From Random Strangers to      Raving Fans   Using eMail to connect to,  convert and retain customers
Customer Acquisition is Like          Dating• First Date: Banner ad, social media or search  drives customers to your webs...
Your Website is the Center of  Your Client Relationship             Web             Site
The Offer            The            Offer   Web   Site
More Examples:
Capture Contact Information            • Ask for Limited Information               – Name               – Email           ...
The Drip• Short, focused email:    – 100 – 200 words•   Written as a series•   Link to site for more on the same topic•   ...
Sample Drip
Drip Campaign Content•   90% Information•   10% Advertising•   Each with a call to action•   Link back to the website
Close the Loop          2nd         Offer              The                            Offer Drip                 WebCampai...
Traditional Newsletters• Longer more general• Specific release date• Include links to drip campaigns
Sample Newsletter
Close the Loop          2nd      New         Offer     Info     The                            Offer                 WebDr...
From Random Strangers to Raving Fans
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From Random Strangers to Raving Fans

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  • Today we are going to talk about the two different types of email programs, the drip and standard newsletters. When to use a drip and when to use typical newsletter.
  • Drive Traffic to the Site Do customers have a reason to come back to your site? Give visitors a chance to download, relevant information, request specific quotes
  • Also called web candy or bait is something your client wants – Information, resources. It has value, but you give it away free in exchange for an email address. Promote offers in social media and other advertising, with direct links to specific pages, or buttons on your home page
  • Drip campaigns bring participants back to site for more offers, and more links Monitor open rates, follow up with phone calls and direct mail Integrate on and off line connections
  • More short articles, still lots of links back to site, lots of calls to action.
  • An integrated campaign keeps visitors coming back again, and again.
  • From Random Strangers to Raving Fans

    1. 1. From Random Strangers to Raving Fans Using eMail to connect to, convert and retain customers
    2. 2. Customer Acquisition is Like Dating• First Date: Banner ad, social media or search drives customers to your website• Courtship: Drip campaigns on relevant topics• Engagement: Blog posts, social media and off line conversations• Married Life: Monthly newsletters
    3. 3. Your Website is the Center of Your Client Relationship Web Site
    4. 4. The Offer The Offer Web Site
    5. 5. More Examples:
    6. 6. Capture Contact Information • Ask for Limited Information – Name – Email – Zip Code or Phone • The more you request, the fewer leads you will get.
    7. 7. The Drip• Short, focused email: – 100 – 200 words• Written as a series• Link to site for more on the same topic• Delivered over specific time line• Start at any time.
    8. 8. Sample Drip
    9. 9. Drip Campaign Content• 90% Information• 10% Advertising• Each with a call to action• Link back to the website
    10. 10. Close the Loop 2nd Offer The Offer Drip WebCampai Site gn
    11. 11. Traditional Newsletters• Longer more general• Specific release date• Include links to drip campaigns
    12. 12. Sample Newsletter
    13. 13. Close the Loop 2nd New Offer Info The Offer WebDrip SiteCampaign Email

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