Let’s talk about email marketing. More importantly, how to sell email marketing.
Emails are that thing that lets you send a message directly to people who have signed up to hear more about what you are selling.
It’s the same thing that literally costs pennies to send.
The actual thing that more and more businesses just don’t do because they ‘don’t have the time’….
Yup that’s the one.
Email marketing isn’t just the ‘in’ marketing strategy of the moment. It’s been getting sales since 1978 and doesn’t seem to be going away any time soon.
Quite the opposite actually. According to Mailgen, 89% of marketers are using email as their primary channel for lead generation.
This guide is going to break down exactly how agencies can sell email marketing services effectively with a tried and tested process. As well as how this can be a fruitful additional revenue stream.
Why should agencies be selling email marketing?
Email marketing is one of those services that digital agencies tend to shy away from. It’s usually because it’s such an ordeal to setup that agencies just avoid the stress and stick to what they know.
But it’s actually really worth pursuing as a service, apart from it being much less hands-on compared to something like Google Ads Management, it’s actually a great way to generate sales for clients.
Email marketing has an average of 4200% ROI. That means that once clients begin using email marketing services and see the results that it gets, they’re unlikely to switch it off.
It’s not just for ecommerce either. It’s also a great accompaniment for lead generation campaigns, especially those that are getting inbound leads.
Is it worth the agency’s time?
How about if I told you that agencies (big and small) are selling email marketing services for £999 and upwards per month, per client.
That’s £12,000 per year, for an average of one email per week.
If an agency were to sign-up just 3 clients, that could give potential annual recurring revenue of £36,000 alone.
From just 3 clients.
That’s at a modest price point too. Some agencies are selling this service for upwards of £10,000 per month.
So… Hopefully that’s got your attention.
But we aren’t email experts…
I know some of you might say, ‘I don’t know anything about email marketing’ and maybe with good reason.
But I’m sure you know what an email is and it would be really surprising if you’d never received a marketing email before. So you’re already moving in the right direction.
Fortunately for you, we’re going to give you a framework that you can use and apply to your email marketing campaigns to deliver successful campaigns.
You don’t need to be an email marketing expert to get outstanding results. All you’re going to need is a little bit of technical-know-how and you will be able to add an additional revenue stream to your agency.
Side note : As privacy laws are becoming more in favour of the consumer rather than the marketer, email is going to become more and more of a pivotal role when it comes to digital marketing and even more so when it comes to lead generation.
What tools to use
Let’s talk tools.
There are literally thousands of email tools on the market that will let you perform email marketing to a reasonable level.
When you’re selling email marketing services, your tech stack is something you’re going to need to decide on quite early-on.
The first obstacle agencies run into when they are choosing which tool to use is deciding whether they are going to pay for the software to use themselves, which would need to be absorbed into their monthly fee. Or they are going to refer clients to sign up to an email marketing platform that they prefer to use.
Both have their pro’s and con’s.
However, either way the agencies are losing out. Either they’re going to have to pay an additional monthly fee for each client or they’re going to pass them to another company’s product who will benefit from the additional customer.
That’s where MeetMonty’s white label email marketing software comes into play.
Rather than agencies having to pay for additional software when they sign up a client or refer their clients to another company’s product, they can do it all in-house without have to spend any money on additional software.
Obviously the main benefit being a much higher profit margin for the agency!
Another one of the main reasons that agencies love using MeetMonty to manage their clients’ email marketing campaigns is because it saves so much time.
Here’s how email marketing clients are normally onboarded :
- Ask client to sign-up to an email service
- Wait for them to do it
- Client provides login details
- Ask client for existing contacts to import
- Import data
- Build audience
- Create campaign
- Send to client for approval
- Begin sending
That’s when things go to plan. Delays also frequently happen too, clients can quite easily get distracted with the day-to-day running of their business.
Here’s how clients are onboarded in MeetMonty :
- Create audience
- Create campaign
- Send to client for approval
- Begin sending
If you are already using MeetMonty to house the leads you have generated, then all of this data is already at your fingertips. If not then it’s super easy to import existing data and then use a Zapier integration to keep updating the contacts as new leads come in.
As I’m sure you’ll agree, the second way saves so much time and can be done in a matter of minutes. Which is also going to make selling email marketing that much easier.
Once we have our tech stack in place, we need to decide who we are going to send the emails to.
Now let’s talk about who we’re going to send emails to.
For your email marketing campaigns to have the most success possible, they need to be relevant to your audience.
As with any type of marketing, a generic mass reach campaign often doesn’t get the desired results.
Let’s say for instance that one of your clients is running a paid ads campaign and hitting a perfectly reasonable 10% lead to sale conversion rate.
What you are left with then are 90 leads in every 100 that have decided not to buy based on a whole host of potential reasons.
But what’s important is that they’ve still expressed intent on what is on offer.
For example, let’s say the client above offers window cleaning services in two locations – Southampton and Manchester. It wouldn’t make sense to send details about promotions for Manchester to people that live in Southampton and vice-versa.
That’s why it’s important to segment your contacts for the best results. It will allow you to send relevant emails and offers to relevant prospects.
Typical segmentation examples are :
- Service they enquired about
If they enquired about one service, it may make sense to send marketing emails that complement other services.
- What they have purchased
It doesn’t make sense to keep sending offers to customers that have already purchased. Instead this could be an opportunity to promote. complementary products or renewal discounts.
What should I put in the emails?
OK lets talk about the email content. This is an important part of knowing how to sell email marketing services, because it’s one of the most asked questions.
Email marketing isn’t an excuse to spam your audience with endless offers. If you do that week-in week-out, it’s going to push the contact to unsubscribe. Which isn’t any use to anyone.
Imagine your client sells personal training services as well as nutritional advice.
We can assume that the majority of leads that come through enquiring about these services are pretty health conscious – so sending weekly advice and insights on how to eat right would go down quite well with the audience and would be much more interested in an offer when it comes along.
Rather than constantly sending them emails to buy their product or service. This strategy might be effective for the first few emails, but will quickly lead to losing all credibility with the audience.
Over the years, we have built our own framework for sending marketing emails out. It’s called the N.E.T technique and apart from being super effective it’s really easy to remember.
N : Notice
The average office worker receives a total of 121 emails per day.
That’s 17 every hour.
That’s about 1 email every 3 ½ minutes.
So every inbox that you slide into means you have to need to be noticed.
This means that your subject line needs to stand out and make readers engage. Obviously without being too click-baity goes without saying.
E : Enjoy
The email reader should enjoy receiving your emails. If they feel like all you are doing is trying to sell to them, it’s not going to be very enjoyable for them to receive your emails.
Try to make emails as interesting as you can, something that is pleasant to receive. If you’re anything like me, you’ll be receiving tons of low quality emails everyday that haven’t been thought out. And there’s only one palace they are going to end up in and that’s in the trash folder.
T : Trust
Trust is a founding principle of any type of marketing and it’s even more true when it comes to emails.
One strategy is to summarise popular or new blog posts that discuss the articles key points within each email campaign, with the call to action being to take the user to to read the blog post in its entirety.
This approach is focused on delivering value to the reader which in return will lead them to trusting you more.
Then every so often, you can drop in a special offer email or tell them about a new service that your client is selling.
Prospects will be much more inclined to listen to what someone is selling when they trust who is doing the selling.
How frequently should I send emails?
The easy answer to this is as frequently as you have something useful to say. Some companies send emails daily, weekly or monthly – it really depends. It’s up to you as the marketers to find out what gets the best results.
If your client has a blog with a good amount of content and is regularly updated, then this can be an outstanding source of insightful content. All you need to do is re-purpose it into a summary detailing the most important points with a call to action to the main blog post.
If the client’s blog is short on content, then it might be worthwhile having some produced specifically for your emails (another benefit when it comes to selling email marketing). This can be done either in-house or by enlisting the help of a freelance copywriter.
Email marketing is a form of performance marketing. Meaning that sales can be attributed to the marketing campaign they came from.
Which is great news as agencies can demonstrate the value that they are bringing to their clients businesses’ when it comes to tracking new leads. Agencies can take it one step further with our offline sales report which can report on sales that have come from the email marketing campaigns they have come from.
And we’re done
With anything that’s related to digital marketing there’s a learning curve. Without a doubt there are more advanced strategies that agencies can use to get results for their clients. But if you’re just starting out, this is a great way to dip your toe in.
If you want to get some practice first, why not try it out on your own email list and test your strategies out?
I hope you’ve found this guide useful on how to sell email marketing services and introduce it as a new revenue stream within your agency.
If you have any questions or comments, please feel free to drop us a line or reach out to us in the comments section below.