Daniel Miller was born in Las Vegas but spent his formative years living in Malaga, Spain. There his passion for entrepreneurship and business blossomed into a successful computer consulting company. This taught him important lessons from how a businesses owner may wear several hats to the importance of building trusting relationships in business and where he first discovered the power of email marketing.
Upon returning stateside he put those lessons to work at Benchmark Email, where he has risen in the ranks from Sales Representative to the Director of Sales & Marketing. At Benchmark, Daniel has helped businesses from mom and pop shops and kitchen table operations to large enterprises find the best possible email marketing solutions and strategies.
14. CASE STUDY
BUILD YOUR LIST OF LEADS
GIVE ALL THE DATA TO THE SALES
DEPARTMENT
Sponsored webinars
Organic search
Paid search
Database purchases
Third-party email partnerships
Personal salutation
Banner mentioning the product of interest
Free content offer
Short description of the content
Image of the content
Two links and one button to download
16. Engagement
You need to force your
subscribers to click. Why?
Your subscribers will remember your email and brand.
YOU WILL GAIN
KNOWLEDGE OF WHAT
YOUR SUBSCRIBER IS
INTERESTED IN.
You both win!
17. Reports. Get to know them.
OPEN RATES
CLICK RATES
BOUNCES
The most important things to look for:
19. You may not need this now... but it’s always
good to have more info about your subscribers
Reading Tendencies
Age: 25 - 40
Age: 15 - 25
History
Biography
Romance
Age: 25 - 40
Age: 15 - 25
History
Science & Nature
Sport & Leisure
Poetry
Adventure
Art & Design
Sci-fi
Historical fiction
Graphic Novels
Age: 38
Age: 16
Age: 24
Age: 26
Age: 33
SEGMENT YOUR SUBSCRIBERS
BASED ON WHAT THEY LIKE:
Advanced Segmenting
20.
21.
22.
23.
24. Automation
When you know the customer
WHEN TO AUTOMATE?
HOW MUCH SHOULD YOU AUTOMATE?
WILL MY CUSTOMER FIND OUT IT’S
AUTOMATED?
As much as possible, you have more
important things to do
They might...
1
2
3
25. How Microsoft used triggered email to
increase Open Rates 800% and Click Through
Rates 2,100%
CASE STUDY
800% 2,100%
26. CASE STUDY
Put the customer at the center of everything
ESTABLISH GUIDING PRINCIPLES FOR
MARKETING
Foster authentic and personal relationships
Improve relevance through better targeting
Help the customer get value right away
Engage customers in the conversation
Actions were based on how long the
customer has been in the program.
Targeted messages were integrated with
other marketing pieces.
The program included re-targeting based
on customer behaviors.
PLAN THE EFFORT TO BE RELEVANT TO
THE CUSTOMER’S NEEDS
27. CASE STUDY
Optimizing the user
experience by layering new
elements to the marketing
effort over time.
Helpful content in the form of
step-by-step articles and
videos.
Using actual employees who
understand the product to
personalize the experience for
the customer
ACHIEVEMENTS:
800% Open Rate Increase
(50% More than Average)
2,100% Increase in Click
Through Rate
Website videos
achieved a 63%
completion rate.
66.6% of program
participants tried
a new feature.
28. Do it all
over again!
Get Subscribers
Send Good ContentLearn from Reports
29. T H E B E S T E M A I L M A R K E T I N G
BenchmarkStarter.com
Starter Plan: Upload 2,000 Subscribers
Send 14,000 emails per month