Author: Franz Malten Buemann

Are you seeing a lot of unsubscribes lately? If so, don’t worry – you’re not alone. At some point, many businesses see a significant decline in email subscribers. This blog post will explore why customers might be unsubscribing from your email list, and more importantly, how to prevent unsubscribes from happening in the first place.…
The post Why Customers are Unsubscribing and How to Prevent It appeared first on Benchmark Email.

Last Updated on April 15, 2022 by Rakesh GuptaBig Idea or Enduring Question: How do you automatically add an Opportunity Contact Role to an Opportunity?  Objectives: After reading this blog, you’ll be able to:  Understand opportunity contact role Avoid hard code of Id using the get records element  Use decision element
The post Need to Auto Add Opportunity Contact Role to an Opportunity? Read on! appeared first on Automation Champion.

 

 

In unprecedented times of global pandemic, we have seen many behavior shifts as the pandemic enters its prolonged period. The growing digitalization of our behaviors has reached unpredicted levels of scale and demography. And there is not too much space on the screen. The battle for attention intensified. 

Attention is scarce. The explosion in digital content, new forms of advertising and technology at our fingertips has created both the motive and the means for people to screen advertising out of their lives. On the other side, the attention of those, who decided to leave AdBlock off, is stretched thin. We lose our ability to concentrate. 

The average attention span for the notoriously ill-focused goldfish is nine seconds, but according to a new study from Microsoft Corp., people now generally lose concentration after eight seconds, highlighting the affects of an increasingly digitized lifestyle on the brain. 

To win your customers’ attention, you should take into consideration the changes taking place in their minds right now. There are digital products able to draw – and keep –  their attention for hours. Games.

 

Your customer may be a gamer – with gaming habits

 

Forget the cliches of gamers as a small, detached group of nerds, completely unrelated to your audience. They are likely a significant portion of your customers. Proof?

Video games are a bigger business than ever, topping movies and music combined. In 2020, the U.S. video game industry grew 27% to $56.9 billion in revenue. The latest numbers point to a $176 billion in revenue, 2.9 billion players, with 456 million of the e-sport audience.

Saying that your customers are not gamers is then more absurd than claiming that they don’t watch movies or listen to music. 

The gaming industry has come a long way from teenage boys’ niche to the economic powerhouse of today. It is now mass in its appeal. There are chances that certain segments of any brand consumers are now also gamers. 

These numbers would probably be almost equally impressive even without the Covid-19 pandemic. But a pandemic happened. And as we all spend more time at home and we saw the launch of the next-gen consoles with the PS5, the rise of gaming continues to push new milestones.

With the rise of gamers’ numbers, we see a shift in the habits and expectations of consumers. Now, we expect from brands the same we expect from games:

Instant gratification. Instant gratification, the streaming economy, and instantaneous delivery are putting growing pressure on the infrastructure that is needed to make this happen.Entertainment. Make us escape or laugh along the way. In a world of anxiety and mental health concerns, entertaining consumers becomes critical for much-needed release. A recent study from market research firm GlobalWebIndex showed that, in addition to a rise in online content consumption, there has been a notable uptick in the consumption of funny or humorous videos compared to previous years, highlighting a need and want for escapism.

These are the most important values the games are providing us with. Of course, the term “instant” varies significantly, depending on the kind of games we are talking about, it is instantaneous in comparison to real-life efforts and its fruits nevertheless.

This leads many companies to gamify eCommerce and even traditional retail, to provide the growing numbers of gamer-customers with the qualities they crave for.

 

Gamification – the what

 

Gamification is the application of typical elements of game playing such as point scoring, competition with others, and rules of play to other areas of activity. Typically brands will deploy it as an online marketing technique to encourage engagement with their products or service.

This kind of communication is perfectly understandable to gamers, and they perceive it as rewarding. It is no surprise that gamification is now the core way of communicating or getting a reaction. Gamification is very much the modus operandi of the next-gen. The gamification codes have swept across all industries for that generation from dating with apps such as Tinder or Peachy to health with Peleton and Zombie Run, and even banking with providers Revolut and Monzo.

There are, potentially, as many possible modes of gamified commerce, as there are types of games. But 5 of them proved to be especially effective.

 

5 trends of gamified Commerce

 

Footfall Gamification

 

Means transforming the last mile into a playful experience. Driving footfall challenge has always inspired fun and new ways to stand out, but the rise of platforms has caused brands to elevate to a whole new level of footfall gamification. It now not only gives an amplified reason to visit the store and increase sales but, when done well, will grow brand health too. The best examples turn the barriers to footfall into more playful elements to incentivise people to go out of their way. Use of creativity, rewarding store presence by creating new experiences and smart location signal to create proper standout moments.

Example:

Burger King

Whopper Detour is an idea that has delighted consumers by trolling McDonald’s, sending customers within 600 feet of one of its restaurants to get a Whopper for one cent (instead of $5) so long as they go to the nearest participating Burger King afterward to pick up the sandwich. It’s a clever play on what brands can do creatively with geotargeting.

 

Lively Loyalty

 

This tactic creates customer experience, incentivizing loyalty through participation. Disjointed experiences lose customers – even having the wrong kind of loyalty or rewards scheme will turn people away. On the other hand, people will form deeper, longer term relationships with brands who can demonstrate a keen understanding of what motivates them – and offer unique experiences they can’t get elsewhere.

Example:

BOSE

As the pandemic hit and the workers transitioned from offices to their homes, Bose realized that their Noise Canceling headphones could help tackle the problem of the noisy home offices – which is, probably, every home office if you are not single. They created a playful and rewarding experience to drive purchase & loyalty: the louder your home, the larger your discount. People could measure their home noise with Bose’s Noise-O-Meter on their mobile website and convert everyday decibels into discounts. Loyalty in this case is about brand portfolio and cross-selling for other portable or home products – which can cost thousands for their full spec home entertainment systems.

 

The Drop

 

It is taking an opportunity to announce a limited collection in a way that will electrify the customer base. The concept of “The Drop” is centered around creating a sense of limited supply and exclusivity for a product or a range to increase demand. Gamification of this process means making the drop itself a reward for an engagement with the brand thereby delivering a much more memorable experience. 

Example:

Adidas

Adidas noticed a problem within the industry: sneaker resellers artificially inflated costs for shoes. The company tailored a product launch campaign to the real sneaker fans and wanted the drop to only be accessible and engaging for them. They selected key cities in which they posted fly posters with webAR enabled codes that would provide access to the drop and to buy the sneakers directly. They also engaged with sneaker influencers to post about this and to hide more stickers with the codes so that their fans could go looking for them.

 

Culture Hacks

 

The tactic is straight-up infiltration of gaming culture and communities. Brands understand where their new potential audiences interact in this space and are able to map the intersection of brand proposition and gaming behaviors. In effect, new innovative communication opportunities and ways can be developed. Beyond in-game banner advertising, the most successful brands are the ones that have really understood gaming culture and found relevant and smart ways to be present in this virtual space.

Example:

Cadbury

Cadbury wanted to grow penetration by becoming more relevant to a wider range of consumers; through their “Unlock a little connection” message they wanted to connect people and bring them closer together. They created Cadbury Heroes, first ever live esports show – the Heroes League Live Shows – challenging celebrity gamers to train their parents for battle in their tournament. The tournament was live-streamed across YouTube and Twitch, amplifying the tournament through paid media and editorial coverage over the 6-week campaign.

 

Gamified Stories

 

The essence of the game immersion is constituted by the fact that the player is the main protagonist of the story. Turning audiences into heroes effectively mimics this factor. Taking a brand’s voice or particular ‘mechanic’ or action they are known for and creating a new immersive way to bring the audience to the center of it can create a powerful experience that can open new and deepen existing customer engagement.

Example:

L’Occitane en Provence

L’Occitane en Provence, known for its environmental sensitivity,  built an engaging gaming website that not only translated its principles but educated the user on environmental friendliness. The game involved picking a seed, planting it, and taking care of it. This is actioned by pressing down on water and sun buttons at the bottom of the screen, prompting ‘rain’ to fall and ‘sun’ to shine on the seed. As you nurture your seed, it begins to grow. Facts pop up after each round, such as the number of trees L’Occitane has helped to plant. The more you engage with the game, the more content and rewards are unlocked. There is also a value content exchange opportunity with users registering via email to be eligible.

 

Gamification is easier with the Customer Data Platform

 

The more you know about your audience, the better gamified scenarios you are able to develop. A comprehensive unified customer profile, built in CDP, along with hypersegmentation, provides you with a clear view of such knowledge. 

But this is only one, obvious advantage CDP offers. Another is a variety of tools, enabling you to turn gamification concepts into action. For example, with SALESmanago you can creatively utilize:

Zero-party data quizzes with rewardsLoyalty program connected with different activitiesEmails with scratch couponsRecommendations based on preferencesPop-ups, sidebars, banners for scavenger huntsWorkflow for limited dropsLead nurturing cycles for gamified educationPersonal shopping inbox to engage in daily check-insProduct of a day flash omnichannel salesLocation based automated messagesSocial proof widget

 

Wrapping up

 

The time, when there will be no gamers anymore is nigh. Not, that they will go extinct, on the contrary, in the society, where everybody, at some point, will dive into the gaming deep enough to soak through with a deep understanding of purpose behind all these rules and scores, calling anyone a gamer will lose its point. Gamified convention may transcend marketing communication, shaping the way we work, for example. It is already happening, the apps to gamify work are right now on the rise. But why do we mention this? Well, in the reality where even work tasks are beginning to be gamified, going the extra mile and turning shopping or brand experience into an adventure becomes a norm if not necessity to prove, you still keep up with your customers.

 

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Google Sheets is a great tool for tracking, analyzing, and organizing data for your company or business.
While the application is user-friendly, it can be a bit tricky if you’re new to organizing data in a digital spreadsheet. But, don’t worry! Read on for an easy introduction to sorting in Google Sheets.

First, know that there are many ways to sort data in Google Sheets. Some of the most common features marketers like you will use when working in Google Sheets are:

Pivot tables – Useful for gathering data from a large database
What-If analysis – Allows you to experiment with different scenarios for values and formulas to understand possible outcomes
Charts – A simple way to visualize data in the form of a graph, diagram, or table

While these features can also be found in Microsoft Excel, Google Sheets may be the better option for you. Unlike Excel, Google Sheets doesn’t require a paid subscription.
The tool is free for anyone with a Google account or Google Workspace account. Many users also find Sheets a more optimal tool for collaborative projects when compared to Excel.
So, how do we get started sorting in Google Sheets? Let’s dive in.

Sorting by Sheet Vs. Sorting by Range in Google Sheets
The latter is especially helpful if your spreadsheet contains multiple tables and you want to organize one table without disrupting the others.
For example, the spreadsheet below is sorted by sheet. The titles of the books (column A) have been sorted into alphabetical order.
In the second example, the titles are sorted in reverse alphabetical order. In both cases, each book’s author, publishing date, and genre remain with the corresponding title.
The example below has two separate graphs on one sheet. Notice the graph containing book titles, authors, release date, etc … is organized by alphabetical order, while the book log below it is not.
That’s because the graph of book titles was sorted by range so it wouldn’t disrupt the book log below it.

How to Sort Columns and Rows in Google Sheets
Knowing how to sort rows and columns in Google Sheets is key to organizing your data. Here’s a step-by-step guide:
Alphabetical or Numerical Order
Step 1: Open a spreadsheet in Google Sheets and highlight the group of cells you’d like to sort. In this example, we’ll use the graph of book titles.
If your sheet has a header row (like the green header row in the example), you’re going to want to freeze that row so it stays in place as you sort.
To do this, select the header row, click the “View” tab, click “Freeze,” then click “1 row.” If you do not have a header row, then you can move on to the next step.
Step 2: Click the “Data” tab then “Sort Range” then “Advanced range sorting options.”
Step 3: If your columns have titles, click “Data has header row.”
Step 4: Select the column you want to sort first then choose the sorting order. A-Z and Z-A will put your data in alphabetical and reverse alphabetical order respectively.
If you’re working with numbers, A-Z will organize the data in ascending order and Z-A will organize it in descending order.

Step 5: To add another sorting rule, click “Add another sort column.” Then click the green “Sort” button.
Step 6: To sort an entire sheet, right-click the letter of the column you want to sort by, then click sort A-Z or Z-A.

How to Filter Your Data
Filtering your data is especially helpful if you want to hone in on specific information from a large data set. It’s also great if you only want certain information displayed when people first open your spreadsheet.
Step 1: Select the range of cells you want to filter.
Step 2: Click the “Data” tab then click “Create a filter.”
After clicking “Create a filter,” your graph should look like the example below. Notice the filter icons next to each column header name and the new border around the graph.
Step 3: Let’s say we only want to see book titles that are historical fiction. To do this, we’d click on the filter icon next to “Genre,” then click “Filter by values.”
Step 4: Then, we’d uncheck everything but “Historical Fiction,” and click “OK.”
This can also be done by clicking “Clear” and typing in “Historical Fiction.” The latter method is great if the value you want to sort by isn’t listed and you want to add your own.
No matter which method you choose, the end result should look like this:

How to Sort Your Data by Color
Let’s say the book titles are all color-coded by genre with historical fiction being orange, science fiction being blue, and coming of age being purple.
To sort these color-coded titles so that coming-of-age books are at the top, do the following:
Step 1: Select the range of cells.
Step 2: Click the “Data” tab then click “Create a filter.”
Step 3: Click the filter symbol in the genre column, then sort by color, fill color, then purple.
After doing so, all coming-of-age titles will appear at the top of the graph.
If you’d like to turn the filter off, simply click “Data” then “Remove filter.”

Remember that your filter will be visible to anyone with access to the spreadsheet. If someone has permission to edit your spreadsheet, that person can also change the filter.
And that’s how you can sort and filter your data in Google Sheets. Now you’ll be able to organize your data digitally in one application.
Remember, Google Sheets is available for free to anyone with a Google account or Google Workspace account. It’s also ideal for collaborative projects thanks to Google’s sharing and editing features. Happy sorting!

You’re working in a spreadsheet and you want to use a function.

You write the formula, excited to get the results, then you see “Formula parse error” leaving you feeling confused and a little defeated.
Let’s cover what that actually means and what probably lead to that error message.

It’s like trying to speak a different language without taking the time to learn it first.
The software can kind of make out what you’re saying, but not well enough to give you an accurate result.
There are two likely causes for this error: There’s a typo in your formula, or the order of operations is unclear.
We’ll go over some examples of each so that you can identify and fix them in your own formulas.
Common Formula Parse Errors
Usually, a formula parse error happens because of:
Incorrect syntax
– E.g.: Typing =+ instead of =, forgetting to put quotation marks around text values, putting two operators next to each other without anything in between them

Incomplete syntax
– E.g. Leaving out a parentheses.
Another reason why you may be getting these errors is that you’re trying to use text values where numbers are expected.
Let’s dive into the specific types of errors you may encounter:
#N/A Error
One of the most common errors is the #N/A error. It occurs when a formula can’t find what it’s looking for.
For example, if you’re using the VLOOKUP function to find a value in a table, and the value you’re looking for isn’t in the table, you’ll get the #N/A error.
#DIV/0 Error
This happens when you try to divide a number by zero.
For example, if you have a formula =A17/B17 and the value in B17 is 0, you’ll get the #DIV/0! error.
#REF! Error
When a formula contains an invalid cell reference, you will get this error message.
For example, if you have a formula that references cells A17:A22 and you delete row 21, the formula will return the #REF! error because it no longer has a valid reference.
#VALUE Error
The #VALUE! error occurs when a formula contains an invalid value.
For example, if you have a formula that multiplies two cells and one of the cells contains text instead of a number, you’ll get this error.
#NAME Error
This error occurs when a formula contains an invalid name.
For example, if you have a named range called ” Prices” and you accidentally type “price” in your formula, you’ll get the #NAME? error.
#NUM Error
The #NUM! error occurs when a formula contains an invalid number.
Say you have a formula that divides two cells and the result is too large to be displayed, you’ll get this error.
Now that we know what can cause a formula parse error, let’s look at how we can fix them.
How to Fix Formula Parse Errors
The best way to avoid getting formula parse errors is to carefully check your syntax as you type it out. If you’re not sure what order the operations should go in, refer back to the order of operations suggested by the software you’re using.
If you’re getting formula parse errors, here are some steps you can take to fix them:

Check your formula inputs and make sure they’re correct.
Use the IFERROR function and display a different result if an error occurs. E.g. “Not found.”
Check your spelling and make sure all the parentheses are in the right places.
Make sure you’re using the correct operators.
Use cell references instead of hard coding values into your formulas.
If you’re using text values, make sure they’re enclosed in quotation marks.

By following these steps, you can avoid formula parse errors and get accurate results from your formulas.

Birthdays can be fun to celebrate. They’re like our own personal holidays where people wish us a happy birthday, wait staff sings and brings us free desserts, and our social media feeds are filled with best wishes and adorable memes. It’s also fun to watch the birthday offers roll in

Free dinner at our favorite restaurant? Yes, please.
Free ice cream at the best ice cream shop in the city? Don’t mind if I do.
25% discount on our preferred brand of makeup or beer? Where do I pay?
Thankfully, receiving a birthday wishes email from your favorite businesses isn’t just good for the consumer. It’s also great for the business.
Happy Birthday Emails
A happy birthday email is an automated marketing email that is sent out on or near a customer’s birthday. While these emails celebrate the “personal holiday” and give the customer a special offer to help sweeten their day, they are actually designed to increase customer sales and retention.
Benefits of Sending a Birthday Wishes Email
As we mentioned earlier, birthday emails benefit the business as well as the customer. There are a variety of reasons to send a birthday email including:

Staying top of mind with your customers
Reminding potential customers that you exist and likely have the solution they need
Showing loyalty to existing customers and subscribers
Garnering goodwill that will likely lead to word-of-mouth marketing and referrals
Increasing sales (the birthday holder may get a free meal, but they’re probably not dining alone)
Increasing retention (80% of retail professionals indicate that email marketing is their greatest driver of customer retention)
Improving customer engagement
Creating a sense of community

According to Experian, birthday emails can be a powerful play for businesses. Their survey found that birthday emails had a 481% higher transaction rate, resulted in 342% higher revenue, and had a 179% higher unique click rate when compared to other promotional emails.
Ready to start celebrating your customer’s birthdays with them? Check out the format below to get started.
Happy Birthday Email Template
When it comes to designing your birthday emails, creativity counts. Your email service provider should have multiple templates to choose from that can be customized to better reflect your brand.
A birthday email should be friendly and fun and provide something (besides well wishes) to the customer. You can offer a discount, special offer, or a free gift with purchase.
Include your customer’s name in the email or subject line to make the email feel more personal. If you collect any information about your customers’ geographic area, hobbies, interests, or family, you can add this to the email to personalize it further.
Keep the email brief and highlight what you’re offering them to help their celebration. You can send these emails out before or on their birthday. However, you’ll need to make sure that your copy reflects the option you choose. Include all the promotion details so customers know exactly what they’ll get if there are any requirements (like a purchase) to receive it, and the expiration date so they don’t miss out.
Here’s a sample template you can follow when crafting a birthday email for your customers:
Subject Line: Happy Birthday, [Customer Name]
Happy birthday to you! We’d love to treat you for your special day. Celebrate with a [XYZ special offer] the next time you order.*
*Offer expires on [Expiration Date].
Need some more inspiration? Check out these birthday email examples.

If you don’t want to send a happy birthday email from scratch, there are a number of tools you can use to send digital e-cards and gifts. Rybbon integrates directly with your CRM to send e-gift cards and offers to your contact list. 
For more personalized gifts, Sendoso can help companies send direct mail, and physical gifts within one easy-to-use platform.
Birthday Email Subject Lines
A birthday email is only as powerful as its subject line. Why? Because if you don’t catch their attention the moment they see it in their inbox, they won’t bother opening the email and all of your work will be a moot point.
There are a variety of email subject lines that will pique your customer’s interest. Here are a few to consider:

It’s your birthday! (We want to help you celebrate)
A special gift for your birthday
Make a wish
A special gift of $10 off for your birthday
Have your birthday dinner on us
An important birthday is coming up
A little bird told us it’s your birthday

Whether you choose to go with one of these options or construct your own, you’ll want to include:

What your email is about
What you are offering them
A catchy or intriguing sentence to catch their attention
An expiration date to express urgency

Remember that the average person’s inbox is flooded with marketing emails on a daily basis. Make sure your subject line is able to capture their attention.
Sending happy birthday emails to those on your email list (whether they’ve purchased from you in the past, or not), is a great way to help your contact celebrate their birthday, and for your company to build a stronger relationship with its audience.

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