Tags: Email Marketing

Get started with Marketing Automation

Get started with Marketing Automation

Practical Marketer • March 9, 2019

Perhaps you’ve already heard about Marketing Automation or you have a rough idea about it. If not, it’s OK! With this article, we want to show you how to create a marketing automation strategy for your email marketing. You’ll be ready to launch your first own automation with the simple but efficient Automation PRO tool. What is Marketing Automation? \"Marketing Automation is the design, management and execution of sales and marketing strategies through a software that automates the tasks and processes of scheduling, sending and tracking marketing campaigns according to the actions that the subscribers take on the campaigns and on the website. \" Is it the same as doing Email Marketing? Email marketing isn’t quite the same. Generally, basic email marketing strategy involves sending unique one off campaigns to a database, with the aim of informing, selling or promoting certain products or services. Marketing Automation includes email marketing as part of its elements, but both are some key differences. What are the benefits of Marketing Automation? Send relevant information to clients and leads, based on the pages they visit on your website. Automatically segment clients and leads based on their behavior, interests, page visits, purchases and more Develop marketing and sales journeys aimed at improving conversion funnels How many impacts should a lead receive to become a client? According to Nimble, between five and seven impacts are necessary for a lead, from the moment they get to knows us until they becomes a paying client. What is an ‘impact?’ An impact, or touchpoint, is each moment when there is interaction between the brand and the lead, either through the website, an email, social media, a call, an ad on Facebook or Google Ads, a meeting or a demo. The goal of Marketing Automation is to organize all these touchpoints in order to create funnels or conversion paths that automatically turn a lead into a client, without having to have large teams behind each impact. Or even better yet, without having to be aware of the current point the lead runs through in order to create a new touch point. Show empathy with the client Marketing Automation means contacting the ideal customer within the sales funnels, using the right message at the right time. Getting this right is not easy because in business we tend to think more about us, our goals and the messages we want to share, than what the customer really needs at every moment. To empathize with the lead and client means to put ourselves in their place, and to think as if we were them. Therefore it is necessary to ask a series of questions before starting to create any automation: When the client visits the website for the first time, will they need any further information or will he find all he needs to know? Am I providing all the client needs to know in my welcome campaign, or am I rather trying to sell myself? Are the subscribers interacting with the campaigns I am sending them? Worry about your subscribers! Send them messages that are genuinely useful and make them feel that you are communicating with them personally. To do this, always try to be very aware of the open rates, clicks, the unsubscribes (and their reasons), and always perform AB tests. In marketing it is very difficult to get the best results at the first try, everything is based on experience. PARTS OF A SALES FUNNEL Considerations before creating an automation or sales / marketing funnel Draw it: Don’t try to translate the visualization you see in your mind directly into the software. Take your time to draw it on a piece of paper. This will help to find weak points and improve it even before you start setting it up. Keep it simple: Creating a marketing or sales funnel does not mean sending dozens of email campaigns triggered by dozens of conditions. It’s all about inspiring subscribers, by sending the right content at the time they need it. We rather recommend designing several simple automations focused on each moment of the customer experience, than having a big and complicated funnel, which will be very complicated to manage and might lead to hidden mistakes. Go step by step: Always keep in mind what the leads might expect from you at each point and what they will be grateful and happy to receive. Right after signing up is not the best moment to push them to buy but rather to share some surprising information and content they will enjoy. Start with a test: There is no \"perfect\" automation, we are sorry. It is important to draw, think and prepare your automation but only practical reality can show you if you were right or not. Depending on the kind of automation it is recommendable to set up a test automation first and see how a sample reacts. Measure, learn and improve: The first automations should serve you to find out if the experience you want to offer the clients works or not. Analyze the most important metrics like visits, openings, clicks and purchases and decide if you have to adapt the journey. Find these 4 templates for your automated sales funnel TEMPLATE 1: NEED/NECESSITY The lead has just registered. They might have done it because you promised a download, discount code or similar. So this first automation would be the welcome automation, ideal to provide the most important information about your product, and send the promised welcome gift. The lead will be saved into a different list for further steps. TEMPLATE 2: ENGAGEMENT At this time the subscribers are comparing our product or service with other competitors. What information will they need to finally buy from us? With this automation we must solve the initial doubts that the client has about our product or service. We also have the chance to make clear what differentiates us from the competitors and provide testimonies of happy and satisfied customers. TEMPLATE 3: CONSIDERATION With this template, we should be able to close a demo or a call with the subscribers or make them sign up for a free trial. They are showing interest in us. This is an excellent moment to give a better idea about, how our product or service works. TEMPLATE 4: ABANDONED CART It is quite normal that subscribers do not finish the process of purchasing, but it would definitely not be normal, not to remind them and offer the necessary assistance and support to solve possible problems or doubts that might have prevented them from buying. These are some of the templates based on the funnel we had a look at the beginning. You will be able to fully customize and adapt them to the needs of your business and create easily your first Marketing Automation. Watch our webinar about how to create an automated sales funnel like this: https://bmesrv.wistia.com/medias/lzdjj7pfd6?embedType=iframe&videoWidth=640 Actually, the most difficult thing about Marketing Automation is to start. If you are managing a small company and you have never done it before, marketing, automation may look a bit scary at the beginning. But all you have to do is to follow these steps above and start learning from the results. Keep in mind that automation is the most efficient and time saving way to provide each client with the information and input they might need at any time!


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Free Holiday Email Templates

Free Holiday Email Templates

Practical Marketer • November 7, 2018

The season to be jolly is right around the corner! That’s right! Holiday cups are back at Starbucks, Christmas music is already playing in every store you walk into. Decorations are right around the corner. It always feels too early to start celebrating the holidays, but it’s never too early to plan your holiday email marketing. After all, email marketing accounts for 20 percent of holiday sales, according to Mailcharts. Holiday Email Templates Who doesn’t enjoy spreading some holiday cheer? Benchmark Email helps you get your email marketing in the holiday spirit with dozens of festive holiday email templates. Here are some things to keep in mind when using a holiday email template: Stay true to your branding. Don’t make your logo a color your subscribers have never seen it before, just to match the holiday motif. Same goes for buttons and other colors that are consistent across your email campaigns. Dress it up for the holidays, but don’t become something unrecognizable to your subscribers. Keep it simple. Don’t overdo it. You don’t want to be the house on the block with lights covering every square inch of the exterior and lawn with lights. You can’t look at that house without sunglasses. Don’t limit it to the template. Extend the holiday cheer to your subject line as well. That way it won’t be a surprise when your subscribers open your holiday email. Don’t just promote your sales. Promote your products too. A common mistake many businesses make is to only inform their subscribers of their promotions. That assumes they know everything you offer. Be sure to highlight your products too. The promo and the product together are the knockout combo you want. Templates To Automate Aside from the great holiday email templates available to you, we’ve also created strategy templates to let you automate your holiday email marketing. You can send a promotion and follow-up with your subscribers based on if they opened the email, clicked a link or visited a specific page on your website. Don’t wait for 2018 to take your email marketing to the next level. Get a head start on your New Year’s resolution and close out 2017 strong. We also put together some tips and ideas for your Christmas and Chanukah marketing campaigns to be automated. Holiday Email Marketing Tips Now that you know how to pick the right template and what to do with it, let’s look at some strategies and suggestions for your holiday email marketing campaigns. Make A Plan Everything will go smoother for your holiday email marketing if you start with a good plan. Holiday emails campaigns sent in the first half of November tend to get the best open rates, according to GoDaddy. The first step in creating a holiday email marketing plan is to know which holidays you should be creating campaigns for. These are the big ones: Thanksgiving, November 22 Black Friday, November 23 Small Business Saturday, November 24 Cyber Monday, November 26 Giving Tuesday, November 27 Hanukkah, December 2-10 Christmas, December 25 Figure out which of those holidays make sense for your business. Don’t contort to uncomfortable, Stretch Armstrong-esque lengths to make all of these holidays work for your brand. You may also not have the time or resources to do campaigns for all of them. Be reasonable and focus on the ones that will work best for your goals. What emails should you be sending for any (or all) of these holidays? A sequence of three emails is your best bet for successful holiday email marketing: First, you should send an email to announce your holiday promotion. You can send this up to two weeks prior to your sale. Next, you’ll want to send a reminder for your holiday promotion. If you sent the first one two weeks out, the follow-up email should go out a week later (one week before your sale). Lastly, you should send an email the day off the promotion. This one should really create some urgency and get your subscribers to act now. Segment Your List(s) Relevance is key with any emails you send, but especially so with your holiday email marketing. Most inboxes are even more crowded during the holiday season making it all the more important to stand out. Email list segmentation or targeted emailing are your best bets for sending targeted, relevant content to your subscribers. You can use purchase history, click history, demographic or location data to sort your list in order to send the best possible content to each subscriber. Holiday Email Marketing Content Ideas Giving gifts to our loved ones can be difficult. We want to give them something that will feel personal and picked out just for them. But where to start? Many businesses create gift guides to help their subscribers choose the right gift for everyone on their list. One way to create a gift guide is to sort it by price. Here’s a holiday email campaign from Bed, Bath & Beyond that sorts their campaign into sections by cost. It makes it easy to find the right item for everything from office holiday parties to something for your loved ones. Another way to organize your gift guide is by who the gift is for. It can be gifts for him or her, your kids, parents, etc. If you sell products for kids big and small, you can even create a gift guide sorted by age groups, from newborns to those of us with an inner child that still burns strong. This holiday email from Target shows how you can make it easy to find gifts for all your nieces, nephews, sons and daughters. Outside of gift guides, there are plenty of other holiday sales you can use email marketing to promote. Some companies offer a special gift to the first group of customers through the door in the morning. For some businesses, this results in customers camping out to receive the free giveaway! What better social media buzz than a line of anxious customers braving the elements to come to your store. This Black Friday from Chan Luu executes this strategy well: Other than giving customers a percentage off their total, you can also offer free shipping for your online shoppers. That’s what J Crew did with a recent Cyber Monday campaign: J Crew also creates a sense of urgency by telling their subscribers that free shipping deal is for that day only. One additional way to boost your holiday email marketing efforts is to include a charitable component with your promotions. If all of the proceeds from certain items or total sales are donated to charity, it increases the likelihood that a subscriber will make a purchase. PayPal itself wanted to inspire everyone to donate to charities during the holiday season. They announced that PayPal would add 1% to any donation made to a charity during the month of December. In 2017, more than $8.5 billion was donated through PayPal, in part due to this holiday promotion. Share Your Tips Have you run a successful holiday email marketing campaign in the past? Or maybe a favorite one you’ve received? Share your tips in the comments. We love to hear them!


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How can you re-confirm a database?

How can you re-confirm a database?

Practical Marketer • May 23, 2018

Have you updated your privacy policy? Do you just want to keep the most engaged subscribers? Perhaps you want to re-confirm the consent of your database as a preventive measure for the new General Data Protection Regulation (GDPR)? In this video, we show you how you can reconfirm a database with Benchmark. Re-confirm your database:   The text you need to use: Opt-in tag:  [opt-in: here you can write in text] Unsubscribe tag: [unsubscribe: here you can write in text] The text is 100% customizable. You just need to modify the italic text. Save the contacts that have re-confirmed in a separate list   Maybe you want to consider sending a campaign again to those who have not opened or to the whole list, excluding the new list of contacts, that have already confirmed. If you want to know more about the GDPR, we invite you to read and watch the webinar we held and in which we explain all the sensitive points that affect your email marketing strategy. Leave your comments or questions below and keep learning with Benchmark!


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How Benchmark adapts to the GDPR

How Benchmark adapts to the GDPR

Practical Marketer • May 18, 2018

We have spent months talking about the General Data Protection Regulation (GDPR). The 25th of May, which is the day when it goes into effect, is fast approaching. During this time, we have provide you with tons of information related to adapting your email marketing strategy. In this article, we want to make a recap of how has Benchmark adapted to the GDPR and about all the changes we have implemented and which you might need to know: “Right to be forgotten” This right is one of the biggest changes of this Regulation. For the very first time, this right is regulated and obliges the controller to completely remove the data if the data subject requests. To exercise the right to be forgotten, we have two different scenarios: Benchmark | Customer If a Benchmark customer wants to be “forgotten,” he or she needs to request the deletion of the data by writing to support@benchmarkemail.com and we will proceed with the removal of their data. Benchmark | Customer | Subscriber Any of our client’s subscribers can request to be deleted from lists and/or records. It’s the customer’s responsibility to delete a subscriber from our (and other) systems, with one exception: if the subscriber has already unsubscribed, the client will not be able to remove the data from the “Unsubscribe” list. If this happens, the customer should forward the user’s email to support@benchmarkemail.com and we will proceed with the elimination of the subscriber from the list. In this FAQ, we explain all the steps to follow. Accessibility / rectification / unsubscribe An email marketer must include the “Manage Subscription” option on all email campaigns:   Adding this option, the client gives the data subject the option to access, rectify and unsubscribe from his/her data. When the subscriber clicks on that link, he/she will find this screen:   The subscriber can exercise his/her rights here. At Benchmark, we are currently preparing to allow the data subject to be able to rectify the rest of the fields and not just the email, name and surname. Consent We have also updated our classic and pop-up signup forms to be compliant with the GDPR. You have to include the required check box linked to your privacy policy. Find out how to do this by reading: How can you create GDPR-compliant sign up forms?   International transfer of personal data Article 45 mentions that a transfer of personal data to a third country or an international organization may take place where the Commission has decided that the third country, a territory or one or more specified sectors within that third country, or the international organisation in question ensures an adequate level of protection. Such a transfer shall not require any specific authorization. This international transfer of personal data is guaranteed under the EU-US Privacy Shield Agreement whose certification is held by Benchmark: Privacy policy We have updated our Privacy Policy, explaining the role Benchmark has according to the GDPR and which roles our clients fulfil themselves. Also, we have determined the period of time which we are going to keep your data for and we give you more details about what we do with your data. Additionally, we have created a new Cookie Policy which you will need to read and accept if you want to peruse our website. Server location It was actually NEVER an obligation to have servers in Europe, but with the new GDPR it is even less necessary. One of the goals of the GDPR is to equate the data protection that the European companies are fulfilling with the one applied by companies from abroad, in a way that all companies are obliged to compete in equal conditions. Contract between the controller and the processor Article 28 explains the possibility to sign a contract between the controller and the processor and provides all the details about it. We have created this contract and will make it available for you through the tool. If you want to check the regulation, you can do it here. If this article has been interesting for you, please, share it with your colleagues and friends.


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