Bright Learning is a small business committed to providing unique adult learning experiences that aim to put the fun back into learning. In other words they offer awesome short classes that are a little bit left of centre.
Integrating EventBrite with Vision6
Bright Learning use the popular event registration site Eventbrite to manage their class bookings. And they currently use Vision6 to send marketing emails to their customers and course information to attendees.
Using a simple integration through Zapier, Bright Learning have been able to save countless hours and also effectively remarket to attendees.
Say goodbye to manually entering data
Once an attendee registers for a class on Eventbrite Zapier then automatically places the contact into Vision6. No need for manual data entry, it all happens behind the scenes.
“This is the part the lazy sloth in me loves the most. I am basically able to do a complete custom mapping so whatever information is collected in Eventbrite can be mapped straight to Vision6 database fields” Lisa Renneisen, Marketing Director, Bright Learning.
Customised messages for attendees
Using Automation in Vision6 the booking confirmation email is automatically sent after an attendee registers. The best thing is that by using conditional content the email is personalised for each recipient.
“Sending this email in addition to the payment receipt email that is sent by Eventbrite allows us to be more customised with the messages we are sending attendees by using the conditional content feature in Vision6. It also provides more of a personal contact for attendees should they have any further questions.”
For example if attendees register for a double class the confirmation email will include conditional content about the second course. Whereas if attendees register for just one course the paragraph isn’t included.
Ongoing communication without the hassle of moving data between platforms
Having attendee data in their Vision6 account also means Bright Learning can manage ongoing communications without having to rely on using Eventbrite (which needs to have its email campaigns tied to an actual event).
“Sending communications from eventbrite is cumbersome and does not allow us to format our emails to our normal standard, so it’s great to be able to automatically use Vision6 to communicate pre-event information as well as post event marketing.”
Zapier let’s you connect the web apps you use, making it easy to automate tedious tasks. Basically now you can link Vision6 with any of the 100s of other apps on Zapier, such as Salesforce, Eventbrite (as above) and Sugar CRM.
I recently caught up with Mara Roberts from Adfinity Creative to talk about practical email marketing tips for small businesses. Mara specialises in helping small businesses get started with marketing.
We covered a huge range of topics from autoresponders through to measuring your success, and I’m really excited to share this video series with you on our blog.
To get you started, part one of the series is about one of the biggest problems small business owners face when it comes to email marketing – growing your customer database.
If this has sparked your interest and you’d like some practical tips, check out 24 easy ways to grow your email list like a pro.
Make sure you subscribe to our blog so that you don’t miss the next couple of instalments!
Here’s the transcript from the interview:
Mara – This is Mara from Adfinity Creative. Today we are speaking about email marketing and I have with me Kelly Newbery from Vision6 to share all her hints and tips with us.
Kelly, what has been your proudest marketing moment up to date?
Kelly – Last year I was invited to speak at a national conference down in Sydney and this was a really big milestone for me because I had the opportunity to talk about mobile friendly email design.
When the conference was held this was a really hot topic and it still is but it was a bit more emerging back then and when I was able to share hints and tips on mobile friendly email design the audience was so engaged and so excited to be learning about it and it was a really rewarding experience for me.
Mara – I speak to a lot of small business owners and over 90% of them would say they take part in email marketing to some degree, the fact is that if you dig a bit deeper into their email marketing a lot of them aren’t actually getting the results that they require and I attribute this to a few factors. One of them being their email vision and routine, and another factor would be their content and approach and also the way they measure their email marketing.
So, Kelly for small business owners, what is the biggest area that they can improve when it comes to their email marketing?
Kelly – I think one of the biggest areas for small business owners is list growth – getting more people to subscribe to your email list. When it comes down it, it may seem obvious, but the more people that you have on your list the more people you have the opportunity to convert into paying customers or the more opportunity you have to increase sales. So it’s important to grow your list and to spend time doing this.
I know it often gets chucked in the too hard basket because it can be a daunting task, maybe the phone is ringing, you have other emails to answer, people are coming in the doors – small business owners are busy people so it can be hard to set aside the time to grow your business.
A really good way to grow your business is to grow your email list so I think it is a really essential thing. There are a whole heap of tactics out there that you can implement in under five minutes that can help you start to boost your email list so I really recommend that people set aside the time to do it.
There are online tactics such as putting a subscribe form on your Facebook page or your other social media pages, making sure you have a subscribe form on your website and making sure that it is prominent so that customers can see it – those are a couple of really easy things… but then there are also offline opportunities – when you meet people at conferences or when you are doing business ask them if they would like to subscribe to your email list (or during sales calls).
Mara – One of the things that I have seen with the rise in social media is that a lot of people are putting their Facebook buttons all over their website and I actually think that is the wrong way around.
I really think that Facebook is there to direct people to your website and your website is there to direct people to your email list. An email subscriber is so much more valuable than someone clicking through to Facebook. So put you subscribe forms on the top half of your website so it is the first thing that they see, so it is really big and clear and also be sure to include it on all the other landing pages of your website.
Kelly – Another thing to do when you are trying to boost your email list is to offer an incentive for your customers. I would say this is the best way to get people to sign up to your email list is to offer them something of value.
It can be anything from holding a competition which can be on social media if you have a lot of social media followers, right through to offering an educational resource which is only available when people sign up to your email list. An educational resource can be anything from a guide to a whitepager to a series of blog posts or videos that aren’t otherwise available.
If you offer your customers something of value they are far more likely to sign up to receive your emails. The thing to remember here is whatever it is that you offer of value it has to be relevant to your business and it has to be relevant to the emails that you are going to send out.
There is no point in holding a competition and offering an iPad because there are going to be people that will enter the competition to win the competition, not because they really want to hear from you. Make sure that your incentive is really relevant to your business.
Another great example is offering a coupon if you are an online business – so 15% off or free shipping, just something to encourage subscribers to sign up for your newsletter.
It’s a fact of life that people will unsubscribe from your email marketing list. And they’ll do it for a whole range of reasons.
Nearly half of the people who unsubscribe do so because they’re inundated with too many emails. Another top reason people unsubscribe is because they find the content repetitive or boring.
Whatever the reason is, your unsubscribe process can leave a lasting impression of your business.
So why not make it a good one? And while you’re at it you might end up convincing the odd subscriber to stay.
But before diving into doing anything creative, you must firstly make sure the unsubscribe link in your email works and is easy to find.
Vision6 makes it easy for you to do this with a default unsubscribe link added to every email. All you need to do is plug in your content.
Even though functionality is the top priority, it doesn’t mean you can’t have some fun along the way…
1. Use humour
Let your subscribers leave with a smile on their face. Here’s a great example from The Children’s Place. One reason why it works so well is that it’s perfectly aligned with their brand – baby goods.
Here’s an example from Groupon that’s more extreme.
2. Give your customers other ways to keep in touch
If the reason your customers are unsubscribing is because they receive too many emails then it’s a really good idea to offer them other ways to keep in touch with your business.
Use your unsubscribe page to offer up your business’s social media pages as an alternative, like OFFICE News has below.
3. Take a break
Bonobos have gone as far as to offer their customers a 30 day break which is quite a unique approach. Additionally they’ve done it using humour ‘it’s not you it’s me. I need a 30-day break.’
4. Do nothing at all
That’s right, do nothing. The reason I suggest this is that someone unsubscribing from your list isn’t necessarily a bad thing.
Yes, at some point your recipient wanted to hear from you but by unsubscribing in many cases they’re simply saying, thanks but I’m not interested any more.
Sure it sucks to lose a subscriber, but if they’re no longer interested in your business then it’s probably not worth sending them email in the first place.
What not to do – the unsubscribe horror story
I had to include this because it left me reeling. In some instances the shock factor works, but this unsubscribe message left a very bad taste in my mouth!
I’d love to know, have you seen any really clever unsubscribes recently? Please share them in the comments below.