Slides from Bob McCarthy's presentation on email marketing at Tech Day Camp - Frankin - Spring 2013. We all use email in our day-to-day business, but how you use email as a marketing tool is a different story. In this session, you’ll learn how to use email marketing to generate new leads, to nurture existing leads, to convert leads into customers, to produce repeat business and build loyalty with current customers and to reactivate lapsed customers.

1. What we’ll cover
• Selling … through the years
• The Sales Process – different industries
• Two Distinctly Different Types of Emails
• Email Prospecting
• Using outside lists
• Email Nurturing
• Building a house list
• Automated email
• Email newsletters
• Stepped emails
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2. Selling …
through the years
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3. Chasing smokestacks
One-Step Process
1. In-Person Selling (Cold Calling)
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4. Enter the telephone
Two-Step Process
1. Telephone Appointment Setting
2. In-Person Selling
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5. Enter direct mail
Three-Step Process
1. Direct Mail Prospecting
2. Telephone Appointment Setting
3. In-Person Selling
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6. Enter Email …
Four-Step Process
1. Direct Mail & Email Prospecting
2. Telephone Appointment Setting
3. In-Person Selling
4. Email Lead Nurturing
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7. Today’s Sales Process
• Generate leads with direct mail
• Qualify leads by phone
• Explore and present in person
• Stay in touch and nurture with email
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8. Different industries
Traditional Sales Model
• Lead Generation/Lead Nurturing
Contractor Sales Model
• Call for Estimate/Lead Nurturing
Retail/Restaurant Sales Model
• Customer Nurturing/Loyalty
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9. Let’s talk about email
Email Prospecting
vs.
Email Nurturing
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10. One Funnel Marketing 11
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11. Email Prospecting
• Lists
• Offers
• Landing Pages
• Metrics
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12. Email Lists
• Lists are rented
• List owners do NOT release lists
• Start with a customer profile
• Compiled lists – demographic lists
• InfoUSA
• Response lists – behavorial lists
• Industry trade journals, associations
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13. Email Offers
• Whitepapers, ebooks, tip sheets
• Webinars, demos, free trials
• Even FREE offers aren’t entirely free
• How much contact info to require
• Make offer the centerpiece of email
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14. Email Sample
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15. Email Sample
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16. Landing Pages
• After the click, where do they go?
• Do NOT use your home page
• Landing pages are more focused
• Repeat the offer
• Ask for contact info
• Automated lead processing/fulfillment
• Don’t forget the Thank You page
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17. Landing Page Sample
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18. Email Metrics
• Open Rates and Click-Thru Rates
• Response Rates (leads captured)
• Qualified Response Rates
• Order Rates
• Cost per Response
• Return on Investment (ROI)
• Lifetime Value (repeat customer worth)
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19. Email Nurturing
• Email Service Providers
• Building a House List
• Automated Emails
• Stepped Emails
• Email Newsletters
• Surveys
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20. Email Service Providers
• Constant Contact
• Aweber
• Vertical Response
• iContact
• Mail Chimp
Most start at $15/month
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21. Building a House List
• Customers, prospects, partners
• Upload Excel files or one at a time
• No rented or purchased names
• Put a sign-up box on your website
• Add incentive for joining
• Use online and offline methods
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22. Capture leads on website
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23. Automated Emails
• Create a series of introductory emails
• Build a case for your business
• Set and forget it
• Emails go out to all NEW leads
• Fewer leads falling through cracks
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24. Automated Emails
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25. Stepped Emails
Determined by the Offer –
• Informational Offers (White Paper
• Free Activity Offers (Webinars)
• One-on-One Offers (Meetings/Demos)
• Diagnostic/Assessment Offers
• Presentation (Trials/Buy Now)
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26. Stepped Emails
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27. Email Newsletters
• Demonstrate knowledge, expertise, authority
• Stay simple but frequent
• 1 or 2 articles
• Different approaches
• News
• Opinion
• Aggregate Info
• Tips
• Customer Stories
• Q&A
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28. Newsletter Sample
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29. Surveys
• Find out what customers and prospects are thinking
• Qualify new prospects for their sales potential
• Ask customers to rate their satisfaction
• Telephone and printed surveys still work
• Online surveys are faster, cheaper and easier
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30. Thank You
Bob McCarthy
508-473-8643
bob@mccarthyandking.com
www.mccarthyandking.com
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