Tags: email

The Benefit of Targeted Email Lists

The Benefit of Targeted Email Lists

Beyond • November 16, 2015

Targeted email lists allow you to hyper focus your email marketing campaigns on specific audiences. Yet, there’s often a confusion on what the exact benefits of a targeted email lists even are. We’re here to answer that question in a way that also helps stimulate some new ideas in how to create email campaigns. Step One. Set-up Filters Creating email lists starts with segmenting your audience into different categories that they’ve either opted into themselves or that you’ve placed them into. When they’re subscribing for emails, often them boxes to check into based on information you’re going to need to market to them. This can include anything from location, age, salary, career, interests, etc. Go further. Don’t just categorize your email subscribers but work to create profiles for each of them based on interaction with your company or organization as a whole. You can further their profile by making it a point to regularly track their preferences along each engagement opportunity. When you’ve got a profile for your customers you can engage in predictive marketing that lets you anticipate needs based on buying patterns. In this way, you’re using big data strategies to better leverage your email marketing tools in order to grow your business and increase consumer loyalty. Create sales-based campaigns Your email marketing efforts can be reactionary. Rather than always relying on new email to send out based on what you need to do, how about sending out emails based on how customers have acted. In this case, go through and create a benchmark for something like purchase amount. Say for example that the benchmark is $500 in sales over the last month. Figure out how those clients are and then create a targeted email list that thanks them for their business, offers a coupon that catches their eye, and feature 2-3 products they can spend that coupon on. Of course, they can spend the coupon on anything but showing them a product also helps generate more sales. The thought being, “I really like this product and hey here’s a coupon to use toward it too!”   Peddle through the buying cycle Revisit other sales or furthers the buying cycle. Popular online retailers will, for example, track what products you’ve been looking at. If you haven’t completed the sales cycle, they’ll then trigger an email marketing campaign designed to encourage you to complete the buy and make the sale. It’s not a customary email list as people always view them – which is a list at the front end. By thinking about where your customer is at either purchasing levels or the sales cycle, you can create new lists that further your conversion goals.   Take advantage of reporting tools You can go beyond just email click-open rates. When you place links within email marketing campaigns, you can go back and see which links were clicked on. Having access to this information gives you another competitive insight into what’s motivating readers – and then you can further target future emails around that content and even around those readers.


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How to Accelerate Email List Management to Drive Business

How to Accelerate Email List Management to Drive Business

Beyond • November 14, 2015

If you were to host a party tomorrow with the goal of just impressing one specific guest, who would you invite? What considerations would you need to make when sending out the guest list. If your goal is to highlight you favorably, your guest list needs to include people who (a) can do that and (b) complement one another. It’s a pretty simple concept. Targeted email lists aren’t that different from your goal-oriented party. The thing they both have in common is a goal. The key to list management is to first define your goal. Many people will have targeted lists based on location, spending habits, etc. – and that’s fine. But you also want to be more holistic in your approach. Your list isn’t just a list; your list is a driver for your end goal. The biggest mistake any marketing manager – and in fact, any marketing agency – makes is that they’re not goal oriented. They’re nothing thinking about what their overarching purpose is. Here’s how that gets translated into an actual campaign: Say you’re partnering up during the holidays with a coveted business to drive donations. You send out an email campaign for invitations for a local event and you only have room for 30 guests. If you send out a first wave mass email to your local list, you’re running into a potential problem of having too many interested people exciting about attending. You’re going to have to rescind your invite, which reflects poorly on your reputation and will strain relationships. Instead, using your customer sales management tools (like Salesforce), or even through knowing people personally, your first wave of send out can be strategically delivered only to those people who are naturally involved and invested in philanthropy. Give them a deadline to respond by, then send out a second wave of invites with a note that you have limited spacing. This way, there’s more of a chance that the guests who attend are philanthropic, reflect well on your ability to generate participation, and may get further involved in future partnerships. Managing your email lists really boils down to being able to cultivate a custom experience through which to funnel your marketing efforts. And that’s really what drives email marketing and successful engagement – the ability to create connections that are clearly intimate and going beyond the practice of generic or blanket attempts at communication. This also means that when you’re curating your list, two other things need to happen. First, create check boxes for people based on what your business needs demand. Do you need to know their annual income or would you need to know if they’re interested in any causes? Secondly, work on getting to know people personally as much as you can. Move them beyond just names on a list so you can better understand what motivates and drives them. Part of this also folds back into email marketing in that your campaigns don’t need to be just message oriented that push an offer or update. They can be tailored to be micro campaigns that further better connecting with micro audiences within your list.


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Getting it Right: Gifs and Memes in Email Campaigns

Getting it Right: Gifs and Memes in Email Campaigns

Beyond • November 13, 2015

Gifs are hugely popular, punctuated videos that are the video equivalent of memes. Memes are images with text that have a tongue-in-cheek view of getting the point across. If you’ve seen a picture of Willy Wonka with a socially charged message or a baby with the fist of victory, you’ve seen a meme. Understanding memes are important because it sets you up for understanding a gif. A meme can be described as “a humorous image, video, piece of text, etc. that is copies (often with slight variations) and spread rapidly by internet users.” Your meme might not go viral but it’ll do two things for your email campaign: (1) make it funny and relatable, and (2) increased the chance of it getting shared as a link within the reader’s social network. Memes are visual communications for a millennial audience. They’re quick, quirky and usually purpose driven. They have the potential to take an image and charge it with your message. You can use either a meme that’s already been created, set up a Pinterest board with your favorite memes to reference as needed, or you can create your own through a meme-generator. However, to get a meme inserted in your email campaign can be a little tricky. There are endless obstacles and steps to ensure recipients are seeing your email marketing. There are also steps you can take to ensure they set up their servers to access those images. Ultimately, though, you’re going to want to rely on a email campaign platform to execute emails with images – and the same goes for videos including gifs. Gifs – short, partly animated graphics - are the video end of memes. They bring life into you’re email campaign to life in an engaging and impactful way. Email servers are oddly more responsive to gifs (note, gifs and not videos) across most major email servers. Even still, video placement in an email campaign can be tricky; this is where you definitely want to use a campaign tool that guides you on how to insert videos into email. How you use gifs is another issue. If you’re using gifs, you want to make sure you’re using it to further your email campaign rather than distract from it. For example, it’s a great way to showcase your product or initiate how a client can engage with your brand. Check out this link for retailers who got it right. Keep in mind that these examples in the link above all drive the product. Gifs are relatively useless and not so great when you’re using it to essentially distract from product and messaging, in which case it becomes more of a nuisance than a consideration to the reader. The other point to remember is that gifs and memes are tools to further your message – but they’re not calls to action. No matter how amazing your gif is, you’re still going to need clear calls to action – which means you still need a great copywriter and a designer who can bring that message to life.


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Let’s Talk About Text, Baby! Integrating Email Marketing & SMS

Let’s Talk About Text, Baby! Integrating Email Marketing & SMS

Beyond • November 2, 2015

Your marketing toolbox should include: A: Email Marketing B: SMS Marketing C: All of the Above. Obviously, the answer is \"C.\" We could have gone through plenty more of the alphabet (social media, content marketing, SEO, etc.) with multiple choice options, but the answer will always be All of the Above. We know email and SMS go hand in hand and we shared our thoughts on the subject with our friends on the Group Texting blog. They asked for some tips and ideas for integrating email marketing and SMS. You\'ll be saying \"let\'s talk about text, baby\" before you know it!


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Incentivize Subscribers: Benchmark Email Justuno Integration

Incentivize Subscribers: Benchmark Email Justuno Integration

Beyond • October 28, 2015

“Free,” “Discount,” “Coupons,” and “50% off” are some of our favorite words … and they are yours too. It’s like music to our ears, or eyes, when we see a sign offering a massive discount where you can purchase the items you love at a marked down price. Don’t you just love that emotional high you get when you score something amazing for free? Well turns out, there is a deep psychology root as to why we do. Let’s take a look like the most second most happiest place on Earth: Costco. Sure, Costco offers great bulk items and low prices, but what is the hugest draw to their store? Samples! It really is the highlight of the Costco experience and who doesn’t love walking around each station trying aged salami on whole grain crackers, or sweet kernel corn? Legend says that some people strategically plan their lunchtime during their Costco trip, making their rounds to each booth once or twice to equate a full meal. Another one says a man actually brought a woman there on a date. It’s the power of samples. People think they are lucky enough to eat for free, which they are, but Costco is the one benefitting from this too. Studies have shown that samples increases sales by 2,000 percent and sways customers to purchase items they never intended to in the first place. An effect of samples is it creates a sense of loyalty within the customers to the store. They give you a sample; therefore you should probably buy something. Dan Ariely, a behavioral economist at Duke University, says, “Reciprocity is a very, very strong instinct. If somebody does something for you…you really feel a rather surprisingly strong obligation to do something back for them.” He also adds that whatever the sample you taste, you will feel a sudden craving for more it. That’s when you are converted into a sale as you put that box of frozen ravioli into your cart. So with the power of “free,” how would you use this in your online marketing strategies? Offer discounts and samples directly on your website! With the Justuno app, you have access to a suite of tools in which customers can receive discounts just by “Liking” on Facebook, Tweeting, joining a mailing list, etc. It’s a fantastic way to grab their attention, grow your email list and convert sales. You can thanks to the Benchmark Email Justuno integration. Try it with your Benchmark Email account for free!


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Millennial Marketing 101: Integrating Email Campaigns Through Social Media

Millennial Marketing 101: Integrating Email Campaigns Through Social Media

Beyond • October 27, 2015

Millennials haven’t ditched email for social, but that doesn’t mean you shouldn’t take advantage of social media. Marketers can reverse direct traffic back to their marketing campaigns from social media. There are several ways to do that but the most effective and focused way is through your current email subscriber list. Here’s how you’re going to do that: Include Social Sharing Icons Include social media icons in your email marketing campaigns to get recipients to share the campaign on their social network. This helps you drive more attention for your campaign and increase subscribers. However, for this to happen, you need to have a visually stunning and/or highly creative email campaign with very clear calls to action to share. Once you’ve set the call to action, activate that bar, graphic or icon as a link or social share trigger. For Millennials, never say something as hideous as “click here to share this email campaign,” which is the best way to date yourself as incredibly uncool. In addition to social sharing on multiple platforms, try focusing on one. And if you’re unsure about which social channel to choose, run an A/B test prompting a share with your two top guesses. This brings us to our next point: focusing on one network. Focus on One Network The thing that Millennials and the super successful and wealthy have in common is that they’re incredibly busy people. The successful 40-year-old executive may be focusing on growing her empire and raising her family, but the Millennial is just as lightening fast. The Millennial may already have a start up empire or they may be couch surfing on Airbnb. The point is that the nature of the Millennial is multi-faceted and hyper attentive, meaning they can filter through multiple streams of communication while juggling a handful of priorities. It’s this ability that’s made them so attractive to a workforce. However, for you this means that you’ve got to make communication as dead simple as possible. Golden Formula: Clear Calls to Action and Efficient One-Step Actions When it comes to email marketing, you can use the same strategy to get users to share your email marketing campaign. However, in this case you’re going to be laser focused on one getting them to share on a specific social network. This works for two reasons: (1) you’ve taken away from a decision they need to make, however small, that frees up more time for action, (2) you’ve made it really simple to move forward with action. As a rule, these two step protocols that gauge the level of efficiency in communication is a must-have vetting process for any communication piece you design for a Millennial audience. But it doesn’t just start and stop with Millennials. That 40 year old Generation X executive who is fluent in a Millennial’s world – and a part of it as well – will want the same level of clarity. And of course, as a last measure, ensure that you’re featuring email opt-ins on your social media network: Facebook, Twitter, and even Pinterest are great places to start widening the net for your subscriber list.


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List Management: Benchmark Email Highrise Integration

Beyond • October 26, 2015

A place for everything and everything in its place. We used to nod impatiently when our moms repeated this as she oversaw us putting away our laundry in the appropriate drawer; sweaters in the bottom and socks in the top. We might have just brushed it off, but at that moment when one sock somehow lands in the bottom, or a sweater ends up crumbled in a corner of your room, didn’t it just throw everything off? It’s visually and mentally disturbing and you just have that itch to put things back in their rightful place. So not only does Mother knows best, but Mother knows how to run a business because in a company setting, for sure everything must be in place. There is a 99% chance that any expert writing about running a successful business will mention something about organization. After all, how can you make sales if you don’t organize a list of prospects to pitch to, and how can you implement a social media campaign if you don’t organize which content to post on which day? In his article “Get It Together: 7 Quick Ways to Make Your Business More Organized,” Peter Daisyme states that “at that heart of every business is the need to be productive, which is determined by how efficient and organized you can make all functions within the company.” There is no argument against that; to produce an amazing product, you need to have a well-oiled machine with every gadget performing its duty. So what does that mean for businesses today, especially in this digital age? It means that we got stay organized the digital way. Every project, contact info, internal meeting notes, even down to the company lunch menu is best imputed into a system where everything is in one place and where everyone can easily access. That’s why a CRM software tool is a definite must have for your business. Every position in a company can benefit from using one: sales, marketing, accounting, project manager, customer service. Not only will it keep your company in tip- top shape, but the organization will lead to the overall success for your business. So which CRM to use? Highrise has been constantly ranked as one of the simplest yet effective CRMs in the market. Highrise also offers extras and add-ons that will boost your business, such as the Benchmark Email Highrise integration. With this, you can add your contacts from your Highrise account into your email list, with no setup required! Mother would be so proud!


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Benchmark Email Justuno Integration

Benchmark Email Justuno Integration

Beyond • October 23, 2015

Ladies, what is the best part of purchasing an item from a cosmetic counter at the department store? The free gift with purchase of course! Sometimes, it’s not just a dainty one-ounce vial of perfume either; gifts with purchase these days can be as hefty as a whole makeup bag with at least six full-sized products. Retail stores sure know how to make their customers happy! It’s a successful method: offer them free or discount items to keep them coming back for more. E-commerce stores should not be exempt from this either! As we see the trend of more and more people migrating from physical stores to online shopping, pretty soon e-commerce will be the primary way people purchase items. Even with shopping online, the customers’ behavior and expectations of the store do not change. People still like their discounts! That’s why with Justuno, you can give your customers what they want, but at the same time, your business and email subscription lists grows. That’s what happened with Beloved Shirts. As a Justuno user since 2013, the company was able to not only covert sales, but also established a customer base for their new online store. Using the software, the company experimented with several types of promotions and found the one that delivered the best results. Beloved Shirts originally offered 10% off of purchase as their base promotion. With this, they gathered an average of 45 emails and social fans per day. Then, Beloved Shirts implemented a new promotion: a gift with purchase. Since its implementation, Beloved Shirts had increased to an average of 197 emails per day, which means a 337% increase in email and social leads. Bacon Today also saw the same success when they offered a free bacon recipe book when joining their mailing list (well, who would turn down a bacon recipe book?). Adding onto that, Bacon today also implemented a new targeting rule to optimize conversions. What it entails is slowing the visitor to spend 15 seconds on the website before presenting the pop up. This gives enough time for the visitor to get acquainted with the site and browse around to see what products they can potentially buy. What resulted was an increased of email opt ins by over 300%. That’s why Justuno is a must have tool for every business owner to use. It has features that will give your customers incentive to stay on your site, including special promotions that pop on their screen at the opportune times, free coupon code if they like your social media pages, etc. Now with the Benchmark Email Justuno Integration, you can add newly acquired email addresses directly to the email list of your choice. Not only are you growing your list with Justuno, but you can also send a customizable follow up email to the visitor containing the promo code. It’s a great way to engage site visitors and provide a way for them to stay on your site and convert sales. It’s a win-win for everybody!


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Help us support #wearitpink

Beyond • October 21, 2015

This Friday 23 October is a very special day as, here at Benchmark Email, we will be taking part in the #wearitpink campaign. This is a day that people from all walks of life come together to help fund the cutting-edge research that aims to ensure that no one dies from breast cancer by 2050. How do we want to help? Well, we believe actions speak far louder than words so, this Friday, you can help us make a difference as we’ll be donating a percentage of our income from paid-plan signups to Breast Cancer Now. If you were planning on upgrading from a free account to a premium one, this Friday is the perfect time to do so as you’ll also be contributing to a great cause. Have a look at our prices and know that we’ll be making a donation thanks to you.  Take note, Friday 23 October is the day. Price plans Now all you need to do is register! Click here to register and we’ll let you know how much you helped us raise by email. Thank you for your support!


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Top Twitter Accounts for Email Marketing

Beyond • October 11, 2015

As you’re continuing your ongoing email marketing education, one of the best sources for gathering topline data is from heavy hitting Twitter accounts. Even just 10-15 minutes a day of browsing through top Twitter accounts can get you a brief overview of what you need to know about email campaigns. The tweets might even inspire you to strengthen your own email marketing game with new ideas, new ways of campaign and measuring success. @deliverability, also a blog-based Twitter channel, tweets about “news, rumors and commentary from the email deliverability community.” Most of their content is composed by industry leaders, though they also make it a point to pull other great reads from around the web. What I love about their tweets: highly engaging and offer a depth of content from asking questions, sharing stats, videos and photos. Blog-based @socialemail tweets on email marketing, automation, and optimizing conversion. You’ll see content from their own blog and a medley of content from around the web. What I love about their tweets: multiple daily tweets and all their tweets flow through a funnel that pushes conversion. Under Direct Marketing Association, the Email Experience Council (@theeec) is another top twitter account that’s geared toward email marketing. They’re industry focused so most of their tweets are for businesses that are results driven versus DIYers that are focused on training and catching up with the email marketing curve. What I love about their tweets: regular tweets and great curators on other top industry resources. @theeMailguide sees itself as the “ultimate resource” for email marketing that will “train email marketing NewBees to become Ninjas.” The Email Guide share articles on a variety of email marketing topics, including trends, conversion-focused copy, subject lines, analytics and best practices. What I love about their tweets: quotes and stats. The Email Guide is also really good about engaging their follows by replying to tweets and resharing purposeful content. Of course, there’s @BenchmarkEmail, which focuses 100% on email and event marketing. If you’re in retail, non-profit and event management, this is a must go-to Twitter account. An industry leader when it comes to all around marketing goodies, @MarketingSherpa offers businesses and consumer marketing professionals practical research and case studies on what’s working (and not working) in marketing today. What I love about their tweets: they mean business. You won’t find any fluff content here. The next question is: how do you use all this data? If you’re a one-man show, take the time to go through these accounts. Create your own Twitter lists and add these Twitter feeds to that list. Keep exploring. Look for other industry Twitter feeds that are able to get you the info you need. Over time, you’ll be able to craft a custom Twitter list that you can quickly access to get the info you’re looking for – and it’s much faster than a Google search. More immediately, you’ll start recognizing which Twitter feeds give you what you need. You might find that just one or two here get you what you need, which means you can have 15 minutes a day down to 5 minutes a day. What determines your favorite list might also factor in which ones engage you the most, are willing to answer your questions, and so forth. In that sense, a Twitter feed isn’t just a static side. It’s a resource of individuals who are looking to engage, ponder, and further hone their professional curiosity and network. Do you have a Twitter account you go to regularly for email marketing inspiration? Share them below!


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