A Simple Yet Effective Email Marketing Framework For Productized Agencies

If you aren’t sending regular emails to your leads and clients, it is an almost guaranteed way to increase your bottom line.

Today I’ll share with you a simple yet effective email marketing setup that you can put to work for you in just a few hours and expand as your business grows.

There’s so much you can do with modern email marketing automation, yet many agency owners end up getting overwhelmed and not doing anything at all. I’m hoping you won’t have that problem if you follow the ideas outlined here.

Let me start off with a quick preface on why SPP doesn’t support sending marketing emails.

Marketing emails in SPP

When you send an order update to your team or a client from SPP, it goes out via email. These important emails, along with receipts, password resets and welcome emails are considered “transactional”.

In other words, they are 1-on-1 emails triggered by some action in your client portal.

The other kind and the topic of today’s conversation is marketing email. These are your newsletters, automation sequences, product announcements and so on.

Why am I telling you all this?

Because inboxes like Gmail treat transactional emails and marketing emails differently. If we want our important stuff to get through we can’t send marketing emails from the same email server as our order updates, or we risk having high priority notifications lumped together with marketing.

For that reason, we haven’t built any mass email features into SPP.

Since you can’t send any bulk or marketing emails from SPP, you’ll need to get a dedicated tool for the job.

Choosing an email tool

We’ve had success with ActiveCampaign and it’s pretty good overall. MailChimp is also nice. Coincidentally SPP integrates with both, but really you can connect any software with Zapier support.

What to look for when selecting email marketing software? Fancy features aside, it’s the meat and potatoes of email marketing:

That’s all we need for now…

What emails to send?

We know by now how clients need multiple exposures to your brand before committing to buy from you.

Ideally, you should send just the right number of emails to provide value, while not annoying your potential future clients.

Based on that criteria, here’s a simple email sequence you can implement for people who’ve just signed up to your client portal or filled out an opt-in form on your website:

This is a straightforward time-based sequence and we don’t take into account any user behaviors for simplicity’s sake. If they do convert at any point, they should be removed from the sequence.

Now comes the hard part – coming up with content for your emails.

Writing your emails

Here are some tips for writing your emails:

Styling your emails

Weirdly, nicer looking emails aren’t always better, especially if we’re going to be sending educational and helpful content like I’m going to show you.

Here’s an example of our simple template verse a template that screams “NEWSLETTER”

To send simple emails like this, we’ve had to abandon any visual drag and drop editors thrown our way, and edit the raw HTML. Your mileage may vary.

Whichever style you go with, make a template and use it for all marketing emails you send.

Check out reallygoodemails.com for many examples of email copy and designs.

Putting it all together

Go to your SPP workspace and enable the email integration of your choice. Or select Zapier if your email service isn’t natively supported.

You’ll need just two rules for this to work:

  1. Add everyone who signs up to your master list.
  2. Tag buyers with a “client” tag.

Finally, in your email automation tool, you can begin setting up the automation.

The specifics of adding your emails will vary from platform to platform. In general, make sure you use the same template, the same From header and Sender email throughout your campaign.

Bonus: Send a monthly newsletter

Your follow-up sequence will only last 2, maybe 4 weeks. It doesn’t have to be dead air after that.

Sending a monthly newsletter is a great way to keep in touch with your prospects and clients after the initial emails.

Talk about any new services you’ve added, process changes, new team members, featured clients, seasonal sales. It could even be a collection of relevant links for that month.

As you begin to get some data from your reports you can start adapting your emails, testing different variations, or implementing more advanced conditions.

Posted by Chris Willow
Founder at SPP