Uploaded byLiam Dempsey
Email Marketing for Service Providers: The Basics That Anyone Can Use
The document discusses strategies for effective email marketing tailored for service providers, emphasizing the importance of creating engaging newsletters that deliver value to readers and nurture community connections. Key outcomes include high open and click rates, a growing distribution list, and tangible business benefits, such as new clients and increased project opportunities. The author provides insights into cost efficiency and the necessary commitment to consistently produce impactful newsletters.
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Email Marketing for Service Providers: The Basics That Anyone Can Use
- 1. Email Marketing for Service Providers The Basics That Anyone Can Use Liam Dempsey @liamdempsey
- 2. Liam Dempsey Director+ Designer at LBDesign Online marketing + design consultant @liamdempsey slideshare.net/liamdempsey Quirky: chickenmonkeydog.com Email Marketing for Service Providers: The Basics that Anyone Can Use @liamdempsey
- 3. NEW CLIENT PROJECT! Email Marketing for Service Providers: The Basics that Anyone Can Use @liamdempsey
- 4. %$@+! It’s anewsletter? Email Marketing for Service Providers: The Basics that Anyone Can Use @liamdempsey
- 5. NEWSLETTERS Fun forabout three months Then, it’s only pain, pain and more pain Email Marketing for Service Providers: The Basics that Anyone Can Use @liamdempsey
- 6. There MUST BeA Way! Email Marketing for Service Providers: The Basics that Anyone Can Use @liamdempsey
- 7. I really wanteda newsletter that … • Readers would find interesting and engaging • Would deliver value to readers • Would deliver value to me and my business • Would be manageable from a small business perspective • Would be fun to produce! Email Marketing for Service Providers: The Basics that Anyone Can Use @liamdempsey
- 8. KEY DECISIONS Toenable my newsletter to work for my readers … … and for me and my business Email Marketing for Service Providers: The Basics that Anyone Can Use @liamdempsey
- 9. A Newsletter withValue for All • Focus on the community: people, businesses + organizations • Keep the newsletter short • Only choose people for the distribution list who would be interested in the newsletter • Ship the newsletter on a predictable schedule • Choose the right email tool Email Marketing for Service Providers: The Basics that Anyone Can Use @liamdempsey
- 10. So, that wasthe plan. Did it work? Email Marketing for Service Providers: The Basics that Anyone Can Use @liamdempsey
- 11. SHOW ME THEMONEY! Email Marketing for Service Providers: The Basics that Anyone Can Use @liamdempsey
- 12. Let’s get into The Wins Email Marketing for Service Providers: The Basics that Anyone Can Use @liamdempsey
- 13. Counting the wins Open rates: 35.3% - 51.3% Compared to an industry-average open rate of 20.3%, according to Mailchimp. NOTE: List average is 42.7%. November was notably low (35.3%) as it shipped on Black Friday. Email Marketing for Service Providers: The Basics that Anyone Can Use @liamdempsey
- 14. Counting the wins Click rates: 3.5% - 11.5% Compared to an industry-average click rate of 2.9%, according to Mailchimp. NOTE: List average is 6.7%. November was a bit higher at 9.6%. Email Marketing for Service Providers: The Basics that Anyone Can Use @liamdempsey
- 15. Counting the wins Growing brand awareness Receive 1-3 complimentary replies to each and every newsletter. Replies via email, Twitter and in-person conversations. Email Marketing for Service Providers: The Basics that Anyone Can Use @liamdempsey
- 16. Counting the wins Client-to-client contact The chief executive of one of our non-profit clients asked to be introduced to the same of the non-profit organization featured in the newsletter. Email Marketing for Service Providers: The Basics that Anyone Can Use @liamdempsey
- 17. Counting the wins A charitable donation One of our clients – the managing partner of a law firm – asked for donation information about a client charity featured in an issue. Email Marketing for Service Providers: The Basics that Anyone Can Use @liamdempsey
- 18. Counting the wins Discovered a new partner One of our readers has become a valued business partner, providing services that complements our own offerings. We’ve already worked together on a number of projects. Email Marketing for Service Providers: The Basics that Anyone Can Use @liamdempsey
- 19. Counting the wins Picked up a new client We were invited to deliver creative services to the client of a contact. We’ve since converted that contact’s client into one of our own – with the support of our contact. Email Marketing for Service Providers: The Basics that Anyone Can Use @liamdempsey
- 20. Counting the wins Strengthened partnership After we featured a partner in our newsletter, we were invited to be featured on that partner’s website. Email Marketing for Service Providers: The Basics that Anyone Can Use @liamdempsey
- 21. Counting the wins Recruitment tool We received an application for a recent job opening that came from someone who was forwarded our newsletter. Email Marketing for Service Providers: The Basics that Anyone Can Use @liamdempsey
- 22. Counting the wins Growing distribution list Our list has grown by 27% in just 10 months. We’re up to 138 people. We add 1-3 per month, mostly by inviting clients, partners, vendors and friends to subscribe – if it would be of interest and value to them. We have a few unsolicited sign-ups. Email Marketing for Service Providers: The Basics that Anyone Can Use @liamdempsey
- 23. Counting the wins Only 3 unsubscribes ever One of which was because someone on the list left the client company. Email Marketing for Service Providers: The Basics that Anyone Can Use @liamdempsey
- 24. SHOW ME THEMONEY! Email Marketing for Service Providers: The Basics that Anyone Can Use @liamdempsey
- 25. Counting the wins More than $6,100 in work We can draw a straight line from our newsletter to more than 45 hours of paid work, charged at our top hourly rate. Email Marketing for Service Providers: The Basics that Anyone Can Use @liamdempsey
- 26. Counting the wins Pitching for a big project We’ve been asked to pitch for a $20,000 web project for a non-profit with an internationally recognized brand. Email Marketing for Service Providers: The Basics that Anyone Can Use @liamdempsey
- 27. Counting the wins Flipping bigger projects We were asked by a client to consult on an on-going basis – 1 to 3 hours per month. Since featuring that client in our newsletter, we were handed a much bigger project by that client. Email Marketing for Service Providers: The Basics that Anyone Can Use @liamdempsey
- 28. Ok, I seethe value. How much work does it take? Email Marketing for Service Providers: The Basics that Anyone Can Use @liamdempsey
- 29. WHAT’CHA SPENDING? EmailMarketing for Service Providers: The Basics that Anyone Can Use @liamdempsey
- 30. Let’s talk about The Costs Email Marketing for Service Providers: The Basics that Anyone Can Use @liamdempsey
- 31. Counting the costs 2 to 4 hours per month From soup to nuts, it takes us two to four hours per month to produce and ship the newsletter. Email Marketing for Service Providers: The Basics that Anyone Can Use @liamdempsey
- 32. Counting the costs Mailchimp is free For a distribution list of under 2,000 with a limit of 12,000 emails per month. Email Marketing for Service Providers: The Basics that Anyone Can Use @liamdempsey
- 33. It’s all veryinteresting. What are the key takeaways? Email Marketing for Service Providers: The Basics that Anyone Can Use @liamdempsey
- 34. Key Takeaways: 1 Focus on the community No one wants to read about us every month. They want something new and relevant. Email Marketing for Service Providers: The Basics that Anyone Can Use @liamdempsey
- 35. Key Takeaways: 2 Make every word count People already have a lot of reading material. A quick, detailed email where key messages are few and tight can help encourage readership. Email Marketing for Service Providers: The Basics that Anyone Can Use @liamdempsey
- 36. Key Takeaways: 3 People; not numbers As service providers, our businesses thrive on relationships. Use the newsletter to build relationships, not distribution lists. Email Marketing for Service Providers: The Basics that Anyone Can Use @liamdempsey
- 37. Key Takeaways: 4 Predictability in shipping Send the newsletter on a regular schedule. Keep to that schedule. Let readers come to depend on its arrival. Email Marketing for Service Providers: The Basics that Anyone Can Use @liamdempsey
- 38. Key Takeaways: 5 The right email service At LBDesign, we use MailChimp. There are others. Find the one that works best for you. Email Marketing for Service Providers: The Basics that Anyone Can Use @liamdempsey
- 39. Thanks! Archive: bit.ly/chescomg Subscribe: bit.ly/morechescomg @liamdempsey @lbdesign http://lbdesign.tv