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

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, Optify Rob Eleveld, CEO of Optify is a 20-year tech veteran with deep experience in B2B sales and marketing. Rob is passionate about growing business through partner channels at Optify and excited about the opportunity that inbound marketing affords to forward-thinking digital marketing agencies. Follow Rob on Twitter - @RobertEleveld

Speakers

Zach Okun, Director of Product Management, Optify

Zach is responsible for enforcing Optify's simple mantra - 'Simple, Insightful, and Actionable‘, and thinks that marketers deserve better tools to deal with rapidly changing technological landscape. Prior to Optify, Zach was a senior product manager at Amazon Web Services, where he worked on what he refers to as "the bowels of the internet.” Follow Zach on Twitter - @z_okun


About Op<fy Optify delivers a simple digital marketing software suite for agencies. Our complete cloud-based software eliminates the need for standalone tools and empowers agency marketers to easily create and manage demand generation programs across multiple websites, nurture prospects, prioritize the best performing programs and streamline reporting of client results - all from one login. Optify, Inc

710 2nd Ave, Suite 840 Seattle, WA 98104

1 (206) 388-4234 (phone) 1 (877) 2-OPTIFY (toll-free) 1 (206) 787-1410 (fax)

Sales: [email protected] Help: [email protected] Other Inquiries: [email protected]


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


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!


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


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


Crea<ng Your Newsle6er In Op<fy

Simple Op<ons / Templates


Crea<ng Your Newsle6er In Op<fy

Personaliza<on

Images make your email more engaging

Experiment with Subject line

Experiment with the ‘From’ line


Using Your Own HTML


Landing Page Templates

WYSIWYG Editor

Crea<ng Your Landing Page


Crea<ng The Form Set required fields

Set the thank you page and

confirma<on

Only important fields


Thank You Page Branded, aligned

Primary Call-‐to-‐Ac<on

Relevancy


Schedule The Follow Up Name your email Personalized the “From Line”

Schedule the response Relevant subject line Exclude irrelevant audience


Immediate Email

Branded, aligned

Relevancy

Calls-‐to-‐ac<on

Branded and Personalized

“From”

Calls-‐to-‐ac<on


Track, Measure, Refine

Email engagement: Subject line, relevancy,

personaliza<on, message alignment

Engagement List quality List quality Cadence & alignment Op<fy Special Sauce


Op<fy Connect


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


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


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














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, Inc 710 2nd Ave, Suite 840 Seattle, WA 98104

1 (206) 388-4234 (phone) 1 (877) 2-OPTIFY (toll-free) 1 (206) 787-1410 (fax)

Sales: [email protected] Help: [email protected] Other Inquiries: [email protected]

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

Technology

customer newsle6er

sell

create

develop

send