Marketing data & best practices

Meet The Boingnet Team: Get to Know Liz

Meet The Boingnet Team


Final Graphic 2  Meet The Boingnet Team: Get to Know Liz

Liz Townsend, our client success manager, has been working for Boingnet now for just over 1 year. When Liz isn’t in the office, we can find her riding her bike around the South Shore, cheering at her children’s crew regattas, or spending time with friends and family.

Liz Image 373 X 406 Meet The Boingnet Team: Get to Know Liz

Read more to get to know Liz

Where were you before you started working for Boingnet?

I actually didn’t work for 17 years because I had 3 kids at home. But long before Boingnet, I worked at Epsilon, a marketing services company, as an account manager.

What do you do at Boingnet?

I am a Client Success Manager, so I make sure that our clients learn how to use Boingnet to create and manage their marketing campaigns – whether it be email, or pURL landing pages, or QR codes for direct mail. Most clients have questions when they first get going because there are a lot of big pieces to fit together to create an effective marketing campaign.  There’s a technical aspect to my work but also a marketing aspect. The main part of my job is to help customers learn how to make the most of Boingnet’s functionality – and this includes writing help articles, and creating videos and demos for clients.

How has your position evolved as the company is growing?

Since we have more clients now using our marketing platform and doing more sophisticated things with it, I spend more of my day helping clients and answering their questions. While I still make time to produce help articles and videos, my main focus is to assist clients with Boingnet in order to create their campaigns.

What does an average day for you look like at the office?

The first thing I do is check my email – my day is really defined by how many questions I have from our clients. But I always have a list of things to work on as well as my daily task of assisting clients. Right now I am updating the help articles and videos on creating landing pages and email templates with the new features we just released. But it really varies each day.

Where are we most likely to find you on the weekends?

I like to relax at home with my family.  I also like ride my bike around the South Shore and take my dog Lucky for walks. While I usually travel more in the summer- we’ve been going to Martha’s Vineyard every year for the past 10 or so years- now we travel on the weekends visiting my kids at school and going to their crew regattas.

Other than Martha’s Vineyard, where’s your favorite place you’ve ever traveled to?

I would have to say London. My family had a great vacation there when my kids were going into high school. Not only is the city awesome but my kids were at the perfect age to travel and to really appreciate the sites and the culture of the city. We did so many different things, which was great. We had an amazing bike tour of London, we did the London Eye (which was not my personal favorite), went to museums and saw three different shows. Overall it was a great vacation!

What’s your favorite thing to do in the fall on the South Shore?

My favorite thing is definitely bike riding in Wompatuck State Park in Hingham. It’s beautiful there and it’s nice to take advantage of the great bike paths, especially in the fall.

If you can pick 3 words to describe yourself what would they be?

Dependable- if I tell someone I’m going to do something I won’t forget and never go back on my word. I am also detailed oriented- I make tons of lists and I am always very organized. And lastly, I would have to say I also have a fun side. I love to relax, listen to music and I love to laugh!

What’s the best advice you’ve ever received in the working world that you would pass on to someone else?

I would definitely give advice to someone starting our in the working world and encourage them to begin their career at a small company. When I started out, I worked for a small company and I learned so much because I was able to see all aspects of the business within a safe environment. While I had friends that started off at bigger companies, in the end they were only trained for one specific job, while I came out of my first job with more tangible skills.

What’s your favorite thing about working for Boingnet?

I have two favorite things. My first favorite thing is the people. The fact that I can bring my dog Lucky to work when I need to and that everyone just loves him is amazing. My background out of college was as a programmer analyst, then I went back to school and got my MBA in marketing. So working for Boingnet really ties my two interests together.  So, my second favorite thing is that I just love the work that I do- both the technical side and the marketing side. I like that my work is different every day and that I’m always learning.


Lucky Meet The Boingnet Team: Get to Know Liz


White Label Marketing Automation

Can White Label Marketing Automation Save SMB Marketing?

Screen Shot 2014 10 12 at 4.39.23 PM 300x204 White Label Marketing AutomationAs companies of all sizes work to attract more customers, marketing departments are turning to technology to gain an edge. White label marketing automation is helping to fulfill a gap in technology and resources that exists in small organization marketing departments. Marketing automation platforms have quickly become very popular, but up until recently they remained financially out of reach for all but the largest businesses. These large enterprises were and still are seeing significant returns from large investments in sophisticated marketing automation platforms. These platforms are highly advanced cross-channel marketing products that are explicitly designed for big businesses. This means that the software was built for lengthy implementations by large marketing teams with extensive IT resources. And big business marketing automation is not cheap: the platforms almost always require extensive contracts, expensive setup and training fees, and significant tech support. Despite the cost, marketing automation allows large marketing teams with sizeable budgets to deliver more and higher qualified leads to their sales teams. However, the large marketing automation providers fail to cater to companies smaller than this, as small and medium sized businesses (SMBs) and other smaller organizations usually lack the resources to make such a significant investment in an advanced marketing automation platform.  The already lopsided marketing battle between big business and SMBs looks now more like David and Goliath as SMBs struggle to find a right sized counterpart to large-scale marketing automation.

As a result, many SMBs have adopted inexpensive, self-service “point solutions” to do email marketing, such as Constant Contact® Mailchimp®, Unbounce©. These products are fine for the particular marketing channel on which they focus, but lack the technology and analytics to run cross-channel Screen Shot 2014 10 14 at 3.00.10 PM White Label Marketing Automationmarketing campaigns. And cross-channel marketing pays off: 60% of multichannel marketers reported revenue increases of more than 10% attributed directly to cross-channel marketing programs such as email to web or direct mail to web (Forrester, Multichannel Maturity Mandate). Even the simple act of attaching landing pages to emails cannot be accomplished easily without an integrated platform with cross-channel marketing capabilities. Despite the fact that a SMB may have a superior product to that of a large, established business, the lack of access to cross-channel, marketing automation means that the bigger company will draw in more sales through its higher brand visibility and more thorough lead generation.


Agencies – Skill and Resources for SMB Marketers

The limited resources and capabilities that exist in the marketing departments of small organizations have created a need that is being filled by marketing agencies. SMBs usually lack the creative expertise and manpower to effectively set up and run anything but relatively simple campaigns: they turn to agencies to augment their small teams with experienced staff and better software tools. To put it simply, their difficulties are a direct result of the mismatch between marketing resources and marketing goals: it is just not feasible for a small marketing team to invest in and fully utilize advanced marketing automation products and services. To remedy this, agencies have traditionally supplied a disparate collection of lightweight point products to their clients in a “white label” format. White label marketing solutions are packages in which the cost of the software platforms are bundled into the overall campaign fees billed to the clients. Clients still receive real time access to campaign results, but the most of the work that goes into creative, data analysis, personalization, and campaign management is handled by the agency behind the curtain. This strategy saves money, but the collection of single-channel products makes cross-channel campaign integration nearly impossible.

These conditions have left a significant gap in the market. Agencies servicing SMBs, nonprofits, and educational institutions are searching for a product that offers essentially a simplified version of advanced automation platforms. Recently, that product has emerged as a “lightweight white label marketing automation” solution. Lightweight marketing automation allows agencies to offer an integrated toolkit of solutions to its SMB clients at an identical or lower price than the disparate point solutions and enables easy cross-channel campaign management.

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Lightweight Marketing Automation Fills the Gap

If the SMB-large enterprise marketing battle is David and Goliath, then lightweight marketing automation is David’s sling . By opening doors for SMBs, lightweight marketing automation is a home run for agencies operating in a white label marketing context. SMBs 300x225 White Label Marketing AutomationAgencies will now have the ability to sell email, direct mail, landing page, microsite and SMS/text message campaigns as a single campaign entity, and at the same time provide their clients with white label analytic reports on all channels at once. The automation also enables lead nurturing through automated drip campaigns, with each “drip” operating on a timeline personalized to individual leads. Therefore, campaigns will essentially run themselves. As potential clients express interest in a product, their individual drip campaigns will begin completely independent of any other human input. Agencies and their clients may still schedule email blasts for specific offers, but even without these, landing page and microsite campaigns will continue to contact and attract customers through search engines, pay per click ads and social media. These campaigns create for agencies more sustained, deeper relationships with clients: instead of engaging clients on a campaign-to-campaign basis, automation provides the foundation for long lasting, high value agency-client partnerships.

What makes this new white label marketing “lightweight” is its ease of use. Emails, landing pages, microsites and more can all be created in minutes through templates with no IT input. This allows an agency’s creative arm to fully focus on the content it does best, rather than get bogged down with getting things approved through the business’ IT. Lightweight marketing automation is focused on the core set of features that today’s marketers need to help SMB marketing teams to “take the next step” beyond basic email, web and direct marketing tactics. Agencies can now offer SMBs fully integrated campaigns with outstanding creative and campaign strategy all at a much more reasonable price. The prospect of longer lasting, more durable client relationships makes white label marketing automation a must have for all agencies catering to SMBs and smaller organizations.

Agencies 1 300x156 White Label Marketing Automation

Boingnet’s White Label Marketing Automation Solution

Boingnet is the world’s premier lightweight marketing automation platform. Our software allows our customers to quickly and easily distribute campaigns across web, direct mail, email, and mobile channels. We then personalize those cross-channel marketing campaigns with pURLs, custom landing pages and microsites, and easy to use variable logic. Then with the data we collect from content opens, click-throughs, pURL opens, and microsite forms, we lay the foundations of drip campaigns to continue the conversation with the desired segments of the initial campaign. What’s more is that our product was designed with agencies in mind. Our drip capabilities create deeper, longer lasting relationships between agencies and their clients, and our white label product ensures that those clients will never even know we exist. The system of client portals lets agencies handle the behind-the-scenes work and then present only the relevant campaign information to their clients. We are confident that Boingnet’s product is an agency’s ultimate key for opening new doors into the untapped market of SMB marketing automation. We invite you to contact our sales team or start 60-day free trial HERE.

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Boingnet Sponsors the HomeStart Fall Gala

HomeStart Celebrates 20 Years of Preventing Homelessness

HomeStart Image 5 Boingnet Sponsors the HomeStart Fall Gala

On Saturday September 20th, Boingnet sponsored the annual HomeStart Fall Gala in Boston, MA.  As members of the 2014 Gala committee, Boingnet CEO Dennis Kelly and wife Jen were excited to attend the gala and support a cause that has been working to end homelessness for 20 years. HomeStart, founded in 1994, is a Boston non-profit organization that provides stabilizing programs to prevent thousands of adults and children from becoming homeless. These programs set HomeStart apart, as the organization stands as a nationally recognized innovator in preventing homelessness in the Boston area.

At the Gala, sponsors from the local community came together to celebrate 20 years of HomeStart’s dedication to ending homelessness. The highlight of the night came when James Patterson, a former homeless man, discussed his journey through drug addiction, homelessness and road to recovery with HomeStart. However, Patterson’s story is unique, as he came from an affluent family and attended an elite prep school. After he graduated from Northeastern University in 1992, he started his first post-grad job with a promising career in advertising and sales. While on the outside Patterson’s life was on an upward trajectory, in reality he struggled with a serious drug addiction at the seams of spiraling out of control. By 2005, he had lost everything and was living in an abandoned warehouse near Fenway Park. Patterson remarked, “I was hopeless and I saw no way out.”

That’s where HomeStart picked him back up on his feet. Forced to go to a homeless shelter, Patterson was assigned a housing advocate from HomeStart.  HomeStart’s goal was simple: to help him move into a home and help him rebuild his life. Over the course of 3 months, Patterson made steps towards improvement and was soon able to move out of the shelter. HomeStart’s involvement with Patterson did not end there. The organization continued to support his journey with stabilizing programs teaching him how to take care of himself, manage his money, and keep him in his new home. Today, Patterson has come a long way since his days suffering from addiction and homelessness.  With his recent masters degree in social work from Boston College, Patterson is working, sober and living in a home of his own. At the end of his speech, Patterson gave a heartfelt thank you to the audience members, saying, “without the help that HomeStart gave me, I would not have been able to make the critical changes that I needed to make in order to thrive and to survive.” HomeStart not only gave him a home, but also gave him a new life.

Of course, there wasn’t a dry eye in the audience. Patterson’s speech further highlighted the amazing work that HomeStart has done for our community. Earlier in the night the audience watched an inspiring video celebrating Homestart’s  successes over the past 20 years. Local politicians, business leaders, and former HomeStart clients joined together to simply say “thank you” to the organization. At the end of the video, Massachusetts Governor Deval Patrick gave a reminder to the audience, stating that while this night is a symbol of how far HomeStart has come, “we still have work left to do.” His point reigns true, as it is now our job to continue to work together and end the cycle of homelessness.


The Fall Gala was just one of many milestones that HomeStart has reached over the past 20 years. Overall, the event was a huge success as the organization raised $415,645 to help hundreds of individuals and families in the Boston area. The night revealed that this is only the beginning for HomeStart. Boingnet is excited to continue our partnership with the organization and to see what HomeStart will accomplish over the next 20 years.


 Check out the incredible work HomeStart is doing to fight homelessness at their website,


pURLs and Microsites – The Ultimate Content Marketing Platform

Content Marketing with pURLs

As companies of all sizes look to reinforce, reposition, or expand their brand image, more and more are turning to content marketing as a powerful yet cost-effective tool.  Screen Shot 2014 09 21 at 12.11.02 AM 300x138 pURLs and Microsites   The Ultimate Content Marketing PlatformContent marketing, a company’s distribution of material that a consumer will find helpful or interesting, has rapidly become a major marketing buzzword as companies scramble to master this form of brand management.  In addition to branding, marketers have also discovered content marketing’s usefulness in directing a consumer’s research on a product.  In the age of the internet, consumers will almost always research a product before engaging with sales teams, placing orders, or making decisions. Content marketing pieces empower marketers to help consumers with their research, or at the very least point a consumer’s research toward their product.  However, the rapid proliferation of content marketing means that a given content piece needs to really stand out from its competitors in order to be noticed by a consumer.  Marketers have recently realized that content personalized and customized to the individual consumer based on a known preference history is the most efficient way to initiate the conversation and shape the consumer’s research plan.  Personalized URLs (pURLs) and pURL marketing are making a major comeback in this new role, and microsites are rapidly becoming the preferred platform for deploying these personalized content marketing campaigns.

Call to Action: Don’t let Google hide your content!

Creating successful content marketing campaigns is by no means simple.  While content pieces are great for sparking consumer interest in a product, in the era of Google, simply producing compelling content rarely results directly in a sale.  Rather, consumers will almost always wish to conduct their own research before even considering making a purchase.  In fact, according to the Search Engine Journal, 93% of Google lock in pURLs and Microsites   The Ultimate Content Marketing Platformonline experiences start with a search engine.  Yet producing consumer motivation with content marketing is easier said than done.  Content marketing pieces should not, by definition, have a sales oriented call to action.  However, some marketers misinterpret this to mean that a content piece should be void of any call to action.  This is an enormous missed opportunity: leaving no call to action is only inviting consumers to conduct Google searches and therefore expose themselves to competitors’ products.  Instead, providing customers the option of reading more in a company-owned domain will deter many customers from immediately turning to Google.  An excellent tool with which to accomplish this relaxed call to action is a pURL linked to a content-oriented microsite.  The successful integration of content marketing pieces with pURLs and microsites allows a company to inexpensively lead consumers around the jungle of search engine results


Not Your Grandmother’s pURLs

Among many experienced direct marketers, pURLs have earned an ugly reputation.  Once toted as a revolutionary tool that was supposed to save the direct mail industry, they have somewhat fallen out of favor with their early adopters, primarily printers and direct mail marketers.  pURLs were never able to fulfill their promise, largely because marketers of the time were sold expensive systems that overestimated the value that consumers would draw from seeing their names in a URL.  However, new personalization techniques and technologies are in the process of reviving pURLs.  There are now ways to more subtly and effectively tailor content to a consumer’s known preferences, for example using data from past purchases to display only content that he or she will find relevant.  This type of personalization has proven to be extremely effective, as, according to DemandMetric, 82% of consumers feel more positively about a company after reading custom content.  Thus, the pURL’s primary role does more than simply display the customer’s name: it now provides a powerful tool for a brand to engage in deeply relevant, one to one content experiences with their target consumers.  This reinvention of the pURL is not an end-all for content marketing as was once sold to the direct mailers, but its role as an important aspect of the content marketing mix signals its ascent out of its long trough of disillusionment.

Of pURLs and Google

Beyond a pURL’s ability to provide personalized content and an appropriate call to action, it acts as a means to circumvent Google.  To better explain this, consider the following example: a retail company sends a direct mail campaign and an email blast to all past customers who purchased a product between six and twelve months ago.  The direct mail piece and email  will discuss the company’s dedication to Screen Shot 2014 09 21 at 11.13.17 PM 300x252 pURLs and Microsites   The Ultimate Content Marketing Platformsustainably manufacturing a specific product, with a prominently displayed pURL urging the consumer to read more.  The consumers, intrigued by the content, will click through the email or enter the pURL in their browsers and come to a microsite dedicated to discussing sustainability.  The microsite will have many pages exploring the different facets of both sustainability and the product in addition to a link to the company’s home page.  The pages of the microsite were quickly developed by the marketing team with little or no IT support, and include personalized content based on each consumer’s profile. The consumers that explore the microsite will feel as if they are conducting their own research, even though they are being held in the company’s search engine “safe zone.”  Had the email or direct mail content piece lacked a pURL, consumers would have had no direct call to action and likely ended up on Google if they desired further research.  While Google may or may not display the brand’s content at the top of the search results, they WILL display ads from competitors who have purchased keywords, thus distracting or even redirecting many consumers into the hands of the competition! pURLs are highly versatile in the sense that they may be attached to direct mail, emails, and SMS/text messages.  In fact, cross-channel marketing with pURLs is highly effective: 60% of marketers reported increases of more than 10% in revenue that could be directly attributed to cross-channel marketing programs (Forrester, “The Multichannel Maturity Mandate”).

Structuring Microsites

Having already explained microsites’ significance in the context of content marketing, we return to the question: what exactly is a microsite?  A microsite is like a landing page in that it has a narrow, specific focus, but it also allows for a number of pages to be linked together, thus presenting more information to the consumer.  Microsites usually exist in a vanity or sub domain of a particular brand in order to direct consumers towards specific offers, products, or content.  What makes a microsite unique from a traditional website or homepage is its simplicity – in both creation and navigation.  Building a microsite is very easy, provided a company has page templates at its disposal.  With the right tools, a company can build, run, and even modify an entire microsite with minimal or no involvement of IT. Content published on a microsite is great for SEO too. Since 75% of consumers will never look past the first page of the search results, using microsites will give your company the SEO advantage over competitors that trust Google searches to bring in customers (Search Engine Journal).

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pURLs and Microsites Working Together

The recent union between pURLs and microsites creates a content marketing channel that can help circumvent search engines and the potential consumer distraction they bring.  As a pURL gives a consumer a direct call to action, the microsite then provides the platform for the necessary additional content and information.  If properly structured with a network of interrelated content pages, a microsite can feasibly provide consumers with nearly all of the information for which they would have otherwise searched on Google. Thus, a company may at the same time satisfy consumers’ appetite for information and keep them in a domain safe from competitors’ temptations.  The rebirth of pURLs and microsites is a content marketing dream: inexpensive, easy to build, and, most of all, extremely effective.

How Boingnet Can HelpScreen Shot 2014 09 21 at 10.41.46 PM 300x258 pURLs and Microsites   The Ultimate Content Marketing Platform

And that’s where Boingnet can help. Our platform is perfectly suited to content marketing with pURLs and microsites.  The software allows our customers to quickly and easily distribute content marketing campaigns across web, direct mail, email, and mobile channels.  We then personalize those cross-channel marketing campaigns with pURLs, custom landing pages and microsites, and our easy to use variable logic.  Then with the data we collect from content opens, click-throughs, pURL opens, and microsite forms, we lay the foundations of drip campaigns to continue the conversation with the desired segments of the initial campaign.  On top of that, Boingnet provides its clients with mobile-friendly templates, which make site construction painless and IT-free.  In short, our product is designed for the marketer: we save you time on building and running campaigns so that you can focus on what matters most.  We are confident that our product is the superior lightweight marketing automation software, and we invite you to try our 60 day free trial here.

Boingnet User Experience Upgrade – New Release

Major Release Live Today 9/16/14 – A Boingnet User Experience Upgrade

We’ve just pushed up a major release of Boingnet that is all about upgrading the Boingnet User Experience. We’ve been working hard on some cool new tools that you can check out below for some time. This upgrade will help you work faster, better and more productively. Here’s the quick list of what’s inside:

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  • A new drag and drop capability within the template editor for moving around responsive blocks of content
  • Responsive Template Blocks can now be inserted from within the editor
  • Added template block management for resizing, setting background color and deleting blocks
  • A new Button Builder for easily creating great looking buttons for templates
  • Improved search and sort capabilities on all listings – templates, microsites & campaigns
  • Improved navigation
  • Improved usability of reports, campaign creation, microsite management and template menus.
  • Assorted minor bug fixes

Check out the Boingnet User Experience Upgrade –  Register for a 60 Day Free Trial!


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Amazing New Responsive Page & Email Template Editor!

We’ve developed some spectacular new tools in the Editor that will help you build better responsive page & email templates more quickly, modify templates with changes and let you design with more creativity and freedom than ever. Since debuting our Responsive Template Blocks approach to building mobile friendly page & email templates a few months ago, we’ve seen an explosion of use of our editor to build mobile ready campaigns. We’ve accumulated ideas from our users, the Boingnet Labs and industry experts on how to make these Responsive Template Blocks even better, and we’re proud to have built out many of these ideas in this release:

Insert a New Responsive Template Block from within the EditorInsert New Colored Blocks 300x224 Boingnet User Experience Upgrade   New Release

How many times have you started a Boingnet template using our point & click template editor, picked a structure or format for your page or email, and then wanted to insert a new  block into the template when you are partially done building? We now make it a snap with our Template Blocks feature in the left hand menu of the Template Editor.





move respsonsive template blocks 585 Boingnet User Experience Upgrade   New Release Move Responsive Template Blocks

After you start your edit – you often think of a new way to structure the content and you’d like to quickly make a change to see how it looks. Now, all you need to do to Move a Responsive Template Block is click on the block, grab the “Move” icon and drag the block to a different part of the template!




Resize respsonsive template blocks1 Boingnet User Experience Upgrade   New ReleaseResize Responsive Template Blocks

Resizing a block is a snap. Just click on the block, click on the “Resize” icon and grab the lower right corner red button and drag the size of the block to whatever size your heart desires!



The New Color Picker – On Blocks & Call To Action Buttonscolor picker on responsive template blocks1 Boingnet User Experience Upgrade   New Release

We’ve built you a fabulous Color Picker that you can tap into throughout the template editor. Whether you want to change the color of a template block that you are working on or modifying the color of a Call to Action Button – just click on the color picker to scroll through all the colors of the rainbow, or just type/paste in the color number that you’re looking for. You’ll see it appear before your eyes! Speaking of Call to Action Buttons…..


Insert Call To Action Buttons 300x230 Boingnet User Experience Upgrade   New ReleaseBuild and Insert Call to Action Buttons in your Templates with our New Button Builder!

We’ve made the creation of powerful Call To Action buttons a snap with our new Call To Action Button Builder. Choose your text, size it, style it, choose gradient colors and embed a URL or pURL and you’re off to the races! Getting the right Call to Action Button is so important in determining the success of your landing page. Now you have a great tool to build custom looking buttons without having to jump into the HTML editor.



New Ways to Sort, Search & Find your Templates, Microsites & CampaignsNew Listing Format 600 227 Boingnet User Experience Upgrade   New Release

As you build out more content in your Boingnet account, you need better tools to find exactly what you need to view, edit or delete quickly. Our new Listing Format that debuted a few months ago in Lists has now been moved to all Boingnet Listings. We’ve added a sortable column called “Last Update Date” and made it the default listing order, so what you worked on last is at the top of every list. You can now sort on column headings and search for every template, microsite and campaign that exists in your Boingnet account.

We’re working hard to help YOU build better campaigns!

As you can see, this release is jammed with tons of great new features that will make you a more productive, faster and better builder of Boingnet campaigns. We’ve been working on hard this new list of features that we know you’ll love. If you ever have any ideas you’d like to share, just email us at to share your thoughts. See these for yourself – Register for a 60 Day Free Trial!

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