Tags: integration

eCommerce Email Marketing Integrations Perfect for Black Friday & Cyber Monday

eCommerce Email Marketing Integrations Perfect for Black Friday & Cyber Monday

Practical Marketer • November 21, 2018

You’re leaving a lot of money on the table if your business isn’t engaging in Black Friday or Cyber Monday promotions. In 2017, U.S. retailers saw a record $7.9 billion spent on Black Friday. They added another $6.6 billion in online sales on Cyber Monday, which was a new record high for online shopping in a single day. Sales aside, the number of people participating in Black Friday, 133.7 Million, is more than those who attend Disneyland (20.4 million). So, we can see that the opportunity is there for sales during Black Friday and Cyber Monday. The Case for Integrating eCommerce and Email Marketing First, let’s look at why email marketing can be one of your most effective tools during Black Friday and Cyber Monday: There’s an 106 percent increase in customer reactivation on Black Friday when compared to every other day of the year. On Black Friday, open rates (309 percent increase) and click-through rates (455 percent boost) explode in comparison to standard bulk email sends. Using email automation and a sequence of three emails can lead to an increase in orders to the tune of 90 percent. Email marketing led to the highest conversion rate (4.29 percent) on Black Friday in comparison to other marketing channels: search (3.04 percent), direct mail (2.39 percent) and social media (1.81 percent). It’s hard to argue with the numbers in favor of sending email marketing campaigns for Black Friday and Cyber Monday. Let’s take it a step further and talk about why integrating your eCommerce tool can be even more effective this holiday season. Integrating with any third-party tool or app is a great way to grow your email list. However, when you can sync your email marketing and eCommerce, you’ll be able to get more data on your subscribers. This will lead to a better relationship with the contacts on your email list. After all, the ability to send targeted, relevant content has a major impact on the success of email marketing. That comes from properly segmented lists, which is best achieved when you have sufficient data on your subscribers. How much more effective are segmented email campaigns? Open rates for segmented email campaigns are 14.32 percent higher than their counterparts. Additionally, segmented email campaigns see an increase in click-throughs of 100.95 percent in comparison to non-segmented email campaigns. Your email list is your most valuable marketing asset. Especially when you can segment it in a way that allows you to send the best possible content to each and every subscriber. That’s how long-standing, meaningful customer relationships are nurtured. eCommerce Data You Can Use to Segment Your Black Friday & Cyber Monday Email Campaigns There is a ton of data that you can use to segment your Black Friday and Cyber Monday email marketing campaigns, when you integrate your eCommerce Store. First Time Customers If a subscriber is a new customer, they may not have had much of an interaction with your brand before. So, this is your chance to make a first impression and greet them with a warm welcome. A Welcome Email campaign should be standard for any email marketer. It sets the tone for your email marketing and let’s new subscribers know what to expect. This can be automated so that every single new subscriber to your list gets the same greeting. This welcome email from Ancestry.com does a great job of greeting new customers. It eases anxiety by informing them that it’s simple to get started and backing that up by showing them clearly what the steps are to do so. It also does a good job at maintaining their branding. For the holiday season, you can get your Welcome Emails into the holiday spirit with some simple design or template tweaks. You can even offer a discount for all purchases made before or during the holiday season! Repeat Customers Did you know that it costs fives times more to acquire a new customer than to get repeat business? If you know that you have recurring customers, you can create an email sequence that supports their repeat business. For example, Amazon and other retailers often offer a subscription plan for products you consistently use. Things like toilet paper and paper towels, bottles of water or anything else you always use. Those retailers offer a small discount when you create a subscription for those products. By being able to sync your eCommerce data with your email marketing tool, you have easy access to your repeat customers and can create campaigns dedicated to them. Top Purchasers or VIP Customers based on Milestone Sales or Order Numbers For Black Friday and Cyber Monday, you can reward your loyal customers. First, segment your email list from your eCommerce customers to discover your top purchasers. Then, you can create a loyalty reward campaign and send it to that list! What can you reward them with? Maybe it’s early access to your holiday sale or an exclusive sale just for them! It could even be a special discount just for your loyal customers. This Cyber Monday email from Wigs.com offers a discount to the members of their Loyalty Program. It even denotes their current status in their program and the points available to them. Make your loyal customers feel special and they will reward you with their continued business. Location Sometimes, you want to use a few fields as possible on your signup forms. That means you don’t always get location data from the get go. However, if you integrate your eCommerce data with your email marketing account, you can get location data in that manner. If you’re a restaurant with multiple locations or any other business with several brick and mortar locations, you can use your location data to send targeted email campaigns this Black Friday or Cyber Monday. This email from Kate Spade promotes their new line of bags and let’s their subscribers know the closest location to them. For your Black Friday and Cyber Monday campaigns, you can promote your sales for the day and let your subscribers know where they can go to take advantage of the promo. It’s especially an effective strategy if you’re offering an exclusive giveaway to the first 100 customers through the door on Black Friday. Inactive Customers Subscribers go inactive sometimes and so do your customers. Email marketing affords you an opportunity to re-engage those customers who haven’t come back for more in a while. There are a few tactics you can try to re-engage an inactive customer: Tell them you’re going to remove them from your list. Remind them that being on the list gives them access to sales and promotions and other great information. They can choose to opt back into your email campaigns and not miss out on your Black Friday and Cyber Monday promotions. Incentivize re-engagement. Tell your customers that they’re missed and offer a small incentive to make a new purchase. With Black Friday and Cyber Monday on the horizon, you can give them an offer for Free Shipping or a percentage off their next order to bring that customer back into the fold. Send a poll or survey. If a customer hasn’t returned in a while, you can ask them why. You can even get creative with it. Tell them you’re putting together a gift giving guide for Black Friday and Cyber Monday and ask questions about how they’re purchasing for and various interests. This will give you great data and feedback for your holiday campaigns. Shopping Cart Abandonment It’s reported that between 50 and 80 percent of consumers leave items in their online shopping cart. That’s a lot of potential sales! Perhaps some of your subscribers didn’t convert after your Black Friday sales. It happens. It’s OK. You have a chance to complete the conversion on Cyber Monday. If you segment your eCommerce data by the abandoned shopping cart list, you can send a cart abandonment email to them for Cyber Monday. First Time, Last Time and Item (Last Time) Email marketing helps stimulate repeat business and you can keep customers in the purchase cycle with well-timed emails. One way to do this is by keeping purchase history data. With an eCommerce integration, you can see the first time or last time a customer made a purchase and send campaigns based on that information. This data can help show you when it might be time for a customer to come back for more. After all, a well-timed email with the right message is when email marketing is working at its best. How to Integrate Your Benchmark Email Account with WooCommerce Benchmark has many eCommerce integrations, perhaps none more powerful than our WooCommerce integration. All of the data points detailed above can be synced with your email marketing account to guarantee real-time, up-to-date data. You can learn more about our WooCommerce eCommerce integration in this helpful FAQ. Wrapping Up For Black Friday and Cyber Monday and holidays throughout the year, you can use your eCommerce data to send better, more targeted email marketing campaigns. Now that you know that strategies that you can put into action, we’ve also got free holiday email templates to help you along the way. Do you have any tips on integrating eCommerce and email marketing or for Black Friday and Cyber Monday? Share them in the comments below!


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Top Integrations for Email Marketing and eCommerce

Top Integrations for Email Marketing and eCommerce

Beyond • September 17, 2018

Email marketing has a lot of friends in our digital world. One of its best friends is eCommerce. After all, your relationship with your customers shouldn’t end when the first purchase is made. Email marketing can help you engage and interact with your customers after that initial conversion in many productive ways for your customers and your business. Let’s take a look at how you should be doing this. Integrate Your Email Marketing and eCommerce Hopefully, you already know about the eCommerce integrations offered by Benchmark. With our PieSync partnership, we’ve added a few more to the mix: Shopify BigCommerce Contactlab Marketing Cloud What Can You Accomplish with Email Marketing & eCommerce Integrations? As we mentioned before, your customer purchasing something is the beginning of a new communication cycle with consumers. By integrating your email marketing account with an eCommerce store, you can keep growing your relationships with your customers. Here’s what you can accomplish by integrating email marketing and eCommerce: Trigger an Automation An individual making a purchase can be the action that initiates an automation. Let’s take a look at what that might look like: Welcome Series Once a customer buys something, you can send out a confirmation email to thank them for making the purchase. You can make them feel good about their purchase by following up a couple of days later with an email boasting customer testimonials. Now that they’re a little more confident with their purchase, you can follow-up with an email promoting some related products they may want to consider. You may even want to inspire them to get more use of your products by sending an email that demonstrates how others have put your goods to use. Then, if it’s a product that will run out, you can send them an email when it’s time to buy more. If they don’t convert after that one, you can follow up with a small discount to encourage the repeat business. Abandoned Cart Reminder On average, the cart abandonment rate in 2017 was 78.65%. That’s a lot of potential sales left sitting in your cart. If you’re not sending an abandoned cart reminder automation, you’re leaving sales on the table. Don’t do that! Those are high-value leads because they had enough interest in your products to get them that far. By integrating your eCommerce store with your email marketing account, you can trigger an automation to send when someone abandons their shopping cart. Give your customers enough time that it doesn’t feel pushy, but when a cart is abandoned, follow-up with a reminder 12-24 hours later. If they still haven’t purchased the 48-hour mark, follow-up with one last email offering a small discount or free shipping. That’s usually enough to seal the deal. Request a Review Social proof in the form of customer reviews goes a long way toward helping others feel confident enough to buy your goods or services. In fact, 84% of consumers trust an online review as much as one of their friends. So, it’s important that you work to get as many positive online reviews as possible. If you’ve integrated your eCommerce store with your email marketing and can identify loyal customers, you can send them a review request. After all, if they keep coming back for more, they’re probably pretty happy with what you’re selling them. Ask them to tell the world about it! Upsell Offers It is far more difficult to acquire a new customer than it is to sell to an existing one. That’s why an upsell campaign can be successful. If your eCommerce store and email marketing account are integrated, you can create a campaign to upsell to your existing customers. Send a follow-up telling them if they’re enjoying their purchase, there are some related products that may be of interest to them. Do It All with Automation Pro For the campaigns outlined above and several others, there are strategy templates available to you with Benchmark Email’s marketing automation tool, Automation Pro. The entry point for any automation can be when someone is added to a list. You can use PieSync to integrate your eCommerce store with your email marketing account and create a special list for that group. When someone is added to that list, it can trigger any one of a number of strategies available to be created with a template. Here are the strategy templates available to you in Automation Pro: Welcome Series Promo Emails Follow-up Series Abandoned Cart Review Request Feedback Request Wrapping Up A customer making a purchase with your company is simply an opportunity for new email marketing campaigns. Being able to easily integrate your eCommerce store and your email marketing account is a powerful way to generate more sales. Don\'t forget, you can sync up to 2,000 contacts for free thanks to our partnership with PieSync. You can learn more about how to integrate your Benchmark Email account with PieSync, in this helpful FAQ. We’ll be co-hosting a webinar with our friends at PieSync. It’s called “How to Save Time And Quickly Grow Your Most Valuable Marketing Asset: Your List.” Register today. Have you successfully integrated your eCommerce and email marketing? Share your tips or success stories in the comments below!  


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Benchmark Email Now Integrates With 1,000+ Other Products

Benchmark Email Now Integrates With 1,000+ Other Products

Beyond • January 10, 2018

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


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Customer Feedback Through Email Marketing: How To Do It Right

Customer Feedback Through Email Marketing: How To Do It Right

Beyond • October 9, 2017

Everyone in business knows customer feedback is worth its weight in gold. Who better to ask about your latest feature upgrade than the people paying money to use it. The concept seems simple at first. Email your existing customers or leads, ask them the right questions and implement the changes that best align everyone’s needs. If only it were that simple. The truth is, no matter how much someone loves your business, they simply just don’t have the time or motivation to complete the typical survey. Doing Surveys the Old Way is Hard Studies indicate the average survey response rate hovers around 10-15%. This seems decent, especially if you have a huge email list. But even then you’re still leaving 85-90% of your list with a bad taste in their mouth... tempting them to hit unsubscribe. I faced this exact problem while setting up the email sequences for a startup I was working for last year. We had a tiny list of about 500 people who had signed up for a free trial to our tool. So I decided to create a survey and ask them a few quick questions regarding their experience. The response rate was terrible. Out of 500 emails sent only 50 opened the email, of which only four people completed the survey. To add salt to my wounds, it turned out that six people had opted-out of the list. Luckily, all hope isn\'t lost. By thinking a little outside the box, and using the right tools, it’s possible to turn the entire model on its head. Which means it\'s almost effortless to get high-quality customer feedback from your list. Look At Surveys Through the Eyes of A Customer Although it might seem like an obvious exercise, very few email marketers consider the user’s experience when it comes to customer feedback. You have to assume the people receiving your emails are busy. They\'re probably checking their emails at work. When they are under pressure and stressed out. If you start thinking about things from the person on the other end’s perspective, you’ll quickly realize that time is the most important metric to optimize for. Your customers have very little time to give you, even if they are huge fans of your business. Additionally, there’s all these apps and websites waging war on their attention spans each day. Reading a message from a friend on Facebook probably feels way more enticing to them than answering your boring survey. You need to focus on saving as much time as possible. And if you can do it correctly people will start to love you for it. Surveys Can Help Customers Love Your Business It seems almost strange to think that surveying your customers in the right way could make them like you more. But just think of how comforting it feels when the manager of a restaurant you’re eating at comes over and asks if you have enjoyed your meal. People want to feel like answering your survey makes a difference. The trick is to make your surveys convenient while making it more obvious that your customer’s answer will be heard. How To Do It The two most important factors I consider when setting up surveys in emails: Minimize the obstacles blocking people from answering your surveys. Ask only one question at a time, at the right time. Minimizing Obstacles Typical surveys are filled with many obstacles a potential respondent faces. Usually, there’s a button in the email you send out reading something like “Click to open survey.” The user then clicks this button, which opens an external page that takes some time to load. Then they have to answer each question on a given page and hit next, while they wait for the next page to load. Sometimes they need to fill in their name and email before they can complete the survey and click submit. All of these actions are obstacles. Obstacles that can be easily avoided with a few simple tricks. One Question Surveys It seemed strange at first, but asking only a single question was a huge breakthrough. Not only is it much easier for me to figure out what I want to ask, but response rates to a single question survey are unbelievable. People don’t mind answering something if they know it will take only a few seconds. The single question survey also makes respondents feel like their answer will make a difference. Because well, it does. It’s much easier to act on the results of a single question survey because the results are easy to interpret. You don\'t have to worry about which question you should focus on first because you only asked one question. Timing Is Important One thing to take note is that you need to ask your one question at the right time. Your email list wants to give you feedback more than you think, you just need to time it right. So for example, if you get an email notification that a purchased product has been delivered, you can ask them if the shipping was on time. This will help with your response rates while improving the quality of the data you gather since the experience of interacting with your business will still be fresh in your respondents\' minds. Embedding Survey Questions Directly Into Emails This is where the convenience factor goes to the next level. You can embed survey questions directly into emails so that it takes one click for someone to give you feedback. You’ve probably seen examples of these surveys before. Usually, they come in the form of an NPS(Net Promoter Score)  survey - you can see an example of that below. NPS surveys are great, but I find them much less versatile than one question surveys. The cool thing is that the same mechanism that makes NPS surveys work also makes one question surveys work. So you ask a question and have a list of answers that are all hyperlinks. Here’s an example: Then, special tokens automatically capture responses and email addresses when users choose an answer by clicking one of the links. It’s so simple, yet so many email marketers don’t even realize this is possible. After applying the one question limit and embedding my one question surveys directly into the regular emails I sent to my email list, response rates shot through the roof. It was almost as though people didn’t even realize they were getting surveyed. The only problem I had left was that setting up these surveys took a lot of effort. I had to create the surveys manually, with the right links, going to a domain name I had to setup and track myself. YesInsights To the Rescue YesInsights is a tool that takes all the hard work out of setting up and tracking the one question or NPS surveys I mentioned above. You type your question and the answers into a form to create the survey. Then, you just select the email service provider you use, and it automatically creates a snippet you can copy and paste directly into your existing email campaigns. Alternatively, you can also use YesInsights to setup NPS surveys. Many businesses are including NPS surveys in the signatures of their outgoing emails to help them figure out how happy their customers are in general. A Special Offer for Benchmark Email Users By following the outline I gave above and using YesInsights, I am certain you will see a drastic increase in the amount of customer feedback you receive. Feel free to share your own experiences in the comments below. As a special offer from the YesInsights team, I would like to share the coupon code “BenchInsights20” for 20% off your first month at YesInsights for the first 20 people to signup.


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Integrating Benchmark with Prestashop

Integrating Benchmark with Prestashop

Beyond • July 14, 2017

Surely, if you are a customer of Benchmark and Prestashop you already know that for over more than a year both platforms are integrated through an Official Module developed by InnovaDeluxe. The module is translated into three languages: Spanish, English and Italian, and will allow you to: Synchronize in real time with the selected Benchmark list. Popup in Front Office for subscription to the newsletter. Customizable popup with a banner to make the email taster more attractive. Very easy to use, it works automatically, you just have to configure your Benchmark profile. You can generate a discount code by subscribing to the newsletter. Customizable multilingual newsletter title. Field to add a custom description in the popup, also translatable to multiple languages. Link to the backoffice of the module to create your account in Benchmark if you do not already have one. You can configure the time it takes for the popup to be displayed to the client. You can have a user from the list go to the drop-down list in Benchmark. Also, both Benchmark and InnovaDeluxe, we will offer you the best support and help to make everything easy for you. Do not fall behind and make your online store completely automated and work on its own. Also, with Automation Pro, you can now create custom journeys based on the actions your customers and leads take on your website or in your emails. It has never been so easy. Now is your time, go ahead! If you need us to erase any doubts, you may have about the module, leave us your comment here below.


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