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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
Page	
  3	
   How	
  to	
  Develop,	
  Create,	
  Send	
  and	
  Sell	
  a	
  Customer	
  Newsle6er|	
  @op<fy	
  
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: sales@optify.net
Help: support@optify.net
Other Inquiries: info@optify.net
Page	
  4	
   How	
  to	
  Develop,	
  Create,	
  Send	
  and	
  Sell	
  a	
  Customer	
  Newsle6er|	
  @op<fy	
  
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 	
  	
  
Page	
  5	
   How	
  to	
  Develop,	
  Create,	
  Send	
  and	
  Sell	
  a	
  Customer	
  Newsle6er|	
  @op<fy	
  
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!	
  
Page	
  6	
   How	
  to	
  Develop,	
  Create,	
  Send	
  and	
  Sell	
  a	
  Customer	
  Newsle6er|	
  @op<fy	
  
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	
  
	
  
Page	
  7	
   How	
  to	
  Develop,	
  Create,	
  Send	
  and	
  Sell	
  a	
  Customer	
  Newsle6er|	
  @op<fy	
  
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	
  
Page	
  8	
   How	
  to	
  Develop,	
  Create,	
  Send	
  and	
  Sell	
  a	
  Customer	
  Newsle6er|	
  @op<fy	
  
Crea<ng	
  Your	
  Newsle6er	
  In	
  Op<fy	
  
Simple	
  Op<ons	
  /	
  Templates	
  
Page	
  9	
   How	
  to	
  Develop,	
  Create,	
  Send	
  and	
  Sell	
  a	
  Customer	
  Newsle6er|	
  @op<fy	
  
Crea<ng	
  Your	
  Newsle6er	
  In	
  Op<fy	
  
Personaliza<on	
  
Images	
  make	
  your	
  email	
  more	
  
engaging	
  
Experiment	
  with	
  
Subject	
  line	
  
Experiment	
  with	
  the	
  ‘From’	
  line	
  
Page	
  10	
   How	
  to	
  Develop,	
  Create,	
  Send	
  and	
  Sell	
  a	
  Customer	
  Newsle6er|	
  @op<fy	
  
Using	
  Your	
  Own	
  HTML 	
  	
  
Page	
  11	
   How	
  to	
  Develop,	
  Create,	
  Send	
  and	
  Sell	
  a	
  Customer	
  Newsle6er|	
  @op<fy	
  
Landing	
  Page	
  Templates	
  
WYSIWYG	
  Editor	
  
Crea<ng	
  Your	
  Landing	
  Page	
  
Page	
  12	
   How	
  to	
  Develop,	
  Create,	
  Send	
  and	
  Sell	
  a	
  Customer	
  Newsle6er|	
  @op<fy	
  
Crea<ng	
  The	
  Form	
  
Set	
  required	
  fields	
  
Set	
  the	
  
thank	
  you	
  
page	
  and	
  
confirma<on	
  	
  
Only	
  important	
  fields	
  
Page	
  13	
   How	
  to	
  Develop,	
  Create,	
  Send	
  and	
  Sell	
  a	
  Customer	
  Newsle6er|	
  @op<fy	
  
Thank	
  You	
  Page	
  
Branded,	
  aligned	
  
Primary	
  Call-­‐to-­‐
Ac<on	
  
Relevancy	
  
Page	
  14	
   How	
  to	
  Develop,	
  Create,	
  Send	
  and	
  Sell	
  a	
  Customer	
  Newsle6er|	
  @op<fy	
  
Schedule	
  The	
  Follow	
  Up	
  
Name	
  your	
  email	
  Personalized	
  the	
  “From	
  Line”	
  
Schedule	
  the	
  response	
   Relevant	
  subject	
  line	
   Exclude	
  irrelevant	
  audience	
  
Page	
  15	
   How	
  to	
  Develop,	
  Create,	
  Send	
  and	
  Sell	
  a	
  Customer	
  Newsle6er|	
  @op<fy	
  
Immediate	
  Email	
  
Branded,	
  aligned	
  
Relevancy	
  
Calls-­‐to-­‐ac<on	
  
Branded	
  	
  and	
  
Personalized	
  
“From”	
  
Calls-­‐to-­‐ac<on	
  
Page	
  16	
   How	
  to	
  Develop,	
  Create,	
  Send	
  and	
  Sell	
  a	
  Customer	
  Newsle6er|	
  @op<fy	
  
Track,	
  Measure,	
  Refine	
  
Email	
  
engagement:	
  
Subject	
  line,	
  
relevancy,	
  
personaliza<on,	
  
message	
  
alignment	
  
Engagement	
   List	
  quality	
  List	
  quality	
   Cadence	
  &	
  
alignment	
   Op<fy	
  Special	
  Sauce	
  
Page	
  17	
   How	
  to	
  Develop,	
  Create,	
  Send	
  and	
  Sell	
  a	
  Customer	
  Newsle6er|	
  @op<fy	
  
	
  	
  	
  Op<fy	
  Connect	
  
Page	
  18	
   How	
  to	
  Develop,	
  Create,	
  Send	
  and	
  Sell	
  a	
  Customer	
  Newsle6er|	
  @op<fy	
  
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	
  
	
  
Page	
  19	
   How	
  to	
  Develop,	
  Create,	
  Send	
  and	
  Sell	
  a	
  Customer	
  Newsle6er|	
  @op<fy	
  
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	
  
Page	
  20	
   How	
  to	
  Develop,	
  Create,	
  Send	
  and	
  Sell	
  a	
  Customer	
  Newsle6er|	
  @op<fy	
  
	
  	
  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	
  
Page	
  21	
   How	
  to	
  Develop,	
  Create,	
  Send	
  and	
  Sell	
  a	
  Customer	
  Newsle6er|	
  @op<fy	
  
Page	
  22	
   How	
  to	
  Develop,	
  Create,	
  Send	
  and	
  Sell	
  a	
  Customer	
  Newsle6er|	
  @op<fy	
  
Page	
  23	
   How	
  to	
  Develop,	
  Create,	
  Send	
  and	
  Sell	
  a	
  Customer	
  Newsle6er|	
  @op<fy	
  
Page	
  24	
   How	
  to	
  Develop,	
  Create,	
  Send	
  and	
  Sell	
  a	
  Customer	
  Newsle6er|	
  @op<fy	
  
Page	
  25	
   How	
  to	
  Develop,	
  Create,	
  Send	
  and	
  Sell	
  a	
  Customer	
  Newsle6er|	
  @op<fy	
  
Page	
  26	
   How	
  to	
  Develop,	
  Create,	
  Send	
  and	
  Sell	
  a	
  Customer	
  Newsle6er|	
  @op<fy	
  
Page	
  27	
   How	
  to	
  Develop,	
  Create,	
  Send	
  and	
  Sell	
  a	
  Customer	
  Newsle6er|	
  @op<fy	
  
Page	
  28	
   How	
  to	
  Develop,	
  Create,	
  Send	
  and	
  Sell	
  a	
  Customer	
  Newsle6er|	
  @op<fy	
  
Page	
  29	
   How	
  to	
  Develop,	
  Create,	
  Send	
  and	
  Sell	
  a	
  Customer	
  Newsle6er|	
  @op<fy	
  
Page	
  30	
   How	
  to	
  Develop,	
  Create,	
  Send	
  and	
  Sell	
  a	
  Customer	
  Newsle6er|	
  @op<fy	
  
Page	
  31	
   How	
  to	
  Develop,	
  Create,	
  Send	
  and	
  Sell	
  a	
  Customer	
  Newsle6er|	
  @op<fy	
  
Page	
  32	
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Optify Partner Presentation: How to Develop, Create, Send and Sell a Customer Newsletter

  • 1. How  to  Develop,   Create,  Send  and   Sell  a  Customer   Newsle6er  
  • 2. 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
  • 3. Page  3   How  to  Develop,  Create,  Send  and  Sell  a  Customer  Newsle6er|  @op<fy   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: sales@optify.net Help: support@optify.net Other Inquiries: info@optify.net
  • 4. Page  4   How  to  Develop,  Create,  Send  and  Sell  a  Customer  Newsle6er|  @op<fy   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    
  • 5. Page  5   How  to  Develop,  Create,  Send  and  Sell  a  Customer  Newsle6er|  @op<fy   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!  
  • 6. Page  6   How  to  Develop,  Create,  Send  and  Sell  a  Customer  Newsle6er|  @op<fy   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    
  • 7. Page  7   How  to  Develop,  Create,  Send  and  Sell  a  Customer  Newsle6er|  @op<fy   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  
  • 8. Page  8   How  to  Develop,  Create,  Send  and  Sell  a  Customer  Newsle6er|  @op<fy   Crea<ng  Your  Newsle6er  In  Op<fy   Simple  Op<ons  /  Templates  
  • 9. Page  9   How  to  Develop,  Create,  Send  and  Sell  a  Customer  Newsle6er|  @op<fy   Crea<ng  Your  Newsle6er  In  Op<fy   Personaliza<on   Images  make  your  email  more   engaging   Experiment  with   Subject  line   Experiment  with  the  ‘From’  line  
  • 10. Page  10   How  to  Develop,  Create,  Send  and  Sell  a  Customer  Newsle6er|  @op<fy   Using  Your  Own  HTML    
  • 11. Page  11   How  to  Develop,  Create,  Send  and  Sell  a  Customer  Newsle6er|  @op<fy   Landing  Page  Templates   WYSIWYG  Editor   Crea<ng  Your  Landing  Page  
  • 12. Page  12   How  to  Develop,  Create,  Send  and  Sell  a  Customer  Newsle6er|  @op<fy   Crea<ng  The  Form   Set  required  fields   Set  the   thank  you   page  and   confirma<on     Only  important  fields  
  • 13. Page  13   How  to  Develop,  Create,  Send  and  Sell  a  Customer  Newsle6er|  @op<fy   Thank  You  Page   Branded,  aligned   Primary  Call-­‐to-­‐ Ac<on   Relevancy  
  • 14. Page  14   How  to  Develop,  Create,  Send  and  Sell  a  Customer  Newsle6er|  @op<fy   Schedule  The  Follow  Up   Name  your  email  Personalized  the  “From  Line”   Schedule  the  response   Relevant  subject  line   Exclude  irrelevant  audience  
  • 15. Page  15   How  to  Develop,  Create,  Send  and  Sell  a  Customer  Newsle6er|  @op<fy   Immediate  Email   Branded,  aligned   Relevancy   Calls-­‐to-­‐ac<on   Branded    and   Personalized   “From”   Calls-­‐to-­‐ac<on  
  • 16. Page  16   How  to  Develop,  Create,  Send  and  Sell  a  Customer  Newsle6er|  @op<fy   Track,  Measure,  Refine   Email   engagement:   Subject  line,   relevancy,   personaliza<on,   message   alignment   Engagement   List  quality  List  quality   Cadence  &   alignment   Op<fy  Special  Sauce  
  • 17. Page  17   How  to  Develop,  Create,  Send  and  Sell  a  Customer  Newsle6er|  @op<fy        Op<fy  Connect  
  • 18. Page  18   How  to  Develop,  Create,  Send  and  Sell  a  Customer  Newsle6er|  @op<fy   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    
  • 19. Page  19   How  to  Develop,  Create,  Send  and  Sell  a  Customer  Newsle6er|  @op<fy   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  
  • 20. Page  20   How  to  Develop,  Create,  Send  and  Sell  a  Customer  Newsle6er|  @op<fy      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  
  • 21. Page  21   How  to  Develop,  Create,  Send  and  Sell  a  Customer  Newsle6er|  @op<fy  
  • 22. Page  22   How  to  Develop,  Create,  Send  and  Sell  a  Customer  Newsle6er|  @op<fy  
  • 23. Page  23   How  to  Develop,  Create,  Send  and  Sell  a  Customer  Newsle6er|  @op<fy  
  • 24. Page  24   How  to  Develop,  Create,  Send  and  Sell  a  Customer  Newsle6er|  @op<fy  
  • 25. Page  25   How  to  Develop,  Create,  Send  and  Sell  a  Customer  Newsle6er|  @op<fy  
  • 26. Page  26   How  to  Develop,  Create,  Send  and  Sell  a  Customer  Newsle6er|  @op<fy  
  • 27. Page  27   How  to  Develop,  Create,  Send  and  Sell  a  Customer  Newsle6er|  @op<fy  
  • 28. Page  28   How  to  Develop,  Create,  Send  and  Sell  a  Customer  Newsle6er|  @op<fy  
  • 29. Page  29   How  to  Develop,  Create,  Send  and  Sell  a  Customer  Newsle6er|  @op<fy  
  • 30. Page  30   How  to  Develop,  Create,  Send  and  Sell  a  Customer  Newsle6er|  @op<fy  
  • 31. Page  31   How  to  Develop,  Create,  Send  and  Sell  a  Customer  Newsle6er|  @op<fy  
  • 32. Page  32   How  to  Develop,  Create,  Send  and  Sell  a  Customer  Newsle6er|  @op<fy  
  • 33. Page  33   How  to  Develop,  Create,  Send  and  Sell  a  Customer  Newsle6er|  @op<fy   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: sales@optify.net Help: support@optify.net Other Inquiries: info@optify.net