1. Techniques to Stay Top of Mind with
Your Customers
Presented by Susan and Ralph Bagnall
ConsultingWoodworker.com

2. This seminar is a discussion of email marketing and
ideas that can help you reach new customers and
engage existing clients.
Topics we will be covering today are based on our
personal and professional experiences using email to
improve branding and stay top of mind with customers.
What is this session about?

3.  Susan Bagnall
 Marketing Consultant for ConsultingWoodworker.com
 15+ years marketing experience in the woodworking, payroll, digital
advertising and medical markets.
 7 years experience in email marketing for SMBs
 Ralph Bagnall
 Owner, ConsultingWoodworker.com
 25+ years professional woodworking experience
 10 years experience in marketing for the woodworking industry
Clients include MicroJig, Rockler, Teknatool, Bessey Tools,
Freud, FastCap, Laguna Tools and more
Who We Are

5.  Marketing is quickly becoming the key to sales and
revenue growth.
 Marketing has replaced sales in engaging and
educating customers
 Because customers have ready access to
information, sales teams are engaged later and later
in the buying cycle
Customer Engagement in the Modern World

6.  Wide range of providers
 Costs can be minimal - or even free, depending on
the size of your business, subscriber list, send
frequency and features desired
Your ESP
Common ESPs:

7. Anatomy of an Email
Header – Includes sender, date
& time, recipient and subject
line.
Body – Includes greeting, text,
signature, and post script.
Footer – includes unsubscribe
info, company contact info,
disclaimers, etc.

8. What is the purpose of your campaign?
 Improving your brand recognition
 Increasing your subscriber database
 Lead generation
 Converting leads to sales
Your goals will determine the audience, message and
how you measure the success of your campaign
Define Campaign Goals

9.  The key to growing your subscriber list – ask!
 Ask people to signup from your social media pages,
website, blog site, etc.
 Add sign up link to email signature
 Ask contacts you meet at shows, conferences,
meetings, etc.
 Add sign-up info to business cards
 Offer an “exclusive members-only” bonus
Permission, permission, permission!!!
Subscriber Database

10.  When gathering data for your lists, be sure to capture
information that is important to your business, audience and
your campaign goals
 First and last name
 Company name
 Job title/function
 Location
 Interests
 Engagement level
 How they heard about you
 Purchase history
 Referrals (Were they referred ? Did they refer someone else?)
Audience

11.  Who is most likely to be interested in and respond to your
message? Be sure to collect enough data and segment your
list appropriately.
Audience(continued)

12.  Lead nurturing/ ”drip” marketing
 Newsletter
 Dedicated email
 Transactional
Email Campaigns

13. Drip or nurture campaigns slowly deliver useful content to
prospects on a regular basis, with the goal of converting them to
leads over time.
 Foster new and strengthen ongoing relationships
 Warms leads up for sales
 Automated - sent on a regular cadence
 Keep you top of mind
 Elevate you to “trusted advisor” status
Great for prospects who have signed up for a free trial – keep
them interested, help them learn the product and get the most
out of it through a drip campaign – send them tips, tricks, expert
advice, webinars, white papers, discounts, etc.
“Drip Marketing” Campaigns

14.  Contain multiple types of content
 Improve brand awareness
 Allow you to leverage and cross-promote existing
content
 Educate and inform your audience
 Engage
 Generally sent at a specific cadence
 Potential to increase subscriber list - forward to a
friend is a great feature to add to a newsletter
Newsletters

15.  Focused – generally contain one message/offer
 Content culminates in a clear call to action
 Usually easy to create
 Campaign success is easy to measure
 Not necessarily sent on a specific cadence
Dedicated Emails

16.  Triggered by actions your contact has taken
 Thank you for signing up
 Here’s your webinar log in
 Order confirmation/shipment info
 Recipients are highly engaged
 High open rate
 High click-through rate
Transactional Emails

17.  What do you say and how do you say it?
 Subject lines
 Personalization
 Calls to action
 Links
 Urgency
 Greeting and signature
 Contact information
 Language
Content

18.  Marketing works best when all methods of audience
contact are clear and message is consistent and
carried across all communications.
 Same campaign across multiple channels
 Website
 Social media
 Postal mail
 Internet advertising
 Print advertising
 Consistency is key
Integrate

19. Things to consider before sending:
 Sender
 Day/time
 Test sends
 Seed list
 A/B testing
 Proofread, proofread, proofread
Sending

21. “What’s measured improves.” ~ Peter Drucker
 Open rate
 Click through rate (CTR)
 Conversion
 Bounce
 Unsubscribe
 Sharing/forwarding
 Overall ROI
Know the effectiveness

22. Metrics by Industry
Source: https://thedma.org/knowledge-center/marketing-statistics/email-marketing-statistics

23.  What do you do when something goes wrong?
 Disclaimers
 CAN-SPAM
 No deceptive practices
 You are responsible
 Each separate email in violation of the law is subject
to penalties of up to $16,000
 Additional info. at www.FTC.gov
Wrap Up

24. Questions?

25. Contact:
Susan Bagnall: susan@consultingwoodworker.com
(615) 692-2471
Ralph Bagnall: rbagnall@consultingwoodworker.com
(615) 692-2377
www.ConsultingWoodworker.com
Thank you!