When starting out a business or if you currently have one that focuses on a product or service that is a solution for a business you should be creating campaigns.

There are a few great ways to generte new business through email marketing to businesses.

Overview of what we will be covering to help you generate more clients through email marketing

• Generate Email List
• Choose Email Client (Who will send your bulk emails)
• Choose Sender
• Create Email Subject Line
• Create Email Body
• Send Email
• Follow up

Generate Email List

The first thing you want to do is create a spreadsheet to input the information about the businesses you want to contact. You can use excel or a Google Spreadsheet. Using a Google Spreadsheet is very efficient as you can link it to your email client and it makes it much easier for importing and managing you email list.

In your spreadsheet you will want a minimum the following columns:

• Date
• Title
• First Name
• Last Name
• Email
• Company
• URL
• Address
• Phone Number

Splitting the information laid out above will make sending your list a lot easier and more personable in an email client which we cover below.

Generating an email list of businesses is actually a lot easier than most people find. There are a number of different ways to do so and depending on what you are looking to spend and time you have it will make your choice clear.

Free: You can generate your business email list by going to Yellowpages.com, Whitepages.com, Yelp.com, etc and fill in your spreadsheet. This can take a lot of time to generate a good size list that you will want to send to.

Low Cost: Another option is user a gig on Fiverr.com. You search for a gig where someone will provide you with a list based on your search criteria. Usually you can get them to do about 75 contacts for $5. You will provide them with your criteria and the information that you want returned.

Buying a List: Spending money on an email list requires a lot of due diligence. Always test a small sample to see what the response rate. You can usually work with the representative who can give you advice on what they have seen get the best results.

Other Options: You can have your personal or virtual assistant perform the email list aggregation as well if they have the time. Hiring a virtual assistant off Upwork.com or Elance.com can net you someone for about $2 an hour in Bangladesh who you can also train to do other work.

Choosing An Email Client

Once you have established your email marketing list you need to choose an email client to send the email. You could also send each email individually on your own but doing a bulk email blast is much more efficient. Email clients such as ConstantContact.com or Mailchimp.com allow you to send bulk emails and have free account options. They let you upload a list, manage the unsubscribes, monitor email metrics such as clicks and opens, and provide you with reporting.

Once you have your email client selected and have created an account you will want to upload your list. Create custom fields for all your columns in your spreadsheet if the email client does not have the option. You will want to bring in those fields to make your email more personalized.

Choosing Your Sender

When choosing your sender it is very important to send from your business domain for a number of reasons. Sending from your business domain creates credibility and branding. If you were doing business with a bank and were receiving emails from that employees gmail account, would you completely trust them with your banking needs?

You will also want to choose if you will be sending from a person or the companies business name. You may want to test this out as for different products or services you can generate different results.

Creating An Email Subject Line

Next you will create your email campaign. The subject line is very important and is what will get people to view your email. You want your subject line to be intriguing and descriptive but not give it all away. Your subject line should be short and sweet. We have found the following to work very well.

We are averaging 46% open rates with these:

• Following Up With You
• Free Consultation for [business name]
• Inquiry Response for [Name]

Create The Email Body

Once someone opens your email you want them to take an action such as responding to the email, going to your website, calling you, setting up an appointment, etc. Keep your email short and specific. People are overwhelmed with emails every day and if they open them they want to be able to skim read.

When creating the body of your email always focus on your objective. If the objective is to contact you back so you can sell them on your services than you want to build your email out in that way.

Event Planner Example:

[Name]

I was driving by your business the other day and thought that I should reach out to you. I help small and medium size businesses. I have a few event ideas for you that will increase the productivity for your company.

Are you available Thursday or Friday for a quick call?

Thanks,

[My Name], [Title}

P: 555-55-5555 | [email] | Website

PS. Happy employees are 12% more productive. Source

The above is a good first email to start the email drip campaign and follow up contact. It is an introduction to people and to get them thinking about what they can do to increase productivity. Every business owner wants to know how to get more out of their employees and is a great way to get them on the phone.

You will want to use field merges in your email for personalization. This is how you can personalize emails that you are sending to the individual. Email clients allow you to add in fields that it pulls from your list. When you send the email it will be the name, company info, phone number, url, etc that is related to the email address you uploaded.

Send Your Email

Now that you have your email campaign set up you want to send to test send to yourself and anyone else who can provide a second set of eyes. This is very important as it will help prevent any errors such as misspellings, grammar issues, and catch anything else that may need to be addressed.

Follow Up Emails To The Business

Now that you have sent out your first email you have just begun. It is very important to continue following up with your list. Ideally you will want to follow up every 7 days. This gives someone enough time to read and respond to your email before you follow up with them. We have had leads in which we followed up with them for six months before they responded that we were able to do business with.

Your follow up email should also be short. You can also follow up with any major updates for an industry or something that business owners should be aware of.

Example:

[Name]

I have sent you a few emails and I wanted to follow back up with you. Being I drive by your business all the time I wanted to set up a free consultation and tell you about how

Are you available tomorrow for a free consultation?

Thanks,

[My Name], [Title}

P: 555-55-5555 | [email] | Website

You now should have a basic understanding of how to market business to business using email. It can be a very cost effective strategy that has a great return.

Contact us if you have any questions or would like to discuss a strategy to help you get started.

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• Standard Adwords Account – Creating a standard Adwords account will only allow your gmail to access 1 Adwords account. Note that you are not able to link or add any additional Adwords accounts to this gmail.

Check out this video by Google’s explanation of an Adwords account.

View how to create an Adwords Account:

Watch how to add a user to your Adwords account:

For those who have already created a standard Google Adwords account and want to use the same email to attach it to an MCC account there is a trick. Create or use another gmail account that is not attached to an adwords account and invite it and provide it with administrator access. Once the account has admin access revoke the access of the gmail account that you want to use for the MCC account. Once revoked you should be able to use the gmail to create a new MCC account.

Below are more great features that you have with an MCC account that you would not receive with a standard Adwords account:

• View information for all linked accounts on one dashboard
• Track performance, find accounts, manage budgets, and add accounts to your dashboard
• Generate reports across multiple client accounts
• Manage separate billing for each of your clients
• Create sub-MCCs to grant additional user access to only specific accounts within your main MCC, or to organize your accounts by industry, client, etc.
• Create automated rules across multiple accounts
• Create email notifications and custom alerts across your accounts
• Search across all accounts
• Link MCCs together to create kind of a family tree structure
• Ideal for PPC Management

My Client Center Dashboard below is what you would see when logging into Adwords with an MCC account:

I would suggest for most businesses when choosing between a Google Adwords and My Client Center platform to choose the MCC option. It allows you the ability to create and link multiple Adwords accounts and manage them from one place. This could save the future hassle of needing to create another gmail for a new Adwords account.

Watch how to link your clients account to your MCC:

A great tool for helping with PPC and SEO research:

If you need any help with your digital advertising needs make sure to reach out to us so we can help you get the most out of every dollar.

• My Client Center (MCC) Account – A My Client Center account by Google will allow you to create or link? multiple Adwords accounts from one platform. This is great if you are managing more than one account or want to have multiple Adword accounts for the different businesses you manage. This is how an agency or consultant would be able to manage their client accounts and not need a bunch of different Google accounts.

Watch this video by Google that gives further detail on what you can do with a My Client Center account.

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Making sure you have the proper analytics setup so you can measure what your PPC Management or SEO Company are producing helps you keep them accountable. Analytics provides you with the data to make the right decisions and GA or Above Cloud Marketing are great tools.

The majority of time I recommend going with Google Analytics free for most businesses since it is a great option and can provide the digital analytics a company needs. In some cases it is the best option for a company to go with Google Analytics Premium or Adobe Marketing Cloud?when they have a large volume of traffic, need to generate custom variables, and/or want to keep their data.

Google Analytics has a free option which provides a lot of great web traffic detail and I believe is acceptable for 90% of businesses. It will be up to you to set up the account and get the code on the site so Google can start tracking. It is very easy to do and you can have your developer put the code on the site or if you are using WordPress install a plugin.

Check out Google’s explanation of Google Analytics:

Google Analytics Premium’s major difference from the free standard option is the support that is provided. Google will provide customer support, strategy support, analytics support, reporting support, campaign support, as well as number of other support options. They will also guarantee service and establish service level agreements. They will also charge you a flat fee of $150,000 a year for the premium version.

Adobe Marketing Cloud (Formerly Adobe SiteCatalyst) is also a premium web analytics platform and requires a high level of effort in order to implement. I would also suggest using their consultant to help set up Adobe Marketing Cloud?as it will require a few months of establishing documentation in order to track correctly based on your site. The cost of Adobe Marketing Cloud is based on the number of hits the sites receives and can average about $100,000 a year although I had implemented it for about $30,000 a year for a business. You will also want to make sure you have someone on staff who is well verse in web analytics and can help with reporting or outsource reporting which adds another cost.

Adobe Marketing Cloud Explained.

Check out Adobe’s explanation of SiteCatalyst:

Below is a table that compares a few of Google Analytics Free, Google Analytics Premium, Adobe Marketing Cloud features that you can take into account when reviewing web analytics platforms.

If you have any questions call or email us and we can figure out which web analytics platform is the best solution for your business.

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