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To keep working from home from feeling like living at work, you have to adapt and create a great work-life balance, and give employees support.

The goal of this article is to help nonprofit organizations start using email marketing to its fullest potential. Email marketing campaigns can support all key goals of a nonprofit: from spreading awareness, building relationships with subscribers to turning supporters into donors.

Intent-based customer segmentation is a technique of targeting in marketing to predict the outcome of customer segments. For instance, if a customer browses through an eCommerce store, with intent-based customer segmentation, retailers can predict whether they would make a purchase or if they are merely browsing. Imagine that you have a loyalty marketing mobile app for your eCommerce store. Let’s say that your app has 50M+ downloads and has over 100M subscribers to date globally. Now, let’s say you want to launch a viral campaign using targeting in marketing. And maybe your goal is to maximize the signups in the next 30 days. So, let’s imagine that you need to get another 50K signups. First step in achieving this goal? You’d probably bank on intent-based segmentation for eCommerce to identify the audience most likely to meet the goal.
Frequency of user visits Clicks on a specific campaign A user’s most recent visit No. of user transactions in past

So, as you explore various data points and analyze them using targeting in marketing, you can come up with three potential outcomes for this intent-based segmentation:
Most likely segment Moderately likely segment Least likely segment
Investing in the most likely segment would help you to achieve your goal. Here’s an eCommerce Customer Segmentation Guide our team put up, cheers!
submitted by /u/bnk3r_ [link] [comments]

Today’s youth is craving to be at the forefront of successful movements, tearing down and rebuilding structures and enacting positive change around the world. Increasingly, nonprofits are leveraging this desire and turning to younger generations to drive change and become the future leaders of the world. Their main catalyst of change? Social media.
This is the driving notion at Sustainable Energy for All (SEforALL), a young, vibrant, and growing organization that is pushing for bolder actions to make universal access to modern and clean energy happen by 2030. They believe that the younger generations are the driving forces of the current climate action movements; they ask the most challenging questions, are open-minded, and use their own network to reach new audiences of leaders and supporters. Through their platforms, SEforALL truly hopes to channel the right mindset and influence the future leaders of the world.
In this interview, you’ll hear directly from Meriam Otarra, Communications Specialist at SEforALL, and you’ll learn:

Why it’s important for nonprofit organizations to appeal to younger audiences nowadays
How to connect on a deeper level with younger audiences through reader-friendly, modern, dynamic content
The marketing tactics that work best to reach younger audiences
Tips on building awareness and community around important causes via social media

This post is part of the #BufferBrandSpotlight, a Buffer Social Media series that shines a spotlight on the people that are helping build remarkable brands through social media, community building, content creation, and brand storytelling.
This series was born on Instagram stories, which means you can watch the original interview in our Highlights found on our @buffer Instagram profile.
There are so many great nonprofits working hard to make the world a better place. We want to help a tiny bit when it comes to their social media marketing efforts. We offer a 50% discount to all registered nonprofit organizations. Here’s how you can apply for the discount!

Tell us more about you! What’s Sustainable Energy for All (SEforALL) all about and what’s your role there?
Hi my name is Meriam Otarra and I’m a Visual & Digital Communications Specialist for international organizations. I currently lead the creative communications and social media for Sustainable Energy for All (SEforALL). SEforALL is a young, vibrant, and growing organization that works with the United Nations, international organizations, governments and the private sector to ensure we achieve Sustainable Development Goal 7 (SDG7) — access to modern, clean, reliable, and sustainable energy for all — by 2030. We’re soon celebrating a decade of SDG7 progress since SEforALL was initiated by former UN Secretary-General Ban Ki Moon. Since then, there has been an increasing demand for SEforALL platforms and products, and that’s why as part of the communications team, I make sure that these digital products are:

Reader-friendly, modern, dynamic;
Reaching the right audiences!

Meriam Otarra, Communications Specialist at Sustainable Energy for AllTell us about the “This is Cool” campaign! What has made this campaign so successful?
From where I’m from, which is the Philippines, a day never passes by without hearing someone say, “It’s hot.” (Either that, or “Oh my god, it has been raining non-stop for 7 days!”) And without urgent actions to the climate crisis, the rural and urban poor in developing countries in Africa and Asia are getting more and more at risk of the consequences of heat, because they can’t access or afford whatever cooling technologies are available out there.
SEforALL started the #ThisisCool campaign last year after releasing one of the household reports called Chilling Prospects, which tracks the global development of delivering universal sustainable cooling. The campaign aims to raise awareness of the current cooling situation (last year it was found that around *1.02 BILLION* people are at high-risk due to lack of access to cooling!), its challenges, and what can be done across the world to make sustainable cooling for all a reality.
As part of the campaign, we created a microsite with Greenhouse PR, with different cooling case studies—from cool rooftops to farming innovations—and provided a nicely illustrated toolkit that can be used by anyone and everyone to start the conversation on sustainable cooling. Check it out at thisiscool.seforall.org!

People living in public housing rely on their governments to reimagine housing with affordable, safe & #sustainable cooling systems ❄️🌱An eco-town in Singapore🇸🇬 combines green design & smart innovative technology to bring #sustainablecooling to 42,000 homes! #ThisIsCool pic.twitter.com/3QwMShHh9l— Sustainable Energy for All (SEforALL) (@SEforALLorg) April 6, 2021

A 1.5°C ‘warmer world’ could see +350M people exposed to potentially deadly heat🌡️ by 2050. #Sustainablecooling is essential not just for public safety, but also for health💊 & food security🥬How hot does it get in your city & what #ThisIsCool solutions have you seen so far? pic.twitter.com/mmmtK3Lmgx— Sustainable Energy for All (SEforALL) (@SEforALLorg) July 28, 2020

Why do you believe it’s important for nonprofit organizations to appeal to younger audiences nowadays?
We’ve said it before at SEforALL (and we’re definitely not the first ones to say it!), but youth are the driving forces of the current climate action. They aren’t afraid to speak out and demand better policies or a better response to the pandemic that’s affecting us, youth, both short- and long-term. As social media managers, sincere engagement is what we ultimately aspire to build, and at least for what I can say as the frontline of SEforALL social media, youth are the ones who ask questions, are open-minded, share ideas, and use their own network to help SEforALL reach other audiences who may have otherwise not heard about SEforALL before. Through our platforms, we can only hope to channel the right mindset and influence the future leaders of the world.
As social media managers, sincere engagement is what we ultimately aspire to build, and at least for what I can say as the frontline of SEforALL social media, youth are the ones who ask questions, are open-minded, share ideas, and use their own network to help SEforALL reach other audiences who may have otherwise not heard about SEforALL before.
As a nonprofit international organization, how do you connect on a deeper level with younger audiences?
We’re not scared to dive into conversations with youth. That’s why we created the SEforALL Youth Summit last February, organized by the SEforALL youth representatives ourselves, to show that youth voices are needed to be heard and that SEforALL is here to listen. The outcomes of that Summit are also going to feed into the high-level meetings on energy happening this September.
What marketing tactics have you found work the best to reach younger audiences?
We found showing data and infographics that hit closer to home for younger people have had better engagement and reactions than most other content. Two good examples that we’ve pushed out during the Summit were (1) showing data through an infographic on the amount of energy the whole country of Senegal uses versus the amount of energy Californians use playing video games; and (2) no energy access, no internet.

Alarming #energy fact of the day: The ENTIRE country of Senegal uses less electricity than Californians use playing video games🎮We need to #EndEnergyPoverty to provide opportunities for better jobs, health, education & women’s empowerment⚡ Visit https://t.co/tuq91c10Wv #SDG7 pic.twitter.com/bVCfQ3XV4E— Sustainable Energy for All (SEforALL) (@SEforALLorg) January 25, 2021

We found showing data and infographics that hit closer to home for younger people have had better engagement and reactions than most other content.
For our #ThisisCool campaign, we also reached out to youth influencers in the climate action sphere in Africa and Asia by commenting on their posts related to passive cooling (see example below). And only when they follow us back do we actually send them a personalized message on Twitter telling them about our campaign and ask them for their emails so we can send the toolkit directly to them. It’s important for us to know that they believe in our message as we do with them before we bombard them in their inbox. With the support from Greenhouse PR, we selected them not just based on their following count, but also the quality of content that they put out.

Hi👋🏾 My name is Elizabeth! I’m a Kenyan🇰🇪 #climate activist, founder of @GGI_Kenya and an advocate for green spaces🌱Join me today for #EarthDay2021 as I tell you why planting trees🌳 is a sustainable, #passivecooling solution that will help us #RestoreOurEarth 🌍#ThisisCool pic.twitter.com/z3Qk10A6Tk— Sustainable Energy for All (SEforALL) (@SEforALLorg) April 22, 2021

Which social media platforms have successfully driven SEforAll’s missions forward and why?
As far as advocacy goes, our Twitter and LinkedIn profiles have had the most impact on SEforALL projects. Twitter is fast-paced and straight to the point and easy to connect with our audiences in the international organization sector. As we (and our partners) always have events, knowledge products to release, it’s usually the first platform we utilize for any campaign. And while LinkedIn is quite the contrary, we’ve used our LinkedIn to establish thought leadership in the energy access scene, as well as show value and appreciation to our staff. It’s also quite surprising but a lot of our youth audiences are mostly on LinkedIn.
We’ve used our LinkedIn to establish thought leadership in the energy access scene, as well as show value and appreciation to our staff. It’s also quite surprising but a lot of our youth audiences are mostly on LinkedIn.
What advice do you have for other organizations that want to build awareness and community around the causes they care about via social media?
Two words—timely and timeless. At SEforALL, we don’t want to be just quick, we also want our content to be relevant yesterday, today, tomorrow. It helps to create content that puts the cause into proper context, one that is straight forward, relatable, short.
At SEforALL, we don’t want to be just quick, we also want our content to be relevant yesterday, today, tomorrow.
We recently did a 2-minute explainer on why we need universal energy access or Sustainable Development Goal 7. It was also created to reach out to those who are not yet familiar with the Sustainable Development Goals in general. We talked about current events, why energy is needed for cold chains for vaccine deployment, why children need energy to access online education, etc. Art and copy have to go hand in hand. At SEforALL, I’m lucky to work with multimedia wordsmiths that make my work easier.

WATCH⚡ In 2 minutes, we explain why universal #EnergyAccess is crucial to achieve the 16 other @UN #GlobalGoals 🌐🎯#SDG7 #MondayMotivation pic.twitter.com/JiQ6lYsO0H— Sustainable Energy for All (SEforALL) (@SEforALLorg) April 12, 2021

What actions can businesses and individuals take today to make sustainable cooling a reality?
When we think about cooling, the first thing that comes to mind is air conditioning. But cooling for all depends on many different solutions and with the climate, economic, health crises that we are facing, we need to make sure we prioritize efficient and affordable solutions that (1) won’t spike energy demand, and (2) don’t have negative environmental impacts.
Business, corporations, individuals—all stakeholders—can think about cooling solutions in four ways:

Passive cooling solutions: no-energy solutions like trees that provide shade or natural ventilation in buildings
Policy solutions: governments prioritizing passive cooling in building codes or cities ensuring enough green space to keep the city cool
Financial solutions: making energy-efficient refrigerators and air conditioners easier to purchase by the mass public
Service solutions: training people and companies how to be more sustainable and how to create sustainable products

To find out where we are in delivering sustainable cooling for all and what the newest cooling innovations are out there, we’re having a virtual event on the release of our 2021 Chilling Prospects report this May 5!

We hope this interview with Meriam helps you get started with or double down on your social media efforts. You can follow Sustainable Energy for All on Instagram here and on Twitter here!

Despite the perception that people hate popups, the popup form remains one of the most popular ways to collect email addresses from website visitors and build your list. 
The reason? Popups work, often converting at a higher rate than traditional embedded signup forms. It could be that many website visitors don’t hate popups — they just hate bad popups. As one study found, 83% of people reported a desire to filter out “the really obnoxious” popups, but not eliminate all.
In this article, we’re sharing how to use popups forms to build your email newsletter list.
What is an email popup form?
Traditional email signup forms are embedded into the content of a webpage. They may appear in line with the text or at the end of the webpage. Just like any other content on the page, the signup form is fixed in place. 
A popup form, on the other hand, is a signup form that appears suddenly on a webpage and is not part of the webpage content. Popups are triggered by something, such as the behavior of the website visitor or how much time has passed. 
Why should you use an email popup form?
There are many reasons a popup form is a strategic marketing move, but the main reason is to balance out attrition rates and grow a list of permission-based, engaged subscribers.
When a visitor sees your signup form and enters their information, they’re actively giving you permission to send them content. In other words, they want to hear from you.
When subscribers want to hear from you, your attrition rate decreases, your open rates increase, and your conversions are more meaningful and robust. It’s a win-win, and one of the best ways to stay in touch with active and engaged subscribers.
Different types of email popup forms
As you’ve likely experienced as you’ve explored different websites, there are several different types of popup forms. 
Here are the most common: 
Lightbox
 A lightbox popup form is a small window that appears over the main webpage; as its name suggests, the small window is brightly lit, and the main webpage behind it grows dim. 
This type of popup form works because readers have no choice but to pay attention to the form. If they don’t take the opt-in, they can click to exit and restore their regular screen. 

Image source: Everlane.
Floating bar
A floating bar popup form appears in a full-page-width slim bar at the top (or bottom) of the webpage. This type of popup is less intrusive than lightbox popups, so it may be considered less annoying to some readers. 
This type of popup captures attention, but doesn’t cover up the main content on the webpage. It may also float across all webpages, remaining in the reader’s attention even as they click to different pages in your website. 

Image source: Campaign Monitor
Fullscreen
A fullscreen popup is exactly what it sounds like: A popup form that covers the entire screen. Like a lightbox, these types of popups are impossible to ignore, ensuring that every person will view them.
However, some website visitors may find this approach too aggressive. 

Image source: Neil Patel
 
Slide-ins
A slide-in popup is a signup form that usually appears in the corner of the screen and floats there as the website visitor scrolls down the page. 
This type of popup is less likely to attract attention than fullscreen or lightbox popups, but it also won’t hamper user experience, as website visitors can still read everything on the screen. 

Image source: Spruce CBD
Popup form triggers: Which is best?
A popup form trigger is the signal for the popup to appear. Choosing the right trigger is a delicate decision, as you must balance capturing as much attention as possible without hindering the user experience of your website. 
Let’s take a look at the most common popup form triggers. 
 
Entry triggers
Popups with entry triggers will appear as soon as a visitor enters a webpage. In other words, they are immediate. This type of trigger can be appealing because it means that your popup is guaranteed to be seen by every visitor, no matter how they stay. 
However, entry triggers can also harm user experience and increase your bounce rate, as one company found. This is likely due to website visitors feeling overwhelmed and annoyed at being asked for something before they’ve had a chance to receive any value from your website. 
Timed trigger
With a timed trigger, your popup will show on the webpage after a predetermined number of seconds the visitor has been there. This trigger ensures that visitors aren’t immediately bombarded with a popup before they’ve had a chance to read your webpage. 
Sleeknote analyzed 10+ million popup views and found that the best-timed trigger for conversions was 8 seconds. 
Scroll trigger
A scroll trigger signals your popup form to appear when a visitor scrolls a certain amount down your webpage. Like a timed trigger, this trigger ensures that the visitor isn’t overwhelmed with a popup before having time to engage with your website. 
A scroll trigger is advantageous because it will only show your popup form to those who have proven to be invested in your content (which means they will likely be more interested in joining your email list). 
Sleeknote’s analysis found that 35% down the page was the most optimal scroll trigger for conversions. 
Exit trigger
With an exit trigger, a popup form appears as the visitor moves to exit the page (either by exiting their browser or going to a different website or webpage). Sometimes, these popups are called “exit-intent popups.”
One company found that exit-intent popups out-perform other types of popups by at least 5%. While the research across all industries isn’t substantial, this finding makes sense: As visitors are exiting, a popup wouldn’t feel like an interruption, and they may be more likely to engage with it. 
For this reason, we view the exit trigger as the best popup trigger.
Principles of effective email newsletter popup forms
Here are some of the most important aspects of designing a successful newsletter popup:

Keep it simple: From the number of fields asking for information to color schemes and even vocabulary, your form should be straightforward without being boring.
Tell subscribers what they’ll receive: Clearly state what information you’ll be sending out as well as its frequency.

Respect user privacy: This is key to building trust as well as following General Data Protection Regulation (GDPR) guidelines for user information privacy and use.

Include a lead magnet: Offer your new subscribers something tangible for signing up.
Integrate social proof: Prove the worth of your newsletter by showing how other subscribers find value in it.
Use a descriptive call to action (CTA): Be clear in your CTA about the exact benefits subscribers will receive.

For inspiration, check out these examples of email newsletter signup forms that perform.
How to add a popup form to your website
Adding popup forms to your website is easy using Campaign Monitor’s email newsletter signup form builder:

Click “Lists & Subscribers”
Choose the list you want the pop-up form to feed into
Click “Signup Forms” and choose the type of pop-up form you want
Customize your form
Click “Save” and publish
View the code and copy the script code
Paste the code into your website’s HTML before the closing </head> tag
Save and publish the updates to your website
As with the other Campaign Monitor form options, you can customize the form’s aesthetics, set privacy, and adjust your confirmation messaging.

Image source: Campaign Monitor
Wrap up
Popup forms are an excellent way to grow your email newsletter list through your website. 
There are different popup form types to choose from, including lightbox, floating bar, fullscreen, and slide-in. The type you choose will depend on how aggressive you want to be with website visitors. Floating bars and slide-ins are the least intrusive, while lightboxes and fullscreens grab attention more aggressively. 
When it comes to triggers, we recommend the exit trigger because it doesn’t interrupt the user experience and has shown promising conversion rates. 
To get started with popup forms, create your email newsletter signup with Campaign Monitor. 
The post Building Your Newsletter List One Popup Form at a Time appeared first on Campaign Monitor.

Instagram is an undeniably powerful tool for businesses.
In fact, 83% of people say they’ve discovered new products or services on Instagram, and roughly 80% say Instagram helps them conduct research on a product and ultimately decide whether or not to make a purchase. 
All of which is to say: If you’re not using Instagram to reach new audiences, increase brand awareness, and ultimately grow sales, then you could be missing out. 
In this post, we’ll review how to make an Instagram business account, and the benefits of having one. Plus, how to switch back-and-forth between a business and personal account.

1. Download the Instagram app.
To get started, you’ll need to download the Instagram app on your phone or go to the Instagram site.
If you don’t already have an Instagram account, you can either download the app and click “Create New Account”, or open the desktop version (www.Instagram.com) and follow the same steps:

2. Sign up.
Next, you’ll fill out the form with your email address (make sure you choose a business email address), company name, username, and password.
You can also sign up with Facebook. If you already have a business Facebook account, this could be a good option.
It’s important to note that your username should most likely be your company name, and your password should follow all recommended guidelines (include a number, special characters, etc.). 
3. Switch to a business account.
Now that you’re set up with a profile, it’s time to switch it to a business account.
To do so, go to your profile and click the three lines in the top right corner:

Then, click “Settings” in the navigation menu that appears: 

Now, click “Account” from the Settings page: 
Finally, click “Switch to Professional Account”: 
When you get to this point, you’ll see another option to switch to a “Creator” account. Creator accounts are meant to be used by influencers, public figures, or content creators.

If you’re a business that sells a product or service, then a business account is the right option.
4. Complete your profile.
At this point, you’re all set up with a business account, but you’re not done yet.
Before you can start promoting your social media, you’ll need to complete your profile:
To do this, choose a profile photo. Your profile image will typically be some variation of your logo so your audience can easily recognize it.
Next, you’ll need to write your bio and fill out your company info. This will include your website, store hours, and contact information.
5. Post some content.
Before you can promote your account, it’s important to post a few images first. Perhaps you can write an introduction or hello post.
When you start interacting with people and following people, they’ll likely visit your account. You want there to be something to see that explains who you are as a company.
6. Link your business Facebook page.
If you didn’t choose to sign up with your business Facebook account, then it’s time to link your account here.
This is an important step because you need to have a Facebook business page to use some of Instagram’s business tools.
To link your account, click the three lines in the top right corner (like you did for step one). Then, click “Settings” and “Business.”
Now, you can click “Connect a Facebook Page”:
It’s important to note — You’ll need to be logged in to Facebook to do this.
7. Start following people.
Your profile is essentially ready to go. To get started on Instagram, invite your Facebook followers to follow you on Instagram.
You should also start following people to get the ball rolling. However, make sure that you’re strategic. The people you follow should make sense for your brand.
8. Develop a strategy.
Starting your Instagram business account is just the beginning. Once you’re all set with your page, it’s time to learn how to use Instagram for marketing.
You’ll want to think about the hashtags you’ll use, the accounts you’ll target, and who you’ll engage with.
To get started, you can learn how to use Instagram for marketing with HubSpot Academy’s Instagram Marketing Course.
Now, what if you have a creator account and you want to switch to a business account? Or what if you have a business account that you want to switch to personal? Or perhaps you have a personal account you want to switch to business?
To do this, follow the steps below.
1. Go to your profile.
The first step to switch your account is to go to your profile.
2. Tap the Settings cog.
Next, click the three lines in the top right corner … 

… Then, click “Settings”:

3. Click Account & Switch to Business Profile.
Now, click “Account” and then “Switch to business profile.” If you’re a business page and want to switch to a personal account, this button will become “Switch to personal account.”
No matter what account you have or what you want to switch it to, this is the process to go through.
Interestingly, you can also do this by just clicking on your profile, and clicking “Edit Profile.”
At this point, you might be wondering, “Why do I need a business account?” Below, let’s review some of the top benefits of having a business account on Instagram.
1. Action buttons.
With an Instagram business account you can add action buttons to your profile, such as “Book an Appointment,” “Make a Reservation,” or “Get Tickets” depending on your needs.
In fact, plenty of scheduling software integrates with Instagram, so you can attach your Instagram business account to your scheduling software.
Additionally, you can add CTAs on your profile, including “Call” or “Email” so it’s easier for your audience to get in touch with you.
2. Auto-scheduling posts.
A major perk of having a business account is the ability to schedule posts in advance. This is helpful because you can implement and execute your strategy without needing to spend every day on the app.
3. Access to analytics.
With a business profile, you’ll gain access to insights about your followers. You can see a demographic breakdown and how your audience interacts with your posts.
4. Ability to manage ads.
This is one of the best features of Instagram business accounts.
You’ll be able to promote posts and can easily select your audience, set a budget, and get rolling with advertising.
You can even work with influencers by directly promoting their branded content (if you’re tagged as a business partner).
To get more in depth, your Facebook account will need to be linked so you can use the Facebook ad’s manager.
5. Swipe up feature.
Another great feature of a business account is the ability to include swipe up links if you have more than 10,000 followers.
Since Instagram is one of the only platforms where you can’t include any clickable links in your posts, this is an excellent way to get your content out there.
Getting started with Instagram marketing can be hugely beneficial for your company. And it’s even an easy process. If you aren’t sure where to get started, we suggest taking free courses on Instagram Marketing (like HubSpot’s).