5 Hot Tips for a Clean Email List

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5 Hot Tips for a Clean Email List

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7 Methods to Increase the Effectivity of Your Email Campaigns Up to 15%

7 Methods to Increase the Effectivity of Your Email Campaigns Up to 15%

Beyond • February 26, 2018

When creating an email marketing campaign there are some special hacks that can be used to increase your conversion rate. Even if you’re increasing the open rate by 15%, for example, then that leads to many more potential buyers of your products. If the size of your email list is large then implementing small changes can lead to big results. In this article, we will show you how to improve the effectiveness of your email marketing campaign. You’ll learn some actionable tips that you can implement today, and get results on your next batch of emails. 1. Email Segmentation Once you learn more about your email list, you should segment the members based on their interests. For example, if you are sending out coupons, links to products, entertainment articles, news and how to videos, then that represents a wide range of content. It might be the case that a specific portion of members only came for the coupons or how to videos. Bombarding them with all types of emails might lead to more unsubscribes than you’d like. Therefore, conduct a survey and ask users what type of content they prefer. Consequently, segment the list based on their preferences. This ensures that the rate of engagement for each member of your list will be much higher. Consequently, this leads to higher chances of a sale. As the Annual Email Optimizer Report found, 39% of marketers received an increase in open rates when they segmented their list. Furthermore, 28% of marketers had lower unsubscribe rates. This shows that not every email list benefits from segmentation in a tangible way. However, there is enough evidence to point in the direction of giving it a shot. You can segment the list based on variables such as demographic data, behavioral data, customer sign up date and customer email client data. By paying attention to your customers, you can learn even more ways of effective segmentation 2. Test Delivery Times A lot of email marketers test the different variables of the emails themselves but forget about other elements, such as delivery times. When you deliver the email can be just as important as what is inside. For instance, if the recipient is getting the email when they are swamped in the middle of the work week at lunch, then the response rate might be low. On the other hand, the same email sent on the weekend could provide a much higher ROI. The only way to find out is to test for yourself to see what works and what doesn’t You could execute an A/B testing campaign where the same email is sent on different days of the week. Alternatively, you can send it on the same day, but one is sent at 1 PM and the other at 8 PM. Testing removes the emotion out of it because you get to see the tangible results for yourself. You do not need to use guesswork to figure out when the best time to send the email. Over time as you test with different delivery times, the precision of when the email is most effective will improve. 3. Call To Action Every email that you send should have a call to action. In fact, for every piece of content that you put out, anywhere, should have a call to action. Even on the “Thank You” page after a website visitor has submitted their email address. The lack of a call to action is a missed opportunity to get the desired result, which is typically the sale. The call to action doesn’t always have to be aggressive by drawing a lot of attention. Mixing it up increases the visibility of the call to action. That’s because if you include the same call to action on every email, the viewer will begin to tune it out. A call to action can be as simple as including clickable text with the words: “Start my trial,” or Read the ebook.” However, you can use a sentence or two to build up to the clickable text so that the audience is persuaded to be interested in the offer. As John Adverton from Rush My Essay, says: “a successful call to action should have a sense of urgency and indicate what’s in it for them.” You understand the psyche of your audience best. Therefore, the type of call to action that works best for your audience is up to you. However, make sure to test to see what readers are responding to the most. 4. Avoid Spam Filters Spam filters are the arch nemesis of email marketing. Spending time carefully crafting the email for it to only end up in the spam folder is the worst case scenario. In some cases, if the email contains certain elements, then it might not even make it into the spam folder at all. Cutting out the words that trigger spam filters is the first thing you should focus on. These words include common phrases like no credit check, MLM, free money, earn per week, big bucks and so on. For any given niche there are some spam triggering keywords that you must keep in mind. In the thank you page you could ask the user to check their spam inbox for your email. Ask them to place you on the whitelist so that further emails end up in the main inbox. You also need to offer an unsubscribe link at the bottom of all your emails to pass the spam test. Finally, study the CAN-SPAM Act 2003 of what you can and can’t do. This information is straight from the email authorities themselves, so it’s a no-brainer to familiarise yourself with what’s shared here. 5. Provide Value to the Reader The purpose of email marketing from your point of view is to achieve conversion and turn a subscriber into a buying customer. However, forcefully going after the sale with just marketing material is not the best strategy. You need to provide value in every email. This shows you’re looking after your audience and giving them a reason to stick around. For example, let’s say that you’re in the metabolic cookbook niche and are promoting a product that helps people lose weight by eating fat burning foods. In every email you could make it your mission to share three recipes free of charge. This does two things: it keeps people on the list opening emails to read those recipes, and it builds you up as an authority building trust in the process. If the quality of the recipes is good, then eventually they will want to buy what you’re selling to get access to more of the same. 6. Mobile Responsive It’s estimated that around 65% of emails are initially opened on a mobile device. Therefore, not optimizing the email for the mobile platforms is essentially shooting yourself in the foot. Audiences will be put-off by unoptimized emails. So even if your open rates are great, the user engagement and number of people reading the call to action might be low. To improve mobile optimization keeping the email simple is key. Avoid complicated formatting list tables and social sharing buttons that are large. Furthermore, keep the width at around 500-600 pixels. A mobile user can scroll down to read more text, but horizontal scrolling is undesirable – even on the desktop platform. The font size should be 13pt for the body, and the header size fonts should be at around 22 pt. This ensures that size of the font is friendly for the mobile user. Also, avoid unreadable fonts and weird symbols that mobile devices might struggle to format correctly. For images keep the files sizes to a minimum. Loading up an image via a wired home based connection might be a piece of cake. However, outdoors on a mobile device, the same might not be true. 7. Resend Unopened Emails Resending an unopened email is a delicate matter that you need to get right to avoid high unsubscribe rates. You’ll need to weigh the chances, and merit, of getting the open a second time versus the chances of an unsubscribe. Some people might have missed the email the first time around, or they might have been too busy to open it. Therefore, by sending it for the second time, you increase your chances of catching them at a more convenient time. This is especially true if you send it at a different time. However, some list members will notice the fact that they received the same email twice. They might get annoyed and feel like you’re acting like a spam bot. Therefore, they will naturally unsubscribe from your list, which is the last thing that you want. As a compromise consider changing aspects of the email when sending for the second time. For example, change the subject line – it doesn’t take long to do. If you’re using images, consider switching them up to give the email a different feel. You can segment your email list and only send the same email a second time to a limited number of your list to see how they respond. If you notice far too many unsubscribes, then you can avoid making the same mistake with the majority of your email list. Conclusion There is an art to email marketing, such as getting the copywriting spot on and ensuring the value inside matches the expectations of the user. However, as you’ve learned in this article, there is also a science behind the process. For example, by taking steps to avoid spam filters and improving the mobile optimization, you’ll increase the effectiveness of the email marketing campaign. Take the time to implement all seven pieces of advice from this article and your email marketing campaign will be better off. Just don’t forget to do your testing regarding what works and doesn’t. After all, every niche and email list is unique and therefore requires a unique approach.


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

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

Beyond • February 25, 2018

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.


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World class support. Worldwide: Philippines Edition

World class support. Worldwide: Philippines Edition

Going Global • February 21, 2018

World class support. Worldwide. We say it to ourselves as a company all the time. We even say it directly on our About Us page. It’s a mission statement for us as a company. We want to provide localized support for each language for which Benchmark is available. Not only that, we want to be the best support available. One of the most important lessons I learned back when I was in journalism school is “show, don’t tell.” It’s one that I frequently am reminded of while I run this blog. Your audience may or may not trust you, but if you can provide data and examples to back up your point, it’s hard to disagree. So, we can say “World class support. Worldwide” until we’re blue in the face (and truth be told, we might). However, we can back it up by showing it to you too. Joy Aspacio, our amazing regional manager in the Philippines, is constantly sharing awesome stories from events she attends, workshops she participates in and of customer success stories. I’ve put together a few of my favorite recent ones to share with all of you. 5th Annual Philippine SME Business Expo 2017 The Philippine SME Business Expo (PhilSME) is known as the Philippines’ largest business-2-business tradeshow, conference and networking event for Small and Medium Enterprises\' (SME\'s). The 5th Philippine SME Business Expo was held from November 03-04, 2017 at the SMX Convention Center Manila, Mall of Asia Complex, Pasay City, Metro Manila. Benchmark Email is one of the silver sponsors, and we’re very glad to Mr. David Abrenilla, the Founder and Managing Director of Philippine SME Business Expo and CEO of Mediacom Solutions Inc. for the opportunity to be their official email marketing partner in the Philippines. One of the highlights of the opening day, our Customer Success Specialist and Evangelist from Benchmark Email Japan, Mr. Goro Kasahara was one of the VIP guests at the ribbon-cutting ceremony. PhilSME has also recognized the companies that significantly contributed in empowering Philippines’ Small and Medium Enterprises in the country, and Benchmark Email was given recognition in the Best Email Marketing Provider Award. There were over 100 Business Solutions and Business Opportunity in over 1,815 sqm exhibit space and attended by more than 10,000 visitors. The 2-day event showcased information on the latest innovations and trends which were presented in an interactive program composed of seminars, product presentations and other activities which is helpful to the SME’s to be competitive in the Philippines and the ASEAN region. During the event, we get the chance to meet with business leaders, company owners, senior-level executives, decision-makers and build new business relationships amongst SME’s in the Philippines. We have also gained valuable insights on how the various SME industries are doing in the Philippine set-up. Looking at the benefits as one of the exhibitors in the 5th PhilSME, Benchmark Email has successfully opened a great deal of opportunities for the SMEs to reach their target customers in the most cost-efficient way. After the expo, we have sent a newsletter campaign to thank everyone we have met. And we were so grateful as we have received an overwhelming response. Some recipients have requested to attend our workshop in our Makati office while others were asking for quotations and proposals. Also of Note from PhilSME Follow-through after every expo or conference is very critical. You had the opportunity to meet your target customers and influencers but how will you be able to establish a good connection and convert them after? One practical and easiest way is through email marketing. As such, Benchmark Email is a very powerful tool and user-friendly for any marketer. As Mr. David Abrenilla explained, “Regarding sales and branding, our sales have dramatically increased after using Benchmark Email because we can reach much more customers than before. Also branding-wise, it helps us to distribute and market our brands to a larger pool of potential customers.” We are so excited for 6th Philippine SME Business Expo 2018 on May 25-26, 2018. MediaCom Loves Benchmark We caught up with MediaCom at PhilSME and asked if they’d share a bit about how they use Benchmark. Here’s what they had to say: MediaCom Solutions Inc. is a trade show and a trade fair organizing company. We do twelve trade fairs in a year in the Philippines. Our company was founded in 2012, and we currently have thirty-five employees. We are headquartered in Makati City business district of Metro Manila. Predominant customer types are a bit of business-to-business and our main customers are small and medium enterprises. We catered to entrepreneur and franchise businesses for small and medium enterprises. We realized this year that we are heavily towards technology services as well as logistics, office leasing, an airline for corporate accounts, mobile app developers software, accounting services, etc. You can also check our website for more information at www.mediacom.ph. As for our industry niche, we also have a very specific exhibition that caters to babies and children products called the Baby, Kids & Family Expo where we have multinational accounts like Johnson and Johnson Philippines, Pampers Philippines and other major baby product players in the industry. What decided for us to use Benchmark Email is the capability to reach a large pool of potential customers, to communicate with them on a regular basis and provide valuable information which is either written content, through image and videos as well, which we distribute through email. We see this as a very valuable service to engage with our customers to keep them informed on a regular basis, and the service is excellent, the support is there, especially when it comes to the life support service which is very responsive and that\'s what we like a lot so that it\'s very easy for marketing team as well as our IT personnel to communicate in case there are any problems or are things that we would like to change with our email campaigns. Benchmark Email is very user-friendly. It allows even our staff that is not familiar with HTML coding to immediately start email campaign especially the drag and drop function which makes it very easy to include a media content into the email marketing campaigns. Regarding sales and branding, our sales have dramatically increased after using Benchmark Email because we can reach much more customers than before. Also branding-wise, it helps us to distribute and market our brands to a larger pool of potential customers. The reporting data especially regarding gathering insights on how our campaigns are doing. The service of Benchmark Email also helps us to strategize on our email campaigns to make them more effectively. Like every small business, the challenges that we have encountered before using Benchmark Email is how to get our brand out and to reach as many potential customers as possible in a short period, that\'s where Benchmark Email helped us to scale our business dramatically. Benchmark Email has mainly helped us resolve the distribution of information and to broadcast the benefits of our exhibitions and the services of our company. Benchmark Email is great software. It\'s a great product, the functionality is very user-friendly and has a great support team. The fact that they have a local Representative that we can contact immediately, this gives us the confidence to work with them and chose them for a specific reason. We have someone on the ground that could visit us and can explain certain things, because sometimes it\'s hard to do just on email support - you can only write to that person, but you cannot talk to that person. The Filipino culture has cultural differences between somebody that is doing offshore support in a different country does not sometimes also speak the same language from a culture perspective like here in the Philippines. We do not have any concerns about the software, but it\'s just the onboarding period for all our people to learn how to use the software, I think there are still big opportunity of growth when it comes to actually teaching people how to use email marketing effectively because besides from the technology, it\'s also actually on how to use it effectively. I think there’s a good opportunity regarding training. So I would love to hear about more local training where people can showcase best practices. I know that there’s available online but it\'s always something different if you do it face to face and especially again our culture in the Philippines, people want to talk to other people, so I think that\'s still also a big difference in there. Learn The Best Email Practices With Benchmark Email Philippines Everyone has to advance themselves to be able to be able to be competitive in their market. There are a lot of resources and webinars available on online. Nonetheless, these tools are just not enough. Most people still prefer a face to face discussion especially here in the Philippines as Filipinos love to get together to brainstorm and hustle - it makes a huge difference. As such, Benchmark Email not just offers a free webinar, video tutorials, manuals and other useful materials available from our Sales and Training Team in our headquarters but we also provide a free local workshop which sets us apart from other providers. We have been conducting the free workshops since September in our Philippines office located at the heart of Makati City in Salcedo Village. We have met a lot of marketers from different industries, from beginners to advance knowledge about the best practices of email marketing. We have shared about the importance of email marketing, its reward and drawback. We provide helpful tips and ideas of a compelling contents such as the following: What is an effective subject line? What are the call-to-actions? What are the email deliverability tips? With this information, a marketer will be able to have successful customer engagement. We also feature our simple yet powerful email designer - which a marketer can choose from the drag and drop, HTML and plain text editors. It has always been a usual compliment from our attendees that the drag and drop editor makes them feel like a pro. This has proved that even a beginner can easily adapt and create a beautiful email newsletter using Benchmark Email. The call-to-action has also been an important and interesting discussion which the attendees got to give their thoughts and asked for some clarifications. This perfectly demonstrates how eager our marketers wanted to learn the best email marketing practices. In general, all our attendees in the last five workshops were palpable and with so much enthusiasm. It gives us more reason and inspiration to conduct efficient workshops for the upcoming months. Also, the photo op never ceases to keep the attendees be at their awesome self - groupie and selfie is always a must. Impacting Hotels and Sales Resorts Online Presence We have been overwhelmed by the participants from various hotels and resorts in the Philippines who want to learn how to convert a sales through email marketing. The event was a collaboration between Hotel Sales & Marketing Association International (HSMA), Mr. Jay McLean, the Digital Marketing Director of Pixel Plus One and Benchmark Email. It was held at the Manila Marriott Hotel and was attended exclusively by HSMA members. With the aggressive constructions of hotels and resorts in the country, operators should be more proactive in promoting their brands to their regular and potential clients. As such, HSMA gathered their members to learn an effective way to engage with their customers on a regular basis. The seminar kicked off with how powerful email marketing and the member participants were very interactive during the presentation on the features of Benchmark Email. The highlights of the learnings to increase visibility to lead to sales conversions by showing sample email newsletter campaigns as well as tips and call-to-action ideas. As a result, every participant left the venue with an awesome smile on their faces as they were able to go home with a free account from Benchmark Email and added knowledge which they can use to kick start with their journey to sales conversion. Mommy Mundo Year-End Meet Up The Year-End Mommy Mundo Mompreneur Meet Up is a gathering for sharing, learning and Thanksgiving on November 25, 2017, at the Makati Diamond Residences. Benchmark Email was honored to be a part of the pre-Christmas celebrations of Mompreneurs for 2017. It was a powerful crowd of Mompreneurs and Dadpreneurs as well. Benchmark Email has been grateful to co-sponsor the event and was able to share to the Mompreneurs how to strengthen their customer relationships through email marketing. The Mompreneurs were all beaming with joy to learn that they will be easily able to jump-start with their newsletters knowing the local going visibility Benchmark Email in the Philippines. The Founder of Mommy Mundo, Janice Villanueva shared how Benchmark Email has been an effective tool in connecting with the Mommy Mundo community all these years. “I have been using Benchmark for five years already and its the tool I use to send out newsletters to my mailing lists. I recommend you to use Benchmark to build your customer and connect with them on a regular basis. You can send newsletters as often as you want to promote your products, promo or something new about your brand but of course, you don’t want to bombard your customers with so many emails. With Mommy Mundo, we only send out once a month as we want our subscribers to look forward to our newsletters and will not report us as a spammer. Benchmark Email is an easy way to communicate with your community, and you will be able to track your emails as they provide analytics.” For the Thanksgiving event, we were also joined by Ms. Dana Esteban, a holistic and nutrition coach who shared the Gift of Being Present. The Mompreneurs know how to have some fun, as they played some games and gave gifts to get in the holiday spirit. The meet up was also co-sponsored by Benchmark Email, Meralco, SunLife, PLDT, Safehouse Storage and Belo Baby.


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2 Ways to Use Automation Pro: Onboarding & Conversions

2 Ways to Use Automation Pro: Onboarding & Conversions

Practical Marketer • February 21, 2018

Automation Pro is here! Simply put, it’s the clear solution to create quality, ongoing customer engagement. With the launch of Automation Pro, we’ve built in a handful of templates that demonstrate practical strategies that any marketer can execute. In this post, we’ll focus on two of them and provide some real-life examples of what can be accomplished with our powerful new automation tool. Onboarding This template is designed to help you turn website visitors into subscribers. According to the Data & Marketing Association, 66% of online consumers have made a purchase as a result of an email engagement campaign. Armed with that data, there’s no reason not to create an automated sales funnel based on website visitors. Practically speaking, these are already good leads as they are people who have shown interest in your goods or services by visiting your website and even the page for a specific product or service. So, how can you put this into action? Let’s say you’re a brand that is launching a new product. You’re running various marketing campaigns that direct potential customers to a landing page for that product. The first step is to create a popup signup form to place on that page. We suggest adding an incentive for subscribing, such as a 10% discount or something else that would encourage someone to buy. Other incentives can include an exclusive PDF, webinar or any other educational resource that may be of value to your subscribers. Be sure to assign your popup form to a new list for onboarding. Next, install the tracking code on the desired web page or landing page. This is how Automation Pro will know if an individual visited your website or page. Now it’s time to build your onboarding journey. First, you’ll set the Added To List Entry point to match your designated onboarding list, which is attached to the popup signup form you’ve created. As people visit your page, the popup form will be prompted with the 10% discount offer. Once they subscribe, they will automatically be added to the list you selected and the journey begins. Next, you’ll create a Welcome Email for the Send Email node. As Subscribers are added to your onboarding list, this next part of the journey is triggered and the Welcome Email is sent. This should include the promo code for their 10% discount (you will need to input the promo code of your choosing into your eCommerce platform). Conversion Now that you’ve created a practical solution to onboard new subscribers, it’s time to turn those new opt-ins into customers. If we’re continuing the above example, the goal is now to entice your new subscribers to act on the 10% discount incentive you offered before. To do this, you will send a series of emails highlighting the product or service’s benefits and reminding subscribers of their discount. For this example, we’ll be showing you how to create a 7-day cycle aimed at converting your leads. Here are the steps to take before you create your conversion journey: Create a “Customers List.” This is the list that your subscribers will automatically be transferred to if they complete a purchase on your site. Plan your engagement campaign. Think of the journey you want your leads to experience. Create a “Purchase Confirmation” Journey. This is a small journey that will constantly check for subscribers who make a purchase. Once a purchase is made, this journey will move the subscriber from your “Onboarding List” to your “Customers List.” It is extremely important that your Automation Pro tracking code is installed on your Thank You page. Let’s look at the steps to take to create your Conversions Journey. Like the previous journey, this one begins with the Added To List Entry Point for your onboarding list. Since you sent the Welcome Email immediately for the previous journey, it’s important to add a wait time with your next node. That way you won’t overwhelm your subscribers with too many emails at once. Now, put yourself in your subscriber’s shoes. While the goal is to inspire conversions, you must keep the potential customer in mind. So, multiple CTAs to buy may not be effective. What will likely work better, is a series of emails that demonstrates the value of your product(s) or service(s). This can include customer testimonials. After all, 55% of shoppers say that online reviews influence their purchasing decision according to Kissmetrics. In this example, we’ll create a three email journey. Don’t forget to add a wait time between each engagement email you’ll be sending. Otherwise, they’ll all send at once! First, you should send a discount reminder on Day 3 after an individual subscribes to your onboarding list. For some, that’s all it will take and they’ll be moved to your Customers List. For those that remain in your Onboarding List, try sending an engagement campaign with a product highlight or testimonial on Day 6. If you still haven’t converted a subscriber after your first two attempts, try a free shipping offer on Day 7. According to the Walker Sands Future of Retail 2016 study, nine out of 10 surveyed listed free shipping as the top incentive when asked what would make them more likely to shop online. The goal for this journey is to generate sales. It is important to set an end date for the journey so you can look back at what you created and then make improvements for the next journey. If you have a never ending journey, it will be hard to measure, compare and use the data to improve for future journeys.


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Practical Strategies for List Segmentation & Automation Pro

Practical Strategies for List Segmentation & Automation Pro

Practical Marketer • February 21, 2018

List segmentation with email automation is the best way to send targeted, relevant content to your customers that will create a feeling of personalization for each individual subscriber. Being able to follow-up with subscribers based on their interactions with your email campaigns and website while combining that with list segments, creates multiple levels of personalization that will create ongoing engagement. Before we jump into some strategy for you to execute for your next customer journey, let’s take a look at why doing this is so important. Car Insurance Automation Fail A few years back, my car got in the line of fire from a neighbor moving their possessions out and through our lot into a truck. So, I called my insurance company and they sent someone out to take a look at the damages. They told me that since the damages existed in two places (a dresser was dropped on my car), I would have to pay two deductibles. This also included a possible increase in my rates. However, across the alley from our parking lot was an auto body shop. So, I asked the guy at the shop what he thought of the insurance assessment. He told me he would fix it for me at a much lower cost if I chose not to go through insurance. It was a number I could live with and I’d avoid the headache of higher car insurance premiums. I canceled my claim. My car was fixed and I forgot about it completely. That is until I got an email from my car insurance company that included: I got a note from our claims department that you were pretty happy with the way we handled your claim. I’m glad that worked out for you. Not only that, but they tried to upsell me with renters insurance to boot. This was an automation that was triggered upon a claim being closed. However, without segments, the automation assumed all closed claims were happy customers. Wrong. Now, do you see why segmentation is an important part of your automation? How You Could Use List Segmentation & Automation We love our pets around here. See? It should surprise nobody that we continually use a pet store as an example. Say a customer comes into the store and agrees to join your email list upon their visit. You notice they’ve bought dog food, some chew toys and bones and some dog treats. You can add them to your customer list, but it would be to your advantage to add them to a Dog Owner segment of that list. That way a customer journey can be automated for dog owners upon entry to that segment. Follow-ups can include campaigns centered around new toys, the latest treats and other items to enrich the life of a dog. As a dog owner, I know how susceptible I am to wanting to buy all of the cute things and treats that I have to remind myself not to eat. You don’t have to believe me, though. According to the DMA, targeted and segmented campaigns generate 58% of all email marketing revenue. Let’s take it a step further. If you’ve used the website engagement feature in Automation Pro, you can follow up with the people in your Dog Owner segment based on the goods they view on your website. Follow-ups can be triggered if they’re looking at new dog beds or the new line of Star Wars toys (of which my dog destroyed her BB-8 fetch toy in a matter of seconds). They’re already showing interest in those items, so a triggered campaign containing those goods may just be the reminder they need to purchase. Continuing with more segmentation, maybe all Dog Owners go into one list for you. The segments are created based on their dog food of choice. If you’re paying attention to their purchase history, you’ll see what’s been bought and maybe even how often. You can automate follow-ups based on when they’re almost in need of more food. Have a campaign sent at that point, maybe even with a small discount to buy then, and you’ll have a loyal customer earned thanks to list segmentation and automation. So, next time you go to create a new customer journey remember how much more relevant your email campaigns can be if you combine list segmentation with email marketing. It’s your best chance at creating that feeling of one-to-one communication with your subscribers … even when it’s an automated campaign that’s running while you’re out at the dog park.


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Harnessing the Power of Email Marketing Segmentation

Harnessing the Power of Email Marketing Segmentation

Practical Marketer • February 12, 2018

Fun fact: every day more than 200 billion email are sent all over the world. Long considered the granddaddy of digital marketing, the astonishing number of email sent every day just goes to show how relevant is email in this day age. There are many reasons why email is so effective. First of all, everyone in digital has an email address. More than Facebook or any other social media platform, email is the most ubiquitous digital platform for users. In fact, you cannot sign on to Facebook without an email address. Think of the potential reach you can have. Next, you are sure that the message is received and delivered. On other platforms, your paid advertising efforts depend on its ability to attract that audience. Email is a direct shot to hearts and minds of your users. Email is also an open platform. Nearly everyone can shoot out an email to a person. No one entity controls the ebb and flow of email, unlike Facebook or Instagram which are governed by algorithms that change on a regular basis. Finally, email is here to stay. Social media has a lifespan. Think of how many social media platforms have come and gone. Friendster and MySpace have gone the way of the dinosaur, forgotten relics of a bygone age. Snapchat and Twitter are both fighting for survival. Only one constant remains - the email. Given that, why is that most email marketing schemes fail? Most of the email you send to your email list are left unopened, contributing no clicks and no conversions. The biggest mistake email marketers fall into is sending their email with their offer to all the people in their list. They rarely tailor fit their email to their target audience, making the message lost in the hundreds of email received by a potential customer every day. The secret therefore to a successful email campaign is the concept of segmentation. You divide your email list into specific segments, and tailor fit your content for their consumption. This requires you to know your audience more. The great Sun Tzu once said that you must know your enemy as you know yourself. The more information you have on your target market, the better you can segment.   There are many ways to segment your marketing. Here are a few: GEOGRAPHICAL 1) Location The most basic way to segment is by location. First of all, if you have a global market, then you can tailor fit your content by country, city and area to regional and culture idiosyncrasies. For example, here’s an email sent by Spotify, to their subscribers who follows and listens to LANY, Zedd and more – about their concerts near your area. Moreover, the concept of time zones come into play. There usually is a best time to send an email and each time zone has its own best time to send. Demographical 2) Age Age groups are a great way of segmenting your market. Age groups have different backgrounds and a different mindset. Generation Z is swimming in tech and digital, millennials are flighty and restless, Gen Xers are hard-nosed and to the point, and Baby Boomers yearn for nostalgia. Each age group has certain world views where you can make specific appeals to purchase. Here’s one example from an email campaign sent by Adobe about their promotions exclusively for students. 3) Gender The gender spectrum has multiple segmentation opportunities. Each ray of the gender spectrum has specific needs and wants and can be addressed directly in your messaging. As more and more people are open to the gender spectrum, with platforms openly acknowledging different genders, it gives you the ability to tweak your message for maximum effect. Here’s an example of an email campaign sent by NIKE, catering to women, young adults and age ranges from 18-26 years old. 4) Job Function Email can also be sent via job function. Gatekeepers like secretaries and personal assistants are great targets for segmentation because they control the flow of information to the decision makers. Getting on the good side of gatekeepers through thoughtful email can do wonders for your business. Here’s an email sent by HubSpot indicating a link to an article that talks about neuroscience for marketing experts. Psychographics 5) Persona Personality is a broad term, but you could also segment via personality. People who identify as introverts could be open to content about activities that can be done indoors. Gaming and e-books are a great marketing play for the introverted set. On the other hand, more outdoorsy offerings can be sent to identified extroverts. 6) Lifestyle Lifestyle is also a big segmentation opportunity. Take, for example, flight attendants. Flight attendants fly in and out of countries every day. This allows you to make offerings that are tied to the jet-set lifestyle. Hotel offerings with discounts for short layovers can be sent to flight attendants who want to rest and freshen up. These are the broad segmentations. You could segment on a more granular level. 7) Interests Subcultures are a powerful niche marketing segmentation. For example, Star Wars fans are more likely to respond to Star Wars content especially if you send that out on May 4 (May the 4th be with you). Behavioral 8) Past Purchase An old e-commerce marketing technique is to create market basket analysis. People who purchase one product usually end up purchasing another product and patterns begin to appear. Analytics can be used to create a basket of goods where you can target users who purchased one product with an offering for another product. If they are in the same market basket group, more or less you could expect a bigger chance for a conversion. 9) Buying Frequency E-commerce platforms could usually track how much a user buys over a certain period of time. A frequent buyer would be a great person to send a frequent user discount while a user that has not bought in a long while can be sent a welcome back offering. 10) Website Behavior Even website behavior can be segmented. Window shoppers, people who just visit a website but do not make a purchase, are great people to send promotions that will nudge them into making a purchase. This example was sent by ZALORA informing their subscribers that their favorite brands are on sale and encouraging them to make a purchase, again. 11) Email Engagement Email engagement is also a great segmentation opportunity. Non-openers and people who do not click are a good segment to cull from your email lists. If you have likely gotten emails from brands saying, “We’ve missed you!”. These were probably the brands whose email you have not opened in a while. A great example would be the email sent by Uber, to those riders who were not booking lately. Conclusion Email is one of the most powerful ways to engage your audience. But it will all be for naught if you do a shotgun approach to marketing. Segmentation with market-specific content will go a long way to improving your open, click through and conversion metrics. Are you having trouble dividing your email lists into more specific and unified segments? Does this article help you to overcome it? If so, let me know in the comment section below. We would be happy to hear from you!


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We talk to you about the importance of configuring SPF and DKIM records

We talk to you about the importance of configuring SPF and DKIM records

Beyond • February 6, 2018

How many business emails do you send in a typical month? Probably a lot. Maybe thousands of them. At the very least a newsletter with weekly or monthly special offers or related information about your company. Before the birth of Email Marketing, ISPs only managed a small amount of emails. However, in adopting this strategy, our whole database can be reached with a single click. Because of it, ISPs had to create ways to filter emails, letting the good senders have their space in the subscribers´ inbox. Gmail, Hotmail, and Yahoo, among others, have understood that this is a two-way task and demand the sender go through a series of actions to help them. Today, we want to explain how important it is to configure SPF and DKIM records in your email marketing strategy. This may be the first time you’re hearing both names. Thus, throughout this article, we want to help you all to achieve your Email Marketing strategy not only by basing it on designing, sending and measuring, but by addressing external factors that are familiar with your day-to-day routine, that affect your deliverability. As we said in the beginning of this article, inbox trays spend the day categorizing emails so we only receive messages from: A trustworthy sender, that is to say, any email with whom we have regular business, or an email from a colleague, a client, or a family related person. Special offers, eBooks, and newsletters in general, the information we have subscribed to. Nevertheless, there is no doubt Gmail, Hotmail or Yahoo handle a massive amount of advertising emails, and they have to inspect them one by one and give inbox permission only to those that pass their spam filters. At the same time, they have to allocate suspect emails into the junk and spam folders. With regular, one-to-one emails, we don\'t bump into this problem. It becomes a real concern when we use an Email Marketing platform such as ours, where campaigns designed by businesses need to pass these spam filters. However, sending through an ESP is still the best bet for businesses to do email marketing. It’s like the difference in going to a party alone, versus being with the host. The host already knows everyone and has established relationships. In email, those established relationships are what will land you in the inbox, when everything else is done right. Today, we want to talk to you about the filter related to the safety of your emails being sent. Technological development has enabled spam distributors to easily gain access to the information inside your emails, and therefore the ISPs reward higher deliverability to the senders that take action to encrypt their messages, protecting the delivery process. What is a SPF record? A Sender Policy Framework record, or SPF, is a system of domain names (DNS), that identifies mail servers (like Benchmark) that are allowed to send messages on behalf of your domain. The goal of SPF records is to avoid spammers sending fake messages with your domain´s sender address. The receivers may verify the SPF record to check if a message coming from your domain is from an authorized email server. The advantage of SPF records is that they can only be configured by the domain´s owner and act as a ´passport´ to identify the emails by the time of their arrival, helping ISPs to categorize them into authorized or SPAM. What are DKIM records? The DKIM standard (DomainKeys Identified Mail) helps the emails to fight against identity deception (spoofing) by adding a digital signature to your emails´ headers which are always examined by the ISPs. Basically, it is an additional authentication step for your emails. Differently from SPF, which enables Benchmark to send emails on your behalf, in this case the DKIM records add a domain name identifier to your message, using cryptography techniques to validate it as the receiver gets the email. That way, the ISPs receiving the incoming emails from such domain may use this digital signature to help them determine if each email is legitimate. In order to have a better understanding, this is what you design: And this is what the ISPs really analyze and approve through their filters if the email checks with the demanded authentication measures: The lines marked in red are part of the SPF records already configured and of the DKIM records that still need to be setup. The record to be configured inside DKIM is called CNAME record. In the same way as with the SPF records, we will add a line of code to the domain´s configuration. Once you get to this point, it is ideal to contact your hosting company technical support so they can help you setup both domains. What can you do to prevent the email from ending up in the spam folder or not being sent at all? It\'s very simple. Just add these digital signatures mentioned above to your emails so no one can get in the way of the sending procedure and authorize Benchmark to send emails or your behalf. To help you with this task, Benchmark Email has developed the technology that enables the compliance with sending safety protocols required by different ISPs. The procedure is so simple that you only need to access your domain´s account settings, find the DNS, and copy and paste the following lines of code: STEP 1: update the SPF records v=spf1 a mx include:bmsend.com ~all STEP 2: update the CNAME records Tag/Host: bmdeda._domainkey.YOURDOMAIN Destination/Objective: bmdeda._domainkey.bmsend.com Access your domain´s account settings and upgrade these fields. Once it is done, contact us so we can verify it and update your account. What happens if I do not setup SPF and DKIM records? If you do not authenticate your emails, your messages can get blocked or end up in the spam folder. Making these adjustments in the configuration is going to increase the possibility that your emails are accepted by the ISPs, reaching the inbox folder properly. If you wish to learn more about this subject, we will host a webinar on March 8th, at 9AM EST. In the webinar, we will dive deeper and show you step by step where you need to setup these records. If you wish to participate, please click on the this link: https://register.gotowebinar.com/register/262030501720790787 We will share a PDF file available for download at the end of the webinar with all attendees. If you are responsible for the email marketing strategy, the head of marketing, or work independently for clients, or even for yourself, as a blogger or SME that does email marketing, please contact our Customer Engagement Specialists if you need any help. If you believe this content can be be interesting to your audience, please share it. We are waiting for you!


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How Email Marketing Helps Mobile App Startups

How Email Marketing Helps Mobile App Startups

Beyond • January 30, 2018

If you think that email marketing is a beaten and outdated method that has lost its relevance years ago, you should reconsider your point of view. There must be a reason why countless companies, including most of Jelvix customers, just adore email marketing and squeeze everything out of it! We will try to overview the issue to understand if it makes sense to overcome the fear of loss and to invest in email marketing if you are a startup. Since we at Jelvix provide software development services to many different industries, we see the broad picture that can be useful here. Did you know that: People tend to click on links in email more often than on links on Twitter and Facebook combined? 53% of emails are viewed via mobile devices? Is E-newsletter Relevant In Modern Marketing? According to an online survey based on the festive newsletter of Adobe in 2016, 40% of the polled consumers reported that the best way to contact them via a mobile device is email. The Low Cost Of Sending Email Is A Strong Argument In Its Favor For your information, email distribution brings significant income (≈ 4 times more than the invested sum), which is another proof in favor of this method. Email marketing is among the most effective and staying relevant tools for increasing interest of the audience and attracting customers. However, not everything is so wonderful in the world of email marketing. It is well-known that emails show a very meager percentage of clicks on the links - only 4%. It is also evident that our mailboxes are clogged with tens of thousands of emails, and sending advertisements to emails continues day and night, that is why your letter has almost no chance to attract the user\'s attention. Do not forget that email can boast a higher percentage of clicks on links through mobile devices. 53% of electronic messages are read from mobile devices. Moreover, 23% of recipients who see a message on the screen of their mobile gadget are most probably to open it later. From every four clicks on the links in the letter, one click is made through mobile devices. All of these stunning statistics point to the fact that the mobile environment is the best piece of digital territory for promoting applications. How Does It Work? Target those who are already subscribed to your email, and invite them to participate in the beta testing of your application. Your company most probably has a ready-made list of email addresses of subscribers. Use it to the fullest extent. Begin to act: attract subscribers with a beautiful mailing HTML format. Do you think they will be enraged when they receive another unnecessary message? On the contrary, they will be proud and happy to know that you rank them as favorites and trust them to beta test your application. Take a look at Echograph\'s letter, in which the company offers to test their application. The text is unambiguous and in essence. There is only a description of some steps and pictures explaining how the recipient of the letter can begin to test the application. When users send you feedback on the results of beta testing, use this as an excuse to send them a thank you letter. Before doing so, just make sure that there is some extra included in the thank you letter. Some free application update, for example. Take a look at what Dropmark has come up with. There is a letter of thanks for those who participated in the Dropmark beta test. First of all, the company thanks users for beta testing of the application. And then it says that beta participants can get an improved version of the application at a special price. Get down to business - compose an attractive newsletter featuring the go button leading to the App Store Emails should be concise and straight to the point. In other words, cut to the chase. This is a \"military\" style of electronic correspondence, nothing superfluous. If you need to explain something - use bulleted lists. The ability to save words takes on immense significance here. In the world of mobile application marketing, things are almost the same. Mailing service allows you to send any letter a bunch of times, but only the most precise and riveting letters can claim the attention of consumers. Look, for example, at the excellent email newsletter from FreshDirect, promoting their applications for Android, iPhone and iPad. As you can see, the message immediately proclaims the main idea, and in focus there is a mobile application. More importantly, there are large buttons with direct links to AppStore and PlayMarket, which allows users to directly download the application to their devices. Send an explanatory letter You are delighted that users are downloading your application. However, later you discover that some people started deleting it in the first days of use, thus confirming the statistics that 80% of applications are deleted in the first three days after the initial download. Do you want to avoid this situation? Do not panic - include an explanatory letter in an app installer or send it via newsletter to the user until the three days have elapsed. Before that, it is necessary to automate the newsletter so to save time and make sure that your explanatory letter acquaints the user with the functionality of the application in an accessible form. Let\'s get an idea of how an explanatory letter should be organized, looking at the application for travelers Hitlist. Hitlist found that new users did not actively use the downloaded application. To stir them, the company developed a mailing based on the behavior and configured for the necessary triggers. At first sight, this letter is rather dry and plain. But as soon as users start reading, they will understand that this letter will help resolve the difficulties that arise when trying to deal with the application. It feels like Hitlist can read the minds of its users! The letter offers us stop worrying and begin to act, even if we have not decided on dates or directions yet. The newsletter promises the recipients the solution to all problems associated with planning a trip. Introduce them to a little-known feature Unlike the explanatory letter giving an idea of the basic application’s functionality, this letter draws the user\'s attention to other exciting features that are underappreciated. Such email reminders can help users rediscover the benefits of the application, which will help the application to \"live\" on the mobile device longer. To compose such a letter, try to find out which features in the application are the most popular and used ones. Various analytical tools such as Appcues can help you with that. Learn the Swarm newsletter to better understand the mechanics of the work of such letters. As you noticed, the letter immediately directs the user\'s attention to the new functions of the application. No less important is that the letter has two buttons with a call to try new opportunities. Moreover, the letter contains a direct link to Swarm, and the click will transfer the user directly to the messenger. Use data on the users’ activity in the application to stay on the same wave with your audience Your company should be able to obtain the latest information which will help to keep a hand on the pulse in relations with consumers. Here, the analytics of applications comes into play again. With it, you can track in what aspects of the application people are most active, and, based on such data, adjust the content of the mailings to their interests. For example, keep an eye on what products the user most often browses and which pages of the application have remained open longer than others. Then, take the first step and impress customers by sending them a selection of desired products with pleasant discounts. For example, this personalized newsletter from Amazon.com is aimed at people interested in Canon cameras. Perhaps these users were viewing Canon cameras in the Amazon application or on their website, and this prompted the company to send this group of customers an up-to-date personalized letter. Employ user information to personalize notifications Anyone who neglects data from a user profile disregards the opportunity to win their loyalty. Increasingly, emails leave a feeling that we try to sell the goods using the standard phrases. Consumers look such emails through and delete them, barely reading. Therefore, you need to move beyond the standard approach if you want to please the users. The main idea: collect as much users information as possible while they are browsing through the application. This will help to create personalized emails for each group of recipients in the future. Collect these and other accessible information as well: Name Age Behavior in the application Location Interests Gender Position or place of work Past purchases Frequency of purchases Follow Through Concluding our overview of the most beneficial advantages of email marketing based on our experience in advising email marketing to our clients in the software development sector, healthcare, logistics, and many other industries, we can surely state two things - it is always a relevant strategy, which companies have been resorting to for a very long time; It is a very profitable technique. Therefore, whatever the cost, be sure to apply twice as much effort working on marketing mailings and making them as personalized as possible - that’s a great resolution for 2018. If you are still not sure how to deal with it, such a service as Benchmark will become a great helper to you. The service’s team has an extensive experience in email marketing and knows well how to promote an app successfully.


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Overcoming Our Fears of the Gmail Promotions Tab

Overcoming Our Fears of the Gmail Promotions Tab

Beyond • January 24, 2018

Whether it’s facing our fears or achieving our New Year’s Resolutions, there is strength in numbers. Don’t just trust us. The data backs it up. Consider one of the most popular New Year’s Resolutions year after year: getting healthy/losing weight. Studies have shown that having a gym buddy can drastically improve your results. A survey conducted by the Department of Kinesiology at Indiana University tracked married couples who joined a health club together. Those that worked out separately had a 43% dropout rate over the course of one year. The couples who went together, even if they weren’t focused on the same exercises, had only a 6.3% dropout rate. That’s why we committed to facing our fears, while also encouraging our readers to conquer theirs. It’s the whole purpose of our theme for the blog this month. We’re all in it together, so there’s a greater chance of success. The Buddy System We reached out to some of our favorite marketers using Benchmark to ask them about their fears with email marketing. In exchange for being a bit vulnerable and admitting to some of their fears, we told them we’d give them some advice on how to overcome them. Since the chances are less than slim that they’re the only ones facing that fear, we’ll help many of our readers along the way. See? The buddy system! Facing Fears Luis Gil has used Benchmark for nearly three years to promote his life coaching business Inspira y Avanza. Despite seeing open rates and click-through rates that meet or exceed industry standards, there are still fears to which Luis holds on. We reached out to several of our favorite marketers using Benchmark. Luis was one of the brave ones willing to open up about his fear: Benchmark: Did you have any fears when you began email marketing about getting started or that potentially delayed you getting started? Luis Gil: My main fear was that the emails didn’t arrive in the main folder of the contact. Many of them went to “promotions” or “trash.” Should You Fear the Promotions tab? The simple answer is no … and yes. Ok. Maybe it isn’t so simple. Let’s break it down. When Gmail first introduced the Promotions tab, Return Path determined the tabs users enabled. At the time, 77% were using the Social tab, 46% took advantage of the Promotions tab and 46% had the Updates tab. That means that for more than half of your subscribers who are using Gmail, it’s a nonissue. However, we never want the list of people who want to receive emails from us halved. So, let’s look at the pros and the cons of the Promotions Tab. Putting the Pro in the Promotion Tab When you boil it down, all the Promotions tab does is help your subscribers organize their inbox. In fact, according to a ReturnPath study of three million Gmail users, the Promotions tab increased deliverability, open rates and even reduced spam complaints. Not only that, but the Promotions tab trained subscribers on how to shop in the inbox. To explain that concept, let’s think outside of the inbox for a second. Even if you’re a Millenial, you probably remember receiving catalogs in the mail. You may browse through a catalog, just to look at the pictures. However, when you’re ready to shop those catalogs are the first place you’d look. The Promotions tab is the new stack of catalogs. Today’s inbox is crowded. It’s easy to get lost in all the noise. In the Primary tab, you’re also competing with emails from friends and family or even work. However, when your subscribers click over to the Promotions tab, they’re there looking for something. Readers with a purpose are more likely to engage with your email campaigns. Let’s also not forget that as many as 75% of your subscribers are opening your emails on mobile. The Gmail app doesn’t even have tabs to begin with. So What are the Cons of the Promotions Tab? It’s mostly optics that make the Promotions tab feel like a con. The data proves it to be the opposite. So what’s the real con of the Promotions tab? It puts the burden on email marketers to create great content. It holds us all accountable to do our jobs better. Subscribers will seek out great content, no matter the tab. If that sounds intimidating to you, perhaps you’re missing the point of email marketing. The reason email marketing boasts such a high ROI is that it provides so many opportunities to do customer-centric marketing. You’re delivering value directly to your subscribers where they want to receive it. Your sales will increase thanks to email marketing, but only if you’re finding a way to foster quality, ongoing customer engagement. That is done by services your subscribers’ needs and not your own. Your positive outcomes will be a natural byproduct of good, customer-centric marketing. Still not sold? ReturnPath also discovered that campaigns to get your subscribers to move your emails into their primary tab proved largely fruitless. They studied those “move me” campaigns and found that only 61 of the 65,507 emails sent landed in the Primary tab. That’s less than 0.1%. Asking your subscribers to whitelist your emails or to move them to their Primary tab simply does not work. For more information on ensuring your emails are hitting the inbox, regardless of which tab, and not the spam folder check out our latest guide The Deliverability Formula: 5 Steps to Reach the Inbox.


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Top 4 Reasons Email Marketing Fails

Top 4 Reasons Email Marketing Fails

Beyond • January 19, 2018

I’m sure you’ve seen the same statistics as I have – only 4% of consumers who click through to a website are going to make a purchase. That number might seem low, but it’s twice as high as the rate for search engines and social media. Those two platforms are placed on a pedestal and worshipped by the same people who slam email marketing. Do you want the simple truth? If your email marketing efforts are falling flat, then the problem is your overall campaign. It’s not that email marketing itself is a failing trend. This blog is going to review some of the factors that will cause email marketing campaigns to fail. Prospects are already jaded about emails because they receive a bunch of useless spam, so you’re already at a disadvantage. The reason so many email marketing campaigns fail is because they do not go into it with the mindset that their audience is jaded. If your emails are not being opened, then don’t panic just yet. You are probably making one of the mistakes that plague so many entrepreneurs. Here are the top reasons why email marketing fails. Inefficient Subject Lines On average, an office worker will receive upwards of 121 emails every day. There is absolutely no way they can open and read all of these emails. But they will see all of the subject lines. The likelihood of someone opening an email with a poor or cliché subject line is quite slim. Writing headlines is a form of art. It’s not something that you should take for granted. The subject line of your email is going to directly affect its open rate. So, it needs to hype the reader, so they open the email. Just be careful that you don’t accidentally create click bait! For those who don’t know, clickbait are headlines that are overhyped to bait people into clicking. Then the content does not deliver on the promise. People have learned to easily spot this style. Digital Marketing proved it in a recent study that it’s possible to improve your open rates 3x just by tweaking your subject lines. There’s absolutely no reason you can’t do the same thing. Digital Marketing used subject lines to hype readers into opening their emails. Then those emails were designed to earn trust by helping the recipient solve a problem. Once they earn a customer’s trust, they can start sprinkling in sales pitches. Not Segmenting Email Lists Email subscribers are not members of a cult, so why would you send them all the same messages? Only cult members think and act the same so unless you’re leading a cult, you should be sending your subscriber\'s different messages based on how they act. According to  the  2015  National  Client  Email  Report from the DMA, 77% of email marketing ROI came from segmented, targeted and triggered campaigns. Additionally, of the marketers who do use segmentation, 43% use up to six segments on average. Sending Emails that Offer Little Value A lot of entrepreneurs go into email marketing with the mindset that users will subscribe to their list, open their emails, and then click a link to buy something. While this is a realistic end game for email marketing, you should base your campaign around the idea of creating trust by offering value to your subscribers. Email campaigns are complex and consist of dozens of different elements like subject lines, text, call to action, products, scheduling, and target market. No wonder so many entrepreneurs are overwhelmed by email marketing! The result is that these entrepreneurs end up sending the same routine type of email, at predictable times. Travelzoo has proven that creating valuable content is done through simplicity. First of all, let me give you the highlights of Travelzoo. Their website highlights all of the best travel and entertainment and travel deals. Travelzoo goes a bit against the grain by sending the same email template with the same subject line at the same time every week. The subject line is simply, “This Week’s Top 20.” It’s a text only, very simplistic email that is easy to scan. Why does this email convert at such a high rate? The answer is quite simple. It offers value to the subscriber. It’s easy to scan. And it’s consistent. Subscribers are going to trust these emails because they provide true value. Emails That Offer Too Much Information This goes hand-in-hand with the previous section, so I will keep it short. While you are supposed to create value with your emails, make sure that you do not include too much information. Subscribers do not want to be overwhelmed with information in their inbox. Ask a question and answer it as quickly as possible. Or use a setup like Travelzoo to create simplistic, valuable and consistent content. Kickstarter is an amazing example of keeping it short. Kickstarter has a lot of new projects posted every week, but they only include the top three in their weekly newsletter. They keep it simple and as a result, their emails convert well. Transform a Failing Email Campaign into a Successful One We’ve gone through the failures that cause so many email campaigns to fall flat on their face. They don’t seem that bad after facing them head-on, do they? In most cases, entrepreneurs that make it far enough to market their business through email already understand the basics. They just need a few minor tweaks to their overall email marketing campaign. Step 1: Create Better Headlines Your email’s personality matters. The truth is that there’s no universal formula for creating amazing headlines. It’s dependant on the email. You are probably going to have to experiment and test new subject lines until you find the right fit. Step 2: Simpler, More Efficient Emails Shorter is almost always better. Punchy sentences backed by compelling points of interest are always going to win over long, drawn-out paragraphs. If subscribers want to read content, then they can visit your website. Step 3: Avoid the Dreaded Unsubscribe What is it that makes people click on that dreaded unsubscribe button? While there are a lot of reasons behind unsubscribes, the number one reason is frequency. Receiving too many emails is annoying while receiving too few emails will cause subscribers to forget you. The key to avoiding unsubscribes is to find the optimal frequency of emails. This will require testing and consistency. It’s also important to send emails that are relevant and of value to your subscribers. Final Thoughts You now have a place to get started with improving your email campaigns. We have tried to cover the most important areas, but we understand that there are more ways that an email campaign can go wrong. Are you having trouble getting your emails to convert? Have you experienced some of the mistakes that we discussed and found a more efficient way to correct them? If so, then the comments section awaits!


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Fear of Marketing Automation (#FOMA): Insufficient Customer Data

Fear of Marketing Automation (#FOMA): Insufficient Customer Data

Practical Marketer • January 17, 2018

Technology can seem intimidating, especially to professionals who lack a strong technical background. However, in today’s competitive marketplace, failing to automate means potentially falling behind. Chances are, your competition has already fully embraced software, and in doing so, they have access to information you don’t have. If you haven’t adopted technology as part of your marketing efforts, however, you aren’t alone. According to Econsultancy’s State of B2B Marketing Automation study, 60 percent of companies still struggle to find the resources necessary to put marketing automation in place. That number is likely to decrease over time, so it’s important to begin researching automation for your marketing campaigns sooner, rather than later. For the many businesses who have let Fear of Marketing Automation (FOMA) hold them back, a small amount of research could make all the difference. This guide will help you as you prepare to automate your business’s marketing efforts, whether you’re considering email marketing automation, social media marketing automation, or another option. Addressing the Fear Fear serves a very real purpose. When presented with a danger, humans experience a rush of adrenaline necessary to take action. If that danger is a big bear or an approaching tornado, that sudden surge of energy can be useful. However, when you have a fear of the unknown, it can hold you back. There’s comfort in knowing you aren’t alone. In fact, 15.7 percent of the population fears unfamiliar technology, ranking higher than germs, blood, and strangers. With technology driving so much of our lives today, though, it’s important to recognize that something is only “new” until you learn more about it. Tech providers are well aware of these fears and have worked hard to make it easier than ever to familiarize yourself with technology well before you commit. Each day, therapists encounter patients who want to overcome their fears. The first step is often to get to the root of those fears. What in your past makes you afraid of the things you fear? Is there a previous experience that taught you that tackling something new can lead to problems? If you can identify the cause of your fear, it makes it much easier to take the next step. The next step, as recommended by many therapists, is exposure. If you’re afraid of closed spaces, for instance, a counselor will likely gradually immerse you in tight situations until you begin to grow comfortable. If your fear is specific to public speaking, you may be referred to an organization that can help you gain confidence as you speak in front of audiences. For the many people who fear new technology, exposure is easy. Many solutions providers offer a free demo or trial period, during which time you’ll be allowed to try out various features and make sure they’re right for you. You’ll likely be surprised to find that today’s cloud-based solutions are much more user-friendly than the applications you tried in the past. The Fear of Missing Data For professionals across all industries and specialties, their fears are specific to marketing automation. They may not feel that “fight or flight” type of fear as much as they procrastinate learning more about it because they don’t fully understand it. All around them, companies are using the latest technology to reach customers in ways not available through traditional marketing methods. Procrastination means being left far behind by the competition, who will lure customers away. But as you look at various solutions, a new fear may emerge. What if you don’t have the data necessary to get started with your marketing research? What many professionals don’t realize is that marketing automation can help you build and enrich your existing databases. You’ll be collecting information on a daily basis that you never had access to before. That information includes: Customer names and contact information. Customer website activities, including website clicks and shopping cart abandonments. Email opens. Link clicks within emails. Subscribers who open emails but don’t click. Social media engagements. By gathering this information, you can create marketing campaigns that target specific customers based on the data you’ve gathered. If you have a clearance sale, for instance, you can reach out to customers who have bought similar items in the past. You can even create a targeted campaign specific to customers who have never opened an email but remain on your subscriber list. All of this data goes beyond the type of information you could collect from customers on your own, even if you conducted a survey. The right marketing automation can fill your database with information that you can then use to segment your lists. As customers begin to demand personalized marketing, the businesses that stick to traditional one-size-fits-all messaging will lose to companies who have the automation necessary to customize their approach. Understanding the Tools Chances are, you have specific goals for your business’s marketing efforts. You likely know your customers already and have determined where your ideal customer is likely to hang out. For many businesses today, marketing is a combination of social media, blogging, and email messaging, as well as any traditional advertising they choose to use. You don’t have to tackle every type of marketing automation at once. Many businesses choose to start with email marketing automation since studies show 92 percent of all online adults use email. Marketers also find the return on their investment is better with email, with marketers estimating an ROI of 122 percent on the email campaigns they launch. Best of all, many professionals are already familiar with setting up and sending emails, so the user interface of email marketing solutions is often easier to learn than other tools. Once you’ve researched reviews and recommendations, finding a solution that works for you, ask for a demo if one isn’t available online. This demo will show you exactly how the platform works. From this presentation, you’ll be able to see the reporting features built into the solution, as well as features like segmentation that can help you put that information to work to market to potential customers. Outlining Your Needs Since email marketing automation can help you build and grow your database, it’s important to work well in advance to identify what you hope to get out of it. This starts with highlighting the business gains you hope to achieve. Is your goal to grow your customer base, increase brand awareness, nurture existing customers, or a combination of all of the above? By knowing your end goal, you’ll be more likely to choose an email marketing automation solution that gets exactly the results you want. Once you’ve outlined those overall goals, it’s important to identify exactly what information you hope to gather from your automation efforts. The first layer will be the data you need to customize your future marketing efforts, including customers who purchased certain products you offer and newsletter subscribers who clicked on various links. If you have an existing database, ensure that your email marketing solution can deliver the necessary information to fields within that solution to avoid duplicate work. As you’re defining your requirements, take into account other benefits software can provide, including allowing you to schedule messages to deploy at certain hours. With the right automation, you’ll be able to monitor email opens by day of week and time of day. This data will then allow you to choose the perfect time for your messages to hit recipients’ inboxes, upping the chances that they’ll be opened. When combined with market segmentation, this is a great way to boost your email marketing game. Lastly, it’s important to carefully think through how you plan to use the data you gather in your marketing campaign planning. Once your automation is in place, you’ll regularly collect information such as email open rates, which will give you valuable insight into whether your subject lines are connecting with your target audience. You can then use A/B testing to experiment with various subject lines to learn more about what works and doesn’t work. Over time, you’ll have an approach that is more refined, limiting the risk of wasted time on ineffective subject lines. Putting the Information to Use Once your marketing automation tools are in place, the work begins. It’s important to regularly review the needs you outlined before choosing your software and ensure you’re reaching those goals. Over time, you should see opens, clicks, and sales increasing as a result of your marketing efforts. By closely monitoring your results each month, you’ll be well on your way to fully understanding the exact marketing strategy you need to find success. Whether you choose to connect with customers through social media, content, or email marketing automation, the key is to have the right tools in place to boost your efforts. The biggest benefit you’ll get from any marketing campaigns is the information it brings back to you. Built-in reporting tools will show you exactly how your efforts are received by your intended audience, which will keep you from wasting time on campaigns that don’t work. In the end, you’ll find your ROI increases when you’re monitoring every message you send and each piece of content you post.


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Fear of Marketing Automation (#FOMA): Lack of Expertise or Know-How

Fear of Marketing Automation (#FOMA): Lack of Expertise or Know-How

Practical Marketer • January 16, 2018

Starting the process of automating your marketing process can be daunting. You’re used to personalizing your approach, and the idea of giving up that level of control likely makes you uneasy. However, automated doesn’t have to mean generic, and as you’ll see, there are plenty of ways to make marketing automation your own. Businesses always need to keep up with evolving practices, and over time, automated marketing will be more consistent and efficient than the traditional variety. Managers often avoid making the switch to automated marketing because of the associated uncertainty, but if you have a good understanding of the process, you’ll find that it’s much simpler than you imagined. The results are well worth the initial transition: Email Monday reported that 74% of companies said marketing automation has been either very beneficial or quite beneficial. Marketing automation is effective for both B2B and B2C. Statistics from Act-On show that B2B marketers increase their sales-pipeline contribution by 10%, while B2C marketers who use automation have had it lead to conversion rates of up to 50%. Knowing in advance how to deal with some of the most common issues and setbacks will give you a leg up on the competition as you begin to automate your business’s marketing. Applying Your Marketing Knowledge Marketing automation seems like an unknown, but it involves the knowledge and expertise you’ve already built up through conventional marketing. While you’ll have to learn some new concepts, you have most of the tools you need to be successful. If you typically write emails to new contacts, this is a great starting point for automation. Instead of personally writing emails after events, just have an automatic email triggered when a contact is added to the list—simply include the key points you would send to any new lead. Automation can also be a key piece of moving your leads closer to a sale. While businesses often make repetitive sales calls or write emails to check in and follow up, automating this process accomplishes the same goal with a smaller time investment, giving you time to focus on what matters to you and your business. In addition to efficiency, marketing automation also improves the consistency of your sales development. This allows you to pursue more leads with the same time investment for reliable results. By writing your emails beforehand instead of personally, you can take the time to ensure your brand and image are being communicated effectively to each potential client. As opposed to continually calling or emailing leads to push them toward conversion, you can schedule automated emails to be triggered at certain times. These serve the same purpose as the conventional follow-up process with a smaller time investment, giving you more opportunities to expand your sales. These are just a few examples of ways to replace your current marketing processes with automation—you know your business and market better than anyone else. Managers often overestimate the scope of the changes necessary and don’t realize that a lot can be accomplished with the knowledge and experience they already have. Automated marketing isn’t about changing your sales process. It’s about taking that process and making it even more efficient. The Basics of Marketing Automation The first thing you should focus on as you make the transition to automated marketing is setting clear goals. The specific goals depend on your business and management style, but some examples include figures for revenue, market share, or new accounts. By measuring your newly automated marketing against what came before, you’ll have a better idea of what’s working and what needs to improve. This step should align with the work you’ve already done on your current marketing strategies, rather than replacing them. Since traditional and automated marketing alike are meant to accomplish the same goals, many of the same ideas and philosophies apply. By checking your results periodically, you can see which areas are working and which ones aren’t, which will help you adapt your approach over time. In fact, your goal-setting process should start with a review of your existing practices. Look at what’s effective and what isn’t, and identify areas to improve when you move to automated marketing. Keep your strengths prominent in your new approach while using the advantages of automation to address your weaknesses. Automated marketing is often more similar to conventional marketing than people assume, as it involves the same process of trying new things, evaluating them, and making adjustments. Automated marketing offers a range of benefits compared to traditional marketing. In fact, according to Salesforce, companies with automation have a 53% higher conversion rate from marketing response to marketing qualified lead. However, that doesn’t mean you should implement it carelessly. It’s important to find the right tool for each part of the sales process—your marketing approach should be tailored to your business’ unique needs. Initial emails, for example, can often be automated with only minor adjustments, but there’s always going to be a place for personal communication, and there are some things that should be left as they are. No automated marketing system is going to work perfectly from the start, so while you can anticipate some of the benefits and challenges, a lot of the fine-tuning takes place later on. Once you’ve had a chance to see how your new approach looks in action, you’ll be able to make changes. As time goes on, you’ll have a better idea of your market, so don’t be afraid to test out new ideas. Just like regular marketing, your goal isn’t to come up with a single, perfect system. Even the best marketing strategies are constantly being tested and adjusted. The easiest way to see what changes are necessary is to regularly evaluate your current practices. Measuring your success quarterly, for example, will give you regular as well as year-over-year data to work off as you make adjustments. While this can seem like a challenge, businesses who push through the initial phase are almost always satisfied with the results: 91% of marketing automation users say that it’s very important to the success of their online marketing. Marketing Resources If you’re weighing the pros and cons of marketing automation, you’re not alone. There are numerous resources available to guide you through it. These writers and managers have seen firsthand the advantages and potential pitfalls of automated marketing, so becoming familiar with their experience and advice will help you avoid falling into the same traps. As with any change, preparation is key—if you have an idea of what to expect, you’re more likely to make the right decisions for you and your business. Neil Patel, one of the internet’s most prolific writers on marketing, has a guide intended to explain the ins and outs of marketing automation, from the basics to more minute details. He focuses on three main aspects of the automation: email marketing, social media, and landing pages. In fact, Neil’s guide is in some parts a step-by-step walkthrough on how to implement the necessary changes. With email marketing, for example, he explains how he automatically share blog posts with subscribers. If you’re new to the world of marketing automation, this guide is a great place to start learning about both the possibilities of automation and how to use them to your advantage. Another extremely comprehensive resource is Moz’s Beginner\'s Guide to Marketing Automation. In contrast to Neil Patel’s, this guide focuses more on how and why it works the way it does. Some of the main concepts are explained in detail, and you’ll learn how to harness the best aspects of marketing automation while avoiding some of the most common negatives. It doesn’t spend as much time on the actual mechanics, such as how to use various marketing tools, instead of explaining each step of the process along with some tips and best practices. WP Curve has a guide with an extremely helpful section on some of the key areas of marketing automation. For example, one issue that often comes up with marketing automation is a lack of personalization. The guide gives some advice on making sure your marketing comes off as genuine and unique rather than spammy or one-size-fits-all. Following those tips will make the transition to automated marketing even easier. Tools like Zapier can help streamline your marketing automation by performing certain tasks for you automatically. It will allow you to schedule social media posts or emails, making them go out on their own at the right time, in addition to a wide range of other features. Zapier and other software are key pieces of automated marketing as they enable you to accomplish your goals with minimal oversight. Conclusion With recent increases in the availability, cost, and functionality of technology, marketing automation is now a unique opportunity for businesses to expand their reach without using unnecessary resources. On average, users of marketing automation see a 3.1% higher revenue growth rate. However, it can also be tricky to work with and lead to unexpected results if not managed correctly. By following the guidelines covered here, you’ll be well on your way to successful marketing, but in the end, nobody knows your business and market better than you. No matter how much you read, there’s no substitute for real-world experience and the process of trial and error. Don’t be afraid to try out your ideas—seeing what’s effective and what isn’t is the best way to improve. Setting clear, measurable goals will help you determine whether you’re making sufficient progress or whether you need to make changes. You can connect with fellow marketers or use the resources available online to read and learn from others’ experiences. This information should be enough to get you started, but marketing automation is an ongoing, constantly changing process. The best marketers are those who see their unique place in the market, stay ahead of the trends, and continuously adapt to new developments.


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

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

Beyond • January 16, 2018

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.


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Benchmark Email Now Integrates With 1,000+ Other Products

Benchmark Email Now Integrates With 1,000+ Other Products

Beyond • January 10, 2018

Do you remember Captain Planet? The famous line was “by your powers combined!” In case you’re too young to remember, have blocked it out or simply never watched, here’s a refresher: Each person’s powers individually had their strengths, but when combined was when the true heroism began. It was true for that cartoon, but it’s even truer in our actual day to day lives. Integrations Make us Great We know that getting your work done requires many different web tools. In fact, the average business uses between 10 and 16 apps. You have your email app, CRM, note-taking tool, cloud storage tool, team communication app, along with project management tools and various to-do lists. Sometimes, it can be a struggle to get them all working in tandem. Now that Benchmark Email has 1,000 integrations, you can choose your favorite tools and easily integrate them with Benchmark Email. Benchmark Email now connects to 1,000 other web tools, thanks to our Zapier integration. With the workflow automation tool Zapier, you can set up your own codeless integrations called “Zaps.” These connections will automatically send information from one tool to another, so you’ll spend less time manually transferring data between your business tools and can dedicate more time to focus on creative or big picture tasks. Integrate Your eCommerce Store If you are using an eCommerce platform to sell through your website, you should have it connect to your email marketing account. It’s one of the most effective ways to turn a one time purchaser into a repeat customer or even a brand evangelist. When a customer makes a purchase, you can immediately follow up with a Thank You email. That Thank You email can and should actually be the first of several emails that are triggered by the purchase. Future follow-up emails can offer related products or services that you may sell or even customer testimonials that will confirm they’ve made a great purchase or help them further understand how to put your goods or services to use. You can even send an email when it may be time for that customer to re-up on your product or service. That helpful reminder will keep them coming back. If they still haven’t made another purchase after that gentle nudge, you can try a little harder with a discount or another incentive to gain their repeat business. This can all be easily set up and once and happen automatically, even months after the initial purchase, thanks to marketing automation. Integrate Your Form Builders You may be using lead capturing tools throughout your website and social media. Those are valuable contacts that need to be followed up with. Integrating those forms with your email account just makes good sense. Using automation, you can begin with a Welcome Email. This sets the tone with a warm welcome and lets your leads know what to expect. From there, you can send Promotion Emails to turn those leads into customers. With a well-designed automated sequence of emails, you can send follow-ups based on if the leads opened the email, clicked on links or even visited specific pages on your website. Integrate Your CRM You’re using CRM to track all of the details, interactions and everything else that goes into your business relationship with your customers and leads. It would be silly not to put all that information to use with email marketing. Targeted, relevant content is always most effective with email marketing. Use your CRM data to create segmented lists that enable you to send email campaigns to your customers that they want to receive, because it delivers values and answers their needs. Boost Your Productivity with Popular Benchmark Email Integrations No matter what other apps you use, chances are Benchmark Email integrates with them via Zapier. Here are some of the most popular integrations that Benchmark Email users already use to be more productive. The New Year is the perfect time to evaluate your processes and find ways to boost productivity. Try out some of the Zaps above or view more ways to integrate Benchmark Email.


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