Issue 1 July 2013
NEW ZEALAND
OUTSOURCED work the smarter way
In this issue:
• Email marketing - time waster or business builder? • What do the stats really mean? • Tweaking the templates • Client focus - The Mobile Veterinary Nurse
www.virtual-assistant.co.nz
Welcome to our new ‘mini’ magazine New
Zealand Outsourced
Whilst cooking up a storm in the kitchen, I decided that it would be great to produce a magazine-style newsletter to promote the benefits of outsourcing and how it can help New Zealand businesses to work smarter, save time and get some freedom back.
Being a solo business owner, time is precious and often lacking. Outsourcing is a cost effective way to lighten the load and allows you to focus your energies on the bits you’re best at. There is a huge variety of businesses in New Zealand and overseas who are ready and waiting to expertly look after your outsourcing needs. Think email marketers, bookkeepers, copywriters, proofreaders, web developers, creative designers, secretarial providers, and ‘virtual assistants’ like me who specialise in a number of services. In this issue I’m focussing on email marketing. Find out: • • •
Why you should market via emails. What can sent emails tell you about your recipients? How can you do it without spending a fortune?
In each issue I’ll be putting the spotlight on one of my clients. In my first issue it seems fitting to highlight one of my first clients – Chrissy MacPherson, The Mobile Vet Nurse. I have been working with Chrissy for nearly two years, and watching her business grow to the success it is today has been a source of inspiration. Find out how Chrissy has turned a traditionally in-house role into a uniquely outsourced service. I hope you enjoy the read. If you would like me to cover a specific topic, have any feedback on this ‘mini mag’ or if I can help you with your email marketing, please get in touch – I’d love to hear from you.
Kiely Buttell
Produced by: Kiely Buttell Virtual Assistant Christchurch Ltd 0800 122 889 kiely@virtual-assistant.co.nz
Email marketing
time waster or business builder? How many customers, friends, acquaintances, and family members do you have? I bet you also have email addresses for many of them. Why not utilise the networks that you have and market to them in the comfort of their homes? Email marketing is a non-invasive, inexpensive, quick and effective tool in your business arsenal. Your networks have the option to open and read your email in their leisure or delete if it doesn’t ‘speak to them’. Don’t fear the delete button – there is a lot to be learnt from deleted email campaigns, but more on that later.
“37% of people spend 10 – 30 minutes reading marketing emails” * You have a story to tell, so let your network know what you are up to in a fun and friendly way – no cold calling here! When people buy, like or interact with your business they have put faith in what you are offering, so of course they’d love to hear from you.
“40% of people enjoy getting lots of marketing emails from favourite brands and deal services each week.” * Sure, it will take some of your time to think about your content – but it doesn’t have to be a hard process. You can be fully involved in content writing and template creation or you can outsource the whole lot and just provide the topics. The beauty of outsourcing your email marketing is that it won’t cost you the earth but it will, if done correctly, raise awareness of your business, promote your brand and give you credibility as an expert in your field. Another bonus with email marketing is that the lists (database of emails) can be easily integrated into your existing marketing channels. Place ‘subscribe to my newsletter’ links on your website, facebook, Twitter, LinkedIn and email signature – your list will grow and so will your business.
92%
of adult internet users maintain at least one email account.
72%
of users check their inboxes six or more times every day.
*(source 2012 Blue Kangaroo survey on email marketing)
Measuring your success Congratulations! You’ve written, designed and sent a fantabulous email newsletter to your trusty list... but are now feeling down because you only had a 30% open rate. Don’t despair though - I doubt even Richard Branson gets 100% open rates. Getting people to open and read your emails depends on a number of things and lucky for us the mail software companies have oodles of statistics for comparison. For example if you are in the real estate industry your average open rate is a mere 19.8% (my clients get over 40% which is something to celebrate!). Here are some of the most common report measures and why they are important.
Open tracking
Each time a member of your list opens your email, a tracking code is sent back to the email provider (MailChimp, iContact etc). This then gives you the ‘open’ statistics. Mailchimp gives you industry statistics next to your rate so you can easily compare (not despair!)
Click tracking
When you add a hyperlink to your email newsletter, such as a link to your website or specific page e.g. a news item, each time a person clicks on that link you’ll get a statistic. These are really handy to track, asover time you’ll get a good picture of what your readers like or don’t like.
Subscriber activity
This handy report gives you the specifics on who opened your email (listed by name/email) and what they clicked on. You’ll find that some people open your email time and time again. This is a great sign that they are liking what you have to offer or the information you are giving them.
Tweeking the templates MailChimp is my favourite email marketing software. I love the easy-touse interface and design capabilities, plus for those clients who like to DIY there are some great basic templates that with a bit of flair can be tweaked to suit. They have made it even easier to bespoke your newsletter with a new drag and drop interface, which is great if you don’t want to get bogged down with html coding. The key to great email newsletters is to keep it simple and consistent.
Size
No wider than 600 pixels, and any length is okay … but remember, people will only keep scrolling if your email engages them. If it goes on forever you’ll likely test the patience of even your most ardent fan.
Header
The header is a great place for creativity Think facebook covers or a banner advert. Again, avoid clutter but get your message across. Include your logo and give your newsletter a ‘tag line’ or ‘heading’.
Font
Use the same font throughout the body of the text It can be effective to have a different font for headers – but, again, choose a style for your headers and keep it consistent throughout the newsletter.
Images
Images are a fantastic addition to email marketing They break up the text and draw the eye. You’ll see images used in most marketing emails, usually including a call to action. An image can be as simple as the circles I’m using on the left, or you might use eye-catching photos. You’re limited only by your imagination.
Branding
Keep the design consistent with your branding The email newsletter should be an extension of your website and other marketing material in terms of style, colours and fonts, if at all possible.
Client focus The Mobile Vet Nurse The Mobile Vet Nurse is unique in being able to bring pet health care direct to the owner. This does not take away the need for a vet, but for maintenance, advice and health checks it is a valuable service provided to pet owners. Many owners have the same anxiety about going to the vet clinic as their pets do. Pets can get very anxious when arriving at the vet, behaviorally acting out and causing a great deal of stress to themselves and also their owners. When Chrissy visits your pets at home, they are in their own environment, feel safe, and everyone is relaxed. Pets that may need muzzling before being handled at the vet clinic are often calm and unmuzzled when handled at home and by Chrissy, who has a special ability to allow pets feel at ease with her. Nail clipping, de-fleaing, worming, knot clipping and health checks are a breeze at home and affordable too. When the time comes to say goodbye to a much loved pet, Chrissy has a way of making what is one of the hardest decisions any pet owner faces into something that is bearable. Her down-to-earth but sympathetic support and advice is invaluable to pet owners. Chrissy is a rock to lean on in a time of much sadness and makes the whole process less stressful. Chrissy works and is recommended by many vets, which is a testament to her skill and professionalism. Leave going to the vets for the serious stuff, and call The Mobile Vet Nurse to take care of the rest.
www.themobilevetnurse.co.nz 027 479 5005 chrissy@themobilevetnurse.co.nz