How to Create Compelling Apology Emails That Saves from ‘Oops” Email Marketing Mistakes?

The “err is to human” applies to email marketers as much as to anyone else. However, every error lends itself to learning valuable lessons and the possibility of making amends, too and sometimes strengthening the relationship beyond what it would have been if the error had not been made).

One of these “instant fixes” is to offer apology emails to your recipients before the proverbial milk has been spilled over your email assets. However, not all types of email mistakes are severe enough to be braced with a heartfelt apology. Then, when and which kinds of email mistakes need apology emails? How do you craft the most effective apology email that will remedy your accidental errors and save your sender’s reputation? Here is how – keep calm and scroll down!

Apology mails must be a calculated step… not impulsive

If your subscribers are annoyed with the first email error, sending another email back to back could worsen the situation. Instead of sending an instant apology email impulsively, ask yourself these questions to evaluate when you should send an apology mail –

  • Do you think readers will be upset without an apology email?

  • Was the mistake or the misrepresentation of data bad enough to impact bounce rates of your email campaign?

  • Is there a risk of getting your email reported as spam?

If your response to these questions is a “yes”, then you need to consider what kind of email mistake it was and to write an apology mail to remedy the exact pain point.

Accidental typos

Typos are inevitable, and especially difficult when it stands out prominently in your email. Even worse, such shoddy email mistakes could be highlighted by your readers as they would feel tempted to catch it. So, an apology email admitting the typo before they point it out can help you retain your dignity. Moreover, this act of transparency and sincere explanation to acknowledge the mistake on your part will reinforce your customers’ credibility in your brand.

Wrong or invalid offers

Did you just make an offer to your subscribers that they cannot opt for? If you have just sent an offer to a wrong segment of audience or sent out an offer which has already expired can trigger feeling of exasperation – the more lucrative the offer it is, the more irritated your readers can be. In such situations, a heartfelt apology with must be set in motion immediately to deal with the disappointment to prevent further piling up of distrust.

Humor gone awry

If your hilarious email has just hit the wrong note, you can still save your email marketing campaign with an email that makes an admission of guilt. Hence, when you are too tempted to place a humorous email or play prank on your readers during April Fool’s Day or Halloween, take caution while writing your emails so that your campaigns do not stir up panic.

Jokes may take an unpleasant turn to become offensive, to be seen in bad taste, or something to cause anxiety – these email mistakes should inevitably be followed with an earnest email to quiet the confusion. Make sure the apology email will answer all the questions and anxieties which may probably cloud your readers’ minds. Better still, invest a lot of caution and evaluate your email copy beforehand to avoid the commotion caused by your humor.

Misrepresentation of data or incomplete data

Catching every small data error could be too much of a task to keep up with – possibly causing errors that could be daunting and prone to slip ups. In case you have inadvertently skipped any detail which can end up sending the wrong information for your subscribers, you need to be ready with an apology email. Marketers need to take immediate actions to fill the void and share required data by creating an apology email.

If possible, write this email with more personal touches that will make your readers empathize with you and as clear as possible to not to leave any stones unturned. Personal emails will not make your subscribers feel that they got blasted with another email after an erroneous one and you may also go an extra length to add some frills to the offers to compensate the inconvenience caused – chances are your customers would remember the special offer or the privilege while the mistake would fade from their memory.

How about some killer design tips to make the most of your apology email?

  1. The first rule of writing a creating an apology is to be clear, specific and concise about the email goof up and the correction. Be up front and take ownership of the email mistake you made to ensure all your subscribers’ confusions are addressed and clarified and why they received another email. In order to avoid the confusion,

  1. Use the word “CORRECTION” in the subject line so that your recipients will know what the email is about and want to click to open to know the details.

  2. Make sure you begin the email copy with an “APOLOGY” stated at the top of the email is opened to make your earnest apology known and set the message clear.

 

  1. You can make good use of humility and humor to lighten the severity of the situation or the uproar caused by the email mistake. At the same time, you can include emotion in your voice to make the apology sound more human, expressive and personal.

  2. In addition to the expression, you should focus on the solution you can offer to compensate the inconvenience and dissolve your email recipients’ anxiety. Write a simple, short and sweet apology and correction. It will enable you to elaborate the offer you make in exchange, enable your subscribers to better understand the solution and retain their confidence in your brand, despite the email blunder. For this, you can create an email copy stating “PROBLEM SOLVED”, place it in a large frame and position the frame on the top or in the centre.

If you need to use the defense of an apology email, then say it as quickly as possible before your irate subscribers catch the situation, fire you with an email demanding explanation, share the email mishap on social media or even worse, report you as spam.

Do you need help with the template, design or automation of apology emails for your email or nurturing program? Call our email marketing or email automation experts at (408) 502 6765, or chat with us via Facebook, Twitter, and LinkedIn.

Best Practices to Manage Marketo Workspaces and Lead Partitions

Are you starting to build a vast Marketo mansion for your various internal organizations? You may find yourself busy etching diagrams and scribbling notes on how to make the most use of diverse blocks in your Marketo mansion.

Each of these workspaces and partitions is useful for designing components, marketing activities, analytics and reporting, and databases and other infrastructural elements that match marketing campaigns for your organizations.

But if you need a quick and easy startup guide on detailing the things you need to know about Marketo ‘Workspaces’ and ‘Lead Partitions’, then here it is. This handy guide will give you all the high-level details you’ll need to create and manage work spaces and lead partitions on the Marketo platform – all you need to do is to keep calm, keep scrolling down and take notes for your reference.

Understanding Marketo Workspaces

 

So, what are “Marketo Workspaces”? To put it in simple terms, Marketo Workspaces provide a “desk area” in an office to create individual spaces for marketers, shielding their assets and leads from their fellow marketers. The Workspaces are simply a protected folder area to create a separate space to keep their Marketo assets, instances, activities etc. Here are a few of its various features and functionalities:

Features of Marketo Workspaces:

Create a Workspace to restrict access to certain campaigns, smart lists, and forms. Leads can be accessed through Lead Partitions. Various features of Marketo Workspaces include –

Shared access to components in Workspaces

Marketers need to remember that they need to manage Asset sharing with a Center of Excellence Workspace where they can place Globally used Program Templates, Smart Lists, and other Assets like Email or Page Templates. Other users will come in and clone or reference these.

Users often face the challenge of using a shared Segmentation or Smart List via Marketo Workspaces. The major reason why they feel the pinch is because the rules of access can appear global, but the data accessible will be specifically for those leads that are visible from that particular Workspace. So, if a Workspace has permission to view only one Lead Partition, then it can view leads only and exclusively from that particular Lead Partition.

Sharing Segmentations Across Workspaces

A good way to manage and protect information on Marketo is to use the ‘Segmentations’ option. Marketers need to build segmentations in their ‘Default Workspace’ area and then, they can share those segmentations with other users who may need to access those for campaign activities.

Effectively, they can create and share as many ‘Master Segmentations’ across Workspaces. For example, if they have 20 segmentations, then they need to save 10 for the use of local Workspaces and share the rest to be globally used. We recommend assigning the name of the Segmentations in a way that it can be identified with the Workspaces wherein it was created.

Best Practices of working with Marketo Workspaces

  • Center of Excellence: If you are planning to share the master program templates with a blank Lead Partition, then you can use the option ‘Center of Excellence WS’ to provide access to marketers so that they can the asset in this space.

  • Default Workspaces: You need to make sure that the ‘Default Workspaces’ comes with the access to all Lead Partitions as well as has a central LP routing system, even though there is an ‘Admin Lead Partition Router’.

  • Design Studio: You can share master assets from the master Workspaces with the ‘Shared Template’ folder.

 

Understanding Marketo Lead Partitions

 

A Lead Partition in Marketo implies a specific section in the Marketo database. Simply put, a Lead Partition is considered as a single database table which can be separated from other Lead Partitions. Users, depending on the kind of user roles and permissions they are given, can have access to multiple Lead Partitions and databases. So, remember that Lead Partitions are not necessarily separate, but they can be treated as separate, mutually exclusive modules of databases.

Things to consider while working with Marketo Lead Partitions:

  • A Lead Partition can be accessed or viewed by multiple Workspaces.

  • One Lead Partition can only contain one unique lead at a time.

  • Marketo will pop up an error if an email address is found duplicate across the Lead Partitions.

  • Marketers can move a specific lead from one Lead Partitions to another.

Need to learn more hands-on tips and tricks on how to effectively create, use and manage Marketo Workspaces and Lead Partitions? You can simply seek professional help in every step of working with Workspaces and Lead Partitions by requesting help from our Marketo certified experts> We’ll treat you kindly through the process – just call us (408) 502 6765. Or else, if you are a social media buff, then simply connect and chat with us any time on Facebook, Twitter, and LinkedIn – we are all ears and love to hear from you!

3 Ways to Create High Impacting Marketo Campaigns within Leftover Budget

Is it necessary to allocate hefty portions of your marketing budget to create high-impact campaigns? On the contrary, we’ve found that it’s the painstaking planning and mapping of strategies that can attract more engagement and revenue from a marketing program. Not surprisingly, we have helped many of our clients in creating marketing campaigns, even in leftover budget – and those have turned out to be even more effective than those that required extensive budget outlays.

To find out which strategies will be more effective for reaching your business goals and enhancing your brand, we recommend starting your campaign with a thorough audit of your marketing activities and deployment. The auditing process should begin with collecting data and insights to attain utmost optimization of Marketo campaigns. Perform meticulous audit of all your Marketo deployment, assets, programs, third-party apps integrated to Marketo. Also perform thorough health check of your Marketo database to avoid running your campaign on bad, invalid or duplicate data.

This information will give you the baseline that you need in order to start reaching out for some of your higher priority goals.

How do you start? Here’s how we begin to map the layout of some of your best ROI-generating Marketo campaigns.

#1 Evaluate your Marketo Email Preference Centre (EPC)

An email preference center assists marketers in alleviating the unsubscribe risks by decreasing the unsubscribe rate as much as by 56%. While creating a Marketo email preference center to accomplish these specific goals, you will need to:

  1. Enable your subscribers to control the preferred frequency rate of emails they want to receive.

  2. Enable your subscribers to select their preferred topics of emails they want to receive.

  3. You need to build several email subscription types targeted to the specific segments and enable subscribers to select their preferred subscription types.

  4. Detail all the email subscription types you create by describing the usefulness and type of content they will receive through emails and the frequency in which they will receive.

  5. Clearly specify to your subscribers why they are receiving their emails.

  6. Clearly specify why they find your content engaging, educational or enjoyable to explain the value of the email content.

  7. Ask your subscribers to communicate when they want or do not want the email content to include humor.

  8. Enable your subscribers to choose the options to unsubscribe and reactivate their subscription whenever they want.

It should be added that thinking through all of these options (above) will also help you to get a much better handle on your content marketing plans.

 #2 Make the most of Marketo Guided Landing Pages

Using the guided landing page option in Marketo is highly recommended to make the process of creating and managing landing pages easy. As the name implies, the guided landing page option will help your marketing team by guiding them through the creation of landing pages with templates. It also helps in applying Universal Tokens to landing pages when your teams need to update the copyright section in the footer area of the landing page.

#3 Automate your Blog Distribution

Wondering what else you can do with the leftover marketing budget for your Marketo campaign? Here is one more – you can leverage your leftover resources to promote newly released blog content or whitepapers through either email marketing or drip marketing campaigns. You can schedule and stream all the published blog articles in your intended time interval to promote them across specific segment of subscribers who have signed up to receive that specific type of email content via email preference centers.

If you are using a blog publishing or blog management platforms such as WordPress, Drupal, Typepad, or Joomla, then you can simply integrate it with the Marketo engagement platform to distribute and promote blogs through Marketo emails.

But wait, there’s more… you can also leverage you leftover resources to build advanced lead generation forms and enhance the user experience of your Marketo landing pages. You can also build Customer Referral models to improve customer success with the kinds of programs that come built in with Marketo engagement platform.

Another great way to reduce your Marketo budget is to cleanse and detox your Marketo Database to remove incomplete records, invalid data, duplicate data and other junk data by using Lead Dedupe option in Marketo.

Do you want to squeeze more revenues from your leftover marketing budget? Get in touch with our Marketo specialists to get creative, cost-effective ideas to create high impacting Marketo programs in limited budget at (408) 502 6765, at our email via services@ShowMeLeads.com or our social channels Twitter, Facebook, and LinkedIn.

Best Practices to Manage Different Types of Marketo User Roles & Permissions

The power of a Marketo marketing automation platform is immense and must be used carefully to ensure the security of the system.  Marketo administrators need to make a number of decisions on how to assign roles and grant permissions for various types of user roles. The Marketo platform requires admins to exercise caution when managing users, as it houses a large amount of data, including the kinds of updates on leads, accounts and contacts, similar to those in CRM systems.

Marketo offers several predefined roles that can be set up with varying level of access, depending upon the amount of access to the data that users will need. Marketo administrators can select the right type of roles according to the positions and responsibilities of users from the following list of built-in roles:

Admin User – This level of users are given permissions to all rights, across various parts of the system, including admin section.

Analytics User – users who need to handle the measurements and monitoring of the campaign are assigned with the role of this analytics built-in role. Permissions given to these roles are limited to the ‘Analytics’ section.

Marketing User – Marketers are assigned this role with permissions to throughout the system, minus the ‘Admin’ part.

Standard User – Similar to the ‘Marketing’ user role, standard users are also given permission to all parts of the application, except Admin section.

Web Designer – Web designers are given limited access to only the ‘Design Studio’ parts of the Marketo application.

All the user roles and permissions can be modified to change the areas of permissions as per the changing requirements of access to the application, except the Standard and Admin User roles. Administrators can also create other types of custom roles based on the specific requisitions and organizational structures of any company.

So, the question is how administrators can assign permissions to roles in Marketo?

The types of Permissions are tied to the particular types of roles and requirements to access on Marketo application. Before you assign permissions to any user roles, you need to consider following factors I your decisions:

Things to consider before setting permissions to roles:

  • The “Access” permission can be given to a role when any user just needs to view the programs or occasionally need to make some changes to some parts of the system.

  • Users can simply have the permissions to monitor or see when they are initially leaning how to create assets or make changes in any part of the Marketo application even if they do have the rights to make modifications or take any actions to those parts of the application. if any user make an attempt to access those assets or activities, they will soon be notified with a warning message stating the limited access given to them.

  • If any user role needs access to perform any specific actions such as, “Create” or “Delete”, that user must require the “Access” permission to the specific part of the application where they need to make changes or create any asset. Hence, if any user role in your organization needs rights to ‘Edit Campaigns’, they must be given the overall permission to access the ‘Marketing Activities’ parts of the application.

So, what type of permissions can be given to user roles in your organization?

Types of permissions Marketo enables administrators to assign to various user rules are:

  • Access Admin (you can make changes to different settings under the ‘My Account’ part of the Marketo application). This level of permissions include access to make changes  to any settings of any part of the application including Access Audit Trail, Access Audit Trail, CRM, Channels, Landing Pages, Email Admin, File Upload, Login history, Location, Objects, Activities, Munchkin, Sales Insight and many others.

  • Access API that limits ‘read-only’ permissions of users to ‘API Only Role’ depending on the type of API they need to access such as, Read-Only Activity, Read-Only Campaign, Read-Only Assets, Read-Only Activity Metadata, and various other types of read-only access along with ‘Approve Assets’, and ‘Execute Campaign’ permission.

  • Access Analytics access is given to specific user roles that need to access the ‘Analytics’ tabs, various types of reports, ‘Email Insights’ ‘Access Revenue Explorer’, ‘Delete Report’ and ‘Export Analytics Data’ unless they are unchecked to restrict access to that specific part of the application.

  • Access Design Studio permission is divided into access to Access Email, Access Email Template, Access Form, Access Image, Access Landing Page, Access Landing Page Template, Access Snippet, Access Social App to create, edit, delete and approve actions in these areas of the design studio.

  • Access Database enables user roles to view as well as make changes static or smart lists with permissions to Access Segmentation, Delete Person or Delete List, Advanced List Import, Edit Person, Export Person, Merge People, Import List, Import Custom Object, Run Single Flow Actions and View Opportunity Data.

  • Access SEO brings permissions to these two areas that are ‘Administered SEO’ and ‘Standard SEO’

  • Access Marketing Activities brings viewing permissions to different parts of ‘Marketing Activities’ tab across campaigns and campaign folders. With this permission, users can get permissions to actions such as, ‘Access SMS Message’, Delete SMS Message, ‘Approve SMS Message’, Edit SMS Message, Access Push Notification, Delete Push Notification, Edit Push Notification, Approve Push Notification, Activate Trigger Campaign, Access Awards, Clone Marketing Asset, Delete Marketing Asset, Import Program and List Import, Approve Email Program, Edit Marketing Asset, Edit Campaign Restrictions, and Schedule Batch Campaign.

  • Targeting and Personalization grants permissions to administer Web Personalization, Web Campaign Editor, CRE Campaign Launcher, CRE Campaign Editor, and Web Campaign Launcher.

  • Workspace Administration which helps assigning rights for ‘Admin access for a specific Workspace’ and ‘Move assets between Workspaces’ provided the permission to Workspaces is already unchecked.

  • Lastly, Access Mobile Application permission to enable users access to the Marketo mobile applications.

Do you need expert professional guidance and assistance to define specific levels of functionalities in your organization and how to manage various roles? We guide Marketo users with best practices to manage user permissions and also in-depth trainings on how to control, make changes and remove permissions assigned to any specific roles. Whether you need tips, best practices or guidance on Marketo user management, just say us ‘Hello’ by calling (408) 502 6765 or connect and chat with us via social channels Facebook, Twitter, and LinkedIn – we have it all you need.