From Email to Appointments: no nonsense email marketing to recruit and retain clients
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Email is now the most-used tool for online communication. It is a fast, affordable, and convenient method for contacting your clients, sharing your businesss 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. Youve 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. Whats 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. Well look at segmenting lists, A/B testing, analytics and the keys to creating compelling content that truly serves your audience and promotes your business.
From Email to Appointments: no nonsense email marketing to recruit and retain clients
- 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
- 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 youre 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 yoself Creating a Schedule
- 28. Creating a Schedule Valentines Day Spring Mothers & Fathers 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. Whats 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 readers 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
- 42. Its 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 others 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