We Wrote a Book! Clues for the Clueless Email Marketer

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We Wrote a Book! Clues for the Clueless Email Marketer

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The Deliverability Formula: 5 Steps to Reach the Inbox

The Deliverability Formula: 5 Steps to Reach the Inbox

Practical Marketer • April 8, 2018

Getting to your subscribers’ inbox is as simple as hitting send, right? Yes. More accurately, yes, but… There are a few steps that come into play before that happens. If done correctly, then it is as simple as hitting send. The Deliverability Formula: 5 Steps to Reach the Inbox Our team of experts has compiled years of experience into a new guide sure to help you thrive with email marketing. If you’re not seeing the results you desire, or even if you just want to see your Return On Investment grow, these five steps will help you get there. Step 1: Define the Private Domain Best Suited For Your Business The address from which you do your email marketing is important. Aside from helping your email deliverability, it also factors into security issues as well. Not only that, but a private domain commands respect that a Gmail, Yahoo, etc. address does not. Our new guide provides resources to help you do this … and that’s just step one. Step 2: Authenticate Your Emails By Adding A Sender Policy Framework Record Sender Policy Framework (SPF) Records identify which mail servers are permitted to send email on behalf of your domain. If that sounds complicated, it’s not. Think about it like when you look through the peephole in a door. You want to make sure the person on the other side is who they say they are. SPF Records are email marketing’s version of that. Step 3: List Verification Verifying your list doesn’t mean you didn’t have a good list to begin with. It’s improving upon what you already have and eliminating human error. List verification helps you remove email addresses that are no longer active, due to individuals changing jobs or addresses. It’s also dropping the ones that were typed incorrectly when they subscribed. This process can help your deliverability and even reduce costs, as you won’t want to pay to send to invalid email addresses. Step 4: Craft Subject Lines That Get Your Emails Opened Subject lines are your first impression. They’re a major factor in what determines whether or not your email will be opened. If you know how to write them, you’re on your way to better email marketing just from this step alone. This guide shows you how. Step 5: Apply the Best Content and Design Tactics to Avoid Spam Filters What you write in your email and how you put it together also play a role in the delivery of your emails. It’s simple things like knowing certain words or phrases to avoid or the best practices for using images. Get Your Copy Today What are you waiting for?! Download The Deliverability Formula: 5 Steps to Reach the Inbox Blog.


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The 1-2-3 Strategy to Boost Sales Using Lead Magnets and Remarketing

The 1-2-3 Strategy to Boost Sales Using Lead Magnets and Remarketing

Practical Marketer • April 4, 2018

Increasing conversions for your website requires a great deal of effort and, there’s nothing more irritating than finding out someone just visited and “bounced off” without doing anything on it. In this article, we’ll show you how to set up your website and campaigns in a manner that will boost sales and capture your visitors. You can expect some tips on remarketing - lead magnets and the proper way to get your content that leads to conversions. How Do You Retarget Visitors To Your Blog? A frequent question that we always receive is, “how do you make visitors come back?” The answer is easy - retargeting. Now there are several ways how you can do that. If a visitor visits your blog through a Google ad campaign, then you can always use cookies or pixel to track those visitors in some way. Here\'s how it looks like: a potential customer visits your site, and their browser gets a cookie. You can now customize when they get another ad from your website while they are browsing the web. Time Delayed – this particular strategy uses time to your advantage. Instead of focusing on their behavior, you could have an ad appear once every week or so. It keeps retention, and if you have a different ad for every week, then they will eventually be persuaded. Sequential – getting them to view different ads depending on where they are in your conversion funnel. It means setting custom made ads depending on their interest in your service. There are also content retargeting strategies where you can repurpose old content that has converted for you in the past. You can update the content and tweak it for the current market. Don’t forget your old customers too. If you still have their email addresses, go ahead and send them something like this: Lead Magnets and Getting Them To Sign Up First, let’s define a lead magnet. A lead magnet is something that you offer a potential customer or client in exchange for them signing up or doing something else for you. So any PDF, guide or downloadable can serve as a lead magnet. But wait, there’s more. Don’t give them anything; it has to be of absolute value to your customer. Here are a few notes on what a lead magnet is supposed to do: It has to be of high value to your potential customer. That means it has to contain information that is beneficial to them. It has to include actionable information that solves a problem of theirs. It encourages trust and rapport between you and the potential customer. It has the added benefit of making them want more from you since you already fixed a problem they have. It has to be short, don’t send them a philosophical essay on why local SEO is going to drive the industry forward, that’s overwhelming, and nobody has time for that. Ideas for Lead Magnets A typical lead magnet is a newsletter or some subscriptions or recurring payment programs which user can enroll after entering the email address. However, don’t just be limited to that. There are a lot of lead magnet ideas that you can take advantage of. Spreadsheets – these take a long time to make and tweak. If you’re willing to give out a spreadsheet for free, it sends a signal that your company is professional and puts in the extra effort for their customers. Tutorial – people spend hundreds of dollars on tutorials. A free tutorial sends a message that you’re not just in the business to take a customer’s money; you don’t mind imparting knowledge for free, too. Generators and calculators – these are some of our favorites because you can have the user interact with them. One of the best examples for this is Hubspot. Check out this one that even generates topics for you! Drip Email Campaigns A drip email campaign is an automated email marketing campaign that responds based on how your users interact with your site and the emails that you have previously sent them. Take this into consideration: If you utilize a proper email drip campaign, you can get a customer to buy from you again, keep them engaged, and even save money. In fact, if you were to sell something to an existing customer the probability of a purchase is at around 60 percent while this falls to about 5 to 20 percent with a new customer. Planning Your Email Campaigns It might seem like a daunting task, but it can be simplified. You can install a plugin to do that or use an email marketing software. If you’re onboarding a new customer, your series of emails could look like this:    Welcome email    Email tip (Week 1)    Email tip (Week 2)    Offer a new service/product (Week 3) Something as simple as this can form your drip email campaign. However, if you’re remarketing it becomes more of a mind map. Check this mind map from Pardot out: As you can see, it involves several steps if your customer does not respond to what you have sent. Remember all those lead magnets we discussed a while ago?  It’s now time to look through your bag of goodies to see if there’s anything you can offer them at each step of the drip marketing process. Remember, they already gave you their email, don’t be cheap with the premiums you’re giving away! There are many programs available that can help you out with your drip email campaign. For instance, Benchmark Email automates workflows for you. This should be enough to get you going on your remarketing strategy in the meantime. These simple trick and explanations will work wonders in how you get your content, site and your planning together. Happy selling!


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6 Psychological Triggers to Turn Email Marketing Prospects into Loyal Customers

6 Psychological Triggers to Turn Email Marketing Prospects into Loyal Customers

Beyond • March 28, 2018

Digital marketing has completely changed the face of business. Most of the transactions that people make today are online. The first currency people use is time. The second one is attention. Lastly, once they used their time to pay attention, they’ll use the currency that they’re most aware of, and that is their money. As an email marketing practitioner, you are probably aware of how fast the marketplace is changing at this very moment. New trends, new strategies, new opportunities, new ways of selling. These are all part of the entire business game, and they could be part of your email marketing game. Keep It Simple What does “business” mean? In my terms, it’s the trade of money for value. People pay their beloved currency to improve their lives one way or another. To sell well, your product must be the “perfect solution” for the person in trouble or in need of something. The principles haven’t changed, and they never will. The truth is, if you care to keep things simple, you won’t have to experience the chaos that most businessmen and marketers indulge today. I’m talking about tirelessly A/B testing of email headlines, ad pictures, fonts, audience targeting, ad copy, ad format, and so on. In fact, to be good at business, which means to consistently generate product sales, you must have a basic understanding of human psychology. Turning simple website visitors into loyal customers is a true art, and it also involves the element of skill. We’re living in a world led by millennials, and many of our customers are millennials too. Considering that 73% of millennials prefer the email communication over anything else when it comes to business transactions (product vs. money), you should be quick to understand one simple fact: The better you: Understand the millennial generation, the better you’ll know when, how, and what to offer to them. Understand basic psychology (a few principles), the better you’ll capture your prospects’ time & attention. Measure and optimize your email performance, the better your conversion rates and the bigger your success will be. Simple, right? Well, in today’s post, we’re explaining six psychological triggers that you may use to convert your email campaign into an unstoppable selling machine. The purpose of these triggers, which are mostly based on simple psychology principles, is to capture attention, inspire action, and lastly, to close sales 1. Pain & Pleasure: The Primary Motivators of Human Behavior Pain and pleasure are the most powerful driving forces of human behavior. Stop for a second and filter this thought: all your actions are driven by the desire to gain pleasure or by your urge to avoid pain. Even when something is (or becomes) painful – a relationship, a bad habit such as smoking or drinking, or anything that drives pain – we tend to ignore the pain because we love the pleasure that comes with it. For example, when students must do their homework, they often procrastinate until the deadline is very close because this is their way of avoiding pain. However, when there is no more time left, they enter a state of urgency and – most of the times – they get to work. The urgency is triggered by intense emotions of pain that are associated with the negative consequences that are about to follow. The key to a great marketing and selling performance is to know what forces are already influencing your customers before actually interfering. Whether they’re after pleasure or pain, you’ll be able to customize your message accordingly. Try to emphasize pain and pleasure stimuli through language. Use stories and words that represent the feelings that you want to convey. For example, words as “hard,” “sad,” “problems,” “struggles,” “overwhelm” indicate pain. “Love,” “benefit,” “positive,” “effective,” or “joy” will convey pleasure. Take your email prospects from where they’re at (point A) to where they want to arrive (point B).Educate them for free and try to improve their journey’s experience as much as you possibly can. When they feel close to point B, they will associate their progress, and that’s exactly when they’ll feel safe and ready to invest in your ultimate solution that comes through your products. 2. Explain the Reason Why Because the rational mind searches for meanings in every situation and information that we perceive and process, there’s a huge power behind reason. A famous Xerox experiment performed by a recognized psychologist named Ellen Langer showed how people respond to even the most arbitrary reasons. A person went on and addressed several crowds of people who were waiting in line to Xerox their documents. The question was: “May you give me your spot...because I need to Xerox my copies”. 90% of people said yes. Why? Because their brains have instantly responded to a reason. Now, to sell your products productively through email, tell your subscribers exactly why it’s important for them to pay attention to your content. Why should they open each of your email headlines and why should they follow through? When you present your products, it’s essential that you show them why your products are the perfect solution for their needs or problems. Lastly, yet very importantly, tell them why it’s important to buy right NOW. Not later, now. Urgency is often the best factor that will motivate the reason why now or never. 3. Tell Remarkable Stories Stories are an incredible way of playing with your customer’s minds. If you didn’t know, stories trigger emotions. We, humans, are emotional beings whether we like it or not. Surprisingly for some of you, 95% of our cognitive processes happen in our subconscious mind. Our subconscious minds are also the primary triggers for our emotions. Therefore, by telling remarkable stories, you are soaking your prospects into their subconscious minds. You develop imagery, sound, feelings, smells, tastes, and so, you take him into a beautiful, imaginary world. To inspire and motivate your readers to take action and finally purchase your products, you’ll have to make them resonate with the morale of the story, or with one of the characters. The stronger the impact of your wording the faster your prospects will make up their “own mind” and decide to purchase your solution. 4. Bring Novelty Bring something new to the table, and you shall have people’s attention. Did you know that your dopamine levels are skyrocketing when the brain experiences something new? Well, novelty is exactly the type of trigger you need to help your prospects’ brains to release dopamine, so that they’ll be more open and eager to experiment with your brand. Look at Apple. They release a new version of iPhone every few months even if the changes are insignificant. Wonder why they do it? Obviously, they bring novelty because it is so efficient that it encourages people to get rid of their “old phones” and get new ones simply because they’re new. How can you benefit from this trigger? You can tweak your content in multiple forms, deliver new content in new formats, and appeal to your audience in new ways. Secondly, you can (and should) release new products on a consistent basis.However, do not overdo it because you may look like a fraud or like someone who’s “out of value.” 5. Trigger Curiosity When the average customer encounters a gap between what he knows and what he doesn’t know, he’ll often want to take action to discover the missing components. I’m talking about the well-known psychological principle of curiosity. Most individuals are curious. When you hit the spot and say something they relate to, something they want, or something they desperately need, you truly got their full attention. However, to see this content, your subscribers need to stumble upon a thought-provoking headline. It all starts with the email headlines, so ensure that you keep your email open rates high by carefully testing and optimizing your titles.If you manage to generate enough curiosity, you can expect people to seek more and more, up to the point where they reach your products. 6. Emphasize Benefits, Not Features Again, people are selfish creatures. Even though it’s not nice to hear, most of us think only about our needs and problems. Once you accept this reality, as a marketer, you’ll understand that presenting the features of a product will be ten times less effective than emphasizing the potential benefits that come with it. As Jane Smith, Marketing Manager at Aussie Writings, suggests, “tell a person all the details and features of your new product, and they won’t be able to care less. Tell them that it’s going to make them rich, famous, healthy, beautiful, and they’ll suddenly start paying attention.” In your content and advertising copies, ensure that you use enough words that emphasize benefits. Don’t forget about the features. Find them a good place in your sales copy page and let the prospect absorb them once they’re already “hooked” by the future benefits provided by your products. As you can notice, the Digital Marketer team knows what it’s doing. They manage to promise you the sea of benefits you’ll be getting in just five rows. Short and concise, focused on benefits rather than features. Takeaways Once you comprehend the true power that lies in these basic yet powerful psychological triggers, you’ll be able to change your sales game forever. What other triggers and principles do you currently use to generate sales? If you had or have struggled to understand or implement any of these psychological triggers, post your queries in the comments and expect for a quick answer. Wish you the best of luck!


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4 Creative Ideas To Build Your Email List Fast

4 Creative Ideas To Build Your Email List Fast

Practical Marketer • March 28, 2018

Every time I get a welcome pop-up on a new website that asks for my email for subscription, I usually ignore it and click on the cross on the top right side to remove the pop-up from my screen. Why do I do that, you might ask? Well, these requests for subscription are either too boring for my liking and have no incentive to offer or because I don’t fancy getting my inbox jammed with unnecessary and irrelevant emails. I am sure there are many others like me who do the same and chances are, if you have these unappealing subscription pop-ups on your website, that’s probably the reason why your email database isn’t going up. Turn your business into an automated machine Being able to build your email list fast with some unique and attractive ideas is, undoubtedly, of great importance. However, before you proceed, you need to understand that for people to give you their email and to look forward to hearing from you, you need to up your game. One way of doing this is by automating the procedure using online software that helps you send personalized emails without turning them into repetitive and uninteresting templates. Not only would doing this lead to an automatic customer profile enrichment but in the long term, it will even boost your email list. However, if you want to tweak things around fast with creativity and ease, here’s what you need to do. There is hardly anyone who doesn’t get excited at the prospect of winning something without making an effort and that too, for free. And if subscribing and giving my email is all it takes, I, for one, am going to participate! Think about it. If a landing page asks you for your email address, why would you give it, unless it was going to give you something in exchange? You can use this strategy to your advantage and increase your email list by giving people an incentive in return for their email. The giveaway could be free access to an e-book, a report, a gift hamper, or perhaps a lucky draw where people enter their emails and get a chance to win. A tantalizing offer is all you need for people to comply. For example: A strong call to action might just get you the desired response Yes, pop-ups on websites and online pages are annoying and dreary, but that doesn’t mean they always have to be that way. What if you could tweak them in such a way that visitors are left with no other option than to subscribe and plug in their email? You just need to give a quick boost to your creativity and connect with them on a personal level. Perhaps something like what Ramit Sethi, an American personal finance advisor, and entrepreneur, has done on his confirmation page - a timer and a picture of him with a sad face - may do the trick for you too. Here’s what it looks like: Calls-to-action (CTAs) are a great way to send incoming traffic to your landing page, and they also generate interesting lead conversations. Simultaneously, they also help you grow your email list and expand your list of contacts at a great pace. Live video broadcasts? Why not! With Facebook receiving more than 8 million daily video impressions in 2016 and studies suggesting that nearly 74% of all internet traffic will be video based content by 2017, video is slowly taking over the world of internet marketing. And what could be more appealing and fun than a live video broadcast? Not only would you have a lot of views but those viewers can be turned into potential subscribers that instant! Live streaming, unarguably, comes with a lot of perks and advantages, the most important being the ability to reach out to hundreds and thousands of people at a time. Also, it doesn’t only allow you to reach a huge audience but also creates a sense of engagement between you and your viewers. The live video option on Facebook, for example, can be increasingly used to your advantage, where you can connect with so many people at the same time. While you are at it, you can create a live contest too, through your live video, and get your audience on your email list by asking them to participate by leaving their email in the comment section. This is a fast, easy, fun and free of cost way that is going to increase traffic on your email database. A hard-to-resist-bonus for every referral? Sounds like a great deal! If you could receive a bonus, discount or a $30-off coupon for referring your friends to a website or a Facebook page for their products, wouldn’t you be doing it all the time? And if that very friend also receives it, wouldn’t you both yearn to spread the word and make referrals about that particular site or page? This could be a brilliant strategy to hack your email subscriptions if done cleverly and properly. For example, giftbasketsoverseas.com offers its customers a $20-off coupon for referring a friend to their products. The referred friend also receives 20% off on their first purchase. Setting such a referral system could be a great game-changer for you and could grow your email list in no time. You could also keep coming with different offers like a 50% off discount card or a buy-one-get-one-free deal so that your customers keep coming back to you for more and also spread the word about you among their friends and family. If you don’t wish to adopt any of the above-mentioned strategies to build your email list, you can also use blogger outreach programs and software that help promote your company, product or service. They post about you on their site in exchange for product, payment or any service, as a result of which you get mentioned in several places online which is likely to create email traffic for you. Whichever strategy you decide to use, just make sure to target the right kind of audience at the right time so that you get the kind of response you truly desire.


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Top 5 Email Marketing Automation Triggers You Should Know

Top 5 Email Marketing Automation Triggers You Should Know

Practical Marketer • March 23, 2018

Over the years, marketers continued to use “spray and pray” email marketing tactics. The basic idea is to create a killer email list, send out the same message to the masses of people, hope and pray that someone will notice them and their hard work will prove its value. Regretfully, this tactic in email marketing is counter-productive. Sending spam can damage the reputation of your company and ruin relationships with your potential clients. Do you know that 90% of UK customers have unsubscribed from retail emails last year because of too many ham-fisted emails? I guess you don’t want to suffer from the same problem, and, conversely, you want to triple your sales. Instead of sending mass “one-size-fits-all: emails” focus on your audience, on their needs and behavior. Do it with marketing automation. For example, with the triggered emails. Those nurtured or operational emails are sent in response to a certain interaction with your website or your email program such as email opens, web-form filled, whitepaper download, etc. While triggered emails are often complex and highly customized, they work incredibly well. Due to specific user behavior or an event, a marketing automation tool sends out a personalized message at the right time to crack their problem. According to Smart Insights, triggered emails reach 71% higher open rates and 102% higher click-through rates compared to general email newsletters. Here are five email marketing triggers that help your business increase conversion rates and customer experience: 1. Welcome Emails The welcome email is an old school autoresponder sent immediately after an event such as a sign-up, the end of a free trial or a purchase occurs. Those messages look something like - “thanks for signing up” or “here is your login info” and are a huge indicator of user status. This type of email triggers helps you establish connections with new subscribers, give more information about your business (the guide how to use a product or service, details about your customer rewards program, etc.), ask them to introduce themselves, and send useful resources based on their interests. To make users feel comfortable with your business and build brand trust, create and send out more personalized welcome emails. For example, you can send a message from a personal Customer Engagement Manager. Take a look at the welcome email from SE Ranking: Welcome emails should look compelling and make a positive impact on your subscribers. Add more value to your message, and your client will be agreeably surprised about your care. Here are some more good examples of welcome triggered emails that will touch your feelings: 2. Nurturing Emails Customers want different content at different times throughout the buying cycle. The main objective of these emails is not to promote your product or service but help customers get what they want based on what they’ve done - deliver the right message to the right person at the right time. The advantage of nurturing emails is the opportunity to establish an open communication channel that cuts two ways. Customers can give you constructive and valuable feedback and ask questions, and you can better understand your customers and their needs. Once you deliver your emails into the real world, you can find out what works and what doesn’t work. Just keep testing and learning your emails like subject lines, timing or copy to make the best use of them. Let’s say you have a SaaS product. You can set up a range of automated nurturing emails educate your users about your features or to promote some updates. For example, SE Ranking is sending out a chain of triggered emails to help users understand better how their key features can help complete SEO tasks. It helps their customers find out more about the features and how to use them properly for their business. 3. Retention Emails According to Marketing Metrics, the probability of selling to a new lead is between 5-20%. That is increased to 60-70% for the probability of selling to existing customers. Your team is constantly improving the product and enticing customers to make another purchase. That’s where retention emails come into play. These emails are intended to engage your clients, especially where they stay inactive or doesn’t take full advantage of your service or product. It is critical to have something to offer them and use the opportunity to communicate. If you want to make them happy and offer more value for their money, you can show what they are missing out via automated retention emails. Here are good examples of retention emails: Shopping cart abandonment emails. For e-Commerce, shopping cart abandonment is a huge problem. Why not customize a system to entice and get your potential clients back to your website? You can use the following ways to do this 1. Give them an incentive to return, include images and a description of your products. 2. Offer discounts and show cheaper alternative products with a subject line “Similar Products”, etc. 3. Create a good email design and add your brand logo. Display ratings, reviews, or even social proof. Send friendly reminders. Friendly reminders are a good way to retrain your clients. For example, if a customer’ credit card or a product’s subscription is about to expire, you can let them know that they need to update it. Transactional emails. This type of triggered email is not only based on a transaction. It contains all the essential information to push upsells and cross-sells. It can be an order status information, service request updates, shipping confirmation, etc. To show some care and love, you can add extra value to your email. For example: Offer additional items that might interest customers Provide useful links to community forums Give answers to FAQ Share guides and tips on how to use products or services Invite them to contact you through social media networks Note: the primary goal is the transaction, but additionally you can include this info to cross-sell and upsell your products. Reactivate your lapsed customers. There is a type of customers who have made the order from you only once or twice but then dropped out from returning customers. The recent Return Path survey revealed that the phrase “miss you” reached 13% read rate, and the words “come back” reached 12.7% read rate. Deliver them a nudging email with the words like “Miss You” and give a discount or coupon to stimulate the returning orders. Good ideas for powerful reminders: New products updates Updates for products out of stock Seasonal products reminders Refill orders Offer similar products Give a discount if customers don’t re-order Personalize emails creatively 4. Special Occasion Emails Customers are the basis of any business. To retain them, you need to reward their loyalty, and special occasions are ideal for delivering personalized automated emails triggered based on the certain criterion. There are two types of special occasions: birthdays, holidays, anniversaries in customers’ lives and the occasions commemorated by your company or for clients’ sake, follow-up appointments, reminders. In some cases, it can be easy to gather birthdays, anniversaries and other special dates. But sometimes, you need to figure out a way to collect this data. You can create special requests, make surveys or use a dedicated form approach. If you ask for such personal information, you should motivate subscribers by showing a great benefit or offering an award. 5. Product Review Emails This type of “ask” emails is very simple and shows how important customers’ opinions are. It is important to intromit personality into the email. Reviews are useful for your business in two ways. First, you will get more feedback about your product or your services that can help boost your sales. Even negative reviews are good as they help you to make your products better. Secondly, once people come back to review your product, they are more likely to place another order from you. You can even give a coupon or discount in exchange for a review. TripAdvisor uses personalized reports to encourage users open and read their emails with an eye towards contributing to the community. Conclusion Triggered emails make up a low percentage of overall email volume. Even with low volume, well-planned campaigns have a marked impact on sales getting from email marketing. Triggered emails can run on auto-pilot and help generate more revenue over time. Thoughtfully designed emails can break new ground, increase sales and better serve customers. Especially, they work well for e-commerce business. You can perform different experiments with triggered emails to figure out what works best for your business.


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Don’t Sleep on Benchmark Email’s RESTful APIs

Don’t Sleep on Benchmark Email’s RESTful APIs

Beyond • March 16, 2018

You may interact with APIs every day without knowing it. Whether it’s using an app to hail a ride, to order a pizza for speedy delivery, to share photos on social media or to find out when a loved one’s flight gets in, web APIs make it happen. So, what is an API? API stands for Application Programming Interface. Simply put, it’s a set of functions or procedures that allows one computer program to access data from an operating system, software library or another system. From Visually. When you see a person’s social media feed on their website, that’s thanks to APIs. Same for  embedded video or other dynamic content within a webpage. In 2014, there was more than 11,000 Public APIs registered at programmableweb.com. Those numbers grow exponentially, because companies are constantly creating new APIs to interface with their website with an app. There are various forms of APIs. Simple Object Access Protocol (SOAP) are a widely used, albeit increasingly outdated, type of API. JSON is another popular form. REpresentational State Transfer (RESTful) APIs are the more popular form of API today. Benchmark Email Now Offers RESTful APIs Recently, Benchmark Email launched its RESTful APIs for public use. To gain a little perspective on what that means for email marketers, I asked one of our Frontend Developers, Ronald Liang, a few questions. Here’s what he had to say: Andy Shore: Why is RESTful API better than what we were previously offering? Ronald Liang: RESTful APIs, which is the current standard for APIs should make app creation and integration easier. In addition, we offer a complete list of our APIs as opposed to a limited selection from what we have before with the Legacy APIs. AS: What’s new that businesses can do with these APIs? RL: You can pretty much do everything that you can within our web app. Our Legacy APIs were limited to certain methods, but with these new RESTful APIs, all of them are made available to our users. AS: What has been improved in regards to the user experience with these new APIs? RL: While we redesigned our web app, we have switched from using ASP.NET Web Forms to RESTful APIs which has brought some speed improvements and better API organization. But the bigger benefit was that we can now improve and develop faster than we can before because of the power of RESTful APIs. AS: What might an email marketer want to consider trying if they’re not already using APIs? RL: With some coding knowledge, they can create some simple web apps or integrations with us that were either not possible before or was harder to do. Additional Info on Benchmark Email’s RESTful APIs If you’re interested in putting Benchmark Email’s RESTful APIs to use, you can access them through our developer’s page. With our APIs, you can make 500 calls every two minutes and 60,000 calls total each day.To put our APIs to use, you’ll need to access your Benchmark Email API token.


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General Data Protection Regulation (GDPR): Everything You Need To Know

General Data Protection Regulation (GDPR): Everything You Need To Know

Beyond • March 16, 2018

The main objective of the new General Data Protection Regulation (GDPR) is to strengthen and combine the handling of personal data from various member countries and adapt them under one European Union (EU) regulation. We\'re hosting a webinar on Thursday, April 26th from 11:00 AM - 12:00 PM PDT. You can register here. Currently, the 28 member countries of the EU each have their own data protection regulations and apply those laws to their international commerce, which makes exercising the rights of personal data protection quite difficult. The new GDPR comes with a wide range of rules that impact all companies, regardless of size or sector, and will quite often need to be prepared to focus on different areas of their business. The new regulation concerning the protection of natural persons with regards to the processing and free circulation of personal data goes into effect on May 25th, 2018, two years after Regulation 2016/679 was passed by both the European Parliament and the Council. In this article, we want to help you understand what you can and cannot do in order to meet the requirements of this new regulation and reassure you that Benchmark, your email marketing tool, is also meeting the requirements of this new regulation. The new GDPR does not eliminate each of the member countries own Data Protection legislations currently in place. Instead it helps to sync all the member countries of the EU. Some of the decisions will still be made at a national level for each of the member countries, but be mindful that the responsible parties must now reference the GDPR as the norm and not its own countries Data Protection regulations. If you currently meet the requirements for Data Protection for your country, then you already have a good foundation. However, you will still need to revise and change some aspects to comply with the new regulations. There are three main points you need to keep in mind with your email marketing strategy, they are: consent, access and data collection. Consent According to article 4 (11), ‘consent’ of the data subject means any freely given, specific, informed and unambiguous indication of the data subject\'s wishes by which he or she, by a statement or by a clear affirmative action, signifies agreement to the processing of personal data relating to him or her; As stated in the definition, the consent of the user must be unequivocal and also explicit. These two words eliminate any doubt or ambiguity. (32) Consent should be given by a clear affirmative act establishing a freely given, specific, informed and unambiguous indication of the data subject\'s agreement to the processing of personal data relating to him or her, such as by a written statement, including by electronic means, or an oral statement. This could include ticking a box when visiting an internet website, choosing technical settings for information society services or another statement or conduct which clearly indicates in this context the data subject\'s acceptance of the proposed processing of his or her personal data. Silence, pre-ticked boxes or inactivity should not therefore constitute consent. Consent should cover all processing activities carried out for the same purpose or purposes. When the processing has multiple purposes, consent should be given for all of them. If the data subject\'s consent is to be given following a request by electronic means, the request must be clear, concise and not unnecessarily disruptive to the use of the service for which it is provided. Example: I recently took part in a tradeshow and throughout the day I amassed quite a few business cards, which I will use to create a database that I will then upload to my Benchmark account with the goal of sending newsletters. With the new Regulations, is this legal? No. The networking achieved between you and the individuals at the tradeshow does not give you the right to use their personal data, even with verbal confirmation from the individual. The GDPR now requires that evidence of this agreement between both parties exist. The GDPR states that there must be unequivocal and explicit consent from the individual that can be backed up with evidence in case of an audit. There needs to be evidence that the individual is giving their consent for their personal data to be used. RECOMMENDATION: Review your methods for data collection and eliminate any ambiguity that may exist. Analyze your database and only the data for which you can provide proof that consent was given to you by the individual. Access The party responsible for handling personal data must provide each user with simple and straightforward access to modify their own personal details. The party responsible must also provide an outlet in which the individual can confirm that they are giving their consent via electronic means, be it through their own website, sign-up forms or email confirmation. The party responsible will have one month to provide the client with an answer, with the possibility of extending it to two months in the event that it be a complex request, in which the necessary steps are being taken to complete the individuals request. In the case of our Email Marketing tool, the Manage Subscriptions option allows the individual to access their personal data and modify the data if needed or cancel the subscription outright. Within this point, there is a new right, which is the RIGHT TO ERASURE (Article 17), the user can exercise their “right to be forgotten” and have their personal data removed from the database permanently. We have selected two of the six reasons that are included in sub-point 1, which provide the individual the ability to exercise their right: a) the personal data is no longer necessary in relation to the purposes for which they were collected or otherwise processed; d) the personal data has been unlawfully processed; Compilation: The GDPR advocates for simplicity in the collection of personal data. As marketers we tend to ask for more details than necessary when all we are doing is sending out a weekly newsletter. For that reason, these new regulations encourage that only a minimum of personal data is collected and compiled for our current strategy and not the collection of additional data that you think might be useful in the future. If your goal is to inform your database of upcoming promotions, the compilation of an individual\'s name and email address is more than sufficient to meet your goal. Brexit The UK will officially leave and will no longer be a part of the EU in 2019. With this exit, the regulations will not be applicable to them. We currently do not know how the UK, or companies within the UK, will handle data protection but we believe that they will pass similar regulations that will be comparable with the EU. What happens if I do not meet the new GDPR requirements? The General Data Protection Regulation establishes a set of tools in order to comply with the new regulation, including sanctions and fines. A number of factors will be taken into consideration and carefully evaluated when a fine is imposed due to noncompliance with the new GDPR such as: the gravity/duration of the violation; the number of data subjects affected and level of damage suffered by them; the intentional character of the infringement; any actions taken to mitigate the damage; the degree of co-operation with the supervisory authority. The regulations set two ceilings for fines if the rules are not respected. The first ceiling sets fines up to a maximum of €10 million or, in case of an undertaking, up to 2% of worldwide annual turnover. This first category of fine would be applied for instance if a controllers does not conduct impact assessments, as required by the Regulation. The higher ceiling of fines reaches up to a maximum of €20 million or 4% of worldwide annual turnover. An example would be an infringement of the data subjects\' rights under the Regulation. Fines are adjusted according to the circumstances of each individual case. You will need to keep the above main points (Consent, Access and Compilation) in mind when the time comes to plan your email marketing strategy. Benchmark At Benchmark, we are working hard to update our Privacy Policy in order to comply with the requirements of the regulations. In the case of the GDPR there is no certification given to us that states that we are in compliance with the new regulations as with the Privacy Shield Framework. We at Benchmark, want to reassure you that your personal data is being handled in compliance with the new GDPR. To help you adapt in this transition, we have created a webinar \"Email Marketing under the GDPR: What you can and cannot do\" which we will hold on the 11th of April 2018 at 11am CEST. In this webinar, we will provide answers to all your questions and concerns and will provide you with a Guide for the regulations with all the information needed. For the very first time, the EU shows leadership and unity in how personal data needs to be treated and forces the rest of the world without exception for any country to follow these regulations if they want to handle European personal data. Do not forget to share this article with your audience and leave your comments. Thanks for reading! Join Our Webinar We\'re hosting a webinar to teach you everything you\'ll need to know about the GDPR. It\'s on Thursday, April 26th from 11AM-12PM PDT. You can register for the webinar here.


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Improve Open Rates With Targeted Emailing

Improve Open Rates With Targeted Emailing

Beyond • March 2, 2018

So, if you ask me what was the first thing I did when I started doing email marketing, it was  building a list. That is one thing that any marketer can do from the beginning. Having a list is the best way to deepen your relationship with the audience. Having said so, it is equally important to master the art of targeting in order to unleash the full power of your email lists. Having a list of your most engaged clients or subscribers is a most important asset for a business. It\'s All About Being On Target Targeted emailing is a key for building a foundation for your effective email outreach. Some marketers never realize the importance of targeting and end up generating leads that aren’t qualified. You have to realize that your email list consists of people with varying interests, behaviors and profiles. We have to remember one size doesn’t fit all. So, why treat them the same? The solution is to split them into small groups and send personalized email campaigns to each segment. The common mistakes some marketers make is treating their email list as a single entity. According to the case study done by Marketing Sherpa, artbeads.com saw conversion rates jump by 208% when they used targeted emailing instead of email blast. 32% of marketers say segmenting their email database is one of their top priority for the year. Furthermore, 52% of marketers believe that they are in great need to improve their list segmentation. What Are They Missing Out On? Jupiter Research found targeted email marketing campaigns can generate nine times more revenue than broadcast mailings. The more personalization that is included in each email sent to your subscribers, users are more likely to open the emails, clicks on call-to-action and then convert to buyers. On average, untargeted email campaigns have open rates of only 20%, a click-through rate of only 9.5% and conversion rates of only about 1%. On the other hand, targeted email campaigns have a 33% open rate on average, a 14% click-through rate, and a conversion rate of 3.9%. With a targeted list, you will always have a group of loyal customers. For instance, if you are a bookseller and have a chain of retail outlets, then you can segment your list into people who prefer certain genres of books, age-groups, most valued customers etc. You can also classify your list on the basis of the purchases your customers make. This means you may have a separate category for people who make purchases between $300 and $500 or between $500 and $1000 or above $1000. Benchmark Email provides you Targeted Emailing tool to help you get better ROI from your email lists. Targeted Emailing takes your campaigns and compares all the opens or clicks to create segmented lists for you to target. Targeting specific contacts is a great way to improve your engagement in your emails.  It isn\'t the size of your list, it is also the quality of your list.  Targeted Emailing can also be used to clean your lists as well, as it creates a list of contacts that have not opened your emails. Targeting specific contacts is a great way to improve your engagement in your emails.  It isn\'t the size of your list, it is also the quality of your list.  Targeted Emailing can also be used to clean your lists as well, as it creates a list of contacts that have not opened your emails. You can access this feature in your navigation bar. There are two ways you can create targeted lists. The first one is based on opens & unopens of your email campaigns. The second list is based on the URLs clicked in your campaigns. General Clicks and Opens The process for Targeted Emailing is this: Select up to 10 campaigns to compare Choose whether to base the comparison on engaged or non-engaged contacts Based on each individual emails or all your emails Opens or Clicks Save So in the first step, you\'ll need to select the campaigns you want to compare. It\'s recommended you compare similar campaigns to accurately segment or target your campaigns, but is not required.  Just to reiterate, as it is important, you can only select from the most recent 50 campaigns that are older than three days. Then you can only select up to 10 campaigns to compare. The third step is to select whether to compare your campaigns individually (Some or one Emails), or compare them all against each other (All Emails). Depending on what you choose, you can have a very different number. The Some (or one) Emails option, will combine through all 10 emails and depending on opens or clicks, it will place the contact in the list at the end. The All Emails option will take all 10 of your campaigns and looks for contacts that opened or click all of your emails that you\'ve selected. This will produce a significantly lower number. Lastly, you simply choose whether you want a list of opens or a list of clicks or both!  After this, you\'ll be able to create a second list based on different settings. At this step, you can also calculate the number of each set so that you can also visualize the number of contacts for each, as it takes time to assemble the list.  Don\'t forget to name it and then save your list! Click Focus Click Focus is different from Clicks & Opens. This will compare not the emails themselves, but the URLs within the emails. So if you are a retailer with promotions, or if your emails contain a lot of URLs, this may be the best option for you.  Comparing all the products and URLs is difficult manually, but Click Focus automates the comparison and allows users to create lists based on certain settings. Much like Opens & Clicks, you can select from the most recent 50 campaigns that are older than three days and you can select up to 10 campaigns. A little similar to Clicks & Opens, but still different. The difference between the previous option and Click Focus is that this extra step you select the URLs you want to gain contacts from.  For example, if you are a sports retailer and have sent several emails related to different sports.  You can create a Click Focus lists of contacts who are interested in Soccer products, then create a strategy to market to only Soccer players based on what they clicked.  That\'s exactly how Targeted Emailing is meant to work. So the First step is to choose the campaigns you want to look at, then second you choose the URLs you want to see contact.  You can only select up to 10 campaigns and 10 URLs to compare. The next step is to select ANY or ALL of the lists.  This is much like the same concept as before that is sometimes hard to grasp.  If you choose ANY, the system will collect contacts that have clicked on at least one URL in ANY email.  If you ALL, the system will look at all the campaigns, and collect contacts that have clicked on ALL of the emails.  The ALL option will most likely produce a significant number than the other.  Then name the list and click save. What You Need To Do If you have just started then it can be an intimidating task, if you do not have a clear direction. So to start with, you’ll need to determine what your objectives are for each targeted email marketing segment and how success will be measured. You’ll also need to figure out what your strategy will accomplish. Benchmark email’s Targeted emailing tool makes it easy to identify your most loyal subscribers. If you haven’t used it yet, test the tool in and out and let me know your feedback.


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How to Pick the Best Free HTML Email Templates

How to Pick the Best Free HTML Email Templates

Practical Marketer • March 1, 2018

We all see beautifully designed emails in our inbox every day. Even local mom and pop shops or kitchen table operations seem to have them. Do all those businesses have a budget for a top-notch designer? They must, right? I mean, look at how awesome those emails look. Nope! They don’t have to. That’s why free HTML email templates exist. With a free HTML email template, you can choose the design elements, graphics and layout that fits your brand. From there, you can customize it with your logo, company updates, product information and more. There are styles of templates for any email marketing need you could possibly have. Newsletters, holiday promotions, press releases, sales, events or anything else you could think of. In fact, perusing the types of templates could even give you inspiration for various types of email marketing campaigns you could be sending! With the help of free HTML email templates, it’s liking having a graphic designer on call 24/7 without paying a retainer or hefty hourly rates. Sorry, graphic designers. There is plenty of work for you to go around elsewhere. We promise. But we digress... Now that you know that free HTML email templates are there for you to take advantage of, let’s take a look at how to find the best one for the job at hand. Types of Free HTML Email Templates There’s an email template for every task. No matter the occasion or objective, you can find a template to help you get the job done. Do you know what to look for? A practical approach for selecting the right template is to gain an understanding of what others are doing well. See what you like, what you don’t like and what you think you can improve upon. The next step in finding the right template for your campaign is generally pretty simple. Most ESPs will sort their templates into various categories such as newsletters, holidays or even provide options for one, two or three columns. That way you have options for every occasion or even the amount of information you want to share. Newsletter Templates For many, the gateway to email marketing is via the newsletter. It’s a type of campaign that almost everyone understands and sees in his or her inbox each and every day. In fact, newsletters top the list for types of email campaigns used. According to Pardot, 66% of email marketers send newsletters, followed by promotional content at 54% and a welcome email at 42%. For the marketer looking to begin a newsletter, or revamp the one they currently have, it all begins with the newsletter template. We understand that between email marketing, social media, PPC, retargeting and the many other marketing strategies on your plate, you may not have as much time as you’d like to browse the many newsletter templates offered by Benchmark. Let’s look at an example of an effective newsletter as inspiration: Apartment Therapy I’ve finally reached the point of my life where an unmade bed and a pile of clothes does not a bedroom make. So, I’ve been paying extra close attention to the Apartment Therapy daily newsletter. They do a good job of highlighting each new story or idea, with a headline, small teaser and a call to action to read more. Holiday Templates Halloween isn’t the only holiday for which you can adopt a template “costume.” Christmas, New Years, Mother’s Day, Father’s Day, 4th of July and many more are all email marketing opportunities for which holiday email templates exist. We’ve previously put together a blog post dedicated to the best ways to use our holiday email templates, but here’s a refresher: Stay true to your branding Keep it simple Don’t limit your holiday theme to the template Here’s an example of a well put-together holiday email campaign: Etsy For Valentine’s Day, Etsy did a great job of both promoting their gift cards and giving some good gift ideas which could be used by a significant other that very day to avoid the dog house. They used the hero image to promote their gift cards and then split the template into a two-column approach to share gift ideas. Check it out: Templates That Inform If the goal of your email campaign is to provide your subscribers with information, you should be looking for a template layout that will allow you to accomplish this. Here is an example of a design that does a good job of informing: Thrillist This is a daily newsletter, which I read every morning without fail. Because of this frequency, I know that the lead Thrillist story is always the new or top content posted that day. Sometimes I’ve read that story before I even get out of bed. It tells me the best new restaurants that have opened lately, events going on in my city and sometimes there are crazy stories from bartenders, waiters or flight attendants. The template succeeds in sharing content and informing me on what’s available to do come date night. Check it out: Templates That Sell Obviously, everyone wants to get a big Return On Investment with their email marketing. That’s not always the primary focus when choosing a template, but it is sometimes. Here’s an example of a brand picking an email layout that helps them sell more: Bullymake I stumbled upon Bullymake in pursuit of chew toys that my pitbull/lab mix could not destroy in minutes. I quickly identified with the bully breed owner vibe of the company. After two months of my Bullymake subscription, I had acquired a stockpile of indestructible toys and couldn’t see adding to it every month. So, I canceled my subscription to Bullymake but did not unsubscribe to their newsletters. That’s because their template enables them to connect with me on an emotional, dog-loving level... …and if still does a good job of showing me what I could purchase from their website outside of the subscription box model. Not only that, the section below even sells their subscription model. Templates That Engage One problem that email markers face is that they consider their email marketing to be a one-way communication channel. It’s not, nor should it be. It’s important to create quality, ongoing engagement with your subscribers. That’s how you create loyal customers and even brand evangelists. Here’s one company that has done a great job in bringing their customers along the journey of a template redesign, which is sure to create great engagement: ActionRocket This weekly newsletter from ActionRocket is branded as #emailweekly. The template features the same top block with personalized copy that welcomes you each and every week. Next, there are six blocks sharing their favorite email marketing posts from the past week. If I were writing this post two months ago, I’d show you this template and include it in the Templates That Inform category: However, the email marketing geniuses at ActionRocket have taken a turn that engages their subscribers. They’re doing a live, on-going redesign of their #emailweekly newsletter. It should be noted that a long history of quality weekly newsletters earned them the right to try things out with their subscribers. Because of this, I eagerly await each new #emailweekly newsletter to see the latest progress in the redesign. Subscribe to see how to work towards a new newsletter template for #emailweekly. ac What have we learned? A good newsletter template has content that engages above the fold. That hero image, story or general warm welcome that brings you into the newsletter from the get go. It also does a good job of sharing additional content that helps support the goals of the newsletter. How you select the best newsletter template for your business comes down to answering a few simple questions: Does the template support the goal of your newsletter? Can the template be customized to support your branding? Does the layout match that of your website or at least give a similar feeling? Let’s not forget one of the most important facts in email marketing: there is a real person behind each email address. Email marketing must be customer centric. Yes, you want to sell more and create more engagement with your customers, but that is a byproduct of customer centric marketing. You’re not the only one sending marketing emails. They may get a few or a few dozen every day. They key to standing tall in a crowded inbox is to provide value. It doesn’t have to be savings, it can be information or entertainment as well. If you’re adding value to your subscriber’s, it will cut through the noise and they’ll open your email campaigns and possibly even look forward to their arrival. Ready to Put What You’ve Learned to Work? Login or create an account to choose or design the newsletter template for you! Feedback We’d love to hear some tips from you on how you select your templates. Even better, share your own examples in the comments below!


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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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