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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