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Optify Partner Presentation: How to Develop, Create, Send and Sell a Customer Newsletter
 

Optify Partner Presentation: How to Develop, Create, Send and Sell a Customer Newsletter

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Email marketing is still the primary correspondence for businesses with their customers and clients. The 'newsletter' is a critical communication and demand generation vehicle. However, to do it right ...

Email marketing is still the primary correspondence for businesses with their customers and clients. The 'newsletter' is a critical communication and demand generation vehicle. However, to do it right requires a contact manager, email, landing pages, autoresponders and more.

This presentation covers the topic of how to develop and deploy a customer newsletter using the integrated tools of Optify. For digital marketing agencies, learn how to price and sell this important marketing service to your new and existing clients.

Learn more and watch the recorded webinar here http://www.optify.net/webinars/how-to-develop-create-send-sell-customer-newsletter

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    Optify Partner Presentation: How to Develop, Create, Send and Sell a Customer Newsletter Optify Partner Presentation: How to Develop, Create, Send and Sell a Customer Newsletter Presentation Transcript

    • How  to  Develop,  Create,  Send  and  Sell  a  Customer  Newsle6er  
    • Page  2   How  to  Develop,  Create,  Send  and  Sell  a  Customer  Newsle6er|  @op<fy  Rob Eleveld, CEO, OptifyRob Eleveld, CEO of Optify is a 20-year tech veteran with deepexperience in B2B sales and marketing.Rob is passionate about growing business through partner channels atOptify and excited about the opportunity that inbound marketing affordsto forward-thinking digital marketing agencies.Follow Rob on Twitter - @RobertEleveldSpeakers  Zach Okun, Director of Product Management, OptifyZach is responsible for enforcing Optifys simple mantra -Simple, Insightful, and Actionable‘, and thinks that marketers deservebetter tools to deal with rapidly changing technological landscape.Prior to Optify, Zach was a senior product manager at Amazon WebServices, where he worked on what he refers to as "the bowels of theinternet.”Follow Zach on Twitter - @z_okun
    • Page  3   How  to  Develop,  Create,  Send  and  Sell  a  Customer  Newsle6er|  @op<fy  About  Op<fy  Optify delivers a simple digital marketing software suite for agencies. Ourcomplete cloud-based software eliminates the need for standalone tools andempowers agency marketers to easily create and manage demandgeneration programs across multiple websites, nurture prospects, prioritizethe best performing programs and streamline reporting of client results - allfrom one login.Optify, Inc710 2nd Ave, Suite 840Seattle, WA 981041 (206) 388-4234 (phone)1 (877) 2-OPTIFY (toll-free)1 (206) 787-1410 (fax)Sales: sales@optify.netHelp: support@optify.netOther Inquiries: info@optify.net
    • Page  4   How  to  Develop,  Create,  Send  and  Sell  a  Customer  Newsle6er|  @op<fy  Agenda  •  Introduc<on              •  Crea<ng  your  newsle6er          •  Create  an  email  from  baseline  Op<fy  template:    o a)  company  update    o b)  customer  spotlight    o c)  educa<onal  content  § Call  to  ac<on  for  "request  of  addi<onal  product  or  comments”        on  a  simple  landing  page  § Autoresponse  thank  you  email  •  Posi<oning,  pricing  and  selling  your  service  to  clients    
    • Page  5   How  to  Develop,  Create,  Send  and  Sell  a  Customer  Newsle6er|  @op<fy  Introducing  our  webinar  series:    Simple  &  Integrated  Retainer-­‐Based  Services    •  How  can  I  expand  my  digital  marke<ng  services  offering?  §  So  we’re  going  to  keep  it  simple  for  those  who  don’t  yet  offer  these  services.  •  How  can  I  scale  my  business  when  I  am  tapped  out?  §  So  these  services  are  designed  to  be  executed  by  more  junior  folks  using  Op<fy.  •  Can  you  get  me  started  with  exactly  how  to  execute  this  service?  §  Well,  we’re  going  to  try.    But  your  enthusiasm  and  crea<vity  add  far  more  than  what  we  can  show  here.  •  How  should  I  price  this  service?    AND/OR  How  do  I  get  my  clients  on  retainers?  §  We’re  addressing  both  of  these  ques<ons  quite  specifically.      •  Do  you  offer  any  co-­‐branded  sales  materials?  §  Yes!    You  will  see  some  very  shortly  in  this  webinar  .  .  .  for  you  to  re-­‐use  later!  
    • Page  6   How  to  Develop,  Create,  Send  and  Sell  a  Customer  Newsle6er|  @op<fy  Newsle6er  Basics  Goals:  •  Increase  engagement  •  Increase  exposure    •  Generate  more  leads,  referrals,  and  upsells  •  Build  your  brand      Internal  checklist/ques3ons:  •  Why  are  you  sending  it?                        (Goals,  measurements)  •  Who  are  you  sending  to?                (Subscribers,  leads,  customers,  partners)  •  What  are  they  interested  in?              (Industry  news,  <ps  and  tricks,  thought                                                    leadership,  company  updates)  •  Where  is  the  content  from?                (Blog,  outsourced,  aggregated)  •  When  are  you  sending  it?            (Time  of  day,  day  of  the  week,  frequency)    Best  Prac3ces:  •  Set  expecta<ons;  be  consistent  •  Personalize  as  much  as  you  can  •  Work  the  subject  line  •  Track  and  measure  •  Test,  Test,  Test    
    • Page  7   How  to  Develop,  Create,  Send  and  Sell  a  Customer  Newsle6er|  @op<fy  The  Whole  Picture    Drive  traffic  to  your  site  or  to  Landing  Pages  Example:    ‘Contact  Me’  form  Follow  up  with  Autoresponder(s)  Send  Monthly  Newsle6er  Email  
    • Page  8   How  to  Develop,  Create,  Send  and  Sell  a  Customer  Newsle6er|  @op<fy  Crea<ng  Your  Newsle6er  In  Op<fy  Simple  Op<ons  /  Templates  
    • Page  9   How  to  Develop,  Create,  Send  and  Sell  a  Customer  Newsle6er|  @op<fy  Crea<ng  Your  Newsle6er  In  Op<fy  Personaliza<on  Images  make  your  email  more  engaging  Experiment  with  Subject  line  Experiment  with  the  ‘From’  line  
    • Page  10   How  to  Develop,  Create,  Send  and  Sell  a  Customer  Newsle6er|  @op<fy  Using  Your  Own  HTML    
    • Page  11   How  to  Develop,  Create,  Send  and  Sell  a  Customer  Newsle6er|  @op<fy  Landing  Page  Templates  WYSIWYG  Editor  Crea<ng  Your  Landing  Page  
    • Page  12   How  to  Develop,  Create,  Send  and  Sell  a  Customer  Newsle6er|  @op<fy  Crea<ng  The  Form  Set  required  fields  Set  the  thank  you  page  and  confirma<on    Only  important  fields  
    • Page  13   How  to  Develop,  Create,  Send  and  Sell  a  Customer  Newsle6er|  @op<fy  Thank  You  Page  Branded,  aligned  Primary  Call-­‐to-­‐Ac<on  Relevancy  
    • Page  14   How  to  Develop,  Create,  Send  and  Sell  a  Customer  Newsle6er|  @op<fy  Schedule  The  Follow  Up  Name  your  email  Personalized  the  “From  Line”  Schedule  the  response   Relevant  subject  line   Exclude  irrelevant  audience  
    • Page  15   How  to  Develop,  Create,  Send  and  Sell  a  Customer  Newsle6er|  @op<fy  Immediate  Email  Branded,  aligned  Relevancy  Calls-­‐to-­‐ac<on  Branded    and  Personalized  “From”  Calls-­‐to-­‐ac<on  
    • Page  16   How  to  Develop,  Create,  Send  and  Sell  a  Customer  Newsle6er|  @op<fy  Track,  Measure,  Refine  Email  engagement:  Subject  line,  relevancy,  personaliza<on,  message  alignment  Engagement   List  quality  List  quality   Cadence  &  alignment   Op<fy  Special  Sauce  
    • Page  17   How  to  Develop,  Create,  Send  and  Sell  a  Customer  Newsle6er|  @op<fy        Op<fy  Connect  
    • Page  18   How  to  Develop,  Create,  Send  and  Sell  a  Customer  Newsle6er|  @op<fy  Taking  It  To  The  Next  Level  •  Build  HTML  templates  that  you  can  reuse  across  months  or  across  sites  §  Be  careful  to  test,  test,  test  (browsers,  devices,  etc)    •  Segment  your  contacts  for  even  more  targeted  email  campaigns  §  Smart  Lists    •  Nurture  -­‐  Autoresponder  series  for  specific  forms/interests  §  5  email  series  –  Immediately,  arer  3  days,  arer  2  weeks,  etc.  §  Use  Smart  Lists  and/or  Exclusions  to  move  people  from  one  series  to  another    •  Assign  leads  to  Sales  teams  §  Using  Op<fy’s  Alerts  and  Simple  CRM  to  assign  qualified  leads  •  Repor<ng  §  Measure  your  email  campaigns  and  perform  A/B  tests  to  op<mize  for  your  goals    
    • Page  19   How  to  Develop,  Create,  Send  and  Sell  a  Customer  Newsle6er|  @op<fy  The  Whole  Picture    Drive  traffic  to  your  site  or  to  Landing  Pages  Example:    ‘Contact  Me’  form  Follow  up  with  Autoresponder(s)  Send  Monthly  Newsle6er  Email  
    • Page  20   How  to  Develop,  Create,  Send  and  Sell  a  Customer  Newsle6er|  @op<fy      Objec<ves  of  a  monthly  newsle6er  service    •  EVERY  client  should  send  a  monthly  newsle6er  to  their  customer  base  §  So  every  client  is  an  eligible  target:  get  75%  on  this  service.  §  Intrinsic  value  –  not  too  hard  to  sell,  even  to  old  school  clients.  •  Price  to  sell  a  lot  of  them:  $500-­‐750  per  month  and  VERY  PROFITABLE  §  50%  gross  margins  even  at  $300  per  month  §  10  clients  at  $500/mo  =  $5,000  of  retainers  for  a  monthly  newsle=er!  •  Gevng  clients  on  a  basic  retainer  enables  you  to  expand  retainer  services  later  §  This  services  should  allow  you  to  flip  the  switch  to  posi<oning  retainers.  §  More  retainer  services  means  more  cash  flow  visibility.  •  A  simple,  low-­‐priced  service  allows  you  to  stay  close  to  your  client  base  §  You  hear  more  digital  marke<ng  service  opportuni<es/needs  when  you  are  in  close  and  ongoing  contact  with  clients.  •  Customer  newsle6er  doesn’t  take  huge  email/database  marke<ng  experience  §  Easy  service  to  offer  with  li6le  or  no  exis<ng  experience.  §  A  less  experienced  resource  (not  the  founder/owner)  should  execute  this  service  
    • Page  21   How  to  Develop,  Create,  Send  and  Sell  a  Customer  Newsle6er|  @op<fy  
    • Page  22   How  to  Develop,  Create,  Send  and  Sell  a  Customer  Newsle6er|  @op<fy  
    • Page  23   How  to  Develop,  Create,  Send  and  Sell  a  Customer  Newsle6er|  @op<fy  
    • Page  24   How  to  Develop,  Create,  Send  and  Sell  a  Customer  Newsle6er|  @op<fy  
    • Page  25   How  to  Develop,  Create,  Send  and  Sell  a  Customer  Newsle6er|  @op<fy  
    • Page  26   How  to  Develop,  Create,  Send  and  Sell  a  Customer  Newsle6er|  @op<fy  
    • Page  27   How  to  Develop,  Create,  Send  and  Sell  a  Customer  Newsle6er|  @op<fy  
    • Page  28   How  to  Develop,  Create,  Send  and  Sell  a  Customer  Newsle6er|  @op<fy  
    • Page  29   How  to  Develop,  Create,  Send  and  Sell  a  Customer  Newsle6er|  @op<fy  
    • Page  30   How  to  Develop,  Create,  Send  and  Sell  a  Customer  Newsle6er|  @op<fy  
    • Page  31   How  to  Develop,  Create,  Send  and  Sell  a  Customer  Newsle6er|  @op<fy  
    • Page  32   How  to  Develop,  Create,  Send  and  Sell  a  Customer  Newsle6er|  @op<fy  
    • Page  33   How  to  Develop,  Create,  Send  and  Sell  a  Customer  Newsle6er|  @op<fy  Addi<onal  Resources  •  Autoresponders  study  and  guide:  h6p://www.op<fy.net/form-­‐returns/thank-­‐you-­‐page-­‐arer-­‐autoresponders-­‐playbook-­‐pre-­‐registra<on    •  Email  blog  posts:  h6p://www.op<fy.net/email-­‐marke<ng-­‐2    •  Op<fy  Demo  –  h6p://www.op<fy.net/demo  •  Free  trial  –  h6p://www.op<fy.net/sign-­‐up      Optify, Inc710 2nd Ave, Suite 840Seattle, WA 981041 (206) 388-4234 (phone)1 (877) 2-OPTIFY (toll-free)1 (206) 787-1410 (fax)Sales: sales@optify.netHelp: support@optify.netOther Inquiries: info@optify.net