Email is now the most-used tool for online communication. It is a fast, affordable, and convenient method for contacting your clients, sharing your business’s message and encouraging return visit to your business. The scary part is getting started and doing it right. There are laws that govern sales emails and techniques to getting them in the right inboxes and getting them opened. This class will teach you how you can use email to enhance relationships with current and potential clients, rules and best practices for keeping it ethical, and most importantly, how to build and grow an email list of Ideal Clients. You’ve got a decent list of past, current clients, and potential clients. Maybe you have a “Sign up for my Newsletter” subscription box on your website. Perhaps you even manage to send out a monthly email to your list. What’s next? This class will address better techniques for getting your emails read, and more importantly, getting clients to book (and more often) as a result of effective email marketing. We’ll look at segmenting lists, A/B testing, analytics and the keys to creating compelling content that truly serves your audience and promotes your business.

1. AMTA IL Chapter
From Email to Appointments
Allissa Haines
no nonsense email marketing to recruit and retain clients

2. Review the Basics
❖ Preference
❖ Cost effective
❖ Measurable
why use email?

3. Review the Basics
❖ Transactional (individual)
❖ Bulk
2 types of emails

4. Your email address. It
matters!
❖ Branded
❖ allissa@hainesmassage.com
❖ Generic
❖ allissa.haines@gmail.com

5. Your email address. It
matters!
❖ Totally weird, inappropriate and/or
unprofessional
❖ fuzzybunny38@hotmail.com
❖ lovestorubu@yahoo.com
❖ sexyrexy@macmail.com
❖ sugahmama69@someemail.com
❖ smokinphalanges@misc.com

6. Transactional email must-
haves
❖ Proper name set in email
settings
❖ Email signature
❖ No fancy formatting

7. Proper name in the email
settings

8. Email signature
❖ Full name
❖ Phone number
❖ Address (?)
❖ Website

9. Simple formatting

10. Transactional email etiquette
❖ Greet and close
❖ Use abbreviations sparingly
❖ Avoid jargon
❖ Make the subject field match
the content

11. Bulk email
Anything that is identical content
going out to multiple people
❖ Newsletters
❖ Updates and special offers
❖ Last minute appointments

12. Review the Basics
❖ Use a service
❖ CAN-SPAM Compliant
look good, stay legal

13. Service options
❖ MailChimp (free for 2,000
contacts, then varies)
❖ *Constant Contact ($20/month
up to 500 contacts, less if you
pay for 6 months or a year. 60
day free trial.)

14. Getting started
❖ Subscription box on website
❖ Customizing a welcome email

15. Adding a subscription box

16. Building a list
❖ By permission only
❖ Email addresses (the
people behind them)
should be treated like
relationships.

17. Building a List
❖ Purge your files
❖ Create a system for adding new
clients
if you already have a list

18. Building a List
❖ Be clear about what you’re
offering.
❖ Offer something useful.
new subscribers from website
& social media

21. Building a list
❖ While doing public gigs
❖ Subscription contest
(fishbowl)
❖ Use an event-specific
follow up when
appropriate!
(welcome email that
references the event)

22. Building a List
❖ QR code or simple sign up list
❖ Offer incentive
❖ Follow up with event-specific
welcome email
in-person opt in

23. Welcome Email
❖ Intro & thank you
❖ Set expectations
❖ type of content
❖ frequency
❖ Tell what makes you special
❖ Invite
❖ to communicate
❖ to book
the ‘nice to meet you’

26. Welcome Email After an
Event
creating a email to follow up
from an event

27. Organize yo’self
Creating a Schedule

28. Creating a Schedule
❖ Valentine’s Day
❖ Spring
❖ Mother’s & Father’s Days
❖ Back to School
❖ Holidays
consider annual promotions

29. Creating a Schedule
❖ Whatever works for you
❖ Make time to accomplish the
tasks
spreadsheet, calendar,
appointment book

33. What do I write?

34. What’s the purpose of this
email?
❖ Inform & educate
❖ Encourage appointment
bookings
❖ Encourage gift certificate sales

35. Anatomy of an email
❖ From address
❖ Use a clear name, (person)
❖ Subject line
❖ Use reader’s first name
❖ Accurately reflect content
❖ 50 characters or less
❖ Avoid spam triggers
❖ Social sharing buttons
❖ Branding
❖ Logo & colors

36. Anatomy of an email
❖ Obvious call to action
❖ What do you want the reader
to do?

37. Anatomy of an email
❖ Privacy policy
❖ Unsubscribe link

38. Newsletters
❖ News
❖ events
❖ fundraisers
❖ babies!
❖ new music? books?
❖ Educational
❖ interesting health articles
❖ instructional videos
❖ Community
❖ feature referral partner

39. Newsletters

40. Single offer or Specials

41. Last minute appointments

42. It’s not about you
Subject Lines

43. Subject Lines
❖ Chamber E-News
❖ May Newsletter
❖ News from XYZ, Inc.
examples of awful subject
lines
❖ Spam triggers
❖ Bait & switch
❖ Boredom
avoid

44. Subject lines
❖ Address the clients’ needs
❖ Brief, 40-55 characters
❖ Clear & informative
❖ Personalize
❖ Action verbs
make ‘em great
❖ Schedule now for the best time
slot
❖ Run faster after these
hamstring stretches
❖ Show Dad how much you care
action verbs (when
appropriate)

45. Sharing is caring
Working with Referral
Partners

46. Referral Partners
❖ Do NOT ‘borrow’ or buy a list
❖ Do swap blurbs to put in each
other’s next email
do it right

47. Getting specific
Segmenting your list

48. Lists, Tags & Groups

49. Lists, Tags & Groups
❖ Constant Contact
❖ tags

50. Segment based on Activity

51. What to Measure
❖ Clickthrough Rate
❖ Conversion Rate
❖ Bounce Rate
❖ List Growth Rate
❖ Email Sharing/Forwarding
❖ Overall ROI
and what it means

52. What to Measure
❖ Did recipient interact?
clickthrough rate

53. What to Measure
❖ Did the recipient do what you
wanted her to do?
conversion rate

54. What to Measure
❖ Message is not delivered
bounce rate

55. What to Measure
❖ Are you getting new
subscribers?
❖ Where are they coming from?
list growth rate

56. What to Measure
❖ Who shares, and what do they
share?
sharing/forwarding

57. What to Measure
❖ Is this worth your time &
money?
overall ROI

58. What NOT to Measure
❖ Open Rate
❖ Unsubscribe
meh

59. Whaddya like best?
A/B Testing

60. A/B Testing
❖ Timing
❖ Subject line
❖ Design
❖ From name
only change ONE thing

62. Writing in general
http://www.hemingwayapp.com/
Business email etiquette book, spinweb
http://ow.ly/uDsZ0
Constant Contact
email stats (infographic)
http://conta.cc/xY1YpY
building a list
http://conta.cc/SIOvWc
Hubspot
Anatomy of a 5 star email
http://bit.ly/YpDcWe
Avoiding spam words
http://bit.ly/yHzbT6
Mail Chimp
Common rookie mistakes http://bit.ly/sSbm4B
CAN-SPAM Act http://1.usa.gov/YgrzFP
Misc
Strike ‘Newsletter’ from your vocabulary
http://bit.ly/ZtXvDO
Email Snafus
http://blog.spinweb.net/lessons-learned-how-to-
avoid-email-marketing-snafus
Subject lines
http://blog.spinweb.net/why-your-email-subject-
line-sucks-and-how-to-fix-it
Components of an email
http://blog.hubspot.com/blog/tabid/6307/bid/3260
6/The-9-Must-Have-Components-of-Compelling-
Email-Copy.aspx
Resources

63. AMTA IL Chapter
From Email to Appointments
Allissa Haines
no nonsense email marketing to recruit and retain clients