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3 Priceless Email Marketing Lessons from Fatherly Advice

Practical Marketer - Reading Time: 11 Minutes

3 Priceless Email Marketing Lessons from Fatherly Advice

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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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See Our CRM Articles From Across the Web

See Our CRM Articles From Across the Web

CRM • August 21, 2018

We’ve been busy the past few weeks, looking for opportunities to share our wealth of knowledge on CRM. The result was some pretty rad guest blog opportunities for our team. First, Yersing Noriega shared “Why Every Business, No Matter the Size, Should Use CRM” on Customer Think. After all, every business owner needs to manage the relationships they have with their customers. If you need to manage your customer data beyond what your email marketing tool allows, or if it’s time to move beyond your spreadsheet’s, CRM is right for you. Yersing also wrote about “The CRM Views You Haven’t Considered, But Should” on MarTech Advisor. He discussed using views for specific tags, that show recently updated items, ones that show “is empty” so that you know when you need to collect more data and views based on custom fields. With these, you can improve your CRM game and the efficiency of your team. We also wrote about “CRM Hacks to Improve Your Productivity” for SEO Hacker. It all starts with integrating your CRM with your email marketing tool. Continuing the theme of integrating, we discussed connecting your CRM and Google Forms. You can also speed up your communication by using email templates with merge tags. Automation is also a friend of productivity. Additionally, you can create follow up tasks when importing data based on dates. Lastly, you can set up hidden fields that contain default values in order to autofill essential info. The last guest post that we wanted to share is on “Putting the Fun in Funnel: Learning to Enjoy the Sales Process” over on the XVerify blog. We all know that coffee is for closers. However, it’s nice to get that java without having to drive yourself crazy. That’s why we looked to where you can derive joy in the process of closing sales. We highlighted three points: using only essential milestones for your sales pipeline, using your reports and graphs and mapping probabilities. Check it out to learn about all three. That’s it for now. Stay tuned. We’ll be sharing additional articles as they go live.


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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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CRM: Mass Data Transfers

CRM: Mass Data Transfers

CRM • August 10, 2018

As we\'ve said, there is a lot of data involved with a CRM. When you\'re feeling clueless, that amount of data can sometimes feel overwhelming. So, in this episode, we talk about how to manage all of that. 00:21 Andy Shore: Hey, everybody, welcome back. We\'re gonna finish up our conversation talking about the data in your CRM, and we\'ve talked about all the individual different types of data, and the way you can look at it, and sort it, and how it\'s gonna help you. But the amount of data is also a factor that comes into CRM, and sometimes you have a lot of it that you need to take from one place or another or sort all of it. So I know you said we should talk about that mass data transfers and that side of it when it\'s like the large scale projects with your information. 00:55 Paul Rijnders: Yeah. So ideally, you\'ve got the time to work with one record at a time. And when I say one record, what are we talking about? Are we talking about a person? Well, that\'s a contact record, right? Or a lead record. Are we talking about a deal you\'re trying to close? Well, that\'s an opportunity record. Are we talking about a task that you\'ve gotta do? Well, that\'s an activity record. So ideally, you\'ve got all the time in the world and you\'re sitting in your desk and you\'re saying, \"Okay, let me open this activity. Okay, what do I need to change here? Okay, let\'s mark this one to done. Alright, what\'s next? Alright, activity number two, I think I did that one, let\'s close that one.\" [chuckle] Well you can imagine if you had 100 activities, you\'d burn an hour or two hours just doing that if that changed one by one. 01:36 PR: Well, what if you could just look at all the activities over there, nod them over, or maybe create a view that lets you see activities that only exist under certain conditions, and then you can mark them all done because you\'ve done them all already. So you could grab 10, 20, maybe you could click with a touch interface like you can on our CRM. You can see a list of 100 and just click only the ones that you wanna click, or click one and select them all, and then mass update that activity status to closed, or mass update the opportunity to the next stage, or mass update somebody\'s state. We did a lot of this this past week because we had some information that was coming in from a source, and the country name was a little bit different than what had been coming in before. Before, everything came in as United States. Now all of a sudden, some new information came in, making all the countries United States of America. Well, that\'s cool. Technically, they\'re the same thing, but we want our views to be really, really tight and we want people to expect to see the same thing. 02:36 PR: So, once we got the API information fixed and everything coming in just as United States, well, let\'s go in there and just mass select everything that\'s United States of America and just change that to United States. If we had to do that one by one to a couple thousand records, that would\'ve taken all day. But as it is, with that mass update feature, it took less than a couple of minutes to do that. 02:57 AS: The more we\'ve been talking about data and the different things we could do, it\'s just like CRM is really kind of the brain of your business aberration. It\'s what remembers it all for you, it\'s what stores it or you, and it\'s there for the recall when you need it. 03:13 PR: It is, and it\'s great that if you can... The key is, how can I get the information in front of me that I wanna see? And if you wanna change it all, of course, you can change it one at a time and that\'s an individual attention. But let\'s just say that there\'s a case where you say, \"Alright, well, you know what, Gina is... \" I used Gina last time, so let\'s not use Gina. Raquel. Raquel is now taking over all the contacts that were formerly owned by Bill. Why? \'Cause Bill\'s going on vacation for a month, he\'s gonna go find himself in the Himalayas, so Raquel is gonna own these things for a while, so what are we gonna do? Well, we can just grab all his contacts and we can just transfer the ownership to Raquel if we want to. Or, she could just make a view that says Bill\'s contacts and then she can work with all those in mass and she can oscillate between her contacts and Bill\'s contacts and get in that headspace \'cause she\'s the one looking at the view that\'s based on those conditions. 04:13 PR: So, yes, you should be able to work with your information individually and you can click on any one of those records, work on them individually, but it helps if you can have some kind of view where you can bring them up that all satisfy certain condition, and if you wanna change them all at a time, the CRM should let you do that, which, these do. 04:30 AS: Yeah. It\'s gonna save that low man on the totem pole, whether it\'s a new hire or an intern from having to do hours and hours of manual data entry. 04:40 PR: Yeah, exactly. 04:41 AS: In one fell swoop, it\'s all done. You can give them other tasks. 04:46 PR: And so, the payback on top of this, it helps with this incoming data. If you can have some of these things you might do mass update anyway if you can have these updated for you. For instance, let\'s say this: You know that all your records have been uploaded via... You do the math, the import feature, right? 05:06 AS: Mm-hmm. 05:06 PR: So you\'ve uploaded 20,000 records, and now that you updated those 20,000 records, you\'re gonna go through and say, \"Okay, well, every last name that starts with A, B or C, that\'s gonna be owned by Jimmy.\" Now somebody\'s gotta go on there and say, \"Okay, well, sort by last name and let\'s see A, B, C,\" and they gotta select all those. Now they can mass update those to Jimmy. That\'s great, they can do that, but that still takes time. You could even save more time by creating some kind of assign rule ahead of time that says, \"Hey, if the last name starts with A, B, or C the owner is Jimmy.\" That way every time someone imports those records 100 at a time, 1000 at a time, 20,000 at a time, the system already does that updating for you. And it\'s not just owner, they can update a field, they can update almost any information you want based on criteria that you set. So, the mass updating could be personal or better yet, the system can do it for you. Just make sure you write good rules, \'cause it\'s gonna happen fast. 06:07 AS: Yep, definitely. That all makes sense to me. And on behalf of all our listeners, I\'ll thank you for switching away from Gina because it spared them my non-existent Martin Lawrence impressions, so that\'s... [chuckle] 06:21 PR: Wait a minute. 06:21 AS: That\'s what my brain was triggering. 06:23 PR: Can we hear it? 06:23 AS: No, it doesn\'t exist, I cannot do impressions. But the second you say Gina, that\'s going in my head, it just doesn\'t translate to coming out of my mouth. It moved us away from that in the right direction. 06:36 PR: Can I just add something? When you said Martin Lawrence, for some reason, now I know Martin Lawrence and the Martin Show, obviously. But I got stuck on Martin Short. So when you\'re saying this, I had Martin Short\'s face in my head and I was like, \"Does he talk about Gina ever?\" [chuckle] 06:53 AS: Yeah, although that would be funny. Now, the idea of Martin Lawrence doing damn Gina is gonna... Or, Martin Short doing damn Gina will make me laugh for a while. Additional tangent aside, we appreciate you guys for listening and we\'ll catch you next time. Bye. 07:08 AS: Thanks for listening to Clues for the Clueless CRM Marketer, brought to you by Benchmark. Tune in next time. Until then, you can get clued in by connecting with us on social media, The Benchmark Blog, or by going to benchmarkcrm.com. Bye.  


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

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

Beyond • August 10, 2018

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


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CRM: Tags

CRM: Tags

CRM • August 9, 2018

We continuing clueing you into CRM with a conversation about Tags. There\'s a lot you can do to get the most out of the data you input to your CRM and Tags play a big role in that. If you want to be able to sort your data in many different ways, tags are going to be your friend. 00:22 Andy Shore: Welcome back everybody. Thanks for tuning in once again. We hope you\'re a little bit less clueless if you\'ve been listening to all these episodes so far, and we\'re gonna continue talking about the different types of data and your CRM, and we alluded to this in the structured data episode, but we\'re really gonna take a little bit deeper dive into it, and its tags and what tags allow you to do within the CRM. 00:46 Paul Rijnders: Yeah, so tags are a really cool feature because you can instantly put something on to a record that may be a temporary attribute. When I say temporary, I don\'t mean that the tag fades after like 90 days or something. What I mean is, as opposed to structured data where maybe you have someone\'s first name or last name, that\'s not gonna change too often. The last name maybe, right? 01:11 AS: Yeah. 01:11 PR: But the first name probably doesn\'t change too often. Their address might change, but again, it takes someone physically moving. Your phone number could change, but that\'s all structured information. But a tag might be something that you might wanna identify a customer as. For instance, you talk to somebody and you say, \"Oh, wow! There are VIPs.\" So you just really quickly type in the tag field, just type in VIP, and hit Enter, right? Or maybe that person calls up and they\'re the angry customer, right? And you\'re like, \"Oh, wow, the next person that gets this, they should know this person\'s angry.\" And you know what, you\'re not trying to say, \"Hey, that person\'s forever angry,\" you just know that someone else is gonna pick up this ticket or whatever it is, in a couple of minutes, a couple of hours, and you just want them to see that. 01:53 AS: Put in a note. 01:53 PR: Could you put in a note? Of course, you could. But if you just tag something, it\'s there. The nice thing about tags, too, is that how you start typing in tags in your own account, the account has got a memory of the tags that are already used. So let\'s say I have a tag called supercalifragilisticexpialidocious, I\'m only gonna have to type that once, because the next time I start typing S-U-P-E-R, the system is gonna auto-suggest and say, \"Oh, do you mean Superman? Do you mean Supergirl? Do you mean Superboy? Do you mean Superwoman? Or do you mean supercalifragilisticexpialidocious?\" Whatever has come up with those starting letters and you can instantly click that on. And the nice thing is, the next person that picks it up might say, \"Oh, yeah, you know what? Supercalifragilisticexpialidocious doesn\'t really describe this contact anymore. Let me just click the X and make that come off. 02:41 PR: But tags are searchable. So someone at a management level might wanna see all the contacts that are tagged VIP or supercalifragilisticexpialidocious or angry customer, or they might wanna see all the people that are not angry customers, and they can instantly pull up a view which is basically a filter and just see those people. So, I would define tags as information that can be temporarily attributed to the record and removed just as quickly. 03:10 AS: Yeah. 03:11 PR: Or not. [laughter] 03:11 AS: No, I\'m just laughing at the fact that you started with such a simple, easy to say, easy to understand example of VIPs. 03:20 PR: Yeah. 03:21 AS: And then, made it up the ante and deciding to say supercalifragilisticexpialidocious a dozen times in your follow-up example. 03:31 PR: Yeah. 03:32 AS: That was amusing to me. But to bring it more into some real-life applications, say you\'re at a nightclub and you got those VIP guests, but you can take it even a step further and be like, \"These are my vodka drinkers, these are my tequila drinkers, these are my scotch drinkers.\" And when you get the brands coming in, they\'re doing promotions at your nightclub that night, and you\'re gonna have the shot girls and specialty drinks and those sorts of things. You can queue up all those VIPs who prefer their CIROC vodka or whatever it might be, and let them know that this special night is happening because you know you\'re gonna bring those big fish in when you\'re having a deal for them. 04:12 PR: Yeah, that\'s a perfect example. And it\'s easy to do, right? 04:16 AS: Mm-hmm. 04:16 PR: It\'s easy to just type in that information. The nice thing about tags is unlike the structured data where the field already has exist, meaning that, unless you have specifically a field that says favorite drink, and you get to multiply select all those drinks, and they\'re all options already in there. Or you have to type it in every single time to this favorite field that exist, that makes it tough because maybe there\'s some new identifier that comes up like, \"Oh, wow, you know what? We really should start tracking what kind of appetizers these people like. Oh, wow, you know what? It doesn\'t exist in our system. The CRM doesn\'t give us a space to put in favorite appetizer.\" But you don\'t have to worry about that with tags because you don\'t need an admin to predict what\'s gonna be important to you. The nice thing about tags is tags lets the user determine what\'s important and they can put that on there, whatever phrase they wanna put on there, the system\'s gonna accept, and now that\'s part of the record. So, I would say that tags are like the opposite of the structured information in that anything goes. 05:17 AS: Yeah, that all makes sense to me and we\'ll put a pin in that and continue next time. Thanks for listening and we\'ll catch you next episode. Bye, guys.  


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Benchmark CRM for Gmail

Benchmark CRM for Gmail

CRM • August 9, 2018

Part of the benefit of having a CRM is the efficiency factor. It’s a tool that allows you to better manage your contacts and track interactions with ease. If your workflow is predominantly based in Gmail, wouldn’t it be more efficient to have your CRM right there as well? Yes. Yes, it would. Benchmark CRM for Gmail is a Chrome plug-in extension made just for you. It delivers all of the benefits of Benchmark CRM, directly in your Gmail inbox. What You Can Do with Benchmark CRM for Gmail There are several advantages to using this plug-in. Let’s take a look at a few of them: Quickly and easily create new CRM leads or contacts from incoming or outgoing Gmail messages Important contact relationship correspondence always goes into your CRM, as the messages you send from Gmail will append to your CRM contact or lead automatically for both new and existing CRM contacts and leads See if a contact already exists in your CRM database just by clicking on an email address in your inbox Any or all important CRM field data is shown to you while you’re typing an email in Gmail In addition to the ability to quickly add a person to your CRM as a contact or lead, if they’re not already there, you can also quickly add notes for their CRM record Use Cases Here is an example of how Benchmark CRM for Gmail can be put to use for your business. Say you’re own a company that has been franchised or is seeking franchise opportunities. You may have a form online or a place for potentially interested franchisees to reach out to you, but sometimes a person may just find your email online and reach out. As those emails come through your inbox, you can read them, add them to your CRM and indicate which state they are in. Then, your salesperson from that region knows to contact that potential franchisee to begin talks with them. Requirements This powerfully simple and simply powerful Chrome extension is quick and easy to install. Here’s what you’ll need: Benchmark CRM account. You can create one from the plug-in if you don’t have one already! Gmail account or a G Suite managed email account. Your email domain can be your business domain just as long as your email accounts are managed by the G Suite. Your Benchmark CRM login and email address should be the same as the login for the Benchmark CRM for Gmail plug-in. You can download the plugin here.


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The Beginner’s Guide to Ecommerce Email Marketing Automation

The Beginner’s Guide to Ecommerce Email Marketing Automation

Practical Marketer • August 9, 2018

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


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CRM: “Chatty” Information

CRM: “Chatty” Information

CRM • August 8, 2018

CRM allows you to give your customers a personalized touch. One of the ways you can do this is by compiling the \"chatty\" information you have on your customers and leads. It helps you know about their kids, their hobbies, etc. 00:22 Andy Shore: Hey, everybody, welcome back. Today, we\'re going to continue our conversation talking about the different types of information that you keep in your CRM. And this is one that I think is a lot more interesting and maybe not the first thing you think about when you think about data in your CRM, but for a salesperson and someone really looking to foster that relationship with their customers and leads, I think this type is really one of the more underrated but important aspects of it, and that\'s, I guess, what we would call like, chatty information, right? 00:56 Paul Rijnders: Yeah. So, the last podcast, we talked about the structured information, and that\'s all the little columns where you know that there\'s already a space for this incoming information. You know because you\'re selling cars, that you need to know the favorite brand and you want to know what kind of car model they have or they prefer to drive, or whatever it is. We talked about the donut shop, right? 01:17 AS: Yup. 01:18 PR: And you know that there\'s a column for favorite donut and also a column for donuts that they do not want to see ever [chuckle] in their box. But what about this chatty information? Let\'s talk about the donut store, okay? Maybe you got someone that\'s coming in, and you know that Maude... I just want to say the name \"Maude.\" 01:38 AS: It\'s a good name. 01:39 PR: I had an aunt named Maude. She was... Well, I guess I still do. [chuckle] 01:42 AS: There\'s a restaurant in Beverly Hills called Maude. 01:44 PR: Really? 01:45 AS: Mm-hmm. 01:45 PR: That is an M-A-U-D-E? Or M-O-D? 01:47 AS: Yeah. M-A-U-D-E. 01:48 PR: Oh, awesome. You know what, I would love to see a Maude bot with the Vespa scooter. Anyway. That\'s tangent. Okay, so buzz. 01:58 AS: It is. We\'re good at those. 02:00 PR: We\'re very good at those. Okay. So I guess what I\'m trying to say is this: There\'s a lot of information that\'s going to be important for you to remember later on, it isn\'t necessarily that structured information. So where do you put that? Well, the most logical thing is to make a note about that. So it helps if your CRM\'s got a place called \"Notes\". 02:17 PR: And by the way, let me do a little throwback and say when our CRM first came out, the first iteration, we didn\'t have a place for notes. So, the sales team was making custom fields called Note 1, Note 2, Note 3, Note 4. And those were great because they could be put in spots, but it was inefficient, and it was just like a giant waste of space. What if you had a customer or a contact, and he had 20 notes? Did you really have to make Note 1, 2, 3, 4, and 5 as custom fields? \'Cause that\'s what we were doing. We\'re making Note 1, Note 2, Note 3, Note 4, and then we said, \"Okay, well, you know what, it\'s time to get the Notes function in there.\" 02:58 PR: So, what\'s nice about having a Notes field is you can just type a bunch of stuff free-form, copy and paste or whatever, and that\'s not all the structured information, it\'s just maybe you can use it for a little bit more important stuff like, \"Hey, I talked to this person on this time and this is what they said,\" or you can just use it just to put that information like, \"Hey, this is who their kids are and what they\'re studying, and this is what their job was, and this is the state they\'re originally from, and these are the bands that they like.\" So the next time you talk to that customer, just brush up all those notes and say, \"Oh, yeah. Okay, yeah, I know about you.\" 03:35 AS: Yeah, definitely. Just to bring it back to the donut reference you started on before our Maude tangent, I was thinking when you\'re saying that, it\'s such simple things that could go such a long way with that customer. So you think it\'s someone who\'s like they\'re there one day once a week, they get one donut, but that you know that\'s their cheat day \'cause they tell you that, and you put a note in there that says it\'s their cheat day. And you can even say what their favorite is. And you make sure those are fresh at the time they come in in those mornings, and that one treat that they\'re affording themselves in their week is going to be even more special because you made it so for them and then when someone needs a caterer for a kid\'s party, or to bring donuts to the office or all those things, you better believe you\'re getting their business because they feel that loyalty towards you because you made that one person feel seen, and it\'s going to create all those opportunities from putting one small note in the CRM. 04:34 PR: One small note, right? And I think a lot of you are thinking two things, which is number one, \"Hey, I do all this stuff mentally, anyway. I know \'cause my memory\'s great.\" Well, it might be, but what about the person that takes over that contact when you\'re not there? Do they have your memory cloned, right? 04:54 AS: Mm-hmm. 04:54 PR: And what about when you\'re under the gun and you just don\'t remember everything? I bet you remember a lot less than you think you do, I think we all do. I think we all overestimate our abilities. And even if your memory is totally awesome, it\'s still not going to be something that\'s noted down there. 05:11 PR: And the second thing I think that you might be thinking is, \"Who the heck has got CRM that\'s running a donut shop?\" Right? And that might be an extreme example, but let\'s just say this. Let\'s say that you were organized and you did have a... Maybe you\'re using the CRM to just put your favorite customers. And granted, people that have higher dollar transactions are better candidates for CRM. That doesn\'t mean the donut shop can\'t do that. If I did have a donut shop, I would still do CRM, and I\'d have a list of not all my customers. There\'s a Mitch Hedberg joke about that you don\'t need a receipt when you buy a donut \'cause [05:46] ____. 05:47 AS: Mm-hmm. And their transaction. [chuckle] 05:48 PR: Yeah, we don\'t need to bring ink and paper into this transaction. [laughter] But what if I had favorite customers, and I could say, \"Alright. Well, I\'d do a list of the people that are my regulars and I would have the days that they actually came in.\" Maybe I know that Gina comes in only on Wednesdays and there\'s a few people who only come in on this day. Well, maybe I could review my notes and say, \"Okay, I\'m going to look at the people that just come in on Wednesday.\" Boom! I got a view of all my regulars that come in on Wednesday. \"Let me see the notes on these people. Okay, cool. I can have this, this and this and this kind of donut ready. And don\'t ask about this, and do ask about this.\" So again, donut might be an extreme example. 06:25 AS: I don\'t even think it is though, because we\'re in the shadows of Hollywood here in our offices, and think about all the different film productions and everything, there are donuts on those sets. If you\'re even tracking what filming schedules is, you\'re talking to the people who are coming to pick them up. You know when to maybe send a promo email and make sure they\'re coming back, and discounts when you pre-order. So anything like that, that\'s good business. 06:52 PR: It is. 06:52 AS: Make it for everyone else that\'s maybe not in LA, that you still know when someone\'s monthly office meeting might be, or the weekly meeting or anything like that, that they\'re going to want to bring in some food and snacks and treats for those meetings. If you\'re tracking that and you\'re sending promotions based on that information, it\'s not at all absurd to me that a donut shop would use a CRM. 07:17 PR: So here\'s another example. And thank you for making me feel better about the milk example. [laughter] So I\'ve been getting my haircut at a place that maybe isn\'t the greatest, but they\'re close to my house, but you know what, at least they\'re using some type of CRM to track their customers. So when I go in, they always know that it\'s going to be a number two on the sides and number four on top. And then later on, someone took better notes and they said, \"Okay, well, he kind of likes a scissor cut and kind of blend that in.\" And no matter who I get, I\'m going to get a haircut that\'s kind of close, depending on who is there, because you never know who you\'re going to get at this place. It\'s kind of like a roulette wheel. But at least they know, as I sit down, what my preferences are, and I don\'t have to go through it all. Because I remember the old days, you\'re trying to tell someone, hey this is what you like or bringing a picture or whatever, and just hoping that they get that kind of close. 08:08 PR: So, they might have that as a structured piece of information, right? But if they have some chatty stuff in there too, where anyone continue the conversation, and they prompt that naturally. If you do it unnaturally, it\'s going to be weird. You don\'t want to say, \"Oh, it says here in my CRM that your son just graduated. How is that boy?\" You\'d be like, \"Well, that\'s freaking creepy,\" right? 08:30 AS: Yeah. 08:30 PR: But if the person just naturally says, \"Oh, yeah, you know what, I remember you telling me about your son is studying psychology. How\'s that going?\" If that comes up naturally, I\'m just going to feel like that place knows me, I\'m going to feel that person\'s got the greatest memory or I\'m going to feel like, \"Wow, I must be their special customer. I bet they don\'t remember everyone\'s information like that.\" 08:51 AS: Alright, everybody, thanks for tuning in and listening to us have tangents and talk about donuts. We might be hungry. It might be lunchtime. We\'ll catch you next time. Thanks for listening.  


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CRM: Structured Data

CRM: Structured Data

CRM • August 7, 2018

In this episode, we define structured data and talk about what it means in relation to CRM. It\'s important to understand the type of data stored in your CRM, in order to know what you can accomplish with CRM. 00:19 Andy Shore: Hey, everybody welcome back to Clues for the Clueless CRM Marketer. Today, we\'re gonna start a conversation talking about the different types of information that you store in your CRM. And we\'re gonna start it off with structured information. So what does that even mean? 00:36 Paul Rijnders: Okay, so many CRMs especially traditional CRMs are based on some kind of structured database, meaning that there\'s some kind of like SQL or MySql database underneath where there\'s tables, and the tables are kind of like spreadsheet where the rows represent the records and the columns would represent the field information. So for instance, maybe column one could be first name... Column one. Let\'s say we have a table of contacts, column one is first name, column two is last name, column three is middle name, column four is address, column five is city etcetera, etcetera, etcetera. And most CRMs are gonna come with a standard set of default fields, and those would be the things that they think that you\'re gonna need. Email address, phone number, or maybe mobile phone, that type of thing, for a contact. Maybe if it\'s for an opportunity then... Which would be a different table so to speak or different kind of record so to speak. 01:34 PR: You\'d have the opportunity name, what\'s the amount of it, what stage is it at, when is it due. In activity it might be what kind of activity is this, when is it supposed to be due, with whom is it with and to what thing is it related to. Is it related to a project or an opportunity or another kind of record etcetera? But those will all be very structured, meaning that before that anyone inputs any kind of information there\'s gotta be a space for it. There\'s gotta be a column for it. There\'s not a free form place for it. 02:04 PR: So then that begs the question, well, what if I do need a free form place for it? Well, since today we\'re talking about structured information, never mind there\'s other places you can put that in the CRM, but for a CRM that\'s based off of an SQL database then probably what you\'re gonna want is you\'re gonna want some kind of admin to set up some custom fields ahead of time. So, for instance, in Benchmark email when our Benchmark email sales team and support team uses the CRM, they\'ve got customer fields that make sense to us. For instance what kind of new marketing plan does that person have? What is the account status? What is their list size? The list kinda goes on. Your business might be different, maybe you have a donut store and you wanna list what is their preferred donut? Maybe you\'re an automotive shop and you wanna list the type of car they have, and then what year is it, is another column. 02:57 PR: So anyway the list goes on and on, but what I\'m trying to say is that you\'re gonna have structured columns so to speak of where that information goes into. So why does it help to have it this way? Well, and again nevermind the conversation of non-SQL database, versus a traditional SQL database, SQL being SQL at least with a SQL database that things gotta fit in their nice little categories ahead of time so that you can create reports on them later on, or you can create views and you can create certain conditions. \'Cause later on, you might wanna say, \"Okay well, I\'ve opened up my contacts dashboard, but oh my gosh, I\'m looking at 100,000 contacts. Do I really have that many? Well, I just wanna see the contacts that I own that live in the state of Wyoming, whose car is a Toyota and their favorite donut is French Cruller. 03:51 PR: So you put all those conditions in and the conditions can be really kind of a... They all have to be true, right? Or you could have conditions that any one of those can be true. So you might say, \"Okay well, the car\'s gotta be Toyota but the favorite donut has to be either French Cruller or Chocolate Long John or glazed donut. So any one of those three. So you\'ve got kinda have a meets-all condition and meets any condition and then you can have a mix of those two where you could say, \"Okay, well then, all of these have to... Conditions have to be met and some of these conditions have to be met.\" There\'s any number of those possibilities. You could even say, the condition is, \"Well, their favorite donut, the letter must start with \'S\'.\" 04:35 PR: And what I\'m trying to say is this is that when the information is really, really structured, you can ask questions of the database because the database kinda knows what to expect and there\'s certain rules for what those queries could be and the database is really good at... And the system is really good at outputting that information because it\'s all very, very structured. So I guess what the end of it is, is that when you are setting up your CRM the average kinda figure out what information should go where as much they can so that information can be pulled up really easily later on. 05:07 AS: Yep, and I think one other part of that, and correct me if I\'m wrong, is where integrations come in. So if you\'ve got sign in forms like you were talking about with how we have in Benchmark or different lead magnets throughout, it\'s gonna structure that data in the right format when you connect those other third-party apps to your CRM. 05:24 PR: Oh, gosh. Yeah. Andy that\'s an excellent point. Okay, so let\'s say for instance you\'ve gotta sign up form on Google forms. So we need integration of the CRM with Google forms as we do with Benchmark email and a few other non-Benchmark companies, right? But let\'s just say that you say, \"All right. Well, in this form, the form calls it first name, but in the CRM we call it... Like I said we also call it first name so you can map first name to first name right? Last name to last name. But then maybe you have something where you say Okay, well we\'ve got this form has something that says phone number, in the CRM it says main phone number so let\'s map it from here to there. So when you connect to that form there\'ll be a mapping process where you see the fields that exist in the CRM and the fields that are incoming from whatever integration you are. And you can say okay look this slot goes with this slot and this goes with this slot. And because things are structures it makes it very, very easy for those things to go together. And it doesn\'t mean there\'s not other ways of doing things but we\'ll get into those later. 06:22 AS: There you go. So thanks everyone for listening and we will get into that other stuff later on if you keep tuning in. Thanks again.


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5 Hot Tips for a Clean Email List

5 Hot Tips for a Clean Email List

Practical Marketer • August 6, 2018

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


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