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Wednesday, November 27 2019

7 Reasons Why Your e-Mail Campaigns
Aren’t Generating Any Sales Leads

By Glenn Fallavollita, President of & Drip Marketing, Inc.

  • Word Count: 598
  • Approximate Time To Read: 2.4 Minutes @ 250 Words Per Minute

After sending 81+ million e-mail campaigns on behalf of our clients, I have listed the top e-mail marketing mistakes I see most payroll services make. They are:

Reason #1: No Follow-Up Call Was Made – The #1 reason why an e-mail marketing campaign(s) fails is the lack of a follow-up call. My suggestion:

  • After sending an e-mail marketing campaign, i.e., press release, intro letter, etc., create a list of e-mail addresses/contacts who opened or clicked on a link.
  • Provide your sales team with a script to use during their phone blitz session.

Reason #2: Poor Messaging, Copy, And Subject Lines – Another top reason why your e-mail marketing results are lackluster is this: Poor messaging and copy. And yes, your subject line falls in this category as well. My suggestions:

  • Create an engaging subject line.
  • Send an educational message (versus selling something).
  • Use your company’s name in the “from” e-mail address field.
  • Use headlines and sub-headlines when writing copy.
  • Add a high visibility low-risk offer or call-to-action.

Reason #3: Sending Too Many Or Too Few e-Mails – Have you ever received an e-mail from someone and then receive 3 to 4 e-mails in the first 72 hours? If you have, you know it does more harm than good.  My suggestions:

  • Keep your cadence of e-mails from one per week or two every other week.
  • You can send more e-mails to your database of active clients versus a purchased list of e-mail addresses.

Reason #4: Not Segmenting Your Databases By Target Audience - Many e-mail marketing campaigns fail because the information is generic in nature, i.e., company newsletter blast.  My suggestions:

  • Segment your e-mail list by clients, prospects, chamber members, past clients, referral partners, etc. Once done, develop a series of e-mail marketing campaigns for each database on file.
  • Personalize your e-mail campaigns by using someone’s first name, last name, and company name.

Reason #5: Not Using A Low-Risk Offer – By not having a highly visible low-risk offer or call-to-action, you are missing out on some potential sales leads.  My suggestions:

  • During the design stage of a campaign, write five low-risk offers to use (keeping it relevant to your target audience).  This could be an exclusive trial offer, whitepaper download, special purchase price, etc.
  • Add a coupon or headline offer within the body of a campaign.

Reason #6: Not Reviewing Past e-Mail Campaign Results Or Conducting An A/B Test - One of the top reasons why your e-mail marketing efforts fail is this: Not having an e-mail marketing strategy. My suggestions:

  • Plan a campaign’s message/low-risk offer based on its target audience.
  • Run an A/B test using different subject lines, copy, low-risk offers, send times, etc.
  • The time of the day and the day of the week will significantly affect a campaign’s “open and click-through rate.”

Reason #7: Not Constantly Building A Database Of Prospect e-Mail Addresses – If you are not continually building your database of e-mail addresses, your “prospect” open rates will flatline. My suggestions:

  • Make it a priority to build your e-mail database of clients, prospects, referral partners, past clients, dealers, etc.
  • If you have a sales team, make sure each salesperson is expanding their database of prospects, referral partners, chamber members, etc. every week (sales leaders need to measure this number).

Executive Summary: Your e-mail marketing results will dramatically improve just by having some strategy in place.  As I tell all our clients, “The days of blasting a generic, one-size-fits-all newsletter to everyone in your e-mail database and expecting a sales lead are over.”  Be smart and create a plan of action, including a follow-up plan, and you will see a dramatic improvement in your results. 

Posted by: AT 05:05 am   |  Permalink   |  Email
Wednesday, November 20 2019

6 Steps To Developing An E-mail
Marketing Strategy For Your Payroll Service

By Glenn Fallavollita, President of & Drip Marketing, Inc.

  • Word Count: 677
  • Approximate Time To Read: 2.7 minutes @ 250 words per minute

Do you want more payroll/HCM sales leads from your e-mail marketing efforts? If you do, you will find the following steps of particular interest (and value).

Step One: Segment Your Databases - Before you start designing, writing, and sending a series of e-mail marketing campaigns, you need to segment your target audience the same way you go to market; therefore, we recommend creating databases that fall into these general categories:

  1. Clients
  2. Prospects
  3. Referral partners

After segmenting your lists by target audience, it will be a lot easier to develop content that is relevant to each database on file.

Step Two: Clean Up Your “Prospect And Referral Partner” Databases* – It is vital to remove the e-mail addresses that will cause your account to be blacklisted/flagged when using services like Constant Contact, Mail Chimp, etc. THIS DOES NOT APPLY TO YOUR CLIENT DATABASE.

Remove the e-mail addresses* that end in:

  • Etc.

Remove the “ROLE” e-mail addresses* that begins with:

  • Contact@
  • Donot@
  • Help@
  • Info@
  • Mail@
  • Manager@
  • Office@
  • President@
  • Sales@
  • Service@
  • Spam@
  • Support@
  • Webmaster@

* If you are buying a database of e-mail addresses, this is a critical process to do.

Step Three: Determine Your Content And Low-Risk Offer - As I tell all our clients, “Content is king.” That said, it can be helpful to outline the message you want to include in each e-mail campaign. Remember, don’t forget to add a low-risk offer.

Step Four: Determine Your Company’s Frequency And Goals – You can send your payroll clients more e-mail marketing campaigns as compared to a prospect or referral partner. From our experience, I always recommend sending at least three e-mails a month to help gain maximum visibility in the marketplace. Remember, content is king, and don’t be too self-serving when writing a campaign.

IMPORTANT: Don’t think for one second that blasting a generic e-newsletter once or twice a month is a great e-mail marketing strategy. If someone is telling you something, otherwise, they are doing your payroll service a huge disservice.

Step Five: Develop An E-mail Marketing Calendar – To ensure your campaigns are being sent on a regular schedule, create an e-mail marketing calendar. Not only will this help you and your team stay on target, but it will help you avoid any last-minute campaigns – which tend to be loaded with grammar and spelling errors, broken links, and less than engaging subject lines.

Step Six: Determine If A Salesperson’s Follow-Up Call Is Needed – To maximize the sales leads generated from your e-mail marketing campaigns, it is imperative to determine if a follow-up phone call is necessary. If it is, take the following steps:

  1. Create an e-mail campaign that includes a low-risk offer.
  2. Advise your sales team they will be taking part in a phone blitz session to help follow-up this campaign (give them 2 weeks’ notice).
  3. Create two follow-up scripts; one for talking with a live person and one for leaving a voicemail.
  4. Send your campaign at approximately 8:30 a.m. on a Tuesday, Wednesday or Thursday.
  5. After sending the campaign, wait 2.5 hours and download a list of people who opened the e-mail.
  6. Once the list is compiled, give each salesperson a list to call.

Send This e-Mail After Leaving A Voicemail Message.

After you and/or your salespeople leave a voicemail, make sure they send an e-mail to follow-up their voice-mail message (see below).

First Name: I just called and left you a message as I wanted to follow-up on an e-mail we sent to you about 8:30 a.m. today (the one for the ________ offer).

If you want to learn how we can (reduce or increase your ___________) I have a few ideas that will help your business – just return my call or send me off a quick e-mail on the best time(s) for us to talk.

Look forward to talking soon!


Company Name


e-mail Address

P.S. If you want to read what some of our clients are saying about our ____________, I have attached a few success stories for you.

© Drip Marketing, Inc.  All Rights Reserved May Not Be Used Without Written Permission.

Posted by: AT 07:27 am   |  Permalink   |  Email
Friday, November 15 2019

6 Tips For Hiring A Payroll Salesperson
Glenn Fallavollita, President - Drip Marketing, Inc. &

  • Word Count: 563
  • Approximate Time To Read: 2.3 minutes @250 words per minute

My research has shown 50% to 60% of all newly hired payroll salespeople (at a small independent’s payroll service) will quit or be discharged in their first 12-months of employment. Nationally, salespeople turnover is 27% each year, according to Harvard Business Review

Since the process of recruiting and training new salespeople is a significant expense, you will want to be sure that you 1.) Hire the right salespeople to begin with, and 2.) Do what it takes to retain your top performers.

6 Tips To Help Hire The Right Salesperson At Your Payroll Service.

  • Tip #1: Be Specific – The first step to making sure you hire the right salesperson is to ensure you attract the right talent. This means you need to define the role and parameters of success in a job posting. This will require you to know precisely what you are looking for; therefore, take a moment to reflect on your company’s needs before you begin your search.
  • Tip #2: Manage The Interview – You will want to ask the right questions during the interview process. Interview preparation will allow you to be ready to ask the most poignant and revealing questions. I recommend using a candidate’s resume to build open-ended questions you can use during the interview.
  • Tip #3: Have The Salesperson Give You A Presentation On What They Are Currently Selling – Step outside of the typical interview questions, such as what are your strengths and weaknesses, and instead conduct a pragmatic interview by playing out a mock sales situation. Better yet, ask them to give you a presentation on their current/last employer’s product line. Please pay particular attention to the candidate’s sales pitch and their ability to answer your questions and concerns about the product.
  • Tip #4: Play Your Hand Close – A common mistake made by some less experienced interviewers is they reveal what they want from an employee at the beginning of an interview. A clever candidate will use this to his/her advantage and respond with what you want to hear. Maintain the power dynamic by asking instead of telling.
  • Tip #5: Perform A Candidate Assessment – Throughout the entire interview process, you will want to assess the candidate through a specific lens. Decide what components make up the ideal salesperson and determine if this candidate matches those criteria. If they do not seem like a good fit now, they probably will not be a good fit down the road.  
  • Tip #6: Do Your Research – It is not uncommon for salespeople to exaggerate their accomplishments during the interview. While flat-out lying is entirely unacceptable, exaggerating achievements can be problematic. So, it is in your best interest to jot down their claims and check their accuracy during your reference checks.

Executive Summary: To help put the odds in your favor when hiring a talented salesperson, create a list of all candidates and how well they match up to your organization’s culture. Process their responses to your questions to make sure they are the right fit. Finally, do your due diligence by calling their list of references (do not accept a "friend" as a reference) to ensure their claims of success are accurate. By the way, turnover in your sales department can and will cost your business a large chunk of change. To avoid this from happening to you, work on hiring the right salesperson from the start (hire slowly and fire fast). 

© Drip Marketing, Inc.  All Rights Reserved May Not Be Used Without Written Permission.

Posted by: AT 07:53 am   |  Permalink   |  Email
Monday, November 04 2019

5 Tips To Write A Money-Making
e-Mail Campaign For Your Payroll Service

By Glenn Fallavollita, President - Drip Marketing, Inc. &

  • Word count for this issue: 472
  • Approximate time to read: 1.9 minutes @ 250 word per minute

To help you deliver a better e-mail marketing message, I have listed below a few tips, based on 80+ million e-mail campaigns for our clients, to help you write a more engaging e-mail marketing campaign.

Tip #1: Segment Your Databases

The number one thing you can do is segment your e-mail databases by target audiences, e.g., clients, past clients, prospects, and referral partners. 

Remember, you cannot say things to a client that you could say to a prospect and vice versa.

Tip #2: BEFORE You Write A "Prospecting" Campaign, Ask Yourself These Questions

  • What things will trigger a prospect to start looking for a new product or service that we sell?
  • What are the most critical business problems our products/services solve(s) and how does it save our clients money or time?
  • What are the titles of people we are targeting, e.g., Owners, CFOs, HR Directors, etc.?

After you have answered each question, start using your answers as the basis for your messaging.

Tip #3: Select The Themes Of Your Campaign

After you have segmented your databases into groups, e.g., clients, prospects and referral partners, past graduates, etc., start writing down the type of "campaign theme" that make sense to send each database on file (see below).

Prospect Specific Campaigns

  • Client testimonials
  • Free whitepapers, buying guides, forms, etc.
  • How to (buy, hire or switch) what we sell
  • Introduction letter
  • Meeting request
  • Newsletters
  • Press release on a newly hired salesperson
  • Service or product spotlight
  • Talent spotlight

Client Specific Campaigns

  • Free whitepapers, buying guides, forms, etc.
  • Newsletters
  • Performance survey
  • Press release on an upgraded service/product or new service/product
  • Press releases on new feature or service
  • Refer us to someone you know
  • Service or product spotlight
  • Talent spotlight
  • Thank you for your business letter 

Tip #4: Select A Low-Risk Offer Or Call-To-Action

After you have created your e-mail marketing campaign, you now need to add a low-risk offer or call to action. Why? Because it will help someone take the next step in the buying process or learn more about the value your business brings to the marketplace

Tip #5: Proof Your Campaign BEFORE You Press The Send Button

Before you press the "send" button, you need to proof your e-mail marketing campaign using the following steps:

  • Print your final campaign and then proof it in printed form.
  • Wait about 24-hours before you send your final design; it's amazing what you will catch the next day!

Executive Summary: You can no longer rely on a generic "one-size-fits-all" e-mail newsletter blast to generate a sales lead for your business; therefore, it is imperative to put some thought into your content messaging.

As I tell all our payroll clients, "What you say, how you say it, who you say it to, and the frequency you say it will all play a huge role in reader engagement."

© Drip Marketing, Inc.  All Rights Reserved May Not Be Used Without Written Permission.

Posted by: AT 05:55 am   |  Permalink   |  Email