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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