Tags: marketing

Email Marketing vs. Marketing Automation: What Your Business Needs To Know

Email Marketing vs. Marketing Automation: What Your Business Needs To Know

Beyond • August 20, 2018

A lot of people are wondering what email marketing is and how it differs from marketing automation. Are they the same? They also want to recognize if their company is ready to switch.  These are the issues that business owners are facing. And this blog post will try to resolve all of these issues. Most of us understand how useful and vital email marketing is to your advertising toolkit. However, carrying out marketing automation could significantly enhance the performance of the email marketing technique you currently have in place. There are several distinctions between an email marketing and a marketing automation application. An email provider will give you the capability to send out mass emails and track open rates. However, it’s not scalable. With marketing automation, however, you can access effective functions like multiple campaigns, lead analytics, and scoring. These features are useful in making your email strategies far more calculated. In that case, if you solely depend on email marketing without marketing automation, you’ll never meet your expectations. You’re mostly likely confronting a couple of obstacles, especially as you expand. What difficulties could you be confronting with email marketing alone? It Takes Time That’s an email provider is incapable of doing automation or adjusting your campaigns. You need to do a great deal of manual work to make certain that your target market received the email blasts at the correct time. Within marketing automation, you can focus on producing multi-stage, digital campaigns to support your leads while you obtain various other work done. In fact, three-quarters of online marketers agree that the most significant advantage of having marketing automation is to save time. It’s especially true when marketing a rental property. Not just in marketing a property. You can also use it to boost your tenant retention while reducing your workload. With marketing automation, you can set up automated and perfectly timed messages to build better connections with your tenants. No Idea of What Leads to Follow-Up That’s because email marketing on its own cannot provide win-ready leads to your sales teams. The point you are tracking after sending a mass email is click through and open rate, and when your sales groups start doing phone call after the blasts, they could not be obtaining excellent outcomes because the leads you’re getting are not all set to acquire. And for a sales representative, there’s no larger wild-goose chase compared to ferreting out a lead that is not prepared to buy or who isn’t qualified. That\'s because only 25 percent of the leads are legitimate. And 50 percent of your leads are not ready to purchase. If you opt for marketing automation, you can see to it that sales are subsequent with leads that are sure to purchase. Besides, marketing automation systems could score your leads based on how they involve with campaigns or content. According to this study, four out of five users improved their leads through marketing automation software. And 77 percent of those users saw a boost in conversions. Can’t Maintain Leads That Are Engaged with Your Communications You can have a massive data source of leads that you are unable to utilize, and you seem like you’re having difficulty to ensure that they are involved. You send a number of blasts a month. However, you have no idea where your target audience is in the purchasing cycle or if your material is resonating. It takes a lot of time to develop an email blast, how can you be sure that your strategy works? With marketing automation, you can utilize lead nurturing, which enables you to sector out your data source and lead them via your channel by developing automatic campaigns that will maintain your leads involved. Difficulty Scaling Relying on standard email marketing isn’t scalable if you’re an expanding company. The more leads you have in your data source or campaigns you intend to run, the more time consuming it ends up being to develop mass blasts. However, if you integrate marketing automation into your marketing campaign, this issue will be significantly remedied. You could run numerous campaigns, produce lead nurturing programs, score your leads and attribute profits straight to every marketing program. Unable to Associate Revenue with Email Marketing Initiatives You intend to know how marketing adds to the bottom line. Likewise, you wish to know how you could boost your method and strategies each time you produce a campaign. If you are counting on email marketing alone, you are most likely to have a tough time linking your programs to your profits. Marketing automation offers you the functionality that can monitor your initiatives and supplies you with detailed analytics for every campaign. You can also sync up your advertising automation system to your CRM to give a more comprehensive metrics. With all these issues, should your company use marketing automation, too? If you are still unclear whether it is time to use marketing automation system, have a look at your organization and marketing methods. You should consider it if your consumer purchasing process lasts longer compared to a week. If sending out emails alone does not appear to drive sales, then marketing automation must be implemented. Your company might also benefit it if your marketing group requires a less complicated means to develop and send out targeted campaigns with a personal touch. If your marketing division does not have adequate time to do whatever they should do to make it with its existing resources, then marketing automation is needed. Marketing automation is also vital if you market various products to different demographic or if you wish to send out multiple messages to various titles and sectors. You also need marketing automation if your sales individuals are whining about the quality of leads that your marketing group is supplying. Another thing to consider is if you wish to know which campaign is the most reliable. And if you cannot tell if you need to be investing more money in marketing, you have to use marketing automation. Benefits of Marketing Automation This system allows online marketing professionals to prepare expanded consumer communications without calling for manual intervention. Marketing automation firms, like Benchmark, allow you to construct pre-programmed email series by using reasoning. If your consumer opens and reads an email message, then he/she is put right into a series tailored for email opens. Alternatively, if the client overlooks or removes the message, he/she is sent out one more personalized series. Along with email open, consumer activities, like clicking on a link, most likely to a webpage and completing a lead-generation type, immediately sort consumers into series designed to generate multi-step communications. Although email marketing tools can develop that first communication, they’re commonly created to funnel people into the consumer database, as opposed to channel them in and continue engaging with them throughout the sales channel. Takes Interaction Further Another distinction between the two remains how communications are developed. In email marketing, you can use layouts to assist your style and word your interactions Marketing automation tools, on the other hand, offer development tools. But these tools take communications a step further. The series of discussions or workflows can be custom-made. In that case, you can determine who gets what email and when based on client activities. The could be developed employing pre-designed layouts. You may pre-install workflow layouts that map a consumer’s actions from their email open to their initial acquisition to a second deal sent out. Workflow design templates consist of event invites and follow-ups, abandoned cart follow-ups and yearly birthday wishes, or consumer education series that magnify the depth of details supplied to consumers about business, specifically beneficial for B2B sales. Keep in mind that more than 50 percent of companies that use marketing automation outpaced their competition. Mumsnet, which is one of the largest parenting sites in the UK, utilizes marketing automation to personalize its message to the subscriber. Subscribers who registered for the site’s newsletter will receive messages throughout their pregnancy. It uses the subscriber’s due date as its trigger in sending emails. This method takes the interaction with the subscriber even further, from the moment she signed up. Lead Segmenting Marketing automation tools can track and recognize how customers connect with your message. They perform certain functions that email marketing tools can’t provide or don’t do. Marketing automation, for example, designates to your contacts to allow you to recognize how responsive they are to your communications. With these scores, you can segment customers into groups. The highest possible lead rating can be organized into lists that are likely to see more offers regularly. This could seem like an additional advantage. However, as your email list expands, you’ll count significantly on automation to sort and send your messages to your contacts. The smarter your lead score, the more timely your emails will come to be. The capacity to send a targeted message based on what you understand about an individual is excellent for consumers and prospects and business. If a person has a reduced chance of buying your product as a result of the budget, the more you can stay clear of pressing him/her to the sales discussion. Kissmetrics provided examples of marketing automation through lead segmentation. Opportunities to Improve As your automation system provides you with more data about how clients engage with your messaging, you will have the ability to take that knowledge and adjust when you need to send out communications. If a person has the habit of opening up messages at midnight on Wednesday, then your data will advise you to send them an email message at that time. Here’s a guide on understanding your reports to how to find out whether or not your audience is engaging with your messaging. Conclusion Marketing automation encourages multiple channel communications. These channel communications are increasing each day. One of them is your website, where you can release content for different visitors based on context. On-site conversations is another way to communicate with your audience. If you wish an omnichannel that lets you view those things, then marketing automation is your better bet. What do you think of marketing automation and email marketing? Which of the two would you use for your campaign?


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Online shopping: To market to moms, first you need to understand their lives

Online shopping: To market to moms, first you need to understand their lives

Beyond • May 26, 2016

The image of the modern mom has completely changed. Whether we’re working moms or stay at home moms, there’s one thing moms have in common, and that’s to reserve time and energy. As a mom and a marketer, I’ll let you peek into the mind of a mommy and show you exactly how we think and what we want. In the film I Don’t Know How She Does It, lead mom Sarah Jessica Parker is the quintessential career mom with a husband and two small children – and all the expectations to be the perfect colleague, wife and mom. It feels impossible, but moms do it. There’s a scene in the movie that gives you a hint into how she does it. She’s up late at night, laying in bed thinking about the long, borderline manic, list of things she needs to do. And there you have an inside look at the mind of the modern mom. This is where our mind is at: a long endless list of things that need to be taken care of. That is the life of the average mom. We have a lot to do and we don’t have a lot of time to do it. However, time alone isn’t the only great commodity. The other is energy. Anything we do is factored by two things: time and energy. In other words, how much time will it take and how much energy will be expended. Think of it as the lifeline bar that you see in a video game. With every hit, your guy’s life source gets drained. Moms are a lot like that. Before we engage or commit, we think how much will my energy be depleted by this? Enter online shopping. 
We love online shopping because it gives us control over our lives: It saves us energy. We don’t need to haul the kids, trek over to the shops, try to manage the kids, and juggle between all the choices – only to make the trip back, deal with now cranky children, and lug everything back home. It’s exhausting. It saves time. All that typically takes between 2-4 hours depending on what we’re trying to accomplish. It takes 30 minutes online. It gives control over the math and cost of a thing. Understanding what a mom’s life is like what what’s valuable to us will go a long way in knowing how to craft your marketing to suit our lifestyles. It requires ditching the soccer mom stereotype. For your business, this means catering to moms by offering functional online shopping options. But it goes beyond that. You’ll also need to generate a strong email marketing game so you can directly connect with your moms. And you’ll need to step up your social media effort because if there’s one thing moms are good at it’s being part of a network. Moms rely on social media to multitask and stay up to date on what matters to them. Their network also plays into their need to be efficient. Strong social networks mean that moms don’t have to hunt for information.


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Checklist: how to filter your entire marketing department through how conversion heuristics

Checklist: how to filter your entire marketing department through how conversion heuristics

Beyond • May 23, 2016

Conversion Heuristics – the new formula in marketing – typically looks at your marketing experience with the goal being to drive conversion. But if you’re in marketing, you know that there’s a much bigger picture. Your day to day isn’t about the single point of conversion. 
Your day to day is about wrangling the beast that is your marketing department. So the question is how do you do apply the genius that is conversion heuristics to your entire marketing department? Contrary to how we’ve been talking about Conversion Heuristics so far, when it comes to your marketing department, you’re not going to be looking at the whole formula, but rather parts of the formula, with “a” and “f” being divided by the other variables in order to get c. So there’s a little bit of algebra and reshuffling of values, but the values are still the same. So now we have anxiety and friction as the first figures we tackle. The question is how do you tackle that in your department? In the consumer sense, “anxiety is defined as any psychological discomfort that a user experiences when they are visiting a website at any stage of the buy cycle. Anxiety results in no conversion action taken.” Your department can still be seen as a consumer, in the sense that your team members are consuming the back end of your brand – and that brand is defined by the day to day running of the business. I’ve worked in at least 3 different marketing agencies and I’d say that psychological discomfort is a pretty big player in any dysfunctional marketing department. That’s not to say that the feeling reflects your brand, company, values or even capacity. It means that if your marketing team is suffering psychologically – through stress, uncertainty, misdirection, etc. – then you’ve got an anxiety problem. Anxiety is still the symptom of a greater problem, and that great problem is friction. If your marketing department suffers from friction, then you’re going to have more than just anxiety to deal with. Other results of friction in this integral department include reduced sales, unhappy clients, and lowered productivity. Marketing departments are the mitochondria of any business; if it suffers so does the entire cell. So what exactly causes friction in a marketing department? Luckily, the answer to this is quite simple: processes. Processes, a necessary structure in even the most creative environments, allow for seamless communication between different parts. People know what to expect, how to behave, who to turn to. A process is a guide or a template of behavior that really takes the guess work and frantic communication – and subsequent errors – out of the equation. You know where you can be creative in marketing, and that’s in actually doing the work and coming up with the ideas. But a bulk of marketing work isn’t about being creative – it’s about managing creativity and expectations, and that’s where processes come in. Having a process in place reduces a lot of the anxiety among team members in a marketing department. They’re not being drained by what’s essentially unreasonable and unnecessary worry. Chances are you have a highly talented team, but anxiety in your department is going to hold back potential. Tackle the friction and you’ve tackled the anxiety.


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Getting More Mileage Out of Your Email Content

Getting More Mileage Out of Your Email Content

Beyond • January 11, 2016

Even a thriving enterprise can hit a content wall once in a while. While you’ve got all the right software, getting custom branded content that meets your goals can be difficult to source from time to time. Yet, there’s a way around this and it’s right in your email marketing campaign archive. If you’ve written original email content, you can turn that content into blog posts. Since your content was initially delivered via email, it’s still going to be seen as original in the eyes of Google – which means you’ve upped your SEO game. At the same time, you’re providing another content piece to an audience that might not yet be subscribed to the blog. To complete the rotation, you can also include an email sign up link within the content at the end of the post, mentioning that this post first appeared in your email campaign. On that note, anything that you’ve produced for email only can make it to a blog: podcasts, videos, and infographics can all be converted to blog content. Once you have it on your blog or perhaps even as a landing page, the next step is to weave it through social media channels to get both audience venues funneled in. There are a lot of benefits to repurposing content. First, it’s economically feasible. Instead of spending man hours or dollars creating new content, and making sure it meets standards, you can go back to something you already have. It can cost, for example, $700-1500 to create an infographic. So first, you should repurpose that infographic at every opportunity. Second, create an article out of it and share it as an op-ed, a guest article, your own blog, part of a campaign, or in another email campaign down the road. You can even create spin off content series from that infographic, with the goal being that you get as much as you can out of that content piece. Why You Should Repurpose Content Repurposing also helps you stay focused on a message by underscoring something that’s important to your organization or company. Any audience needs repeat exposure to a message at least three times before it becomes something they can remember, and seven times before they associate it with your brand. It’s a good rule of thumb to start getting in the habit of repurposing content, which means beginning to create an inventory of your content. This inventory should include the file name, the file, where it’s been published and have some keyword tags to make future searches a lot easier. Evernote is a great way to archive content quickly and easily, though I recommend just one account for all your content inventory needs, rather than having a notebook or a folder for content in another account. You can also create a content goal in order to measure where you’re at and what you’re producing, versus where it’s getting published and how it’s getting received. This elevates your content from just production to performance. It also helps you determine which content needs more mileage or which ones people might want to see converted into another form, such as a video presentation or an infographic, because it was a highly popular subject.


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Inbox Placement Rates 2015: Detailed Analysis

Inbox Placement Rates 2015: Detailed Analysis

Beyond • December 31, 2015

A common point of failure for most of the marketers is why their campaigns didn’t succeed. Lack of awareness often costs email marketers in the form of lower open rates and reduced ROI. Every year Return Path does the analysis of inbox placement rate. Inbox placement rate measures the percentage of emails landing in your subscribers’ inbox and not in spam folders or otherwise undelivered. According to “Deliverability Benchmark Report 2015” published by Return Path, one of the five messages sent failed to reach the inbox. Email volume has gone up by 7% from last year, but only 79% of commercial emails lands in the inbox. Moreover, the global inbox placement rate has gone down by 4% compared to 2014. In other words, there are more and more emails but fewer of them reaches the inbox. Inbox placement rate by country The largest drop in deliverability is for the U.S., where inbox placement rate has gone down to 76% compared to 87% in 2014. Not reaching the inbox means one in four emails either go to spam or blocked by mailbox provider. Brazil has shown significant improvement as their inbox placement rate is up by 74% compared to 60% in 2014. Among European countries, only Italy has shown 2% increase from last year. Significant downfall in inbox placement rate was seen for Germany, France and the UK. However, for Spain rate remains unchanged. Australian marketers enjoyed higher inbox placement rate of 88% in 2015. Inbox Placement rate by industry  The report also provided stats by industry and most industries show declined or flat inbox placement rates. However, relationship-based industries such as health & apparel, food and beverage as well as insurance have maintained good inbox placement rates of about 90%. While manufacturing, software and the internet industry have also gained some improvement. Based on mailbox provider Interestingly, the report also revealed that deliverability is particularly worse with Yahoo Mail. Inbox placement rates have dropped by 13% this year and marketers find it tough to reach their subscribers. Gmail has maintained the same rate as emails were routed to the promotion tab. Campaigns that tried to bypass the promotion tab in order to reach the primary tab have often landed to spam folder. Marketers should stop this approach as open rates for the promotion tab have increased up to 20% this year. Why marketers are not making into the inbox? Analysis has shown that most marketers are not aware of the new metrics being considered by mailbox providers. For better inbox placement rates, they must consider these new deliverability rules. Low read rate by the mailbox receiver (26% of campaigns affected) – ISPs have indicated that their filtering decision depends on the percentage of mailboxes reading your email. Sending to subscribers that don’t engage can cause delivery issues. Spam Complaints (21%) – This is the oldest metric used for years and still hasn’t changed. A complaint is recorded every time a user marks an email as spam. In particular, mailbox providers look at complaints from live mailboxes and some feedback methods like Microsoft’s sender reputation data (SRD). Mailing to abandoned inboxes – According to the report, about 19% of campaign face this problem. If you mail to inactive accounts it gives a negative signal to the mailbox providers and tends to fall under into their spam filtering algorithms. Inbox placement rates fell in 2015 from 2014. Possibly because marketers have overlooked the recent evolution. The first step in conducting any analysis of campaign performance is to know how many emails never reach the inbox. By monitoring your inbox placement rate, you get a better understanding of your email campaigns and it gives a reliable platform to optimize your email program.


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Forecast: Top 4 Email Challenges Your Enterprise Will Face in 2016

Forecast: Top 4 Email Challenges Your Enterprise Will Face in 2016

Beyond • December 24, 2015

Be prepared to up your email marketing game as we head into 2016. This last year also showed an incredible leap in email evolution, with the biggest game changer being the advent of wearable technology. In 2016, the challenges include (1) growing your list, (2) retaining your list, (3) understanding the psychology of mobile, (3) video, and (4) turning the tables by focusing on marketer needs. Starting from the bottom up, the common ground challenge faced by all enterprise level marketers is to grow their email marketing list. The solution is lightboxes, but even lightboxes come with their own challenge. You’ve probably seen a lightbox before. They’re the sometimes annoying boxes that pop up before you’re able to access a page fully. It asks you to take some action, which is usually signing up to the email list. However, not all lightboxes are the same. The best was – the ones that don’t annoy or frustrate but do trigger enthusiastic conversions – are the ones that are well designed and creatively presented. So the 2016 challenge isn’t just making sure you have a lightbox, but making sure you’re has a strong visual and branding element that acts as an invitation rather than promo or spam. The next challenge is going to be making sure people don’t opt out your subscriber list. Ensuring you’re retaining your list means you’re going to need to think like them. Your audience is always on the go and that is only going to change in 2016 and there’s an increased demand on attention with less and less time to give out. Understanding this means creating content that is mobile friendly and (more over) why mobile is so hugely popular; it means understanding the psychology of mobile. Accessing emails on mobile is huge, and partly because it’s also something you can quickly rifle through while in line or waiting for a meeting to start. But mobile messaging is about more than just punctuated communication or mobile-optimized communication. It’s about giving people something to engage in during that short window of time. The answer here is video. Videos are huge on Vine and now even on Instagram. So why not take it to your email marketing campaigns. Not only is video more engaging by cultivating a more intimate connection with the reader, but it’s also a lot easier than writing out copy. Save the copy for the content that matters and toss in videos into your campaign. That said, mobile is about more than just what your readers are doing. The supreme 2016 trend turns the attention to the sender and not just the receiver. 2016 is going to be about how you the marketer engages in an email campaign. So when it comes to mobile, mobile is going to be just as much about how you can send out email campaigns on the go and how easy it is to do that. So as you venture in to 2016, consider your email marketing goals and your email marketing frustrations as a marketer. Your game plan should include benchmarks for each quarter that meet both goals and make the process easier for your team.


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Catapulting Your Event Marketing Calendar in 2016

Catapulting Your Event Marketing Calendar in 2016

Beyond • December 24, 2015

Now that maximizing the event potential of your annual Christmas party is behind you, it’s time to focus on events for 2016. If you haven’t already eye the event playing field for the next year, now’s the time to do that. For companies still in a start-up mode, it’s likely that you’re still in raw attendance mode. Your goal is to attend a seminar or conference in the next year and build your team’s skill sets, maybe get a few new clients. For enterprise organizations, the goals have changed. You might (should) still be building on your team’s skill sets, and you’re probably more aggressively looking to build up the sales funnel. No matter which option you’re routed for, the steps you need to take to effectively engage in the event marketing world will look similar. How much you can take on will depend on your willingness to commit to creative solutions. Networking During the Event, Before the Event Scope out who is going to be there and reach out to them in advance. Once an event has started, it’s almost impossible to get anyone’s attention since everyone has their own agenda. You’ll likely also be overwhelmed by your own agenda. That said, the best way to take advantage of the other attendees is to plan ahead and set some time apart. Most event organizers will have a list of attendees that you can use. You can also go on social with the official event hashtag and throw it out there on Twitter to see who is interested in meeting up. You can host several smaller intimate 15 minute coffee-breaks which also helps keep you from feeling lost at a larger event where no one really knows each other and it feels like the first day of school in a new place. Host a Lecture or Discussion Hold a panel or a lunch seminar to draw in a larger crowd of people. This can be something informal like a social gathering or if you’d like it can branch off on a topic you’re knowledgeable in. In order to not step on the toes of the event organizers, it’s best to do this after hours and off-site. This is a prime opportunity for you to stand out from other attendees, especially if you’re looking to score clients. A great and effortless way to do this is to host a comped breakfast and a happy hour on different days with a limited number of guests. Take to social with the invite, extend it to anyone you want to network with, and let the event organizers know too. As long as you’re not stepping on their turf in space/time, they’ll likely be more than happy to blast it to the network. Offer a Write-up or Launch an Event-Specific Email Campaign Nobody wants to take notes – They’re two ideas that can be rolled into one or played out on their own. The event organizer would love a write-up on the event from an attendee. They’ll be enthused about your offer and it gets you additional post-event exposure. Industry blogs will feel the same way. You can also host a post event email campaign that summarizes key points from the event. If you pair that with direct quotes and professional photographs, it’s something I’m confident event organizers would be happy to market for you. The goal here is to get subscribers to your email list. If this play sounds good to you, create an event-specific landing page and some print outs directing people to that page. And of course, post it to social too with the appropriate hashtags. Whether you’re a start-up or enterprise operation, every business is eager or exposure, brand awareness, attracting viable partners and new clients. However, to be successful in doing any of that, companies need to realize that ‘show time’ starts months before the event and continues through and after it. A solid email campaign can tackle that problem, but an email campaign paired with the other three strategies can get you noticed by event organizers as well. That’s really the goal here – to rise as a thought leader in the event so that you’re able to stand out from the crowd.


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2016 Holiday Email Marketing Calendar

Beyond • December 22, 2015

It\'s almost always a holiday season for email marketers. From Black Friday and Cyber Monday through to New Years, Valentines Day, Independence Day and more … we\'re always finding a way to spread some cheer with our subscribers. Benchmark Email has put a holiday email marketing calendar together for all of you to put to use in 2016. Each holiday has a page with some tips and ideas for email campaigns … and even a few for events too. Remember, promotions and sales will always be appreciated by your subscribers. However, sometimes simply spreading some holiday cheer is enough. Pick your places and be genuine. Check out the calendar below and subscribe (click the + at the bottom of the calendar) so you never miss a holiday marketing opportunity!


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The Most Epic Holiday Email Campaigns

The Most Epic Holiday Email Campaigns

Beyond • December 17, 2015

Now that we’re well-versed with holiday marketing hacks, it’s time to level up and get inspired by some of the most epic holiday email campaigns. The best time to start your holiday email campaign is right in advance of Black Friday and Cyber Monday. You can create a holiday “preview” sale and include a coupon that’s only available through your email marketing campaign. A lot of people will do this. What makes your company stand out is in how creative your email design is going to be. Is it going to be a run of the mill graphic design or will it be inspired to think differently. Think differently by creating a photo spread or using more modern design elements. If you have the capability, have an interactive email marketing campaign that links to an interactive landing page. This works brilliantly for retail industries. The landing page could be a photo of a real family living room with a Christmas tree and fireplace. The styling you go with will depend on your audience: contemporary modern or classic. You can have gifts under the tree and visitors can click on the gifts to see what’s inside, each one being a product. An interactive landing page stirs the imagination and gets people virtually engaged with your products. If they can imagine it under your tree, they can imagine it under their tree. You can also play on the “12 Days of Christmas” Theme and have a 12 day email campaign that features one product at a time. If you’re featuring one product, you’re going to really need to engage readers with that product. Include a video if you can, get a popular guest blogger involved if possible. It also helps create buzz if you offer an email integrated giveaway for reach product. If you’re going to do a giveaway, make sure you’re taking advantage of the opportunity by creating FOMO (fear of missing out) ahead of time, through social media, prior email campaigns and your website. Also make sure you’re making it easier for people to subscribe to your email campaigns since this type of campaign will increase subscribers. Creative holiday campaigns don’t just need to be about the email campaign itself. You can use the email campaign to draw attention to a creative holiday “gift” or service. Consider what Netflix did. They offered a video of a warm fireplace called “Your Home – Official Trailer.” The idea was that you could use Netflix to turn your TV into a live video of a cozy fireplace. You’re still using Netflix, and you’re getting something personalized out of it. It’s genius. How you use your email marketing campaigns can – and should – vary. Do what works for you and your growing organization. If it’s strictly about content, great. If it’s to draw users to a landing page, even better. The goal is to move beyond just promotional content during the holidays and find a way to personalize your company and what it has to offer an audience base. As a rule, it’s always better to send more holiday email campaigns that are varied in style and content, rather than just the one-off creative holiday campaign. This is the time of year for you to get noticed and a creative email campaign has the potential to do just that.


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Holiday Marketing Hacks

Holiday Marketing Hacks

Beyond • December 17, 2015

For most companies, sending one holiday email campaign is an astronomical feat. It can be challenging to organize internal marketing efforts around the holidays, when business flow tends to be at its highest all year. Whether sales are going up or clients are trying to maximize the services available to them for the year, the last thing on minds of enterprise level marketing departments is to up their email marketing campaigns. Just like this is a high point to maximize business for customers and clients, it’s equally a high season for you to increase your visibility. An amplified email marketing initiative can do that. There’s really no better time in the year than during the holidays, considering the holidays afford an added opportunity to for content variation. Whether you’re creating informative pieces, end of year summaries and highlights, or offering a resource or charity gathering, there’s ample opportunity to hack into holiday marketing, including the tips below. Segmented Email Marketing This is a standard email marketing rule that most growing marketing departments don’t take advantage of primarily because it requires a little extra work to develop segment-friendly marketing content. But it doesn’t have to be complicated. When creating segmented holiday marketing campaigns, you don’t need to go back to the drawing board for each campaign. You can use the same template (saving on time and designer cost). The only thing you would really need to alter is the content. Consider your audience: what type of content would appeal to each? How can you alter your messaging or the products you’re sharing to cater to each? Consider Key Dates The holidays aren’t just about Christmas and New Year’s. Consider the other types of special dates that fall into this month. Giving Tuesday, the first Tuesday of the month, is a pretty big deal. Even if you’re not a charitable organization, you can take advantage of the spirit of giving on that day and during the season to draw attention to a charity you’re passionate about. In fact, charitable giving is a culture and brand defining trait, with several larger companies hiring consultants to guide them in their giving practice. In addition to Giving Tuesday, be mindful of other religious and cultural celebrations this month and going into the New Year. Local Opportunities If you’re a location-based business or organization, take advantage of your local community during the season. The holidays are a major time for communities coming together. For business, this means cultivating rapport, increasing your local brand recognition, and meet people face to face. So get involved. See what’s going on in your community locally and reach out to see what part your business can play. Doing this means starting well ahead of the holiday season so you can market this in your email campaigns, segmented to a local audience. Annual Survey As the New Year approaches, there’s a lot of reflecting that will be going on internally with your company and with your clients as well. This is a great time to reach out to your audience and ask them to reflect on how you performed this year. Using Survey Monkey, keep the surveys short and sweet, along an opportunity in a field to fill out some additional thoughts or notes should anyone wish to share more. If you’re still stuck on what additional campaigns to create this season, consider what your company has done in the past during this time of year that you wish you’d highlighted more.


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