4 e-Mail Marketing Tips to Grow Your Payroll Service's Sales
By Glenn Fallavollita, President - SellMorePayroll.com & Drip Marketing, Inc.

• Word Count: 356
• Read Time: 1.4 Minutes

Developing an e-mail marketing strategy is a challenge for most payroll services as many owners get caught up in expensive social media marketing, blog content, video marketing, video-sharing platforms, and digital advertising. 

Although there are many ways to market a payroll service, don’t neglect the power of e-mail marketing. Why? A business averages $36 for every $1 invested, according to Direct Marketing Association (DMA).

4 Ways To Grow Your Payroll Service Via e-Mail Marketing.

#1: Vary Your e-Mail Marketing Content - Blasting a generic e-mail newsletter was cutting-edge marketing 20 years ago. In today’s information-overloaded inboxes,  you need to ensure you are offering valuable content to a reader. If not, your open rates will suffer. 

Here are some attention-grabbing ideas:

• Promote An Event. Invite local prospects/CPAs to an event you are hosting at your business.
• Product / Service Upgrade. Send an e-mail campaign informing your target group of a new product, service, or new hire.
• Newsletters. Make sure your newsletters are filled with timely and hot payroll, HR, IRS, timekeeping, etc. content.
• Free Trial. 

Click Here To Read How This Payroll Service Saw A 61.4% Newsletter Open Rate.

Your database of CPAs and prospects don’t want nonstop promotional material; however, year-end deals are definitely an eye-catcher.

#2: Segment Your e-Mail Databases - The best way to maximize your e-mail messaging is to write to the audience you are targeting (see list below).

• Clients
• CPAs
• Chamber Members
• BNI Members
• Prospects

Four Examples:

1. Chamber Members: Member-To-Member Discount
2. CPAs: Refer Us To A Business Client
3. Clients: Refer Us To A Friend
4. Prospects: Free Webinar On New Timeclock Technology

#3: Add A Low-Risk Offer - Every email campaign needs a visible low-risk offer (LRO); even if a sale isn’t the e-mail’s primary goal. Some suggestions:

• Make your offer compelling.
• Make your offer visible; however, don’t let it distract from your campaign.
• Use compelling copy.
• Use a three to six-word offer headline.
• Use action-oriented copy, i.e., “Click Here” or “Download Now.”

#4: Pick Up The Phone - If you want more sales leads and referrals, you need to pick up the phone to follow up. Do this, and you will see sales magic happen (I prove it all the time to my clients).

About The Author:

Glenn Fallavollita is a nationally recognized keynote speaker providing money-making advice to help payroll service owners, sales pros, and marketing gurus build more profitable relationships with their database of prospects, referral partners, and clients.

Additionally, Glenn is the president of SellMorePayroll.com and Drip Marketing, Inc. and has written 50+ whitepapers and three sales/self-marketing books; Supercharge Your Payroll Sales NOW!, Stop Whining AND Start Selling, and Drip Marketing: A Powerful New Marketing Strategy That Gets Prospects To Buy From You. He also writes blogs for LinkedIn and other national websites.

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