This document provides guidance on developing, creating, sending, and selling a customer newsletter. It discusses creating newsletter content in Optify, including using templates and personalization. It also covers setting up a landing page in Optify to capture leads from the newsletter, with a thank you page for confirmation. The overall goal is to help agencies expand service offerings and scale their business through retainer-based integrated digital marketing services like newsletters.
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