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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
Friday, November 15 2019

6 Tips For Hiring A Payroll Salesperson
By 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