How to Create a Google My Business Profile


Picture: You’ve been working all day without a break.

You eventually get off work and realize that you’re so hungry, you’re upset; it’so-called hangry.

Those hangry rumblings make you want to find the nearest restaurant, so that you can fill yourself up.

Where do you turn?

Most likely you’ll turn to Google, and then a Google My Business listing, on your smartphone to find a close restaurant with great reviews and some yummy photos. 

Now imagine you own that restaurant. You just scored a new client! 

According to Google, every month there are over five billion searches for restaurants, three billion searches for hotels, one billion searches for clothing stores, and another 600 million searches for beauty and hair salons.

As a marketer, it’s your job to turn those searches into new customers.  When prospects are looking for a particular solution, service or type of business, Google My Business helps them readily connect on both Google Search and Maps.

What is Google My Business?

Google My Business is a free tool which enables small business owners (and nonprofits) to promote their business information on Google Search and Maps. With Google My Business, you can connect with your customers, post updates to your business profile, and see how customers are interacting with your company on Google.

Instance of a Google My Business profile list

Consider Google My Business like your own piece of property on Google local. When clients find themselves in a moment of need (also called a micro-moment) they turn to Google search to satisfy that need as fast as possible.

For those who have a Google My Business profile, then the potential customer might very well find and contact your business to fulfill that need.

It’s important to remember that Google My Business doesn’t replace your website; rather, it’s a complementary advertising profile to help drive more eyes on your own site. 

Google My Business features give you the ability to attract, engage, and convert customers. With a verified Google My Business profile, you can:

  • Connect with clients via phone calls, messaging, or responding to reviews
  • See how customers interact and connect with your brand on Google
  • Feature products, photographs, or menu items right on Google

Before you can do anything, you need to create a Google My Business profile, so let’s walk through the process.  Note: This is the same process you’d follow if a listing already exists for your company and you clicked on the”Own this business?” Link within the listing.

How to make a Google My Business profile

Now you understand the marketing potential that Google My Business provides, but how can you make a new profile? Below are nine steps to creating a Google My Business profile. If you’re a visual learner, I’ve made this handy video to guide you along the way. 

For people who like to read directions, follow the procedure below to build out your company profile.

Step 1:  Start by visiting

Be sure to bookmark this speech, as you’ll need it to access your Google My Business profile in the future. 

Step 2:  Log in with your Google account

If you don’t have a Google account, visit You’ll be able to create a free account with any email address.

Step 3: Enter your business name

Be sure that you spell your name correctly and use Title Case (where you capitalize the first letter of every word.) This is the first impression for a customer, and you want to be certain it’s a positive experience. 

Step 4: Enter your business address

This screen is where you’ll enter your company address, so Google can confirm that your company exists. This cannot be a post office box or mailbox in a storefront like Postal Annex or UPS Store. You may also only have one company per residence.

Step 5: Choose whether you’re a storefront or a service supplier

This ’s where you choose whether you want customers to go to your storefront or if you work at home or would like your clients don’t visit your office, you may select a mile radius around your company, a specific state or city, or a group of zip codes. 

Step 6:  Pick your Main business category

Choosing your main category is essential as it dictates where and when you will show up on Google searches. Google is all about value, so if a potential customer searches for “Italian Restaurant” but you’re a pizza place, then you might not show up. If the customer searches for “Best pizza near me,” then you’d have a much better prospect of your business profile showing up in the search results. 

Step 7: Insert your phone number and website

Both phone calls and site clicks are tracked by Google My Business, so ensure that your information is right here. 

Step 8: Verify your local listing (probably with a postcard)

According to Google, to manage your business information in Maps, Search, along with other Google properties, you must verify your business listing. The verification procedure helps Google make sure your enterprise information is accurate and that only you, the company owner or manager, has access to it.

Step 9: Finish populating your Google My Business profile

I’ll talk more about optimizing your Google My Business profile in another installment of our Google My Business series. 

Putting it all together

Envision a brand new customer coming into your shop and telling you they found you on Google. They found YOU. Now, stop imagining because it’s all potential with Google My Business. Take advantage of this free tool brought to you by Google, so you can start attracting, engaging, and converting new customers straight away. 

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The article How to Create a Google My Business Profile appeared first on Constant Contact Blogs.

Quickly Understand Email Performance with the Updated Certification Daily Performance Report


After increasing Certification’s global coverage with the addition of Vade Secure and Signal Spam in April, we’re very excited to announce another feature enhancement for Certification. The upgraded Daily Performance Report (DPR) is now available for all Certification customers!

The DPR is a favorite among Certification clients because it provides a daily overview of their email program performance–namely, how many IP addresses are active and suspended–alongside other rich and insightful data from mailbox providers.   While our previous design was functional, there were areas for improvement.

Our redesigned DPR is intuitive for new clients and meets the needs of customers who check their status at a glance, monitor the status alongside summary data and deep dive into granular data.   We have kept the summary tiles, which show how many IP addresses are rooted and active, but we’ve updated the layout to include IP addresses which are nearing suspension so customers can proactively address potential performance difficulties.

Another new addition to the DPR is the ‘information’ section. Here, we will surface valuable content like business webinars and blogs, or advice about the value that Certification delivers to clients’ email programs.

We have also added a clearly branded performance segment which provides unstructured information about the IP addresses in your program that are either suspended or approaching suspension.      

Finally, we want to ensure that customers still have access to the data that is currently available in the DPR.   A new CSV attachment was added, which contains the 30-day aggregate data for every IP address. Customers will still get the attachment that includes 30 days of every IP addresses’ daily data.

The new DPR, along with the inclusion of Vade Secure and Signal Spam, show our continuing commitment to enhancing our customers’ experience and the value of our Accreditation product.   We look forward to sharing future DPR enhancements and some other releases later in 2019!

Have more questions about the DPR or Certificate?   Have a Look at our webpage or read our fact sheet.

10 examples of highly effective welcome emails


One of the main tools in your email marketing toolbox is the automated welcome email. When new contacts subscribe to your list, you would like to welcome them to the group with an inviting email.

What is a welcome email?

A welcome email is the first friendly exchange between your organization and a new subscriber. It sets the tone for future communications and encourages new members to engage with your company.

Benefits of welcome emails

The first message you send to a different subscriber is also the first step to forming a connection. When that initial interaction is a positive one, readers will be more receptive to future emails. In actuality, subscribers who read welcome mails will read 40 percent more content from the sender in the next 180 days.

A welcome message is also an excellent opportunity to make a sale. Research has shown that welcome emails have higher open rates and click-through rates than conventional advertising emails.

How to write welcome emails — with 10 great examples

To assist you produce a successful welcome email, we have highlighted 10 powerful examples. For each example, we will point out elements that will allow you to create your own killer welcome email.

1. Write a welcoming note

Welcome emails should start with a warm introduction that reflects your organization’s personality.

The David’s Bridal email above features a great introductory message that thanks new subscribers for making the business component of their wedding day. It’s possible to write something straightforward and formal like,”Welcome to our email list,” or”Thanks for signing up to get our emails.” Online fashion business ASOS begins their message with a casual”Oh, hey girl! Welcome to ASOS. It’s great to meet you!”  Bear in mind, there is no right or wrong way to welcome new guests; just make sure it’s conversational and fits your company’s voice.

2. Get to know your clients

Consumers are more likely to respond to emails offering content and offers that’s relevant to them. You may use this first message to find out more about your customers, so that you can tailor future emails to suit their requirements.

In this email from The Container Store, new subscribers are offered a 15 percent reduction for filling out a customer profile.

3. Reinforce the perks of your email list

It’s always wise to fortify a subscriber’s decision to subscribe to your emails. One easy way to do that is to offer you a quick”perks record,” which tells subscribers why joining your email list was a great idea. World Wildlife Fund does a great job of explaining the advantages of registering for their emails, displaying the sign-up perks in digestible bullet points.

4. Offer a deal

By offering a discount or some type of gift, you create goodwill between your organization and your new subscribers. It can even entice them to make a purchase.  Camp Collection provides a 15 percent discount off of your initial purchase as a welcome present. It’s a small incentive that can benefit both the company and the brand new customer.

5. Produce a clear call to action

Every welcome email should have a clear call to action.

This email is effective not only because of its clean look and promotional offer, but also because of the call to action. Notice how it stands out? The button, rather than hyperlinked text, makes it notable. Additionally, it’s urgent. The words”Book a stylist” inspire recipients to act immediately.

6. Shine the spotlight on your product or service with eye-catching pictures

As you welcome your new contacts, it is okay to put your product or service front and center. After all, your new subscriber requested to find out more about your company or product by subscribing. Give them what they need. Use images to showcase your products like Crocs does here:

If you’re a service-based company or nonprofit, consider using persuasive or emotion-evoking images that are related to your business. Spotlight a successful and happy client, include a picture of your team or volunteers, screen before and after pictures, or make use of clean, flat, simple graphics and complementary colors.

7. Be mobile-friendly

An effective welcome email has to look good — and work well — on mobile devices. According to Adobe’s Digital Publishing Report, 79 percent of smartphone owners use their device for email. The report also says smartphone users are more inclined to use their device for email than for making calls. Clearly, developing a mobile-friendly version of your welcome email is crucial. (If you are using VerticalResponse, all our mails are responsive, so that they look great regardless of what device they’re viewed on.) Check out VerticalResponse’s personal welcome email below, as it appears on a tablet computer. The text is clear and easy to read, and the CTAs are still easy to find and click on, even on a smaller screen.

8. Be helpful

In your opening message, you have an excellent opportunity to connect people back to pages on your site that can be helpful, like FAQs, or your blog to give them more information about your organization, product or service. This information is especially crucial in the early days of your clients or prospects getting to learn more. The header in this email from includes links back to the firm ’s product page, labeled by category to make it easier for subscribers to find exactly what they’re looking for.

9. Ditch the”do not reply” receipt

A welcome email should not be a text-based receipt that says,”Don’t respond” somewhere in the message. Your message can incorporate a receipt or account information, but it also needs to encourage the client to interact with the company.

A”don’t reply” email tells customers that you don’t want them to get in touch with you. Because customer interaction can enhance client satisfaction, it doesn’t make sense to close the lines of communication.

This email from Papier goes the extra mile and includes a support email and phone number for new clients who might have questions.

10. Add social media buttons

Adding links to your social networking sites is another vital component in a successful welcome email. New contacts are interested about your business; otherwise, they wouldn’t have signed up. Fuel their participation by sharing the social networking sites your company is on. Take a look. Notice in the footer you will find links to the company Twitter, Facebook, Instagram and Pinterest pages.

It’s always a good idea to provide subscribers additional ways to get in touch with you and interact with your organization.

With these 10 examples, you’ll have the ability to produce an effective welcome email. Take a look at our Email Automation attribute, which makes introducing yourself to new customers easier than ever.

Combine 140,000 small business owners

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Editor’s note: This article was originally published in April 2017 and has been revised and updated.

© 2019, Contributing Author. All rights reserved.

The post 10 examples of highly effective welcome emails appeared initially on VerticalResponse Blog.

New to Drip Campaigns? 5 Proven Tips You Need to Know


Drip campaigns are an excellent way to send particular information and special offers to targeted customers without needing to monitor those communications 24/7. An email drip campaign is a series of automatic email campaigns that are sent in a particular order when triggered by a certain user action as they advance through the customer funnel.

These kinds of campaigns are built to nurture”leads”, or prospects, over a long time period and in a way that is natural to the consumer. The content sent to readers is pre-planned and hyper-relevant to their specific needs, so the chances of conversions are much higher than a normal email campaign. In actuality, automated drip campaigns have an 80 percent greater open rate than single send emails, and a 300 percent greater click-through-rate.

If you wish to prepare a successful drip campaign, here are five tips that will help you to get the process started.

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1. Establish user behavior

Drip campaigns rely on predicting consumer behavior to create emails that move consumers through the stages of your sales process. If you don’t understand how your audience will act or can’t make that prediction, it is going to be impossible to make a high-performing campaign that will deliver much results, because it won’t be targeted to your specific audience. It’s a good thing that no one knows your audience and customers better than YOU.

To know how your users act , track and monitor your analytics. This will show you different patterns and how your visitors move down the funnel using your site. This includes metrics such as unique visitors, regular visitors, who signed up for your email list, who opted in but didn’t revisit your website, abandoned cart prices, and much more.

Brands will do whatever is necessary to hold onto their subscribers, so they will set up a drip campaign that reaches out if a user chooses a new action.

2. Understand the different funnels

To create a successful drip campaign, you must understand the conversion funnel and the best way to receive your audience all the way through it. The farther down they are, the closer they are to purchasing a product or service.

A sales funnel can be divided into four phases: awareness, interest, desire, and ultimately, action.

Image source

Those at the very top of the funnel are just becoming aware of your brand. At this point, offering educational information regarding your company is the best way to get a consumer’s attention. Including blog articles , webinars, videos, and other content on social networking or through your website.

During the next stage, your audience develops an interest in your brand and its offerings. They’re starting to learn more. This is a fantastic time to present more free content to them that you think they will discover useful.

Then they’re hit with desire where they’ve done their research and are more inclined to opt into your email list.

Finally, they decide to do it and make a purchase. They’ve made their way down the funnel and are paying clients.

3. Map out the various drips

Now it’s time to map out some different drips within your campaign so the right content goes to the right targeted customers. The entire purpose of a drip campaign is your emails have sent based on a calculation of what users need the most, so it’s crucial that this step is done correctly. This ought to be easy if you’ve correctly determined user behaviour so you’ve got a great idea of how they’ll act on your site.

There are numerous directions you can take your drip effort in. Let us dive into the various user behaviors and what sort of campaigns are acceptable for that action.

New subscribers

People new to your email list deserve to be welcomed into your community. This is a popular method of familiarizing customers with your brand and making them feel embraced as new subscribers.

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Frequent visitors

Every blog or site has visitors that visit regularly and love swallowing the content, yet have not purchased anything. You can nudge them in the right direction by sending out an email as part of your drip campaign giving them an offer they can’t refuse, like a discount code or free trial.

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Infrequent/one-time visitors

You are going to get users that register for your email list and then vanish. Sometimes all it takes is a reminder email to reveal subscribers they don’t want to miss out on your content offers.

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Abandoned cart shoppers

We’ve all loaded our online carts with stuff simply to depart at the last minute, changing our minds about the purchase. When this happens, businesses have the chance to reach out and see if there’s any opportunity they can save that sale.

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You have one shot at winning back users who have unsubscribed from your newsletter. Sending one last email to attempt to change their mind may end up working in your favor if crafted properly. Many manufacturers utilize feelings like loneliness to perform on the user’s feelings and reconsider unsubscribing.

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4. Run A/B tests

To get the best results, you need to run regular A/B split tests on your drip campaigns. This is when you compare two unique components at once to see which brings in more conversions. It’s essential to check your emails’ subject lines, click-through rates, engagement levels, and open rates among other metrics. Something as simple as the wording of your CTA can impact how well your conversions rates perform.

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It’s important to split test just one component of your effort at a time. That way you are sure of what is causing more or fewer conversions and interactions so you can optimize your strategy accordingly. OptinMonster is a great tool that allows you split test your drip campaigns and boost your traffic.

5. Monitor your campaign’s analytics

As previously mentioned, it’s essential to keep track of your email campaign’s analytics so you know just how your drip campaign is doing with readers. It’ll tell you how much more you will need to optimize your email marketing strategy so that you end up with higher conversion rates and increased email readers.

Be sure to monitor these important metrics of your drip campaign:

  • Open speed
  • Click-through rate
  • New readers
  • Unsubscribers
  • Bounce rate
  • Conversion rate

Understanding your effort’s analytics can help you understand how people interact with your site so you can produce a drip campaign that provides you the maximum ROI.

Your turn

Preparing a proper drip effort might be one of the most beneficial things you do to your organization. Not just that, it’ll save you time from having to arrange how mails from your company get sent and to whom. They are designed to target distinct yet specific audiences who that content will cater to so the chances of conversions are large. How are you going to make an effective drip campaign?

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The post New to Drip Campaigns? 5 Proven Tips You Want to Know appeared on Constant Contact Blogs.

Developing an email marketing strategy that works


Email marketing is one of the most effective ways to cultivate your business. In fact, email averages a 122 percent return on every dollar invested — and it’s one of the most economical weapons in your marketing arsenal. Successful marketers know it takes careful planning to stand out in a sea of spam and convert customers. Here’s how to create an email marketing strategy is effective.

What is an email marketing strategy?

Your email marketing strategy is a defined process you’ll follow to leverage email for company development. Its steps include:

  1. How you’ll earn email subscribers
  2. How subscribers will be segmented
  3. The types of mails you’ll send
  4. How you’ll weave emails into campaigns
  5. How You’ll create email content
  6. How you’ll measure responses as well as test and analyze results
  7. Which software you’ll use to manage your email lists and campaigns

Your email advertising strategy details every aspect of the process, so it is possible to develop a winning system that reliably attracts subscribers and converts them into customers.

How to create an email marketing strategy

We’ll walk through every step of the process to develop an email marketing strategy that is appropriate for your business. 

1. Earn email subscribers

Determine how you will convince your audience to subscribe to your email list. Ideas include:

  • Sign-up forms on your site (headers, footers, sidebars and pop-ups)
  • Gated content (you offer an informative white paper, tool, coupon or other incentive in return for an email address)
  • Social networking links and forms
  • Contests and sweepstakes (both online and off)
  • Present customers (add customers to your email list when they make a purchase, online or off)
  • Loyalty/rewards card members

2. Segment subscribers

You also need to look at segmenting subscribers into different lists. This makes it easy to send highly targeted emails applicable to specific clients, which in turn yields better response rates.

For instance, you might send one email to existing customers and another to readers who haven’t yet purchased from you. This way you can promote complementary products to existing customers and continue to market your principal products to your other subscribers.

ACTION STEP: Make a list of different ways you can bring in subscribers. What benefit can you offer in return for their email addresses? What will motivate your target audience to subscribe and trust you? Then, make a list of different subscriber segments you might have. To segment your listing, consider where clients are in the buying cycle as well as different customer interests.

3. Types of emails

There are lots of different types of mails, and it’s a fantastic idea to send a number of types for well-rounded branding that lends a sense of community to your communications. This will also help you identify which kinds of emails work best with different client segments.

Types of emails you can send include:

  • Promotional emails. These emails market a service or product, seasonal sales, up-sells, cross-sells, discount vouchers and other advertising initiatives
  • Newsletters. Not every email ought to be promotional. If you truly want to engage readers, send regular newsletters that offer useful information, helpful tips and tricks, how-to guides and problem-solving solutions
  • Thank-you emails, order confirmations and receipts. These are sent after customers make a purchase. They typically recap what was purchased, the final price and delivery info. Don’t miss this opportunity to deliver an attractive offer — clients who have just bought from you’re likely to buy again
  • Shipping upgrades . These are sent out with tracking information for sent packages. You could also use them to provide a special offer to recent clients
  • Abandoned cart emails. Send these to those who have added items to their shopping carts but have not yet purchased. Deliver a discount coupon or other incentive which nudges them to complete their purchases
  • Event announcements and confirmations. If you host events such as webinars, seminars, trade shows or conferences, email is a fantastic way to improve attendance. You can also use email to promote your podcasts, videos, blogs and social media channels
  • Interactive emails. Send emails that link to interesting infographics and videos to keep interest in your brand. Another idea: send polls with a opportunity to win a prize. Surveys can help you glean valuable insight into your clients ’ wants, needs and buying behavior
  • Referral emails. Offer subscribers an incentive to refer your company. By way of example, they may get a freebie or gift card for each new customer they refer
  • Contact form and support ticket responses. Automated emails let clients know you’ve received their requests. Add a promo in the footer or sidebar, particularly after you’ve successfully resolved issues or helped your prospects and customers
  • Account and subscription confirmations. Once readers have opted in, follow up with a “welcome to the group ” email that delivers an attractive incentive to buy
  • Unsubscribe confirmations. However great your emails are, some people will unsubscribe. Respect their decision, but be sure to follow up with an unsubscribe confirmation that invites them to subscribe again any time, subscribe to a different or more relevant list, adjust the frequency of emails or make the most of a “heading away” present

ACTION STEP: Create a list of all of the types of emails you’ll send. Jot down a goal or desired outcome for each type of email. Then, brainstorm ways to craft emails that affect those outcomes, like strategically placed calls to action.

Within this promotional email from MeUndies, the company promotes its T-shirt advantages and ties them in with its brand image.

MeUndies promotional email example

4. Weaving emails into campaigns

Some mails are triggered by one-time occasions. By way of instance, order confirmation emails. Other emails are part of a series intended to motivate a particular response. For instance, you might attract subscribers with an eBook. When a contributor chooses, it triggers a string of emails delivered at a predefined frequency.

Known as drip campaigns, these emails are created in advance and nurture prospects through the buying cycle until they finally make a purchase. Drip campaigns are easy to set up with email autoresponder tools and give advanced marketing automation that succeeds readers ’ paths depending on their behavior.

For example, let’s say you sell fitness equipment. You attract subscribers by providing a free workout program eBook. These leads are entered into a sales funnel: Your email automation software sends regular emails which feature fitness news, events, new workout ideas and products.

Let ’s say one of your emails includes a link to a new yoga mat that you market. People who click to find out more can automatically be routed mails that are focused on the benefits of yoga mats, and specifically, what makes your yoga mat so great. Instead of getting your general email, they can now get an email that says you noticed that they were interested in your yoga mat and offer them a discount if they purchase it today.

By using marketing automation to segment subscribers in this manner, you’re able to send personalized and relevant email campaigns that yield the best conversion prices. Not only that, you can keep customers coming back and even foster long-term relationships that result in advocacy and ambassadorship.

ACTION STEP: Map out an email campaign funnel from begin to finish. Begin with how you will attract subscribers, the types of emails you’ll send and how frequently you’ll send them. In the event you’re going to employ marketing automation, include forks to different email avenues (buyer journeys) based on triggers (subscriber behavior).

This promotional email from LuLu’s Fashion Lounge promotes a summer sale and provides a sense of urgency with its call to action.

lulu's fashion lounge promotional email example

5. The Way to produce email content

Email production is going to be a core element of your overall email marketing strategy. Determine your production process, so you can keep consistency that drives results.

Consider the tone of your mails: Are you an authority voice, a friendly adviser, a funny columnist or a boisterous carnival barker? Your voice is part of your advertising and should persist during your mails.

You also need to consider email design. Develop a style guide for email fonts, headlines, images and colors. It’s a good idea to create an email template for each type of email you send. That way it’ll be simple to deploy new emails quickly.

Decide who will create your own email content. You can write and design emails yourself, have your in-house staff do it or hire an agency or freelancer to make it. No matter how you create your emails, give yourself plenty of lead time so that you can plan campaigns in advance. That will give you ample time to make revisions and make the most of last-minute email advertising opportunities.

ACTION STEP: Describe the tone, or voice, your mails will embrace. Create a style guide and email design templates. Then, identify who will produce your emails and create a production process and timeline.

This welcome email from Handy offers helpful information about getting the most out of its support: It promotes an program download, informs customers how to edit their reservations and boosts cross-sells to further services.

Handy welcome email example

6. Quantify email responses and analyze results

Track email opens and clicks to determine how effective your emails are. Use software, like VerticalResponse, to create A/B evaluations to identify which version of a certain email achieves the best results. For example, you can test two subject lines from one another to see which gets more opens. Analyze the results and use what you learn; over time, you can optimize emails for predictable success.

You can even track which devices subscribers use, identify which geographic areas yield the best response rates and view heat maps that show where customers click in your emails. This information will allow you to develop stronger emails that deliver results.

ACTION STEP: List all you want to track in your mails: opens, clicks, geography, subscriber devices and heat maps.

7. Pick email marketing software

Email marketing is a powerful strategy, but manually handling subscribers, email lists and segments is tedious, time-consuming and error prone. Manual direction makes email automation impossible and monitoring difficult. That’s why it’s better to use an email marketing tool that simplifies the whole process.

By way of example, VerticalResponse makes it easy to create subscribe forms, add gated content, build email templates, manage and segment subscriber lists and automate advertising with autoresponder triggers. It also offers a complete suite of email tracking and analysis tools, including the ability to compare metrics involving multiple email lists.

ACTION STEP: Choose email advertising software that enables you to execute your email marketing strategy efficiently.


You understand how to develop an email marketing strategy. Now, let’s examine a few examples of email marketing in practice.

Ecommerce examples

Example 1: Patio furniture

A patio furniture company would like to sell chair and table sets to its audience. The business knows its target market likes to entertain guests, so it develops a guide to hosting the perfect patio party. It markets the guide to people who meet its audience demographics via Facebook advertising.

Subscribers receive two emails per week: The first is a newsletter packed with outdoor entertaining and décor tips. It connects to expanded articles on the business ’s website. The second email is promotional: invitations to review its online catalogue, plus special discounts on featured table and chair sets.

Some subscribers purchase table and chair sets and are automatically put in a new segmented list: table and chair buyers. They continue to receive the weekly newsletters, but the promotional emails that they receive are focused on complementary products, including fire pits, outdoor swings, serving trays and décor.

Non-buyers remain in the first list until they buy or the company decides they’re not likely to buy table and chair sets and begins serving them different offers.

This email from West Elm showcases top products to create desire, then sweetens the deal with a discount voucher.

West Elm e-commerce coupon email example

Example 2: Athletic apparel

A company that sells athletic apparel wants to make a large fall push for its basketball sneakers. It creates a video lessons to help players improve their games. They have to subscribe to gain access to the course. The business already gets lots of traffic to its blog, so that’s where it promotes the program.

The company delivers a new instructional video through email every other day over the course of three weeks. Each email also comprises a promotion for a favorite basketball shoe and hyperlinks to a product detail page. There is A coupon code added to motivate purchases.

Buyers and people who have completed the course are moved to a new segment that receives regular newsletters, plus promotions for other basketball-related products. Among the emails includes a questionnaire which asks that sports they play: baseball, basketball, football, soccer, etc.. Subscribers are then segmented in accordance with their preferred sports.

This email from Nike leads with the primary advantages of its Dri-FIT apparel and illustrates how it aids in training and running to add relevance to its audience.

Nike email marketing example dri-fit

Example 3: Landscaping company

A local landscaping company would like to earn new clients. The business creates an eBook packed with lawn beautification tips. It promotes the eBook on its FB page, which has a large local following, to entice subscribers.

The business sends regular newsletters which feature more outdoor improvement ideas, before-and-after photos, plus customer testimonials to market its landscaping services. Each newsletter features a time-limited offer.

Buyers are segmented to a referral list which encourages them to refer their friends and relatives. The landscaping customer provides an annual freshen up to the referring customers plus a reduction to the referred customers to sweeten the deal.

B2B examples

Example 1: Accounting company

An accounting firm wants to earn new customers. The company creates a sweepstakes in which the winner receives free tax preparation. It markets the deal on its own website, social media and through partnerships with business bloggers. To enter, companies must submit their email addresses.

The company sends subscribers tips such as which business expenses are tax-deductible and the best way to track mileage. The newsletters are valuable and likely to be read by readers, and so they work by reinforcing the notion that the accounting firm is a trusted expert that can help them.

Their branding efforts pay off: When customers need them, the accounting firm is top-of-mind and gets the call.

Example 2: Office supply company

An office supply company wants to improve its shipping client base. It creates a case study that details the way it saves companies an average of 25 percent on its own office expenditures. The business boosts the case study to office managers via LinkedIn ads and articles, Facebook and on its own website. Office managers must subscribe to a newsletter.

The newsletter builds upon the case study with money-saving tips for office managers. Each week, a second email is delivered with discounts on top office supplies.

Customers are segmented according to what they purchase. For example, the ones that buy a large volume of copier paper are shipped promotions for complementary and paper products such as toner.


In these examples, you can see how your company can leverage the power of email marketing to boost brand recognition, deliver relevant messages to targeted customers and ultimately yield high conversion prices. Email is one of the cheapest marketing channels, which makes it a perfect platform for every business regardless of its budget. It’s easy, too, when you use automatic email marketing software. Follow the tips in this guide to develop a profitable email marketing strategy that develops your business quickly.

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© 2019, Brian Morris. All rights reserved.

The article Developing an email marketing strategy that works appeared initially on VerticalResponse Blog.

The 3 Keys To Creating Amazing Real-Time Experiences


Looking ahead in 2019, marketers expect their number one priority and challenge to be creating real-time customer experiences. This has many marketers racing to buy the required technology to create those real-time experiences. The truth, however, is that — while needed — technologies is not a silver bullet. Everyone can purchase technology, but it takes more than just a excellent tech stack to create memorable advertising experiences.

Here are the three keys to creating a best-in-class real-time advertising program.

1. Agile Is A Must

Salesforce’s 2016″Condition of Marketing” report found that high performing marketing organizations are 9.5X more likely to be using agile methods.

Real-time experiences aren’t built; rather, they are programmed — meaning a marketer sets up a set of applications which only execute given specific parameters. By way of instance, an email is sent if a customer has not revisited the website in five days, or specific content is shown on the site only if the customer has shown intent for this product line. As entrepreneurs ’ functions and tasks now seem more like those of engineers, we have to look at what’s best-in-class at building and managing programs. The answer is agile.

The ability to make experiences instantly, test them immediately, and receive feedback instantly should change the way marketers build marketing programs. We should spend less time planning and more time testing. This is the idea of agile.

Brands must move away from the concept that”real time” means the production of an adventure in real time. To see the real power of”real time” is the ability to check our ideas in real time, optimizing future results in the process. Amazing real-time experiences just don’t happen: they’re tested, reviewed, and optimized. Agile is the method to do that.

2. Bots, Bots, and much more Bots

Bots are one of the most powerful real-time experiences a new can create, and all customers want them. Just take a look at the potential use cases both Baby Boomers and Millennials watch for chatbots.

Source: State of Chatbots 2018

Bots are not a consumer side application. They’re necessary for B2B brands. By way of instance, lead generation robots have become a popular source of prospects for Segment, an enterprise software vendor. In the same vein, Lego produced a chatbot, Ralph, and deployed it via Facebook into a targeted audience. Ralph was responsible for generating 25 percent of the entire vacation sales in 2017.

This is the heart of what customers want, and what they mean by”real-time.”

3. Interviews and Reviews

Have you ever picked up the phone to call a lead, customer, or advocate to ask them what they thought of your brand’s customer experience? I have asked this question around the world and only once discovered a marketer who said they have ever done so — after . Very few have ever made this a standard part of improvement. That is easily the number one way to get better at real-time. Simply ask.

This is a radically new idea for most marketers, and the key to getting it right is really straightforward. It is not a lengthy interrogation, rather a fast and straightforward conversation.

Consumers demand real time experiences. Only those brands that can observe a new way of creating those experiences, use new tools such as chatbots to converse with your audience in real time, and recognize the need for continuous reviewing and iteration will have the ability to deliver.

To get a dip deep into future predictions of marketing and what the next five years hold, see “The Future of Marketing: 2019 Edition. ” In this collection of brief webinars, we’ll cover a broad assortment of topics, from the foundational changes in the function and scope of marketing to how your data use will change over the next five years.

Email Sunsetting Strategy: Are you following it?


Once upon a time, nearly over two years ago, marketers used to routinely send emails to a hefty number of possible clients, who hadn’t willingly subscribed to the brand or business. The inboxes of email users were bombarded with irrelevant emails from arbitrary brands, which they barely followed. Most email users including me and you still receive emails from brands which are spam or no longer useful.

These days, email marketers constantly struggle to attain decent open and click metrics out of their email campaigns. Let us say you’re observing a downfall on your email open rates for the last couple of months. On looking at detailed analytics, you come to understand that this decrease is due to an increase in the amount of subscribers who haven’t opened your emails in a long time.

This happens because users choose to subscribe to a brand’s email list in the first place because of some remarkable offers, news, or content that you offer. As time passes, your campaigns change along with your mails might no longer be useful to some subscribers. They stop engaging with your brand’s emails and frequently ignore, delete, or mark your emails as spam. These users become disinterested in your mails, but do not go to the extent to unsubscribe from the email list. This leads to reduce engagement rate, a drop in email opens and hampers your brand’s reputation.

There are two approaches to manage this- first, track down all of the inactive users and delete them from your email list. While this is the simplest method, it’s not recommended as there’s a possibility of losing potential clients, who were once interested in your emails. The second and best way to look at it is implementing an email sunsetting strategy.

What’s email sunsetting?

Email sunsetting is the practice of identifying inactive readers who haven’t engaged for a long time with your emails, and building a strategy which would either reengage or delete them from your email list.

Running a well-planned sunsetting strategy can bring the following benefits to your email campaigns:

  • Have an active email list with customers who are really interested in your mails
  • Improve your email deliverability
  • Get enhanced open rates, click rates and overall engagement for your campaigns
  • Send more targeted and relevant messages for your users
  • Maintain your reputation by sending messages to only those who wish to hear from you

So, how to conduct an effective email sunsetting strategy?

It is necessary to clean your email list regularly, and to execute it, you want to have a well-thought-out strategy. An effective email sunsetting strategy includes the following key stages:

Phase 1: Identify inactive users

First, define inactivity for your business. Determine how long a person has to be disengaged to be called inactive. Once you decide that, gather the data of inactive users from your email analytics data. Though inactivity will vary from business to business, to begin with, the consumers who haven’t opened a single email from you in the last six months may be considered inactive.

Stage 2: Segment users

Once you identify your inactive customers, segment them based on two major criteria

1. Users who have never bought from you

These are users who signed up for your brand’s emails, but not made a purchase. Furthermore, they haven’t opened any of your emails for the past six months. Here is an example of the email that can be delivered to such users: 

Source: Really Good Emails

2. Users who last purchased a long time ago

These are the users who have bought from you once or more, but not opened your emails for the last six months. You can send them emails with relevant content related to their previous purchases, or give them enticing offers for the next purchase to win them back. Have a look at one such example:

Source: Really Great Emails

Phase 3: Edit the sections based on their activity

You can further divide your users from the segments based on their past behavior and involvement with your brand and mails. Build different custom lists on the basis of past purchase, last engagement date, last open rate, previous activities with your own brand, engagement on your site, social platforms, shop, etc.. This provides you with a more filtered list of possible users you may re-engage.

Phase 4: Run a re-engagement effort

Your last resort is to run a re-engagement campaign. Make sure your email copy, design and subject lines are attractive and enticing enough for the users to open and engage with. Your re-engagement emails must give the users the options to manage settings and preferences and have prominent CTA to help them stay connected. Additionally, ensure there is an option to unsubscribe in each and every email of your sunsetting plan, to make it easy for both you and the subscribers. Here are three kinds of re-engagement mails which you can try sending as a final try.

Source: Really Great Emails

Source: Really Great Emails

Source: Really Good Emails

Not sure where to begin?

If you’re new to email sunsetting, then this might be too overwhelming for you. A very simple way to begin is to follow the below checklist.

  • Analyze engagement rates and deliverability of your email campaigns.
  • Define inactivity or disengaged users for your business or brand.
  • Learn how long you’ve been sending emails to your inactive users.
  • Filter out subscribers who haven’t opened over 10 emails from your brand or who have not engaged with the last 15 consecutive emails.
  • Decide what method to follow- delete all of your users straight away, or apply the sunsetting strategy.
  • Produce attractive, engaging emails to lure your inactive subscribers.
  • Monitor answer metrics, and upgrade your list by deleting users that still don’t engage.

 Wrapping up

Bear in mind that it is always preferable to try selling to an existing customer base, than finding new people to purchase from your brand. Therefore, it is necessary to try hard for customers that are worth fighting for. But, at the end of your sunsetting plan, make certain you remove all the users who are not interested in your mails. This will aid in boosting your email click-throughs and in turn improve your ROI.

Need help with coding and designing awesome mails for your sunsetting campaign? Get connected with Monks at hello(at)emailmonks(dot)com.

The article Email Sunsetting Strategy: Have you been following it? appeared first on Email Monks Blog: Email Marketing Tips & Best Practices.