Tags: email campaign

Customize an Email Template for National Dessert Day!

Beyond • October 11, 2011

The old joke goes: Calories don’t count on [insert excuse to indulge here]. I hate to be the bearer of bad news, but calories always count. Sorry. BUT...if there was one day when they wouldn’t, it would most certainly be National Dessert Day. Calories may still count, but we can all pretend they don’t for one day. This October 14, encourage your subscribers to treat themselves to some dessert. Restaurants obviously have the easiest path for an email campaign on this day. Add a coupon to your email for a free dessert with the purchase of an entree. It’s dessert, people. Use photos. Let dessert speak for itself! For non-food related industries, National Dessert Day still provides some marketing opportunities. The spirit of the day is to treat oneself to something he or she wouldn’t ordinarily partake in. That can be shopping, a new activity or anything else. The fitness industry can even benefit from an occasion like National Dessert Day. They could send a campaign promoting a class or new workout routine that will allow people to enjoy National Dessert Day guilt free! Benchmark has HTML email templates for any occasion! Check them out by following the link to our custom newsletter page.


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Twitter Gets Their Customers Back with a Special Kind of Email

Twitter Gets Their Customers Back with a Special Kind of Email

Beyond • May 27, 2011

What’s a social network to do when a user slows down his or her online activities? If you’re Twitter, you use email. Here’s a lesson on how to entice your customers back with your own “come back” email campaign. Twitter has billions of dollars to craft the flashiest high-frequency newsletter campaign, but they choose sincerity and tact instead. Sshhhh, Don’t Tell Twitter about My Other Accounts In my rush to get in on the Twitter action, I guess I created a few accounts. So one account is used well and one was just plain forsaken. And as I’ve forgotten all about it, guess who didn’t? Twitter. I woke up today to this email: Good Old Reliable Email Yes, it’s true that when Twitter can’t get ahold of me via tweets then the only other option is to use email. But that’s just the point now isn’t it? People probably aren’t going to put up their cell numbers as readily as emails for contact info, but email is a reliable and viable point of contact. Who doesn’t check their email daily? Some of you check it hourly, and you might want to see a therapist about that. You might also email me the name of that therapist while you’re at it. “I Miss You. You Need Me. Follow Me Back.” I like Twitter’s clean approach. From the sincere sounding subject line that let me know I was missed (it worked, I opened it) to the short email that quickly reminded me of the benefits of their product. They even included a link in the form of an easy to hit button to quickly take me back to the action. Coy Works. Overkill Doesn’t In contrast, I’ve been getting the lamest emails out of the blue from a declining social network with updates and info I never asked for nor would ever be interested in. “So and so sent you a message.” “Here are shows in your area.” Instead of Twitter’s one simple and direct message, I’m getting barraged by a bunch of nonsense I don’t want in my inbox. The Two Ex-Girlfriends Metaphor My wife won’t like this next metaphor, but it’s like there are two ex-girlfriends who somehow want to reconnect. One leaves a message that says, “Hey, how have you been? Let’s have lunch…” and leaves it at that. The other starts showing up at all my favorite hangouts, office, gym and wherever else just randomly talking about things I never cared about in the first place. I feel like that unnamed social network’s emails are stalking me. Did I mention that this was ONLY a metaphor? Hope my wife doesn’t read this one or I’ll have to send my own “please come back” email. In Summary Okay, back to reality. This isn’t about ex-girlfriends, it’s about what you can learn from Twitter in using email to win back a customer. So let’s sum up the lessons: Email can always be relied upon. Even the social networks know this. Woo back your customer with a short, direct and sincere message with an easy-to-find button that brings them back to the action. Be respectful of their time and space. Your customers will respect you for this.


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Crafting the Best Winery ‘Cart Abandonment Email’ Strategy

Beyond • May 25, 2011

Industry studies have proven that less than one out of every five online retailers have a cart abandonment campaign. If you’re among the majority of wineries without one, you might be well advised to implement an effective triggered email program. You may find that there are plenty of bottle sales hidden away in that abandoned pile of carts. 90% of All Leads Go Cold in 1 Hour A study by the Massachusetts Institute of Technology proved that 90% of all online leads go cold within just one hour while the E-tailing Group found that the average time companies take to send out a cart abandonment email is more than six days and three hours. You don’t have to be a Ph.D. statistician to figure out that there is a fundamental disconnect here. The faster you engage your cart abandoning customer, the better the chance that they will still be interested in rekindling the sale and haven’t already gone off to stock up on Grüner Veltliner at your competitor’s site. Sending a Cart Abandonment Email Is Not Stalking Some wineries shy away from cart abandonment emails as they might fear that the approach could be seen as overly aggressive. No consumer appreciates being chased by a rabid high pressure salesperson waving bottles of Primitivo all the way into the parking lot, but a cart abandonment email that adopts a customer service tone can be seen as helpful rather than stalking. If your cart abandonment email focuses on enquiring if the customer had a technical or other problem completing the checkout and offering the services of a live agent chat or call center conversation, your wine lover may choose to get off the fence and complete the purchase. One Email Is Not Enough... Three in a Week Is Just Right Less than one third of all online retailers who do manage to send cart abandonment emails ever bother to send any subsequent messages. This one shot approach is not as statistically successful as an optimal cart abandonment campaign that sees the first email sent within an hour, the second about 24 hours later and a third approximately a week later. Mixing up the content of these emails is the most effective methodology, as sending three virtually identical emails over the course of a week can come off as overly pertinacious. Randomize Your Customer Incentives About two thirds of all e-tailers sending cart abandonment emails do not offer any form of incentive to complete the purchase. This approach seems self-defeating, as without any motivational offer the entire process then takes on the aspect of cajoling your customer. Randomizing the offers will help to keep your habitual customers guessing. Yours wouldn’t be the first winery to offer free shipping to all cart abandoners only to find that the word gets out and all your customers leave their carts behind waiting for the email to arrive that will save them the shipping charge. While the reasons to implement a coherent cart abandonment email campaign are irrefutable, many wineries are still hesitant to create a browse abandonment promotional process. A browse abandonment usually takes the form of an email sent to a subscriber who has reviewed various pages on your site without initiating a cart. These emails can point out other wines that the customer might also appreciate. If they were browsing a page on your Late Harvest Riesling, they might be interested in reading about your Late Harvest Vidal. However, they can also point out the characteristics of a completely different varietal such as a Shiraz Cabernet, or even point to an upcoming event page. Shying away from offering discounts and free shipping is the best policy; if you don’t want your customers to learn that all they have to do is abandon a cart to get a valuable incentive, letting the word spread that all they have to do is just click on any page will make your special offers no longer quite so special!


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Support Update: View Your Subscribers’ Activity with Email History

Support Update: View Your Subscribers’ Activity with Email History

Beyond • May 4, 2011

This past weekend was a big holiday event for many people. Gift-wrap, bows and ribbon filled my house as I sorted through the gifts I had purchased for various relatives and friends. I realized in the middle of it all that I had given more to those who I had spent the most time with in the last six months or so. My relationship with those friends and family members had been strengthened by the amount of interaction we had and I wanted to show my appreciation to them for being a part of my life. Many businesses take the same approach when it comes to their customers. Awesome coupons and discounts are usually given to those who are actively involved with the business. With that in mind, are you aware that you can view how active a subscriber has been in the last 90 days with your email blasts? Our system will tell you which email campaigns were sent to them, how many they opened and whether they clicked on any links or forwarded the email to others. This information can be useful to you when gauging which contacts you may want to reward for loyalty. This can also be used to clear out subscribers who have lost interest in the emails you send. In order to see the Email History of a subscriber in the last 90 days, simply click on the email address of the subscriber from within any list. Then click on the link from the right side of your screen that says, “View Email History.” You will be directed to a screen that looks like this: If I were evaluating this subscriber, I would be able to see that she has opened all three of the emails I sent her in the last 90 days but did not click on any links I might have included. I may want to encourage more interaction by using more efficient call-to-action phrases in my next campaign and see if that makes any difference. Be sure to check out your subscribers’ email history the next time you have a promotion or are just curious to see who is actively involved with your campaigns. Remember, it can be nice to show and receive appreciation for good customer loyalty, and will help to maintain a strong contact list.


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When the Marketing Stops: The Death of bin Laden

Beyond • May 2, 2011

I can’t speak for everyone out there, but my inbox was noticeably empty today. Aside from the daily emails that arrived as normal, only an email or two from friends trickled in throughout the day. Simply put, there was no good way for an email campaign to be sent today. On the day after President Obama announced that Osama bin Laden had been killed, it feels a little weird to go back to business as usual. One approach would be sending a regular campaign as scheduled. There really isn’t anything majorly offensive about this and I’m sure very few subscribers would have any complaints. For me, it seems weird to not acknowledge it at all. My Twitter feed is still abuzz with the latest news, so it’s still fresh on my mind. Finding a great online deal is not. Even if it didn’t offend me, I may wind up ignoring an email campaign today. The other approach would be saying something about it. The first issue is coming off as capitalizing on something like this. That would be such a major turnoff and PR disaster for a company. Any sales and promotions must be avoided. There are a wide variety of reactions to this news. Despite large crowds at Ground Zero and outside the White House, a celebratory email may also not be well received. This event could trigger more terrorist attacks and it certainly did not end the War on Terror. Without getting too political, you can see how issues would arise. If you feel very strongly that you would like to say something about it to your customers, stay away from your own reaction. The best approach here would be to let those affected by 9/11 know that your thoughts and prayers are still with them, even almost 10 years later.


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Choice, Fat Inboxes, a Glitch, Google and Class – The Weekly Wrap

Choice, Fat Inboxes, a Glitch, Google and Class – The Weekly Wrap

Beyond • December 18, 2010

I\'m proud of this week\'s wrap up. We spoofed a song, used the term \"staying classy\" without making a single Anchorman reference (why did I decide that was a good thing?) and I only had one bad ADD moment. Need something to keep your attention? How about a top secret sounding laptop from Google? Everyone got in on the fun this week. Our Sales Manager, Support Manager and Deliverability Manager got in on the action and learned us all on some email marketing business. Speaking of support...give your customers great support and they will become evangelists for your brand. Who Can Fatten Your Inbox? The Spammer Man Can (Part 1) Sing it with me: Who can take your inbox (who can take your inbox) Fatten it with spam (fatten it with spam) Fill it up with nonsense and a blatant lie or two The Spammer Man (the Spammer Man) Oh, the Spammer Man can (the Spammer Man can) A look at some high risk industries that are the instigators of most of the world\'s spam. Find out, Who Can Fatten Your Inbox? B&H Photo Keeps Its Subscribers Happy by Staying Classy This reputable photography company won me over with each and every point in their communications. With great permission requests, sign up forms and welcome emails, it\'s easy to see how B&H Photo Keeps Its Subscribers Happy by Staying Classy. Getting Great Info - Google Shows the Way Do you know about the new laptop from Google? I bet you\'ve heard about it. It just sounds so cool, with a top secret name like CR-48. See how all of it ties into email marketing when Google Sets an Example for Effective Email Marketing. Why Choose Email Marketing? Our Sales Manager, Daniel, answers all the questions you should be asking about email marketing. Starting with, Why Choose Email Marketing? HTML Tips & Tricks #2 - Basic Font Attributes The Benchmark Email Editor covers almost all of your HTML needs. But for those of you out there who like to get inside the machine and see what makes it tick, we\'re going to mess with our font attributes. Get ready for HTML Tips & Tricks #2 - Basic Font Attributes. Turning Your Customers into Evangelists It may seem like great customer service is going extinct, but it\'s not too late. Save it before it goes the way of the Dodo Bird. Give your customers great customer service by treating them like family and you will discover the benefits of Turning Your Customers into Evangelists. Email Newsletter Awards: Most Interesting Content All the helpful hints, tips and tricks in the world are all well and good, but sometimes it takes seeing the finished product to put it all together. Take a look at this week\'s Email Newsletter Awards for Most Interesting Content. Support Update: The Copy & Paste Junkyard Disgrace Here\'s my problem: the third word of this blog is \"glitch.\" Perhaps it\'s just my generation, but I can\'t see that word and not think of the Matrix. Then I went on an ADD mental tangent about that. Read this blog. It\'s got a cool headline and our support team is excellent. Pay attention to all of the Support Update: The Copy & Paste Junkyard Disgrace. Lots of great info this week! Thanks for reading, and we\'ll do it all over again next week. Deal?


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