Email marketing on Steroids

The beauty of using a more advanced e-mail marketing management system lies in its extreme versatility, tracking, and customization power. For instance, with a more advanced e-mail marketing system your e-mails that you send to perspective or current clients can include vibrant photographs or images, can be customized to include the individuals first or last name, their street name, or whatever other field you’ve asked them to enter when they requested an e-mail estimate.

It also allows you to collect this information using a handy online form as opposed to a simple e-mail text link. This solves the problem of some computers not having an e-mail management program like Outlook or Outlook express, and also allows people to request information from public or non-personal computers.

Now let me take an extra 30 seconds to explain to you the value of its versatility, tracking and customization potential.

Versatility. The beauty of this kind of system is that you can create essentially an endless number of various styles and formats for your e-mail messages, and then assign the various e-mail capture forms on various places on your website to any of these different looking auto responders. I know that probably sounds like a really confusing long sentence, so let me see if I can simplify it a little bit more to make it easier to understand.

Lets say that you have a particular page on your website dedicated to soliciting commercial window cleaning clients, and you have incorporated onto that webpage a little form that allows people to request a free estimate. Using an advanced e-mail marketing system, you can then create a serious of auto responders including images of you and your team members cleaning various commercial properties, and include some pertinent information that can really motivate them to give your window cleaning services a try. You can also incorporate some testimonials of particular commercial clients you have that are very pleased with your services, and incorporate them along with some really well-chosen adjacent images of these same clients, as part of this e-mail response template.

In a nutshell, using a system like this offers you the opportunity to reply different ways to different kinds of potential customers, in a way that is far more effective, and far more impressive than a simple text e-mail.

Tracking. Most of these types of systems also offer you very sophisticated tracking reports. What this means is that if you send out 56 e-mails this afternoon to particular list of clients or prospective clients, that you will receive a constantly updated report of exactly how many of those 56 people actually opened the e-mail, which links they clicked on and exactly who clicked on what, and how quickly after receiving the e-mail they did so. This type of valuable information can help you to see whether or not there’s a need to redesign or reformat the e-mail itself, or possibly even tweak the content to achieve a better desired result.

Without tracking, you simply won’t know exactly how effective a particular e-mail has been in motivating your clients or prospective clients to take a particular action.

Customization. This is the third area in which an advanced e-mail marketing system can offer you distinct advantages. In a world full of generic copycat information, the more you can tweak your marketing messages to be personalized to their recipients the more effective it will be. End of discussion. To illustrate: which of these two sentences would make you turn your head, if your first name was ‘Joe’?

“Hey you, have you received one of these coupons yet?”

“Hey Joe, have you received one of these coupons yet?”

Thus the beauty of customization. And as mentioned, these advanced tools allow you to use a seemingly countless number of custom variables, as long as you demand that clients provide them when they complete the form. So, you could potentially even have a message as personalized as this:

“Dear Joe,

Thank you for your interest in our high-quality window cleaning services for your home on Maple Avenue. No doubt, in the five years that you’ve lived there, you’ve probably noticed the difference that regularly cleaning your windows can make in truly brightening up your home, and helping crush those winter blues that we can’t seem to escape in Toronto !

Please expect a reply from our staff within two business hours.

Thanks again Joe, for your interest.

We’ll be in touch.

Regards,

Kevin Dubrosky | President
Paneless Perfection Inc
416.779.PANE (7263)”

A personalized e-mail message like this can be far more motivating, which of course will lead to far more window cleaning business profits.

There are various kinds of advanced e-mail marketing systems available today, online, and I have tried a few of them over the years. I currently would feel comfortable recommending two of them to you as follows:

www.myemma.com
www.aweber.com

They both include some sort of “free trial”, and both of them offer the versatility, customization, and tracking features that you need to make a success of an advanced e-mail marketing system. I also currently make use of BOTH of them as of the time of this book being printed, anyway.