email marketing: how to use email in your sales process

McCarthy & King Marketing

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What we’ll cover• Selling … through the years

• The Sales Process – different industries

• Two Distinctly Different Types of Emails

• Email Prospecting

• Using outside lists

• Email Nurturing

• Building a house list

• Automated email

• Email newsletters

• Stepped emails


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Selling …

through the years


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Chasing smokestacks

One-Step Process

1. In-Person Selling (Cold Calling)


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Enter the telephone

Two-Step Process

1. Telephone Appointment Setting

2. In-Person Selling


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Enter direct mail

Three-Step Process

1. Direct Mail Prospecting




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Enter Email …

Four-Step Process

1. Direct Mail & Email Prospecting



4. Email Lead Nurturing


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Today’s Sales Process

• Generate leads with direct mail • Qualify leads by phone• Explore and present in person• Stay in touch and nurture with email


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Different industries

Traditional Sales Model• Lead Generation/Lead Nurturing

Contractor Sales Model• Call for Estimate/Lead Nurturing

Retail/Restaurant Sales Model • Customer Nurturing/Loyalty


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Let’s talk about email

Email Prospecting

vs.

Email Nurturing


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One Funnel Marketing


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Email Prospecting

• Lists• Offers• Landing Pages• Metrics


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Email Lists

• Lists are rented• List owners do NOT release lists• Start with a customer profile• Compiled lists – demographic lists• InfoUSA

• Response lists – behavorial lists• Industry trade journals, associations


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Email Offers

• Whitepapers, ebooks, tip sheets• Webinars, demos, free trials• Even FREE offers aren’t entirely free• How much contact info to require

• Make offer the centerpiece of email


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Email Sample


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Email Sample


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Landing Pages

• After the click, where do they go?• Do NOT use your home page• Landing pages are more focused • Repeat the offer• Ask for contact info• Automated lead processing/fulfillment• Don’t forget the Thank You page


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Landing Page Sample


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Email Metrics

• Open Rates and Click-Thru Rates • Response Rates (leads captured)• Qualified Response Rates• Order Rates• Cost per Response• Return on Investment (ROI)• Lifetime Value (repeat customer worth)


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Email Nurturing

• Email Service Providers• Building a House List• Automated Emails• Stepped Emails• Email Newsletters• Surveys


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Email Service Providers

• Constant Contact• Aweber• Vertical Response• iContact• Mail Chimp

Most start at $15/month


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Building a House List

• Customers, prospects, partners• Upload Excel files or one at a time• No rented or purchased names• Put a sign-up box on your website• Add incentive for joining• Use online and offline methods


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Capture leads on website


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Automated Emails

• Create a series of introductory emails• Build a case for your business• Set and forget it• Emails go out to all NEW leads• Fewer leads falling through cracks


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Automated Emails


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Stepped Emails

Determined by the Offer – • Informational Offers (White Paper• Free Activity Offers (Webinars)• One-on-One Offers (Meetings/Demos)• Diagnostic/Assessment Offers• Presentation (Trials/Buy Now)


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Stepped Emails


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Email Newsletters• Demonstrate knowledge, expertise, authority• Stay simple but frequent• 1 or 2 articles• Different approaches• News• Opinion • Aggregate Info• Tips• Customer Stories• Q&A


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Newsletter Sample


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Surveys• Find out what customers and prospects are thinking

• Qualify new prospects for their sales potential

• Ask customers to rate their satisfaction

• Telephone and printed surveys still work

• Online surveys are faster, cheaper and easier


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Thank You

Bob McCarthy

508-473-8643

[email protected]

www.mccarthyandking.com

mailto:[email protected]

http://www.mccarthyandking.com/

email marketing: how to use email in your sales process

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