and you’ll see what the tool does in 2 quick screens.  But some people prefer to read first, so for both of you, here are the essentials. Pick a template.  You don’t need to bring video footage or audio tracks.  Vid.One offers thousands of professionally-designed video templates. You can browse by themes (People, Nature, Technology), or search in 22 different languages.  The soundtrack has already been picked for each template, and all of the music is properly licensed; don’t put your company at risk with unlicensed soundtracks! Write a tiny story: beginning, middle and end.  By design, Vid.One provides that most basic of narrative forms. You’ve got full layout control - multiple text blocks, hundreds of fonts, colors, etc.  Think of it as writing three great subject lines. Add logos & photos. You can incorporate your visuals into the video - logos, photos or existing marketing graphics. Size them, lay them out, even rotate & drop-shadow them. Preview, tweak, preview, tweak.  We generate video previews in just seconds, so you can watch and adjust until you’re happy.  Then just hit Publish. Use It with Integrations & Downloads.  Benchmark integration is built right in. Click the Benchmark button and sign in; Vid.One will instantly transfer an animated GIF ‘teaser’, and a still thumbnail, right into the Benchmark image gallery. Add an image block; select that image; link to the video landing page or (better) the video on your website. You can also publish your video to Facebook, Twitter, LinkedIn, or Buffer...and download the HD video file and thumbnails. (We’re working with Benchmark to provide ‘Add Video’ shortly; did you know Benchmark is the only major email platform with a built-in video gallery?) Video isn’t quite on the same footing in the inbox as the browser; video doesn’t play reliably and predictably in email, and that will probably remain true for some time.  (The technical reasons deserve a separate post.) But study after study shows that video thumbnails - which are a visual promise to deliver a video - and, more recently, animated GIFs - still change engagement and action rates substantially. Free.  Then Cheap. Vid.One is not a subscription service. Vid.One is not a subscription service. That seemed worth repeating since just about everything seems to be a subscription service these days!  New users get a coupon code for three free videos, instantly. (Sign up & check your email.) After that, individual videos run between $5-$10.  You get perpetual rights - it’s yours to use, forever.  Vid.One does include 30 days of video hosting, and there’s an option to extend hosting if you find it useful - but it’s not required. Email platforms like Benchmark have fantastic email templates and design tools to modify them.  Vid.One aims to do the same thing for video; it should be just as quick and easy to add a video to your campaigns as an image. How To Make The Most Of Your Video Assets Email marketing doesn’t operate in a vacuum; you have other channels, and it’s worth pointing out some ways to manage your video assets to get the most out of them.  Here are a few guidelines: Keep them brand-coherent.  You will, over time, create and use many separate videos; I’d bet you have that problem with static graphics now.  Decide what kind of visuals suit your brand; decide where your logo goes, and what kind of call-to-action information you include. 
(Video is hard to modify after-the-fact; get it right up front.) One video = many assets.  A quick Vid.One video for a campaign gives you a cloud-hosted video, which has its web embed code and email merge tags.  It also provides downloads - HD video, SD video, PNG thumbnail, GIF and GIF teaser.  Each of those can be re-used elsewhere. One video = content for many channels.  
Email, check.  Why not put that same video on your social-media pages? Embed it on your website.  Paste the merge tag (which is a thumbnail linked to the video landing page) in a template in your CRM system, too. SEO super-magnet.  Search engines LOVE video. Forrester calculated that a page with video is 53 times more likely to reach Page 1 than a text-only page. Keep track of your videos.  Video is a pain in the tail (tiger joke) to manage; the files are big, and a file name doesn’t tell you all the things you need to know. HD or SD?  Version 1? 2? 93?  H264 or OGV?  I’ve had clients get in touch a year after a project, asking if we could send them a copy because they lost it.  (You paid six figures for this, and you lost it? Sure...hang on a sec…) Start evaluating video-hosting options.  If you… Want to look at ROI on video content… Want to track visits, views, viewers…. Want to capture leads. Want to keep people on YOUR website, not YouTube.com… Want to improve your SEO. Want to make better video content in the future Then you’re probably in the market for a business-grade video hosting platform.  The costs are relatively modest, the benefits - especially in the long run - are enormous.  Vid.One is integrated with Wistia, Vidyard and Vimeo - direct transfer, no download! Try Video, It Won’t Bite Video is a relatively new piece of the online world, and it is still far more complicated than it should be.  It’s still surprisingly technical; it’s still quite fussy and easy to break.  HTML5 isn’t magic; rumors to the contrary, HTML5’s <video> tag doesn’t fully sort out the vexing issues. Video playing in email has some additional costs to consider, too.  Many of the critical measures for digital marketing are made on-page - website, social-media page, or some other landing page. Playing a video within an email client doesn’t close those loops. After a bunch of research and attempts to get video to play within email clients, we put that particular tiger back in the cage. It’s just too unpredictable; it moved Vid.One away from click-and-market simplicity, back into the HTML/if/CSS !important jungle. (Tip:  if you want to test video-playing-in-email-where-it-can, take a look at Viwomail.com.) There’s still a bunch of ROI in video content for email campaigns, though.  Do static PNG/JPG thumbnails increase read & clickthrough rates?  Yes - but you’re promising your prospect a video when you show them a thumb.  Beyond that - what about animated GIFs?  We looked at some A/B tests of animated-GIF thumbnails; the one that convinced us to build them in showed a 49.7% increase in clickthroughs over static JPG thumbnails. That makes Yet More Images to manage, but Vid.One tames that beast as well.  Static thumbnails and animated ‘teaser’ GIFs thumbnails are included, and those images are pushed directly into Benchmark for ease of use. If you’ve been putting off testing video in your campaigns, you’re in great company. Video has been a budget and time sink.  Video-making solutions are getting better, but that’s only part of the equation; integration, like the Vid.One→ Benchmark integration is key to making video a natural part of campaign management. Three free videos?  Instant Benchmark campaign assets?  Yup. Give it a try at https://app.vid.one; look for the Benchmark icon under each finished video.


Read More
SPF Records

Protect Your Brand with SPF Records

Beyond Practical Marketer • November 21, 2017

At 32, and in a long-term relationship, I seldom get a quiet night alone. On those rare occasions, I usually order in. Cooking for one isn’t too much fun. Inevitably, the pizza delivery person will knock. Every time, without fail, I will peek through the eyehole to see who is at the door even though I’m expecting the arrival of the pizza (my girlfriend is lactose intolerant, and it’s the only chance I get to eat pizza). I won’t open the door for the pizza I’m expecting without confirming that it’s the delivery person. The same way that I sought to authenticate the identity of the individual knocking on my door, Internet Service Providers (ISPs) do the same with your email campaigns. What are SPF Records? Sender Policy Framework (SPF) records ensure higher deliverability for your emails by allowing ISPs to trust the authenticity of your email. In short, the ISP can trust the email is genuine and not fraudulently sent in your name, which is a common spammers\' trick. SPF is an email validation system that blocks spam in the form of spoofing. \"Spoofers\" commit mail fraud by sending mail from what appear to be trusted addresses to gain sensitive information. If you are following email marketing best practices, your good reputation and verified identity should be enough to let the ISP know that your email is not spam and thus should be delivered. Using SPF records, an administrator can choose which hosts may use a given domain by creating an SPF record in the public Domain Name System (DNS). The DNS can then be used to verify that email from a given domain is sent from a host approved by the domain\'s administrators. Why Does Benchmark Use SPF Records? Benchmark Email creates a record on your behalf that shows the ISP that you are exactly who you say you are when your email is being sent. By adding an SPF to include Benchmark Email, you will authorize Benchmark to send on your behalf, by verifying that we are doing the sending with the SPF Record. The single advantage of publishing an SPF Record is that Spammers and Phishers will not be able to forge the email sending domain. Spammers will not be able to pretend that they are sending mails from your domain name. If they do, that mail will be caught by the Anti-Spam systems of the respective ISPs and the mail will land in the Junk or Spam folder. Thus by publishing an SPF record, you are making your domain spoof-proof. Benchmark Email authenticates outgoing emails by using SPF and other authentication methods. You can find out more by reading our article on email authentication. Further Understanding SPF Records An SPF Record looks something like this: \"v=spf1 a mx -all\" In the SPF Record, you can determine which IP addresses and domains can send mails on behalf of your domain, preventing spoofing. Let\'s say you are a client of Benchmark Email and you are sending emails to your customers through the Benchmark Email platform. For better deliverability, you need to explicitly allow Benchmark Email to send mails to your customers on your behalf. The SPF record for yourwebdomain.com should go in your DNS manager something like this: yourwebdomain.com IN TXT \"v=spf1 a mx ip4:1.2.3.4 include:thirdpartyespdomain.com -all\" In this scenario, 1.2.3.4 = the IP Address of your mail server or 3rd party ESP, like Benchmark Email. Furthermore, thirdpartyespdomain.com = the domain of the 3rd party ESP, such as Benchmark Email, or their relay mail server\'s domain name. Additional SPF Resources We\'ve put together a helpful FAQ that teaches you how to establish SPF Records with many different domain hosts. You can get great help from the links given here: http://www.openspf.org/SPF_Record_Syntax http://www.openspf.org/FAQ Once you have published your SPF record as a DNS TXT record, you can test it by visiting the given links: http://www.mxtoolbox.com/spf.aspx http://www.kitterman.com/spf/validate.html Bonus Section: DKIM DomainKeys Identified Mail (DKIM) is the second factor that goes into authenticating an email address. DKIM grants an organization the responsibility for an email being delivered. DKIM may pertain to your business or your ESP. What DKIM does is it verifies a domain using cryptographic authentication. Using an ESP like Benchmark, you will automatically have your emails authenticated with DKIM. You can take it up a notch and further improve your deliverability by enabling a DKIM CName, giving yourself double authentication. This lets ISPs know who you are and will assist you in building a sender reputation with your ESP as your co-signer. Here\'s what you\'ll need: CNAME RECORD FOR DKIM: bmdeda._domainkey.yourdomain.net VALUE: bmdeda._domainkey.bmsend.com We\'ve put together a helpful FAQ to assist you with DKIM and various domain hosting companies. Need Help? Our customer engagement specialists are here to help if you have any questions or need any assistance with SPF Records. Contact us via phone, chat or email.


Read More
Why Nobody Reads Your Emails

Why Nobody Reads Your Emails

Beyond • November 20, 2017

To succeed, email marketers must overcome three hurdles. First, they have to get people to open the email. Second, they have to get people to read it. Third, they have to get people to act on it. Regarding email marketing strategy and metrics, a lot of attention goes to open rates and conversion rates — the first and third challenges. In between, there is the rather important step of getting people to read the email. Using proper email list management techniques and testing methodology for subject lines will boost open rates to be sure, but without getting those additional email openers to read the content, there is no conversion, and as a result, ROI goes nowhere. A Different Approach to Email Marketing Strategy for Content Tips for getting people to read your emails are everywhere on the Internet. But these tips — for instance, writing about benefits, creating attention-grabbing headlines, having strong calls to action — are all good. However, without the right email marketing strategy for content, deploying these techniques is like rearranging deck chairs on the Titanic. The analysis and suggestions that follow may be a bit different from what you have read in the past, but a new way of thinking about your email content strategy may be just the thing to transform your email ROI from flat to flat-out fantastic. What Happens to Your Email in the Real World People are deluged with email 24/7. They are not likely to consume content for the purpose of saving it for future reference. Unless an email subscriber needs to act on the content now, it will be forgotten. So, when companies send emails with information about new products, industry insights, helpful industry data and the like, the subscriber’s reaction will be, at best, “That’s nice.” In the back of the subscriber’s mind, there may be the thought, “This company is smart, they’d be good to work with” — but that’s a pretty fragile conversion hook on which to hang your hat. As long as I’ve been in sales and marketing, there has always been a strong element of “out of sight, out of mind” on the part of customers and prospects. Now, any possibility of prospects hanging on to emails for future reference has dwindled to near nothingness  — because of search engines. Information is immediately accessible to your email subscribers. If they have an immediate need to know about new products, industry insights and helpful industry data, they just Google it, then and there, when they need it. Nobody is going to sift through an email folder of old emails to find it. Google processes more than 40,000 search queries per second. An interesting consumer study from 2016 shows that when consumers are searching for products, about 75 percent start on Amazon or Google, with, hmm … zero starting with their saved emails. On the B2B side, about 70 percent of product searches start with search queries and is trending upward. With mobile search and voice search set to explode, the ability to obtain instant information will only spike further. The point is, email subscribers are well aware of their ability to get information instantly and on demand. Thus, if they have no immediate need for your email, they are not likely to read it. Emails Must Be Immediately Necessary To continue on this line of thinking, if your email needs to address an immediate need, what sorts of things are customers and prospects always interested in? Here are some pretty safe bets: Saving money (profit) Selling something (profit) Getting an edge over competitors (profit) Preventing a problem (security) Solving a problem (security) Not losing ground to competitors (fear) Getting promoted or being a hero (ego) Contributing to a good cause (ego) There certainly are more items that could go on this list — please share your ideas in comments — but consider: If your emails cycled through these eight content themes, can you imagine the impact on conversions? Boiling it down into a few practical examples: Announcing a new manufacturing capability is boring. Telling subscribers they can take advantage of capability “X” and leave their competitors in the dust — now that’s interesting. Talking about a professional HVAC staff is boring. Explaining how particulates in a home’s ventilation system could be poisoning the family —interesting. Recapping changes to the tax code is boring. Explaining five accounting changes that, if made now, could reduce taxes next April by $2,000 — interesting. Reminding subscribers of store hours is boring. Sending a coupon redeemable for $100 for the next 48 hours — interesting. The common theme is immediacy. If your email content can be salted away, it’s unlikely to be reopened. Buy To Sell Offering to buy or accept donations is a very underused email marketing strategy, but people are always interested in selling something or donating to a good cause. So, if “give-to-get” is a good marketing strategy, “buy-to-sell” is an even better one. There may be a good option for you in this area. For example: Buying outdated equipment in exchange for a new model Men’s Wearhouse runs its National Suit Drive to help people in need — and also tempts contributors to clean out overpacked closets. Could something like this work in your business? These approaches have the additional benefits of building a very strong brand image, and may even enable your business to create a new revenue stream selling used or refurbished equipment or merchandise. SEO: Make Your Emails Searchable and Optimized One final technique worth touching on is to make your email content findable on organic search, which will enable all those people doing search queries to discover your email content. From an SEO perspective, the best way to do this is to create an HTML page on your website domain for each email, optimized with relevant and at least moderately high-volume keywords. Thus, anyone (subscriber or not) with an immediate need can find your content and convert, tomorrow or three years from tomorrow. This is an excellent way to repurpose email content and squeeze yet more conversions and ROI out of your email campaign. Also, steadily adding fresh content will help raise the organic visibility of your website. Google values sites with continually updated content, and for many types of searches, ranks fresh content higher. Over To You Addressing or creating immediate needs should be the constant theme of your email marketing strategy for content. Anything else is liable to be wasted motion, something nobody can afford unless they have an unlimited marketing budget. But in the real world, most organizations never seem to have a big enough budget, and by the same token, email subscribers never have enough time to plow through their inboxes. Subscribers must have a great reason — not just a good reason — to read what you’ve sent them. What techniques have you used successfully in email campaigns to create a sense of urgency and boost conversions?  


Read More
自動化行銷:後續追蹤

Marketing Automation: Promote and Follow-up

Practical Marketer • November 17, 2017

If you are using an email marketing service, you are promoting something. It could be a newsletter, your latest blog post, updates on your non-profit, business and product updates or new services you offer. Email Marketing is the perfect tool to announce, promote and keep your circle up to date with everything. The trick is, to send the right email, to the right person and at the right time. With Marketing Automation and Automation Pro, you can do just that! Let’s say you are involved with a local non-profit, and you’re asked to create a campaign for an upcoming fundraiser. It would be awesome if you could just send one email and have donations flowing to the extent that you never needed to do another fundraiser again, right? Well, while anything is possible … it is unlikely for just one email to do the job. When running a fundraiser or any promotion, you need to cast a wide net through as many channels as possible and with multiple messages. It’s not because your subscribers and followers don’t care about your cause or promotion, its because you may catch them at a bad time or the way the message was presented didn’t relate to them. This is why it is important to reach your audience through as many channels as possible and with different messages. Create a list of compelling reasons your subscribers can relate to and promote it through various channels following a cohesive storyline. Let\'s take a look at one of the most successful fundraiser campaigns: the Obama Campaigns. Over his two terms, the Obama administration was able to raise $1.4 Billion with Email and Social Media as their main channels for promotion. This was no accident or lucky viral stunt. This was the result of hard work and planning. From personalized landing pages to intriguing action based subject lines, they created a recipe for success by testing everything they did and by finding ways to relate to their donors. Email Marketing Strategy Focusing on just email for a moment, Marketing Sherpa interviewed Toby Fallsgraff, Director of Email, for the \"Obama for America” campaign. Toby and his team helped raise $690 million for the 2012 campaign alone. With more than 4.5 million people donating an average of $53. A lot of these donors gifted more than once. The Obama administration had four main segments: Previous Donors, these were donors who had already donated in 2012. Quick Donors, these were the donors who donated and saved their payment information. Non-Donors, these were subscribers who have not yet donated Lapsed Donors, these were donors who donated in 2008 but haven’t yet donated in 2012. By keeping a simple four category segment, they were able to send clear, direct messages and stay focused. As soon as they would see patterns, it’s as easy as automating. An example of email automation they used was the \"quick donors\" link. Quick donors were people who saved their payment information at the moment of donating. Toby and his team incentivized this behavior by sending free bumper stickers and other gifts. This allowed them to leveraged this opportunity by simply adding a “quick donate” link to their “Thank You” emails after a person donated. Since the donor would save their payment information, Toby’s team would include the option to donate again with a simple click. No forms to fill out, no time wasted, just one click away. By doing this, they saw a 300% increase in conversions. In this case, they used the power of email automation to ensure the “Thank You\" email was sent right away with the correct followup links to earn more donations. They chose these main segments because, from their studies and tests, they saw that behavior based followups were the most successful strategy and the way to go. Landing Pages When it comes to the landing pages, Kissmetrics did a study on how these related to the messages. What they found was a whole lot of personalization! From custom landing pages related to their campaigns (Obama held an “Ask me anything” session on Reddit for 30 min):   To including the website visitors state at the moment of signup: These small details can go a log way! The Obama administration did hundreds of tests to ensure the right strategy and what they found out is that personalization and behavior based follow-ups are key to a successful promotional campaign. The good news is that all of this goes hand in hand with marketing automation. Email Marketing Automation can sound intimidating or time-consuming, but at the end of the day, it doesn’t have to be that way. The Obama for America campaign was able to raise over $690 million in less than six months with four main list segments. Nothing too crazy or super complicated, they just made sure to send the right messages, to the right people and at the right time. So, what does this mean for you? Will you beat those numbers? I sure hope so! To get you going, we encourage you to use Automation Pro with our new templates. With Automation Pro, you can easily create behavior-based follow-ups from engagement on previous emails and your website, allowing you to automate messages based on certain pages your subscribers visit or based on opening an email or not. To promote something, we created four main templates in Automation Pro. Promote and Target Opens. This template is focused on promoting something and targeting your opened/unopened for followups. Notice how after the email is sent, we have a condition to check for opens. We then push the opened and unopened subscribers into separate lists for a future follow-up. Promote and Target Clicks. Allows you to promote something and target your clicks/non-clicks for followups. It looks the same as the Opens template but will focus on click-through engagement instead. In this template after the email is sent, we have a condition to check for clicks. We then push the clicked and non-clicked subscribers into separate lists for a future follow-up. Promote and Target Opens, Clicks and Website Engagement. Allows you to promote something and target all of the milestones. Follow-up with opened/unopened, clicks/non-clicks and website visits/non-website visits. Here, after the email is sent, we have a condition to check for opens, clicks and website engagement. We then push each group of subscribers into separate lists for a future follow-ups. Follow-up Series. This template is used to automatically follow-up with each of the targeted groups. (eg. Opened vs. Unopened or Visited Website vs. Didn’t Visit Website, etc.) Since an automation can be triggered from someone being added to a list, once you send a promotion, and separate the engaged with non-engaged subscribers into different lists, you can use this template to create a new automation and follow-up with these subscribers as they get added to their list. For more information on how to combine automations, check out our blog on Goal Based Lists.  We created these four templates to allow you to start where you feel most comfortable. If you are new to automation, start with just the Promote and Target Opens template. Once you get the hang of it, you will quickly roll over to the next one. (Be careful, it can get very addicting!) Here are the takeaways I would love for everyone to walk away with: Identify what works, AKA your “proven process”. You do this by creating somewhat of a plan, brainstorming ideas and then testing. Test as much as you can and start automating what works as you see patterns. Start small. Make sure to start with simple automation you feel comfortable with. Create a Welcome Series or create a promotion that has a simple follow-up to the unopened emails. Keep your automation short. It is ok to have a full sales process automated, but don’t do it all under one automation. Set milestones and have each automation work with the next. As an example, the Obama campaign could have an automation sending once a week to those who haven’t donated. Once they donate once, they may try to get them to save their payment information to promote the “Quick Donate” automated email after that. Learn to listen to your subscribers and create engaging campaigns that your followers can relate to. Embrace behavior based follow-ups! Thanks for reading, I hope you enjoyed this blog and that you found it useful! If you have automation ideas or success stories to share, we would love to hear them! Comment below and tell us how you automate your promotions.


Read More
Comparing Email Marketing Success with Other Marketing Channels

Comparing Email Marketing Success with Other Marketing Channels

Beyond • November 16, 2017

What is the most effective digital marketing and/or advertising strategy? That’s a question marketers have been asking themselves since the first time the internet became known as the ultimate driver of marketing success. And, while there are many factors that determine the overall success of a marketing and/or advertising campaign, it’s become clear that one strategy has separated itself from the pack. That strategy is email marketing. How is Email Marketing More Effective Than Other Marketing & Advertising Channels? For most organizations, the true value of a marketing strategy is determined by the ROI it provides. According to a study from VentureBeat, email marketing yields $38 in ROI for every $1 spent. That number puts e-marketing ahead of every other potential digital marketing and advertising strategy utilized by organizations throughout the world. In comparison, let’s take a look at some return-on-investment figures offered by other popular digital marketing strategies:      Content Marketing. While this is difficult to measure, content marketing guru Neil Patel estimated that he achieved $10 in ROI for every $1 he spent on creating great content.      Social Media Marketing. According to a survey by SmartInsights, only 20% of businesses feel that social media marketing yields a high ROI. Also, the survey found that only 48% of marketers were confident that social media provided any ROI at all.      Paid Search. The ROI of paid search varies wildly depending on the industry, although WordStream produced a study showing that the average cost-per-action in Adwords is $59.18 for search and over $60 for display. As you can see, e-marketing significantly outperforms all three of the strategies listed above. But reaching the astounding level of ROI provided by email does not just happen because your organization decides to utilize email marketing services. To reach that level of ROI, or even surpass it, there are a few tactics that you’ll need to focus on. The 3 Tactics That Lead to Email Marketing Success While there are many factors that go into succeeding with e-marketing, there are a few tactics that have proven to provide the most significant impact. They include:     Segmentation     Personalization     Automation Fortunately, many email marketing services provide tools to aid you in maximizing the potential of each of these tactics. Segmentation According to the Data & Marketing Association, segmented email campaigns result in a 760% increase in revenue over a one-size-fits-all campaign. And while it makes sense that segmenting would lead to higher conversion rates and success, 760% is a staggering number that makes it clear that segmentation is a necessity. The reason for this is simple. By segmenting your email list into specified groups, you’re able to better target your subscribers in a way that makes them feel as if you’re talking directly to them while catering to their unique wants and needs. Personalization In a study by Experian Marketing Services, they determined that personalized subject lines increased email open rates by 29.3%. But including a name in a subject line isn’t the only way to commit to personalization through email. As KissMetrics contributor Emma O’Neill outlines, there are several other techniques that you can utilize. They include:      Ask specific questions related to the actions taken by the subscriber.      Develop multiple customer personas to better understand the behaviors of subscribers.      Use location and time factors to your advantage.      Utilize marketing automation to create automated behavioral trigger emails. While using personalization in your subject lines can lead to higher open rates, the techniques above can produce the increased click-through and conversion rates that lead to true email marketing success. Automation As Marketo outlined in their ebook about Strategies for Sustaining Success, 91% of successful marketers say that marketing automation is “very important” to the overall success of their marketing strategies. Automation is particularly important in the world of email marketing, as HubSpot identified that relevant emails sent through marketing automation software drive 18x more revenue than those sent through email blasts. The important point to take from these statistics is simple – when identifying potential email marketing services to use, make sure you’re honing in on platforms that offer advanced automation tools. Combining Segmentation, Personalization, and Automation When combined properly, the three techniques outlined above provide a powerful combination capable of helping you reach, or even exceed, the $38 to $1 ROI that e-marketing offers. It’s important, however, that they’re looked at as a team of techniques that need to work together. Using each on their own can certainly lead to success, but combining them effectively is where the real potential lies. Using Email Marketing with Other Marketing Strategies In the same way that e-marketing works best when the techniques outlined above are used in unison, e-marketing is most successful when utilized in combination with other marketing strategies. This is particularly true as you work to build your email list. After all, it will be extremely difficult to achieve success through email if you don’t have a list to target. To get the most out of your email efforts, you’ll want to design your content marketing, social media marketing, and email marketing strategies to work in harmony. A few strategies for making this work could include:      Use your emails as a way to distribute targeted content to the right people at the right time.      Use social media and your blog as a way to encourage visitors to sign up to your email list.      Use social media to create customer personas that can help you better segment and personalize your emails. Bringing It Altogether It\'s hard to argue the power that email marketing has when it comes to the ROI it can provide for your business. But to truly maximize your potential, it’s important that you allow your marketing techniques and strategies to work together as a team. What about you? What are some ways that you’ve combined email marketing with other marketing strategies to maximize the ROI provided to your business?


Read More
营销邮件

10 of the Worst Email Writing Mistakes You Need to Avoid in Your Campaigns

Beyond • November 13, 2017

Writing the best emails possible is vital to the success of your business. Any error in communication and you can soon find customer, clients, colleagues, managers and partners will be right on your back, chasing up the mistakes you have caused. To avoid these errors completely, here are ten of the worst mistakes you must avoid. 1. Not Formatting Fonts If you’ve copy and pasted a bit of text into your email, always format it, so your email is consistent. This is as simple as highlighting the text and changing the font so just make sure that you do. 2. Misspelling Your Company Name Another way to ensure your readers don’t take you seriously is by writing your company name wrong. It should be written everywhere you look in your office, so there’s no excuse. 3. Not Checking Your Grammar Grammar is such an important part of writing an email, so it’s essential that you get it right. Using the right grammar will help to improve your email’s readability and structure. To ensure your grammar skills are in line with the most up to date guidelines, check out websites such as Resumention or Easywordcount which host blogs and reference sheets with everything you need to know. 4. Not Editing Your Emails As with any kind of written work, the chances are that you won’t get it right the first time. This is why it’s so important that you edit your emails before sending them. You may want to do this once, twice or even three times. If you’re not sure on the best way to edit, online tools, such as Big Assignments, are home to expert writers who can teach you the best methods for fast editing. 5. Not Formatting Your Email Like an Email If your emails are just big blocks of text and aren’t formatted for easy reading like an email should be, you’re only increasing the risk of miscommunication, and your readers will doubt you and your business’s credibility. Instead, using tools like Email Excellence which teach you everything you need to know to create the perfect emails for your industry or job type. 6. Spacing Out Information Imagine you’re asking your recipient when the best time to hold a meeting is. Instead of listing off your preferred times in a block of text, space your work out using bullets points or inline lists. This makes your emails so much easier to read, rather than your reader misreading what you’ve said. 7. Not Being Precise It’s easy to get carried away with what you’re writing, and your emails can easily end up being hundreds of words long. Instead, use tools like Oxessays to ensure your emails are only a few hundred words, enabling you to stick to the point. 8. Avoiding Online Tools Thanks to modern day technology, there are now thousands of tools that have been designed to make your life easier, fastest and more efficient. By avoiding these tools, you’re simply missing out. Benchmark Email is ideal for creating perfectly formatting emails for your readers. 9. Proofreading Your Work If your emails are full of mistakes, typos and errors, it’s going to make you seem incredibly unprofessional as well as increasing the risk of miscommunication. To ensure your emails are always perfect before sending, use tools like Elite Assignment Help and Essayroo to upload your work to have it read over by a professional writer. 10. Risking Poor Quality No matter who you’re sending your emails to, if you’re sending poor quality emails, it’s going to reflect badly on you. Instead, Use writing tools, such as Write my paper, to create and write your emails on your behalf, minimising the risk of any negative side effects or feedback. Despite the modern-age of instant messaging that we live in, email communication has never been more important. By avoiding the mistakes listed above, you can maximise your opportunities while remaining professional and ahead of your competition.


Read More
 
1 2 3 4 5 6 7 19