Author: Franz Malten Buemann

 

 

Did you know that it is predicted that almost 350 billion of emails will be sent daily by 2022? Email marketing is growing big with almost 92% of email users checking their mailboxes every single day. Coordinating a successful mass mailing campaign can be dull. Thanks to Workflow your business can automate most of your repetitive actions, therefore significantly improve its income and target the customers with regular and personalized mailing. Discover four SALESmanago Workflow functions that will help you improve the experience of your customers and maximize your sales potential.

 

Offer your customers a product refill option

 

If your business is selling products that can be bought multiple times due to a limited amount of uses, such as cosmetics or food items, do not let your customers forget about ordering them again. Thanks to our Automation Process panel you can set a reminder sent to your customers after an adequate amount of time so they will receive information right when their product is about to finish. If you let yourself be remembered in this way, it will make the refill purchase process easier for your customers and encourage them to buy another set of your products.

 

Let’s go through the settings of the Workflow. The cycle starts with a “PURCHASE” event when a customer buys a product that has a limited time of consumption. After a set amount of days, the system checks if the customer has bought the same product again. If the second purchase hasn’t been made the system sends them an email and adds them to the Custom Audience group. The cycle repeats from that point, if the purchase is still not made after additional days, the system sends them an SMS. Finally, if the customer hasn’t made a second purchase after the established amount of time, the system assigns them with a tag “NOT_BUY_PRODUCT_REFILL”. In the event of the second purchase actually happening the system removes the contact from the Custom Audience group.

 

 

Get your customers back by retargeting after the visit

 

Unfortunately, some potential customers stay at the “potential” level for good. They may visit your website, even browse it for a moment but then they leave without taking any further action. Is there anything you can do to get them back at that point? Thanks to Workflow – yes! Convince them to come back to your website and make a purchase by showing a custom made message or a pop-up on any web page or device. Get them back by showing them an attractive banner to increase the probability of making a purchase. 

 

Take a look at the settings of the below Workflow. The first action will be taken after an hour since the customer enters the website on the condition that there has been no purchase and no cart event. A Web Push is sent to the customer, in order to encourage them to come back to the website. The next action is taken after the next 24 hours. If the contact meets the two set conditions, the email is sent to them with the last viewed products, and the personalized banner is displayed. 

 

The cycle repeats after the next 48 hours if the purchase hasn’t been made and from that point, the system uses various channels to reach the contact – through a mobile app, banner display, or another email. It is crucial to set the rule turning off any ads and banner displays, in case the purchase is eventually made.

 

 

Cross-sell complementary products after the initial purchase

 

Cross-selling of a complementary product encourages customers to make an additional purchase after the initial one. This strategy proves to be very effective as it is much easier to persuade a customer who already knows your offer to buy a product that will be useful for them and will match the previously bought one. Let’s study the below example. After a contact makes the purchase it is added to Facebook Custom Audience so a personalized banner can be displayed. 

 

After a set number of days, in the below example that is 3, the email with recommended products is sent. The next action occurs after additional 7 days on the condition that the purchase hasn’t been made up to this point. If the contact meets this condition the app notification, Web Push, or SMS is being sent as well. The next action is performed after the next 14 days if the customer still hasn’t made a purchase. It may be another email sent with the recommended product and a special offer.

 

 

Remind your customers about the subscription renewal

 

Show your customer that you care and remember about them by sending a reminder when their contract or a subscription is about to end. This Workflow serves as a great help in creating meaningful relationships with the customers. It will also prevent the customer base reduction by creating a greater chance for a larger number of renewals.  

 

The Workflow starts again with a purchase event, whenever the customer is starting their contract. Let’s say the contact bought a monthly subscription. The day before it ends, the system checks if a renewal has been ordered. If no, the contact is added to the Custom Audience group as in the previous scenarios. 

 

From that moment, the Workflow uses multiple channels to remind the contact about the ending contract, eventually ending in a final reminder. As in the earlier cases, it is important to withdraw the contact from the Custom Audience group so your customer wouldn’t be bothered unnecessarily if they had already made a renewal.

 

marketing automation

marketing automation

Email marketing may seem like an old school tactic, but it plays a vital role in e-commerce. For example, sending three abandoned cart emails can lead to 69% more orders. That stat alone solidifies email marketing as a mainstay. And while it may be here to stay, it does not remain stagnant. Email marketing is…
The post 5 Email Marketing Trends for Supply Chain and Logistics appeared first on Benchmarkemail.

Introduction
It’s hard enough to disseminate information across the various departments of your university or college under normal circumstances, but this year has posed an entirely new set of obstacles. Email is a simple, cost-effective way for you to share information fast—but it only works if your audience engages with your messages. 
Turns out, not only are higher ed institutions sending more email than ever, more people are reading, clicking, and engaging with them, too. 
To help you during this time, Campaign Monitor has partnered with our sister brand, Emma, to bring you up to date email metrics so you know exactly how your institution compares based on hundreds of millions of emails sent by other organizations in your industry. 
Below, you’ll find the most recent open rates, click-to-open rates, and click-through rates for higher ed organizations. Are you above or below the benchmarks? Either way, there’s always room to improve.
After you’ve looked at the data below, download the guide to see what these numbers mean for you and how you can maintain this momentum to best serve your audience.
Because the better your email is, the more informed your audience is. And these days, nothing is more important than that.
Email benchmarks by year
First, here’s a look at 2019 and 2020 email metrics. Like we already mentioned, this tumultuous year has meant better engagement for email:
Universities and colleges are sending more email than ever, and audiences are engaging at a record-setting rate.
For this graph, we looked at the emails sent between January and September of the specified year. 

Note: Unsubscribe rates and bounce rates are often included in our benchmarks, but those metrics remained consistent, making their inclusion redundant. For simplicity’s sake, we left them off the graphs. The unsubscribe rates stayed at 0.1% and bounce rates hovered around 0.6%.
To see what these metrics mean for you—and how you can improve yours if you fall short—download the guide.
Email benchmarks broken down by month
Let’s look at how people engaged with email each month since universities experience seasonal increases in sending volume that can have an effect on engagement. COVID-19 has also forced universities to send more emails depending on when they made changes to their class schedule and other activities on campus. To see what these metrics mean for you—and how you can improve yours if you fall short—download the guide.

What happened in March? 
Here in the US, March really saw a big uptick in cases. It’s also when many institutions switched to online learning after Spring Break.

You can see that March experienced a massive shift this year, no doubt related to COVID-19 and the increase in email communications institutions were forced to send. 
You can also see that people stayed engaged despite the onslaught of messages. They needed the information and the engagement rates show it. Now that people have adjusted to the new normal, it’s important that universities and colleges continue to follow best practices in order to keep audiences engaged and informed.
To see what these metrics mean for you—and how you can improve yours if you fall short—download the guide.
Download the insights
Now that you’ve compared your metrics to the industry averages, it’s time to get to work. In our guide, we explain how you can maintain this momentum to ensure your audiences stay engaged and informed for the rest of the year and beyond.
There’s no way to know what the next year—or several—will hold for higher ed, but with the right email strategy in place, you’ll be ready for it. And when you’re confident, your subscribers can be confident, too.
Wrap up
We are always adding to our benchmarks library, so explore the rest of our benchmarks collection for more insights into other industries, regions, and previous years. And don’t forget to check back in the next couple of months for our 2021 report. 
To make sure you’re one of the first to get our 2021 report, subscribe to our blog.
Methodology 
We looked at hundreds of millions of emails sent from all of the CM Group family of brands in order to bring you the most complete picture of what high ed organizations have been experiencing this year. While many of these universities are located in the US, our sample consists of institutions located across the world.  
All universities are customers of CM Group brands and all have self-selected “University” as their industry. Even so, this category also includes colleges and individual schools or departments.
How email benchmarks are calculated
Listed below are definitions for the rates we mention in this report. You’ll also find resources available to you if you have specific areas that need improvement.
Email open rate
Open rates are calculated by taking the total number of opens and dividing by total delivered emails. You can explore more resources on improving open rates in this guide.
Email click-through rate
Click-through rates (CTR) are calculated by dividing the number of clicks by delivered emails. You can explore more resources on improving click-through rates in this guide.
Email click-to-open rate
An email click-to-open rate (CTOR) is determined by dividing the number of clicks by the number of opens, showing the engagement rate of subscribers that actually see the content of your email. You can explore more resources on improving click-to-open rates (and overall email engagement) in this guide.
The post Email Marketing Benchmarks: Higher Ed Edition appeared first on Campaign Monitor.

Hey, I’m trying to build an automation with Zapier, so I can segment Zoom webinar attendees automatically, as well as sending them the zoom recording after the webinar. Using Zapier is quite limited, so I’m looking into Plusthis, so I can segment attendes vs non attendes automatically. Has anyone got some experience with Plusthis? Thanks
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This article is part of a larger series that focuses on diversity and equity in marketing through the amplification of Black and racially diverse authors. As a company, we are committed to identifying actions we can take in the fight against racism and injustice, and elevating BBIPOC voices is paramount to inspiring change. Follow along and read other posts in this series here.

This post is authored by Kerel Cooper, Senior Vice President of Global Marketing at LiveIntent.
The fights for racial equality of 2020 have been a catalyst for companies and organizations to rethink their diversity, equity and inclusion (DEI) efforts. Across the board, companies and organizations are thinking about how they recruit and develop more diverse talent and how to instill DEI efforts into their everyday way of life. 
And while the conversations and efforts are great, there is still a very long way to go. 
These efforts and impact must be sustainable over a long period of time or they are for naught. Regardless of your race, gender, sexual orientation and background, we all have a part to play.
Our idea
For an industry that does a great job of talking about diversity, equity and inclusion, the fact of the matter is there was very little progress made. 
As you see in the chart from the ANA, only 12% of CMO’s are non-white. That is unchanged from 2019.

Source: ANA Diversity Report for the Advertising/Marketing Industry (2020)
Back in April of 2018, my friend Erik Requidan called me up one evening and said that he had an idea. The idea was to create a platform for diverse voices within advertising technology to tell their personal stories and journey. Erik came up with the idea as a response to the widely held feeling of exhaustion that comes from going to industry conferences and events and seeing only a few of “us” in the room and even less on stage. 
Erik’s idea was fueled by his desire for change and I loved it. He asked me to join him, to which I responded with an emphatic yes! After a few brainstorming sessions, Erik’s idea turned into the Minority Report Podcast, which we launched in May 2018. 
Our purposeful mission
Over the past 2½ years, the Minority Report Podcast has evolved into a platform that highlights people of color, women & LGBTQ+ communities within business, media and technology as we tap into their experience and subject matter expertise. To date, we have recorded 65+ episodes featuring a wide range of diverse individuals. 
Our discussions dive into family background & upbringing, career journey, career advice, how they’ve dealt with discrimination, ideas for improving DEI, and insights into how they see the world through their unique lens. 
Of course, we also delve into business models and the ecosystem in which their businesses thrive, and how their experience informs their leadership. 
We know this podcast is having a positive impact on the industry. Here is a great text I received from a former guest of the podcast: ”[I] wanted to say thank you for what you guys did with the Minority Report Podcast. Whatever ppl and companies are trying to recognize ‘diversity and inclusion’, you guys were already at the forefront, shining a light on [DEI efforts] a couple years back.”
Erik and I like to say that we’ve created one of the largest collections of stories from diverse individuals in the world of business, media, and technology. But even more importantly, these stories live on as a catalogue for the next generation of leaders to reference. 
Stories of people like us, their experiences, and their expertise were missing from our careers as Erik and I were coming up in the industry. 
Our hope is that our content will fill that void by shining a light on diverse talent. There’s no shortage of diverse talent out there! Creating this content library is our way of contributing to change and turning an idea into a purposeful mission.

Minority Report Podcast Guests
Advice for turning an idea into a purposeful mission
Again, regardless of your race, gender, sexual orientation or background we all have a part to play. And there are many ways in which we can contribute. 
If you have an idea and may be stuck on how to move forward, here is some advice for turning that idea into a purposeful mission.
Be unapologetic
Do not express regret about speaking up and taking a stand. One thing I always try to remember is to never start a conversation with “I’m sorry but..” Instead, stand firm and don’t apologize for sharing your perspective.
Follow your passion
There are many ways to impact DEI. When deciding how you will impact DEI, the key is to follow your passion. That passion will be what sustains you over a long period of time and help you maintain consistency. You could write a blog, starting a podcast, getting involved in company ERG programs, being a strong ally, assisting with company recruiting efforts, or anything else you can think of. 
The important thing is that, whatever it is you do, you have a passion for it.
Stay focused on your mission
Again, there are many ways to impact DEI and it’s easy to try to get involved in too many things. But if you spread yourself too thin, you’ll burn out and you won’t be able to continue your work. 
It’s much more impactful to stay focused on a couple of things and do them really well as opposed to spreading yourself too thin.
Wrap up
There is no one way to impact DEI. The most important thing you can do is get involved and stay involved. If you’ve got an idea, follow through. You might not be able to influence the number of non-white CMOs all by yourself, but any well-placed effort contributes to that change. 
The more people involved in these initiatives, the better! No matter how small you might think your idea is.
A few key points to remember:

Only 12% of CMO’s are non-white, a number that’s unchanged from 2019.
There’s still a widely held feeling of exhaustion that comes from going to industry events and seeing only a few of “us” in the room—and even less on stage. 
Share your story. Stories live on as a catalogue for the next generation of leaders to reference. 
Be unapologetic as you speak out. Your work is needed and necessary.
Following your passion will help you stay motivated for the long run. There’s still a lot of work to be done and nothing will change overnight. Finding an idea you’re passionate about will help sustain you when a moment of emotion or the news cycle has moved on. 
Keep your focus on one or two things instead of on every thing. There are a lot of great ideas out there, but you have limited time, resources, and energy. Choosing one or two projects you love will keep you from burning out.

Remember, all great change starts with an idea.

Kerel is the Senior Vice President of Global Marketing at LiveIntent. He currently leads the marketing team and works closely with sales, product, engineering and customer success to create awareness and generate leads for key products and features. Kerel has 20 years of digital media experience building and leading Advertising Operations, Account Management, Partnerships & Product Marketing teams. 
Prior to LiveIntent, Kerel Cooper held positions at Advance Digital as the Senior Director Ad Platform Strategies and JupiterMedia as Director of Advertising Operations. Kerel is also the co-founder and co-host of Minority Report Podcast which highlights people of color, women & LGBTQ community within media, business and technology. Kerel has a Bachelor’s degree in Management Science/Marketing from Kean University, an MBA from Regis University, and Diversity and Inclusion Certification from Cornell University. 

Visit this page to see more in the series, or check back in for our next guest post. 
CM Group is a family of global marketing technology brands including Campaign Monitor, CM Commerce, Delivra, Emma, Liveclicker, Sailthru and Vuture. By joining together these leading brands, CM Group offers a variety of world-class solutions that can be used by marketers at any level. Headquartered in Nashville, TN, CM Group has United States offices in Indianapolis, Los Angeles, New York City, Pittsburgh and San Francisco, and global offices in Australia, London, New Zealand and Uruguay. 
The post Turning an Idea Into a Purposeful Mission appeared first on Campaign Monitor.

Hello! ​ I am looking for some insight in regards to automating the creation of co-branded marketing flyers and promotional collateral for sales reps. ​ Our current process looks like this:
Sales rep fills out a hubspot form for a marketing request which is sent to my email. I reach out to sales rep to discuss any extra info needed. I create a flyer from a template with the desired information on it, including the reps contact information. In few cases, I develop completely custom flyers or social images. The rep then downloads this as an image or PDF, then sends it out to their clients via email.
​ This process is messy and slow. I was wondering if there are any SalesForce solutions that would allow reps to create their own marketing based off of a list of dropdowns or is prepopulated with account info. I’m new to marketing automation and not familiar with all SalesForce can offer, so I am looking forward to hearing from some of you! ​ Thank you
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