[Use Cases] The GetResponse CRM: What’s New and What’s Next

The missing piece of the marketing puzzle is here! We’ve just launched our CRM (customer relationship management) tool to give you greater insight and control – and more time for fun stuff.

We wanted to create a CRM with the look, feel, and functionalities you want and need most. That’s why we made an easy to use version, and kept collecting your feedback.

And thanks to you, our CRM is now even more powerful. We’ve armed it with automatic deal conversion and a calendar.

Here’s how it’s going to work:

 

Update #1: Automatic deal conversion

All your lists that feed contacts to the CRM will now automatically convert them into deals at the stage you choose. Here’s an example of how it works:

Sajade is a wellness studio that already uses GetResponse. It decides to run a regular promo offering customers a free diet and fitness plan. To pinpoint prospects that might be interested, Sajade adds a signup form to a GetResponse landing page. When a prospect signs up, they’re put into a specific list: free_intake

Before, Sajade’s marketing manager had to manually monitor subscriptions and convert contacts in the CRM pipeline. Now she can simply enable automatic conversion, and all the contacts from the free_intake list will land in the right stage in the pipeline:

 

Convert contacts into deals

 

She clicks “next” and sets up the pipeline stage, adding extra information to create a deal profile:

 

Create deal profile

 

Here’s how Sajade’s pipeline looks once the automatic deal conversion is enabled:

 

Pipeline- automatic deal conversion

 

Sajade is now in full control, and can smoothly convert contacts into deals. And its manager Sandra can spend more time booking appointments and setting up tailored health plans. If she needs to stop the process at any time, she can simply click the contact icon under the stage name, and slide the status bar to the left.

Automatic conversion

Update #2: How to use the CRM Calendar

Planning and scheduling is important when it comes to business events. A well-conceived plan goes a long way in bringing positive results, while properly scheduled events can complement your planning. Entrepreneurs attend events for various reasons and also hold events of different types, like in-house seminars, networking events, dinner or lunch meetings, charity functions and fundraisers, webinars and customer training sessions, board meetings and monthly team meetings, product launch parties to create buzz, press conferences, trade shows, etc.

Having to keep track of all these in your notepad is definitely not a solution. Calendars are the right choice, showing you the list of events by day, week, and month. Marking your events and calls in a calendar helps you track upcoming events and scheduled calls. Most importantly, it gives you an idea of what’s lined up for the day and what your week is going to look like.

 

CRM Calendar

 

But how does that correspond with your business? Sandra, the owner of Sajade, has a very busy schedule: she’s the owner, the marketer, the sales manager, and the planner. She’s wearing every possible marketing hat you can while running a business.

The busier Sandra gets, the more important it is to stay organized. She’s excited about the new CRM calendar tool, because it helps her track and manage marketing tasks around her new customers. Every day Sandra gets to work, she checks her email, and logs in to her GetResponse account.

She’s ready to start the day with her marketing activities. As Sandra clicks on the task, she can see exactly what she needs to do in connection with a given prospect.

 

 

CRM Calendar Task

 

 

She also uses the CRM calendar as her daily productivity tool. Sandra uses her own pipeline to keep track on her operational tasks, like paying the bills and setting up maintenance tasks.

 

CRM Calendar- a productivity tool

 

While in the operations overview, Sandra sees what urgent tasks she can’t miss for the day. In the “all pipelines” view, she knows exactly what’s lined up till the end of the day.

 

All pipelines view

 

As you can see, CRM armed with the Calendar becomes not only a sales tracker, but also a very handy productivity tool, much needed by those of us who see themselves not only as marketers, but also as jacks of all trades.

 

Update #3 coming soon: Integration with marketing automation

I can’t wait for this one! We’re going fast in 2018, with a goal to fully integrate the CRM with marketing automation . It’s going to help you reach a higher level of segmentation.

We’ll post updates on the Platform Blog,  so keep an eye on that or sign up for our newsletter to stay informed.

 

Over to you

Are you eager to learn more about these new functionalities within our CRM feature? Join the CRM Course for Small Business – it’s packed with practical tips, use cases, and it’s free!

Already a CRM pro? Take a look and let us know what you think of the new CRM features. Is there anything else you need to make it the ultimate CRM for your business? Comment below or log in to the CRM and use the Feedback Widget in your account.

 

The GetResponse CRM: What's New and What's Next

The post [Use Cases] The GetResponse CRM: What’s New and What’s Next appeared first on GetResponse Blog – Online Marketing Tips .

How to Track Your Affiliate Marketing Campaign

If you want to get the most out of your affiliate marketing campaign, track it. You can hardly grow your business without monitoring your affiliate efforts and evaluating the outcomes, so you can know what you’re doing right and wrong. Let’s see which metrics to examine and which to avoid when launching an affiliate marketing campaign.

Actionable metrics

High-growth companies monitor 33% more metrics than other companies in order to evaluate their marketing effectiveness. No-growth companies lean toward examining mere baseline metrics, such as the number of new clients acquired. These numbers might make companies feel good, but they don’t show the real picture.

For instance, let’s say that 30,000 new users have visited your website this month. That sounds great. But it’s more important to know why they did so, what actions encouraged them to view your products, and how you should respond. It’s quite important to understand which metrics show you a realistic picture.

To help you, I’ve gathered the most valuable metrics and split them into two main groups: quantitative and qualitative. We’ll start with the quantitative.

 

How to estimate the performance of your affiliate marketing

The best way to measure your affiliate marketing performance is to apply quantitative metrics. Quantitative metrics cover all aspects of online marketing that you can represent numerically. Among the most common metrics are:

 

  • cost per lead (CPL),
  • incremental revenue,
  • click-through rate (CTR),
  • conversion rate,
  • return on investment (ROI),
  • reversed sales rate,
  • percentage of fraudulent orders.

 

Cost per lead

When measuring cost per lead, you need to measure each lead generation channel used in your marketing strategy. Just divide the average monthly expenses on a given campaign by the number of affiliate leads you acquired during this campaign. Suppose you spent $600 on a pay-per-sale campaign and converted 15 people into leads. In this case, your CPL would be $40.

Once you’ve got the numbers, you can compare them with previous campaigns and evaluate the efficiency of your current affiliate program. In the chart below, you can see the average CPL for various industries.

Cost per lead per industry

[Image source: SurveyAnyplace ]

 

Incremental revenue

Although affiliate campaigns increase revenue, they can be quite expensive. So, you’d better prove their worth by measuring incremental revenue.

Incremental revenue is revenue from transactions completed thanks to the efforts of a particular affiliate without any paid media, marketing channels (SEM, email, organic traffic), or other affiliate involvement. In other words, incremental revenue is the income generated from unique sales independently provided by an affiliate.

To calculate incremental revenue, first add the total revenue (base revenue) for some period (e.g. a quarter or a year). Then measure your revenue after introducing the affiliate campaign and deduct the base revenue from it.

Imagine you’re running a T-shirt shop and your base revenue is $27,000 per year. You’ve adopted an affiliate program from YourWinningAffiliate. After doing so, you bring in $32,000 over the next period. This means your incremental revenue is $5,000.

An affiliate hardly ever provides 100 percent of incremental sales. The key here is to determine what percentage of sales are incremental and whether that’s enough for your business.

 

Click-through rate

CTR measures the number of users who click on an ad or on a link to your site from a third-party and leave the page to land on another. With the click-through rate, you can find out which types of links get the most clicks and measure the overall success of your affiliate advertising campaigns.

What is an average CTR? When starting their career, advertisers should aim to achieve a 2 percent click-through rate. In fact, the average CTR on AdWords is 1.91 percent across all industries.

Click through rate, google adwords industry benchmarks

 

Conversion rate

The conversion rate shows the percentage of people referred by an affiliate who then complete a sale or fill out a lead generation form on your website. If you have a 3 percent conversion rate, that means that 3 users out of 100 who come to your website either make a purchase or leave their contact details. This is one of the most used KPIs in e-commerce.

Beware of high conversion rates (over 10 percent), though: a very high conversion rate may mean that your affiliate is a fabulous marketer, but more likely it means that they’re using suspicious promotional methods. The average conversion rate is about 2.35 percent.

 

Return on investment

Return on investment is thought to be the most important measure of performance as it shows the profitability of a marketing campaign. In other words, ROI tells you how much money you’ve gotten back for each dollar invested.

With ROI, you can either evaluate the efficiency of an investment you’ve made in a particular affiliate program or compare the payback across a range of such programs. All you need to do is divide the benefit you receive from your investment by the cost of that investment.

Let’s look to Andy for an example. Andy is the owner of a cat hotel. He decided to spread the word about his hostel and invested $500 in an affiliate strategy. A year later, Andy earned $600. So, his ROI is ($600 – $500)/$500 = $100/$500.

ROI is usually expressed as a percentage or a ratio. So, we can express Andy’s ROI as 1:5 or 20 percent. Is that a good rate? Not quite. Many entrepreneurs target a 5:1 ratio , as that’s considered strong for most businesses.

 

Reversed sales rate

The reversed sales rate indicates the number of users previously credited to an affiliate who return products bought from your website for a refund. A 7 percent reversed sales rate would mean that 7 orders out of 10 that are attributed to an affiliate are canceled.
It’s common for businesses to have some reversal. A reversal rate over 10 percent, however, may show that affiliates are sending low quality or mis-targeted traffic to your website or that affiliates exaggerate your product features to get more conversions.
In most cases, you can’t analyze the reversal sales rate before joining an affiliate program – except for the AvantLink and ShareASale networks. So, you need to measure this rate periodically during your affiliate campaign and take preventive measures to safeguard your business.

 

Percentage of fraudulent orders

Last year saw at least $7.4 billion lost to fraudulent or unviewable ads, which is 56 percent of all display ad dollars. And this number is expected to increase to $10.9 billion by 2021. Moreover, 37 percent of desktop ad impressions in the USA and up to 80 percent in Japan are fraudulent.

Ad fraud (where ad fraud is rife)

[Image source: Statista ]

This is why you’d better monitor your affiliate campaigns for fraudulent orders to save your time and money. If you’ve noticed that fraudulent orders have grown with a particular affiliate or have even exceeded genuine orders, then remove that affiliate as soon as possible.

That’s all about quantitative metrics. Now you understand the figures that your affiliates deliver to you. But what about the overall quality of an affiliate marketing campaign?

 

How to test the quality of your affiliate program

Don’t focus exclusively on data that is easy to gather, but examine the intangibles as well using qualitative metrics. Qualitative metrics give you important insights into the strengths and weaknesses of your affiliates, their competitive advantages, and their trustworthiness.

I recommend considering affiliate behavior and affiliate sales fluctuations.

 

Affiliate behavior

You need to understand how many affiliates you have, how active they are, and what potential they offer. Consider the following metrics:

 

  • Level of program adoption among your affiliates ‒ Check how your affiliate relate to your brand to see whether they’re really engaged in promoting your product and addressing the traffic you want or if they’re neglecting your brand voice in pursuit of quick income.

 

  • Types of active affiliates ‒ Segment your affiliates by the way they generate traffic (bloggers, deals and coupons, paid search, etc.). This will help you understand at what stage of the customer journey most users are converted. This metric depends on what you mean by “active affiliate,” which generally speaking is any affiliate that generates clicks, leads, or sales.

 

  • Percentage of dormant and top affiliatesDetect affiliates that generate low volumes or have stopped generating leads at all to enhance the efficiency of your affiliate campaigns. You may try to reactivate lapsed affiliates by sending dedicated emails or offering some kind of reward, or just leave them and invest more in your top affiliates.

 

Affiliate sales fluctuations

Direct your attention to rises and falls in your sales. Generally, sales are high during the shopping seasons (fall and winter) and slump during spring and summer. Of course, everything depends on the kind of products you sell. For instance, for Disney, products sell best on weekdays and holidays.

Your sales can also fluctuate due to technical problems, a better offer coming from your competitors or your affiliate’s blunders. Track changes, discover the cause and take action to obtain the best results.

But affiliate sales fluctuations aren’t the only pitfall you can face. Many marketers have the constant temptation to focus on so-called vanity metrics. What are they?

 

Vanity metrics

Vanity metrics include the number of downloads, followers, registered users, tweets per day, and so on.

These variables make entrepreneurs proud of their brand but are hardly related to the numbers that really matter: revenue, user retention, engagement, and repeat use.

So what vanity metrics should you forget about? In my humble opinion, the vainest are impressions, total visits, and bounce rate. Let’s see why.

 

Impressions and total visits

To put it simply, impressions are the number of times your ad (banner, button, text link) has been shown to a potential user. Each time an ad appears on a page counts as one impression.

“Wow, my ad was shown 70,000 times… 30, 000 users have visited my website this month!” This data may please your ego, but what does it give you? Users can view your advertisement dozens of times and not visit your site or may browse it and not buy anything. Impressions and total visits don’t provide any clear guidance for what to improve or what to do next.

 

Bounce rate

A bounce is when a user opens a single page on your website and then leaves your site without visiting any other pages.

Many marketers see a 70 percent bounce rate and think they need to close the campaign. But everything isn’t so simple with the bounce rate. It isn’t set in stone, and there can be hundreds of reasons for it to go up and down. For example, mobile traffic usually has a higher bounce rate than desktop traffic.

What’s more, the average bounce rate varies between 10 and 90 percent depending on the type of site you have. Check out the infographic below:

 Average bounce rate

 

Those are huge gaps, which is why you can’t consider the bounce rate particularly reliable and can’t reach any adequate judgment based on it. You can easily justify a high bounce rate without worrying about having bad content or ineffective landing pages. So, measure the success of your affiliate campaign with actionable metrics.

 

What gets measured gets managed

Have you adopted a successful affiliate program? It’s not enough to believe that you’re using an effective model. You also need to measure the efficiency of your affiliate marketing strategy. Measuring the right metrics can pave the way for your company’s success.

Conversely, vanity metrics can mislead you and damage your brand’s vitality. Stop investing your energy into misleading indexes and focus on metrics that really matter instead. Remember that the measure-and-optimize process should be ongoing.

Do you know of more actionable metrics? What metrics do you trust most? Share your thoughts in the comments section below.

 

Affiliate Marketing Campaign Tracking

The post How to Track Your Affiliate Marketing Campaign appeared first on GetResponse Blog – Online Marketing Tips .

5 Marketing Automation Workflows to Skyrocket Your Ecommerce Conversions

Many marketers forget customer acquisition isn’t the only way to sustainably grow their business. In fact, you might be better off pausing your lead gen campaign and turning to a tool that’s already in your CRM: your list.

If you want to make the most of your marketing budget, start by converting more leads, getting more repeat purchases, and boosting your CLV (customer lifetime value).

How do you do that? With marketing automation. Let me show you how you can effortlessly implement these tactics into your existing strategy – in just a few clicks. All thanks to all-new marketing automation templates .

Ready? Let’s begin.

 

1. Customer onboarding

Love at first sight happens in the movies – and sometimes in real-life relationships, too. But between a brand and a customer? Rarely.

Unless you sell something people fall instantly in love with (like Tesla X), you’ve got to make an effort to stay in their minds and be remembered.

The best way to do this is to make a lasting impression from the get-go. Capture customers’ attention and generate interest, from their first interaction with your brand.

Welcome email campaigns make it easy.

You can use them to:

• Confirm contacts are now signed up.
• Thank people who take the time to subscribe.
• Say a few words about your brand or offer.
• Direct customers to your most popular products or categories.

 

Nike Onboarding Email

Onboarding email promoting the Nike app

 

Better still, welcome emails generate up to four times as many opens and clicks as other marketing messages!

So why not give them a go: thank your contacts, let them know what’s coming next, and pave the way for their conversion.

Need some inspiration? Check out these great examples from ecommerce companies, Casper and MeUndies, below.

 

Welcome email from an ecommerce brand, MeUndies

Welcome email from an ecommerce brand, MeUndies

 

Welcome email campaign from Casper

Welcome email campaign from Casper

 

How to do it in GetResponse:

It’s easy to set up your welcome campaign – and there are two ways you can do it in GetResponse:

You can use a marketing automation template . Go to the welcome category, click on your chosen template, and edit the details (choose the list, subscription method, and email message).

Here’s how it looks:

Marketing Automation Templates Gallery

Marketing Automation Templates Gallery

 

The other option is more manual. You need to create a marketing automation workflow that starts when someone subscribes to your list, say via a web form. Then simply add a second block to immediately send the email.

Your screen should then look like this:

Simple Onboarding Workflow

Simple onboarding workflow

 

2. Lead qualifying

Not all customers are the same. Some will buy from you regularly, even when you don’t offer any discounts or deals. Others will join your list and never open an email.

Either way, you need to know who you’re communicating with. Especially if you’re in ecommerce business and don’t usually see your customers face-to-face. Once you do know who is who, you’ll be able to focus on the people who are more loyal to your brand – and better allocate your time and resources.

Lead qualification is one way to do this. It lets you qualify your leads based on different criteria, such as their engagement. Best of all, it can be done automatically.

But before you can start, you need to develop a tagging and scoring plan . You can then assign tags and scores to your leads based on the actions they take. It could be something as simple as opening your email, visiting your product page, or abandoning a shopping cart.

 

Basic Tagging Strategy Plan

Basic tagging strategy plan

 

Basic Lead Scoring Plan

Basic lead scoring plan

 

Next, you’ll want to come up with a system to automatically assign tags and scoring points. That way, all your data will stay up-to-date – and you’ll be able to act quickly.

For example, when a contact has enough scoring points to be sales-ready, you can swiftly pass them to your sales team to seal the deal.

Marketing automation makes it easy. With workflows, you can assign tags, add or subtract scoring points, segment your contacts, and move them between your lists automatically. And all in response to their actions.

 

How to do it in GetResponse:

Again, there are two ways to launch a lead qualifying campaign in GetResponse.

You can use a prebuilt marketing automation template, and edit it any way you like. This saves you having to map out the whole scenario yourself, since you can just use a blueprint that’s worked well for others.

Basic scoring plan, basic tagging plan, and sales team alerts are all available in the template library.

 

Basic Lead Scoring Workflow

Basic lead scoring workflow

 

The other way? You can create your own marketing automation workflow from scratch.

It can start with any condition block you like, such as when someone opens a specific email.

Next, just add action blocks, and Tag and Score – and then choose the point values you want to assign.

 

Basic Lead Scoring Workflow

Basic lead Scoring workflow

 

You can end the workflow there. Or expand it to include more elements like conditions, action blocks, or even filters. You can choose how advanced to make it.

 

3. Post-purchase

Many marketers working in the ecommerce industry make the mistake of just thanking their customers in the post-purchase email. But that can be a mistake. Why? Because the after-sale message can do so much more – and make a big impact on how customers view your brand.

That one email has the power to enhance their entire shopping experience, shorten their buying cycle, and even increase their customer lifetime value.

There are several rules you should follow:

  1. Act fast: Customers want to know if their payment was processed.
  2. Be memorable: Use strong branding and keep in touch regularly.
  3. Show good manners: Thank your customers for choosing you.
  4. Be helpful: Make product recommendations and send replenishment reminders .
  5. Be open to feedback: let your customers be heard and gain valuable social proof.
  6. Ask them share: Social sharing and referral programs can help build your customer base even faster.
  7. Automate: Whether you sell to 10 or 10,000 customers, make your campaigns stand out by tailoring content to their needs.

Here’s an example of an automated post-purchase email from Aliexpress, including product recommendations based on the customer’s order.

 

Aliexpress Post-Purchase Recommendations

Post-purchase communication with product recommendations from Aliexpress

 

How to do it in GetResponse:  

You can use one of our predesigned marketing automation templates, or create your own workflow. To do that, you first need to specify how the workflow will start.

Here are a few examples:

  • Someone visits a specific product thank-you page.
  • Someone joins your customer list.
  • An existing contact has an updated custom field value, such as the last-purchase date.
  • Use API or our Magento or Prestashop integrations to send information about the purchase.

Then all you have to do is add the rest of your condition and action blocks.

Let me show you an example that uses:

  • One Tag block to assign a “brownie_customer” tag.
  • Two Send Message action blocks to send two emails: one to welcome new customers, and one to share the brand story.
  • One Wait action block to delay the second message by two days.

 

Post-purchase Marketing Automation Sequence

Post-purchase Marketing Automation Workflow

 

4. Engagement and retention

Strong, lasting relationships don’t just happen overnight. To really hook your audience, you need to put in the work and keep sending them engaging, relevant messages – long after their first interaction with your brand.

So how do you do it?

You could launch a loyalty program . By rewarding your most active customers with special discounts and exclusive offers, you can make sure your customers keep coming back for more.

Lead qualification can help you find these contacts. By combining tagging, scoring, and segmentation you can pinpoint your most loyal and valuable customers. Then simply send a highly-targeted offer they find irresistible. Like the one below, sent by Airbnb to their contacts located in Gdansk, Poland.

 

Personalized Email Communication from Airbnb

Personalized email communication from Airbnb

 

You could also introduce a win-back campaign, to interest inactive contacts or past customers.

To find them, simply create a segment that updates automatically when a subscriber stops engaging with your content. When that happens, be sure to send them an enticing offer.

And remember, it can go beyond one email. Why not try combining your messages with remarketing campaigns via social media? Facebook pixel or Google AdWords can increase your odds of keeping your audience hooked.

 

How to do it in GetResponse:

Just use one of the ready-made marketing automation templates, and edit it to your liking.

In the Engagement and retention category, you’ll find:

  • List cleaning with tags and scores
  • Win back
  • Contact retargeting
  • Customer retargeting
  • Rewarding loyal contacts

The image below looks complicated, but I assure you it’s easy to get the hang of it.

 

Engagement and Retention Workflow

Engagement and retention workflow template

 

The workflow starts by identifying contacts with a specific tag and a scoring point below or equal to five.

The specific tag is one you assigned to people who signed up over a month ago but never made a single purchase. Let’s call that tag “inactive”.

Onto the scoring points: let’s say everyone who signed up to your list gets 20 points, and loses a point each time they don’t open an email. Eventually, some will end up with five or fewer points.

Now you’ve found the inactive contacts, you can send a win-back campaign.

If they don’t click your offer on the first day, you can send a second email.

If they still ignore it, the workflow removes them from the list.

But if they do click (considered ‘won back’), their “inactive” tag is removed and the workflow ends.

 

5. Abandoned cart

There are many reasons why customers abandon their online shopping carts so often . And while you can’t save every sale, even slightly reducing your abandonment rate can have a big impact on the growth of your ecommerce business.

How can you tackle this problem? One way is to run retargeting campaigns with emails or paid ads – or ideally combine both to cover as many customer touch points as possible.

Your aim is to remind shoppers they left something behind – and then compel them to complete their order.

I know, it’s easier said than done. Pam Neel’s article, Best Practices for Cart Abandonment Emails has some great strategies.

Want to run remarketing campaigns using Google AdWords? Check out this piece by our PPC Manager, Michal Borowczyk: How to Reach Your Audience With the New Adwords Customer Match .

What do cart abandonment campaigns look like? Take a look at the examples below from retailer brands, American Giant and Desigual, for some inspiration.

 

American Giant Cart Abandonment Email Series

Cart abandonment email from American Giant, focusing on lifetime warranty on their products

Desigual Cart Abandonment Email

Cart abandonment email from Desigual, using the fear of missing out tactic to increase their conversions

 

How to do it in GetResponse:

Once you’ve integrated your store with GetResponse, you can either create your own marketing automation workflow or use a pre-made template. We have an abandoned cart reminder and an abandoned cart series template you can use.

As you can see from the screenshot below, the logic behind it is pretty simple.

 

Cart Abandonment Workflow Template

Cart abandonment workflow template

 

First, an email is sent as soon as a cart is abandoned.

Next, check if the contact visits your chosen URL – such as a thank you page that’s only visible after they buy.

If they don’t, the system sends another message.  But if they do place an order, a special tag is added to identify them as a customer.

It’s that simple!

 

Use these workflows to make your business grow

I get it. Shifting from simple email campaigns to building marketing automation workflows can be a big leap.

Instead of just focusing on a single campaign, marketing automation is about looking further into the future and planning ahead of time.

You have to ask: What’s going to happen next? How should I react to my contacts’ activity? Should I bother tagging and scoring them?

Hopefully, I’ve highlighted how easy it is to apply marketing automation to your own campaigns – and make a big impact on your business growth.

So go on and explore the marketing automation templates in your GetResponse account. And stay tuned as we reveal more in the future!

The post 5 Marketing Automation Workflows to Skyrocket Your Ecommerce Conversions appeared first on GetResponse Blog – Online Marketing Tips .

Can Movies Impact Your Marketing Efforts?

Your marketing does not exist in a bubble. Your website, blog, store, business — everything is part of a wider world. Your customers don’t simply wake up, consume your content, then go back to sleep. They go out into the world and do stuff. They watch the news, go to the movies, have friends, get into debates, go to work, and consume other content. People give reviews of the newest movies, others create memes from particularly funny or awkward moments, and many re-watch their favorites time and time again.

So, it’s important, both when planning and creating your content, to be aware of the world around you. How are current events and entertainment going to impact your business and your marketing tactics? Can you take advantage of things like movies to grow your business without seeming like a shameless band wagoner?

 

Movies influence the world

All types of entertainment impact the world in some way, but movies are the king at it. When a major movie hits the silver screen, millions, if not billions, of people all have the experience of watching it. Whether they liked the movie or not, they all went through something they can share and talk about with others. Themes resonate with them, plots are remembered, and memories are created.

It’s because of the popularity of movies that they can have a massive impact on entire industries. For example, last year Stephen King’s It was released, a horror movie with a clown as the main antagonist. The movie created (or increased) fears people have for clowns, even the non-scary variety. The World Clown Association blames the movie for a rise in clown phobias and a steady drop in people hiring clowns.

On the flip side, Guardians of the Galaxy had a major impact on the sale of older music, especially in the form of the movie’s soundtrack. The official soundtrack went to the top of Billboard’s Top 200 and was a massive boost to the sale of older music.

 

Identifying impactful entertainment

Not all entertainment has a meaningful impact on the world. In fact, most entertainment does little to change the world or affect how people act. Not every show is Stranger Things causing a resurgence of interest in Dungeons and Dragons and not every documentary is Blackfin exposing Waterworld.

It becomes important though to identify early what movies are going to be massively popular, especially among your target markets. That way, you can properly take advantage of, or mitigate the damage from, any impactful movies. This means staying in touch with your target markets and doing research on what kind of entertainment they consume.

 

Mitigating the damages

It’s quite possible that a movie could negatively impact your business. Organizations across the globe have been hurt by movies, including clowns, beaches, governments, the police, and more. Entire towns and cities have gotten a bad reputation because of movies that accentuate their flaws and dangers.

So, let’s say a movie, quite possibly a horror film, paints your business in a bad light. The worst thing you could do is just ignore it and hope for the best. That leaves the movie’s narrative in the minds of consumers, with nothing to correct or change it. You must join the conversation started by the movie and steer people to a more reasonable state of mind. Treat it more like dealing with negative PR and turn it into a chance to market to consumers.

Produce content that ties into the movie, that conveys both a logical and emotional message that counters the movie. Logically, most people understand that there is little danger from what they saw in a horror movie, but they still feel scared. Depending on what emotion the film is using to hurt your industry, you need to combat it. Effective marketing needs to be emotional to change consumer’s impressions. Simply presenting a logical argument isn’t enough, you need to override their negative emotion with something positive.

 

Boosting your reach without cash grabbing

Another way movies impact the world is by creating conversations, and your business should be getting involved. You can increase your reach considerable by being a part of a movie’s hype/conversation and potentially make connections with your target markets.

The key to doing this though is to not come across as cash grabbing. In a sense, don’t try to talk about the movie while shamelessly plugging your product or service. If you want examples of this, go no further than the cash-grabbing date of May 4th, also known as Star Wars day.

May 4th, or also known as “May the 4th be with you” started as a day for fans to appreciate their favorite movie, but quickly businesses jumped on the bandwagon . Now, the day is filled with businesses promoting their products with Star Wars day sales, cheesy memes, and awkward attempts at being funny.

Instead of simply trying to tie your brand to that of the movie, try to create something unique that adds to the conversation. Make something people would want to share, not just have to scroll past on their feed. Ask questions that can start conversations about popular movies, like fan theories or favorite moments, and then respond back when people answer you.

Just make sure that the entertainment you talk about is something your target market actually enjoys. If your marketing is designed to be family friendly because of your audience, then don’t start talking about the newest Saw movie.

 

Don’t get too obsessed

Don’t let needing to be on top of the newest trend or media topic control your marketing. It’s important to understand how movies impact businesses, and how to sometimes use them for your advantage, but be independent of them. Too many businesses try to tie themselves to the newest movie or TV craze that their branding has little identity outside of it.

Stay focused on the best practices for your marketing and only include movies or entertainment when it becomes relevant or needed. That way, when you do bring up a movie on your company’s Twitter, it’s something fresh and new, not overkill. Match it to your branding and work on having it be natural. If it doesn’t make sense for your audience or business, don’t stress about it.

 

movies impact marketing

The post Can Movies Impact Your Marketing Efforts? appeared first on GetResponse Blog – Online Marketing Tips .

Refer 3 Friends to Become a Certified Marketer – for Free!

We’ve got another exciting update to share!

As you know, our referral program works like this: if you invite a friend who joins GetResponse as a paid customer, you and your friend get a $30 credit added to your account.

But now for something even bigger! If you invite 3 friends who sign up as paying customers, you’ll get a $199 voucher for any of our Digital Marketing Certification courses. So you can sharpen your skills and become a certified online marketer – for free!

 

How does the referral program work?

Invite 3 of your friends to join GetResponse. Once they buy an account, you can redeem your credits and get your free course voucher. We’ll contact you within 30 days to set you up on the course of your choice.

If you invited 3 or more friends to GetResponse as paid customers before this offer launched, you’ll need to invite at least 3 more to get the reward.

Also, note that you can only redeem one free course voucher with this exclusive offer.

Become a certified marketer for free – join the referral program

 

 

Ready to share the love?

Visit the Referral Program page and start inviting your friends. You can send invites by email, share them on social networks, or simply send your unique referral link directly to your friends.

Have any questions about our referral program? Check out our FAQs  to learn more.

Refer 3 Friends and Become a Certified Marketer for Free

The post Refer 3 Friends to Become a Certified Marketer – for Free! appeared first on GetResponse Blog – Online Marketing Tips .

20+ Automated Emails You Should Be Sending Today

Automated emails have become an essential part of any effective marketing campaign. Thanks to them, you can reach your audience exactly when they need it and when they are most likely to convert.

If you’re considering making them a part of your own marketing campaigns, then you’ll want to consider bookmarking this post, and keep coming back for more ideas.


[Editor’s note: This article’s been last updated in February, 2018]

What are automated emails?

Just like your out-of-office replies, email marketing campaigns don’t have to be sent manually. Using autoresponders and marketing automation workflows allows you to send them in specific time intervals or in response to your customer’s actions.

Automated emails can be sent as an individual message or as a part of a larger email drip campaign. For example, when onboarding new customers, instead of sending just one email, you could send them a whole series, guiding them one step at a time through the ins and outs of your product.

Once you set a condition for when the email is to reach your subscribers, you can just hit the publish button. From now on, every time your customer meets a certain condition, they will get your pre-written email.

[Want to know how your email and marketing automation campaigns stack up against your competitors? Check out the all new Email Marketing Benchmarks report.]

 

Lead Nurturing Marketing Automation Workflow Example

Workflow example showing how you can nurture new leads using marketing automation

 

Different types of automated emails

How you’re going to communicate with your audience depends on many factors. Your industry, target audience, your campaign objectives — these and other elements will affect the way you should be contacting your leads and existing customers for best results.

To make your life as a marketer easier, we’ve made a list of 20+ types of automated emails with examples that you can use for your own marketing campaigns.

And if they seem interesting, but you’re not sure how to go about starting your first marketing automation program, read this guide on Marketing Automation Basics . It will show you in detail everything you need to consider before jumping in at the deep end with triggered campaigns.

 

      1. Thank you email

        As a marketer, you constantly ask your subscribers to do something for you. Sign up for a newsletter, download an ebook, fill out a survey – does that sound familiar?

        Now let’s imagine the same scenario in the offline world. If you kept asking someone to do something for you, the least you could do is say thanks, if not return the favor. It’s simple.

        The best thing is, it’s not so difficult to do it online either. All you have to do is to send an automated email right after they perform an action. To make the message even sweeter, you can also add a discount code, store credit, or free delivery – they’ll know it was all worth it!

         

        Automated thank you email for Google Maps users

        “Thank you for sharing your photos” triggered email sent to Google Maps users

         

        Automated thank you email from Return Path

        “Thanks for showing interest in 2016 Deliverability Benchmark Report” email with a download link from Return Path

         

      2. Welcome emails

        Let’s assume that you’re organizing a dinner party. What would you do if someone responded to your invitation and arrived at your door? Most likely, you’d greet them and show them around.

        Although your newsletter subscription may feel less like a party and more like a business meeting, it doesn’t mean you should throw away your good manners. Thank them for signing up, welcome them to the subscription , perhaps even let them know how frequently they’ll be hearing from you, and what kind of topics you’ll be discussing.

        Make them feel special and let them know how much the fact that they’ve decided to stay in touch means to you. You can also follow what Coursera did in their welcome email, and tell your new users what they should do now, pointing them to the most important pages.

         

        Coursera newsletter welcoming new email subscribers

        A welcome email by Coursera, pointing new users to the most important links

         

        Tommy Hilfiger welcome email newsletter

        Tommy Hilfiger welcoming their new email subscribers

         

        And if you need more inspiration, this article will be of use – 7 Welcome Emails That Set the Standard .

         

      3. Meet the team

        Sometimes you’ll want to really connect with your audience. Not on a business-to-customer or business-to-business level, but on a human-to-human level. Introducing your team and the people behind your brand can help you with that.

        A “meet the team” email can be a good way to start the conversation on the right foot. You can use it when contacting your employees in your internal newsletter , or when trying to convince your regular subscribers to support your cause.

        Emails like this are great as they prove that there’s a human being that’s sitting behind the brand. He or she is trying their best to deliver value to you, but may sometimes make an error or need help from you. And it’s easier to ask for a favor if they know you in person. Below you can see a good example of a welcome email that introduces the team behind the company called Andrew and Pete .

        Or if you think you can go slightly more crazy, just link to your Meet the Team Page, like the one made by Wistia . *Hint* Make sure you click Partytime link at the bottom

         

        Meet Andrew and Pete – an automated welcome email presenting the team

        A welcome email by Andrew and Pete introducing themselves and letting users know what they’ll be talking about in future emails

         

      4. Download the app and stay up to date

        Whether you’re running an online store, news website, or SaaS platform, you will want your customers to keep coming back for more. Is there a better way to do it than letting them know “there is an app for that”?

        Let your fans know that they can access all their favorite information and products even when they’re commuting and killing time on their smartphone. If you can’t offer them an app, just make sure your website is mobile-optimized and that your audience knows that their experience will be just as great on a mobile device.

        This type of email fits in well with an onboarding series when your new users are just starting to get familiar with your offer. On top of that, it’s also worth reminding those who haven’t used the app just yet, every once in a while. After all, you want them to interact with your brand as much as possible.

         

        Nike automated email promoting their app to access favorite information on the go

        Nike promoting its app for customers to access all their favorite brand information on the go

         

      5. Your order is on its way

        Order and transaction confirmation emails are popular among ecommerce businesses. But anything else related to the product that’s been ordered – not so much.

        Customers who are waiting for their package to be delivered are most probably feeling excited and sometimes even a bit nervous. If you can provide them with useful content, e.g. on how to best use the product, how to take care of it, what to wear with it, how to exchange it, and so on, you can make their wait ever more exciting. Just like looking forward to unwrapping presents on Christmas morning 😉

        Tell them why they’ve made a good decision, what others have said about their shopping experience, and let them join the discussion on social platforms, too. That’s how true brand communities are built.

         

      6. Tell us what you think

        If you ever wanted to find out something new about your target audience, who would you ask first? Your customer support team, your sales team, or maybe marketing folks? Why not go straight to the source and just talk to your customers?

        If you want to learn more about your audience , just sit down and have a chat with them. Send them email autoresponder with a survey, or ask them to reply to your message. This way you can quickly find out about their needs, struggles, preferences, goals, and will be able to improve your product and communication program.

        As you can see from the two examples below, clothing brands such as Timberland and Adidas seem to have found value in knowing their customers’ views.

         

        Survey email from Indiegogo

        An automated newsletter from Indiegogo asking their newsletter subscribers for an opinion

         

        Adidas surveying and asking their users for feedback

        Why not ask your new subscribers to tell you something about themselves? What sports do they like the most? What are their objectives? Just like Adidas did in their email.

         

      7. Product review emails

        Marketing isn’t only about selling. It’s about anticipating and satisfying customer needs. Profits come afterwards.

        You shouldn’t only care about your audience up to the moment they place their order, and forget them afterwards. Instead, you should stay in touch with them even after they’ve already received the product, and had a chance to give it a go.

        If you want to build authentic relationships, you’ll want to ask them how happy they are with what they’ve ordered. What their initial reaction was and whether it’s changed over time. Only then you can really say that you care about their opinion and that you’ll use this to make your products even better.

        Asking for product reviews has another advantage. You can use the information you’ve gathered to make your marketing messages even more convincing. Because social proof works wonders!

         

        Expedia asking users to rate their service

        Email autoresponder asking for feedback about recent experience from Expedia

         

      8. Here are our best-rated products

        Showing your best-rated products has many advantages. For one, it’s great for persuading new leads into making their first purchase and starting the conversation on the right foot. It’s also useful for finding out what product categories they’re interested in to use this information in the future.

        This type of email can be used at different stages of the customer journey. Either at the beginning – when they’re still thinking whether they should order something from you – or much later – when they’ve decided it’s about time they’ve purchased something new for themselves or their close ones.

        Emails using customer rating are also making use of what we’ve mentioned above when discussing social proof. Given that 88% customers trust online reviews as much as they do personal recommendations, it’s only natural that you’ll want to use them in your communication to make it more effective.

        Best selling products from United Colors of Benetton

        Product best sellers from United Colors of Benetton

         

        Best selling products from Timberland

        Using witty humor in the email subject line and header image by Timberland

         

      9. Recommendations

        The whole point of modern marketing is to deliver value and present relevant offers to your audience. That means products or services that not only solve their problems but also ones that they want to associate themselves with.

        If you really want to deliver value to your customers, you have to pay close attention to how they interact with your brand. What products they look at when browsing the website, which ones they order and are happy with. You need to connect the dots and make recommendations that are tailored to their needs, according to what you’ve managed to observe.

        Instead of making your users browse your website for inspiration, show them what they may instantly fall in love with. Saving their time with recommendation emails will mean they’ll have more time to spend with their friends and family, and that’s true value that not many can offer.

         

        Product recommendations in newsletter from Amazon

        Email newsletter with recommendations regarding recently searched products by Amazon

         

      10. Blog updates

        If you’re interested in content marketing or ecommerce, it’s likely that you’re going to have a blog. Not just for the sake of writing blog posts, but to attract new audience to your site. If you manage to answer the question they keep asking, and solve problems they tend to encounter, the chances are you’ll do well.

        If you’re going to run a blog, be it to talk about product updates or topics that your customers will find useful, you should also make sure to send automated blog (rss emails) updates to your mailing list.

        Why? you may wonder. Because it’s your existing fans that should be the ones who get to access your articles first. This way they’ll get the benefit of being the first ones to see your new offers and you’ll be able to see how the audience responds to it. It’s a win-win situation, and if you communicate this benefit well enough, many more will want to be on your mailing list.

         

      11. Webinar invitations

        One of the best tactics to build authentic relationships with your customers are online webinars. They help you build credibility, authority, and best of all – show your audience that your business aims to help them, not just sell to them.

        The success of your webinar marketing efforts will often be directly connected to the number of users who registered for your event. To make sure you attract the largest possible audience, you’ll want to use all the different marketing channels and tactics available, including paid advertising and email marketing.

        Emails are particularly useful when organizing webinars , because you can send them automatically to anyone that may be interested in attending your presentation. Whether you’re running a weekly education webinar, or a monthly meet-up to discuss more advanced topics, automated webinar invitations will be your friend.

        Another thing that’s good about webinar or product-demo invitations is that your prospects will finally get familiar with your offer. They may have been postponing this process until now, but you’re showing them a valid reason not to. And if they don’t want to do the dirty work themselves, they can just listen to the presentation and try out the product later.

         

        GetResponse webinar invitation

        How we invited our guests to Jamie Turner’s webinar about B2B consumer behavior secrets

         

      12. Event reminders

        Simply inviting your followers to the event isn’t going to cut it, if you really want them to convert. Just like in everyday life, it doesn’t hurt to send an automatic reminder that will let them know the event is about to start and explain how they can quickly access it.

        Send an email a few days ahead if the event is offline, and on the same day if it’s happening online. Make sure that they reserve the time to have a chat with you and ask any questions they may have on their minds. Once they receive something truly valuable from you, the chances of them doing business with your company will increase significantly.

         

      13. Reactivation emails

        Even if it’s something important to them, people often lose track of the things they start. They stop jogging, eating healthy, or watching their favorite TV series.

        The same goes for following their beloved brands. They may as well be still fans, but things just turned out the way they did, and they stopped visiting your website or reading your emails. No hard feelings.

        Having said that, it doesn’t mean you just need to accept this fact. You can do something about it – run a reengagement campaign . Send an email every time someone stops opening your messages for a particular period of time. Remind them why they’ve signed up in the first place and reward them with a special incentive that will steal their hearts once again.

        Reactivation email from Udemy

        How udemy reactivates their email subscribers

         

      14. Your discount code will soon expire

        Most ecommerce businesses try to win their customers using discount codes. Their business value is undeniable.

        There is, however, a problem with discount codes, coupons, and other similar incentives. If they’re used too frequently, they will not only cut your margins short but also desensitize your audience. Sometimes to the point that some of your customers won’t buy from you when shown a regular price because they’ll know that another sale will probably take place in the near future.

        That’s why you have to use coupons wisely. If they are meant to be valuable, they can’t be handed around like leaflets or take-away menus from your local pizza place. That’s why you should not only offer them less frequently but also remind your users when the code’s expiration date gets near. Let them know their chance of using it is getting slimmer, and if they want to get the best deals, they’ll want to act quickly.

         

      15. Content follow-ups after someone visits your site

        Marketing automation involves tracking your audience and making the right use of data. Sometimes it can be overwhelming, but there are times when a simple solution can deliver high results.

        As you can learn from this case study , one of such tactics includes tracking the website behavior of your subscribers. If you can see that they visit particular pages, e.g. one that is related to your product features, you can follow up with them with a message that is directly related to this topic.

        There are a number of ways to use this approach. You can get your sales team to automatically reach out when a free-trial user visits your pricing page. Or maybe send a case study when they’ve looked at the list of the tools you offer? Just give it a try, you’ll see that relevant triggered messages deliver great value and great business results at the same time.

         

      16. Post-event follow-up

        After you’ve run an event or a conference, you’re probably thinking about finally being able to kick back and relax. If you’ve ever worked in sales, you know it’s not the time to do that. You have to be at the top of your game, following up with everyone that took their time to join you.

        Some of this work can be done automatically. An automated post-event follow-up message can say everything that’s currently on your mind, and deliver it while the feeling is fresh. A thank-you message, a demo offer, a report you’ve promised, or a question about the experience your audience had – these are great conversation starters.

        Best of all, this type of communication isn’t intrusive. If someone wants to reply to you, either because they are interested in doing business together or just want to ask a question, they’ll be happy to do it.

         

      17. Birthday and anniversary emails

        In today’s world, birthday = presents. Even if you have a more pragmatic approach towards money, chances are you still enjoy receiving gifts.

        Even if we’re not happy about the number that’s stated on our ID, we kind of expect that we will be given something nice. Be it from our family, friends, or even ourselves. That’s right. When we’re in a birthday or any other type of anniversary mood, we often say to ourselves: I think I deserve it, I should get it.

        What marketers can do about this is to make this process easier and drive their customers’ attention to their offer. For example, by sending them a happy birthday message, that’s all about wishing them all the best and offering them a sweet incentive, so that they can indulge themselves by shopping with you.

        All you have to do is collect your subscribers’ birthdays and set a rule to automatically send a message. Put in a special deal and nice copy, and show them the products they’ve been longing for.

        Converse happy birthday email offering a special discount code

        Converse wishing their subscriber a happy birthday and offering an additional 20%-off discount code

         

      18. Cart abandonment emails

        Over 68% of all online shopping carts are abandoned, according to a study by SaleCycle . It’s a serious problem for most ecommerce businesses, but not something they can’t try to fix.

        Other than using retargeting, you can retrieve abandoned carts using so-called cart abandonment emails. These are the messages that are sent automatically shortly after someone leaves your website without placing an order. Acting as a reminder, they can improve your conversion rate, especially if your customers were genuinely interested in the offer.

        Cart abandonment emails work well because they are both timely and relevant. If you want them to have an even stronger impact, you can also add free delivery or a discount code to one of such messages, and you’ll see that some of your customers will be happy to return.

        If you want to implement cart abandonment emails in your own campaigns, then you should read this article by Pam Neely . It covers the best practices and shows some great examples of effective newsletters that will help you retrieve your lost sales.

         

        Cart abandonment email from Timberland

        An automated email sent by Timberland aiming to get their customers to finish the purchase

         

      19. Thanks for trying us out

        Let’s consider you’re running an online course that offers a free trial allowing people to give it a go without any obligations. During the course, you’ll probably be sending a few messages, trying to convince them to upgrade their account. But what happens to those whose subscription runs out before they make up their mind?

        The most obvious answer is that you reach out to them. Present them with a final offer (e.g. with an additional 10% discount, if they make a decision within the next 24 hours) or ask them to answer a few questions about the product — what went well, what went wrong, what they’d like more.

        You’ll see that those last-resort offers will not only add value and teach you about your customers, but also generate additional profits you won’t want to ignore.

         

        Survey email from Bigcommerce

        Bigcommerce email asking their users to leave an opinion about why they didn’t upgrade their free trial

         

      20. Upselling messages

        Marketers always want more. They want their users to purchase more often, put more products in their baskets, and spend more when they’re placing their order. It’s not surprising, though, since we’re all striving for a higher ROI.

        One successful tactic that can help you deliver higher results is called upselling. It’s most often done through the use of additional elements appearing on the landing page, but it can also be used in your emails. All you have to do is to send them at the right time.

        Upselling emails are popular among accommodations sites such as Booking.com or Airbnb. Their aim is to convince subscribers to spend more on their service. They can do so e.g. either by getting the customers to stay longer at a given hotel or book a more expensive room. This way their commission is bigger, and the users get a chance to have a slightly longer holiday.

         

      21. Join the community

        There’s nothing better than a loving, devoted, and loyal customer. A real brand advocate. But those don’t grow on trees, I’m afraid. You need to find them yourself.

        To get your users hooked on your product, you’ll want them to spend as much time as possible being exposed to your brand. You’ll want to reach them through all the possible channels and means.

        Increasing the number of consumer touch points is a solid approach that can make your marketing campaigns more effective. One way to do this is to invite your subscribers to not only visit your site, but also join you on other platforms — e.g. Twitter, Facebook, Pinterest, or Instagram.

        Invite them to become part of your community and get them to not only purchase your products but also become parts of your brand community.

        Who knows, maybe they’ll be as loyal as these Harley Davidson fans, from my personal all-time favorite ad.

         

      22. Wish list update

        If you’re running an ecommerce business, then you’ve probably heard of wish lists. If not, then let me quickly explain what these are.

        Wish lists are collections of products that have been saved by your customers to their user accounts.

        Now let’s consider this: why would anyone add a product to a wish list and not buy the product straight away?

        One reason could be because they are still deciding whether or not they should place the order. Another one is that the product is currently out of stock. Or the customer already knows that they want to buy the product but the current price is more than they’re willing to pay.

        So what could you do if your store offered a wish list?

        Why of course, use it to reduce the shopping cart abandonment rate and increase sales.

        How? By sending an email to your audience, every time one of the following happens:

        • The product is back in supply
        • The product is on sale
        • The product is almost sold out

        But that’s not all.

        You can make contact just to remind them about the product they’ve previously added to their wish list, simply to check if they’re still interested.

        To make your email even more effective, offer some recommendations based on the type of product they want to buy or what others have bought in addition to it.

         

      23. Replenishment emails

        Different products have different life spans. Some of them are more durable and last for years while others, e.g. fast-moving consumer goods such as cosmetics, use up pretty quickly.

        If the products you’re selling need to be replaced every few weeks or months, the so-called replenishment emails can help you generate more repeat sales, without taking much of your time.

        As the name implies, replenishment emails can be sent to people who have likely already used up the products they’ve purchased from you or are about to run out. To help them out, and yourself in the process too, you can contact them with a kind reminder that they might be interested in re-stocking their favorite product.

        This approach has two clear benefits.

        One is helping your customers avoid a problem of running out of the product. Which we all know can sometimes be problematic. For example, on Christmas day, when all shops are closed, and you’re out of baby formula. Trust me, I’ve been there. You’d rather avoid that.

        Another one is avoiding the problem of losing customers who will go to their local store to re-supply. Even if it means that they’ll have to spend more, they’re often prepared to do so to quickly fix the problem.

        So what you need to do is analyze the products that you’re selling and figure out how long it takes to use them up.

        Then just use triggered emails to remind your customers that it’s about time they ordered their favorite products.

         

      24. Activity update

        Attracting new customers is important for any growing business. But in the case of social networks, apps, and SaaS platforms in particular, it’s not enough just to grow the user base. What’s truly important is how many of these users return on a daily, weekly, or monthly basis.

        One way to convince people to keep coming back is to update them:

        • On their performance
        • On their peers’ activities
        • On what’s new in the platform

        Of course, for this to work you have to be creative.

        If you just follow the same pattern more than a few times, without offering any real value, the recipients of your emails will become desensitized to your communication.

        So before you jump in and try to use the same template repeatedly, do some thinking. Two brands you might want to look at, who I believe are doing activity update emails pretty well, are Grammarly and Endomondo.

        Below you’ll see two examples of how they communicate with their audience.

        Endomondo Monthly Activity Update

        Endomondo monthly activity update email with calories burned and time spent on training

        Grammarly Weekly Writing Update

        Weekly update from Grammarly with information on your productivity and writing accurateness

         

      25. Account expiration

        Offering a service that needs to be renewed? Then account expiration emails are a must if you want to spike up those conversions.

        It may sound counterintuitive at first, but people often don’t act the way you want them to, until they perceive the risk of losing something they value.

        People procrastrinate. That’s why they’ll postpone the renewal of their subscription or upgrade their free account to the very last minute.

        Needless to say, if you want more conversions, you’ll want to address that. Send a triggered email some time before their account’s about to expire and emphasize the reasons why it’s worth to renew it sooner than later.

        This is just one way psychology helps marketers increase the conversion rates of their campaigns. But there are of course more.

        If you want to research this topic further, then check out this great ebook that helps to marry marketing and psychology – Think Like Your Audience: 9 Conversion Triggers in Email .

        Gearbest Bonus Points Expiration Email

        Gearbest newsletter informing about the expiration date of the recipients bonus points

         

      26. Shipping information

        Branding has never been more important. Offering the lowest price is only a good strategy if you have a large scale that’ll help you outweigh operating at a low margin. Otherwise, you’re better off if you invest in customer experience and branding.

        So what does a transactional email with shipping information have to do with this? A lot.

        Picture this scenario.

        Every couple of months I have to buy toner for my printer. I always order it from the same site, as it offers the best value for my money. The problem is, their brand name doesn’t stand out. I can never remember it.

        So to find the site I’ve repeatedly ordered from, I have to dig into my Gmail account.
        But there’s yet another problem. Most of the emails about my order don’t even come from the brand itself. Instead, it’s mostly shipping information from the package delivery service.

        Eventually, I find the site’s name by typing in the exact printer code name in my Gmail search…

        This is not ideal, to say the least. Most people aren’t as determined as I am, when it comes to buying toners. Or any other product for that matter.

        What could they be doing differently? For example, provide all the shipping and tracking information themselves. Make sure that they contact me first, and that I’ll remember them.

        Of course, that’s only the first step. But a crucial one.

        Combine that with a thank you email or a whole onboarding campaign I’ve mentioned above, and you’re off to a good start.

        As for examples, MVMT provides a great one, as per usual.

        MVMT Shipment Tracking Information

        MVMT email providing tracking information and promoting their social media account

         

         

Your next step

You’ve just seen over 20 ideas for an automated email campaign that can be used by businesses across various industries. Now is the time for you to act. Go through your own communications, analyze what you’ve been doing well and what needs to be updated. Take this list as an inspiration for your future campaigns, and make use of marketing automation to send timely and relevant emails that your audience will appreciate.

Now that we’re at it, chances are that you’ve had the chance to use some of these types of emails in your campaigns. How did they work out for you? Do they help you build stronger relationships with your audience? Let me know in the comments and share your ideas with other readers.

The post 20+ Automated Emails You Should Be Sending Today appeared first on GetResponse Blog – Online Marketing Tips .

Try the New CRM Calendar to Track Your Daily Sales

Our CRM team hit the ground running this year, and I’m thrilled to announce an exciting new feature: the CRM calendar . It’s so much more than a simple way to track tasks. Let me show you why…

 

Why use the CRM calendar?

Sure, you can just use the CRM to store and manage your customer data. But it’s far more powerful than that, because you can also use that data to keep in touch with your prospects in real time – and close more sales. After all, every marketing expert knows the key to success is sending the right message at the right time, to the right people.

The CRM Calendar can also keep you on track with your deadlines, by connecting with all communication channels in the GetResponse platform. So now your CRM data seamlessly integrates with your messages.

You can also set up reminders, so you know when to either convert a deal into a paying customer, or send a contact further along the sales funnel. The calendar will also make sure you don’t miss the ideal time to drive customer engagement.

What’s more, you can use the calendar to track your open tasks for each day. It’s a great way to stay disciplined and get things done on time.

 

What’s in the first release?

You can now manage your entire to-do list from one place, saving toggling time. So you won’t miss the perfect moment to get in touch with your deals.

You can quickly and easily see all the month’s saved action reminders on one page. The day cells show planned actions for each date, with different icons to identify different tasks. For example: a phone call, email message, or meeting – or your own custom reminder. Events are listed chronologically.

 

CRM Calendar View

 

You can view each day’s schedule by clicking the agenda on the left-hand side of the calendar. All reminders in the calendar and agenda are clickable. Each action also has a ‘tool tip’ window, summarizing all the information in the reminder – so you can easily find the person to contact.

 

CRM Calendar View Lead Reminder

 

You’ll also see the pipeline each deal is in, as well as its value and the account manager. Just click the deal’s email address to view or edit the details.

 

What’s coming next in CRM?

There are exciting updates on the horizon. Soon you’ll also be able to save reminders unrelated to deals, and even import reminders from other tools like Google Calendar.

Stay tuned, because in a few days we’ll reveal the first use case!

 

Try the New CRM Calendar to Track Your Daily Sales

The post Try the New CRM Calendar to Track Your Daily Sales appeared first on GetResponse Blog – Online Marketing Tips .

NEW: Inbound Sales Certification Program

Have you taken any of our online courses in the GetResponse Digital Marketing Certification program? If you have, then your LinkedIn profile is probably boasting a brand new certificate, and headhunters keep sending you irresistible job offers. At least we hope so!

Today, we’re announcing the latest addition to the program: the new Inbound Sales certification course.

Here’s why you should be the first to take it!

 

Inbound sales, the ultimate lead generation machine

Inbound sales is all about creating a complete buyer journey experience. From email marketing and marketing automation, to webinars, SEO, and PPC, to social media, our experts will teach you how to build that one effective customer lifecycle strategy. So if you look for new ways to generate leads and convert them into loyal customers, look no further.

In this course, you’ll learn how to:

  • Define your ideal buyer profile.
  • Generate leads with multi-channel marketing.
  • Move qualified leads through the sales funnel.
  • Use CRM and emails to close sales.
  • Build retention programs to get more conversions.

 

Inbound Sales – Become a certified inbound sales expert

 

But that’s not all! To build this innovative program, we asked our best experts for help, including the GetResponse Head of SEO, Email Marketing and Content Marketing Managers, and an internationally recognized speaker, Jamie Turner.

Wait, Jamie Turner contributed to the program?

Yes! Jamie spent the past several decades showing clients such as AT&T, CNN, Coca-Cola and Holiday Inn how to get more “R” from their marketing ROI. He now works with small and medium businesses to improve the results of their campaigns. Plus, he helped us build the Inbound Sales program that’s tailored to their needs.

Here’s what you’ll find inside this course:

  • 10 teachers
  • 19 lessons
  • 146 minutes of training
  • 1 industry-recognized certificate

 

Why get certified?

A certificate proving you know how to plan, launch, and track highly-targeted lead generation campaigns is a valuable career asset that’s worth showing off. But you get more than that!

Once certified, you can showcase your services on the GetResponse Marketplace , entirely free. We’ll also invite you to our top secret community for certified experts who want to stay in touch.

Inbound Sales Certificate – GetResponse Digital Marketing Certification Program

So, ready to dive in?

Take the course and become a certified inbound sales expert today!

 

Inbound Sales Certification Program

The post NEW: Inbound Sales Certification Program appeared first on GetResponse Blog – Online Marketing Tips .

Want More Webinar Signups? Try our New Landing Pages Feature!

At GetResponse, we’re always busy tweaking the tools you need to build, grow, and scale your business. And we know you’re focused on getting more leads. After all, last year around 85,000 new contacts signed up to our customers’ lists every day.

Webinars played a big part in that growth, proving to be a powerful lead generation tool. But we know preparing for webinars isn’t always easy. That’s why it’s a good idea to build a landing page to promote your webinar, and outline the topic, speaker, and key takeaways.

To make this even easier – and help you get more webinar attendees – we’ve added a brand new feature to our landing pages.

Visitors to your landing page can now sign up directly to your webinar, without any extra steps.

 

How to use webinars with landing pages

Step 1. It’s super simple. Start by setting up a webinar inside your GetResponse account.

 

GetResponse Webinar Setup Settings

 

Step 2. Then go to the Landing Pages creator, and choose your favorite webinar template.

[You can also choose any other template or even create one from scratch. In such case, you’ll just have to drag and drop the camera icon onto the page to add the signup form.]

 

GetResponse Landing Page Templates

 

All our templates have been revamped to make it even easier to get started.

Step 3. Next, you’ll need to choose a webinar to link the landing page to.

 

Linking Landing Page with Webinars

 

You can use this feature if you have webinars enabled in your GetResponse account.

Step 4. Your webinar signup form will now appear on the landing page.

 

Webinar Signup on a Landing Page

 

And of course, you can place it anywhere on the page.

 

Your turn

Stay tuned – we have another exciting landing page feature on the way!

Until then, you can join the conversation in our Landing Page Experts Facebook group and share your experience with our growing community.

 

The post Want More Webinar Signups? Try our New Landing Pages Feature! appeared first on GetResponse Blog – Online Marketing Tips .

Why Retention Emails Are Equally Important as Sales Emails

If you work in marketing or sales, you probably spend a lot of time thinking about using email marketing to acquire customers — watching engagement stats, A/B testing content, and planning campaign after campaign to convert.

What’s your best conversion rate on those campaigns? Ten percent? A little lower? Maybe a bit higher?

If there was a secret to converting your email campaigns at 30 percent or higher, would you want to know what it is? The answer is in your audience — and it’s a list you already have right in your CRM.

Here’s why you should be emailing your current customers just as much, if not more, than your prospects.

 

Why customer retention is important

Repeats beat first-timers

After making a purchase, a customer has a 27 percent chance of buying from you again. If they make a second and third purchase, they have a 54 percent chance of making another purchase.

These statistics showcase the importance of measuring customer lifetime value (CLV) — the projected revenue a customer will generate over their lifetime. Typically, the longer a customer sticks around, the more profit potential they have because the initial costs of conversion get smaller and smaller in comparison to spend.

However, in order to get the most out of CLV, you need to retain, upsell, and cross-sell your customers. In order do that in a world of increasing noise and competition, you have to stay top-of-mind. And email is still the top way in which most people would like to be reached.

When creating customer retention emails that keep you relevant, you have to remember it’s not about selling. It’s about providing value. Share information, tell a story, offer exclusives, brighten a day — when you show up with value in your customers’ inboxes, they’ll shop back up in your “checkout” line.

 

Referrals lower acquisitions costs

Each time a customer makes a purchase, they are becoming more comfortable with you and are therefore more willing to refer you onto someone else. After 10 purchases , customers refer 50 percent more people to a business than a one-time purchaser. Repeat customers can actually increase profitability not only by making more purchases but by attracting more clients through word of mouth. It’s nearly free marketing — the only cost is retention.

The key to retaining your customers in a way that encourages them to refer is to make them feel like they are part of your brand’s family. And families stay in touch. By emailing your customers with timely, relevant content on a regular basis you’re continuing to build your importance in their lives. You’ll make more sales and be the first product or service that comes to mind when a real-life friend or family member asks for a recommendation.

 

Customers are your best data points

If you want to learn how to convert your prospects, look no further than your current customers. That they’ve already taken the leap speaks to the fact that you did something right and through your long-term relationship you can get to know them better than you will ever know your leads.

Use your retention emails to gather data on your customers and build buyer personas and customer journeys that you can then use to inform your acquisition efforts.

 

7 retention email ideas to get you started

If you’re not sure where to start with customer retention campaigns, here are a few inspirational emails.

  1. Exclusives: A preview of a new product, a VIP-only event invitation, or a special sale all make customers feel “in” and valued.

     
    Exclusive email offer

  2. Requests: Being asked for our opinion triggers neurochemicals associated with satisfaction and empathy. Ask your customer for feedback to make them feel good and get valuable data.

     
    Survey Email

  3. Gamification: Another trigger of happy neurochemicals are games – as the recent gamification software craze has shown for both employees and customers. Reward your customers for engaging with your brand and they’ll want to do more.

     
    Tumblr Gamification Email

  4. Training: Continue to educate your customers on your product. The more they understand and gain value from your features, the longer they’ll stick around.

     
    Quickbooks Onboarding Email

  5. Referral rewards: Happy customers are naturally great referrers, but that doesn’t mean they don’t benefit from an extra push.

     
    Acorns Referral Program Email

  6. Just-for-fun: Your friends and family send you birthday and holiday greetings. Show up for special occasions in your customers’ inboxes. (This one from Southwest linked to fun videos .)

     
    Southwest Fun Birthday Email Marketing Campaign

  7. Engagement reports: You’ll see “year in review” features on many social media tools like Facebook and Instagram, which are a good indicator that this type of information works for engagement. Celebrate your customer’s anniversary and don’t skimp on the details.

     
    Lyft Email Report for 2016

Curious about what other types of emails you could be sending? Check out this article and get inspired – 20+ Automated Emails You Should Be Sending Today .

If you spend as much time working on customer retention as you do on customer retention, you will be amazed at the results.

It is 5-10 times more expensive to acquire a new customer than it is to retain an existing one. By increasing your retention rate with email campaigns, you’ll see a better ROI from every single customer you sign up, more referrals, and better insights into growing your customer base.

 
Why Retention Emails Are Equally Important as Sales Emails

The post Why Retention Emails Are Equally Important as Sales Emails appeared first on GetResponse Blog – Online Marketing Tips .