From Random Strangers to Raving Fans

Using eMail to connect to, convert and retain customers

From Random Strangers to Raving

Fans

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

Your Website is the Center of Your Client Relationship

WebSite

The Offer

WebSite

The Offer

More Examples:

Capture Contact Information

• Ask for Limited Information– Name– Email– Zip Code or Phone

• The more you request, the fewer leads you will get.

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.

Sample Drip

Drip Campaign Content

• 90% Information• 10% Advertising• Each with a call to action• Link back to the website

Close the Loop

WebSite

The Offer

2nd Offer

Drip Campai

gn

Traditional Newsletters

• Longer more general• Specific release date• Include links to drip campaigns

Sample Newsletter

Close the Loop

WebSite

The Offer

2nd Offer

Drip Campaign Email

New Info