How to use e

1. From Random Strangers to
Raving Fans
Using eMail to connect to,
convert and retain customers

2. 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

3. Your Website is the Center of
Your Client Relationship
Web
Site

4. The Offer
The
Offer
Web
Site

6. More Examples:

7. Capture Contact Information
• Ask for Limited Information
– Name
– Email
– Zip Code or Phone
• The more you request, the
fewer leads you will get.

8. 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.

9. Sample Drip

10. Drip Campaign Content
• 90% Information
• 10% Advertising
• Each with a call to action
• Link back to the website

11. Close the Loop
2nd
Offer The
Offer
Drip
Web
Campai Site
gn

12. Traditional Newsletters
• Longer more general
• Specific release date
• Include links to drip campaigns

13. Sample Newsletter

14. Close the Loop
2nd New
Offer Info The
Offer
Web
Drip Site
Campai
gn Email