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with Debra Ellis
dellis@wilsonellisconsulting.com
Lora Ullerich
Digital Media Specialist
Lora.Ullerich@coleinformation.com
Debra Ellis
Business Consultant
Wilson & Ellis Consulting
dellis@wilsonellisconsulting.com
Session Framework
3
• Cole Information
• Published in 1947
• Blue Book
• Criss-cross directory of addresses
and phone numbers
• Invaluable information for:
• Telemarketing
• Debt collection
• Law enforcement
• Today, web-based lead generation for small
business.
Then & Now
4
5
Why Email?
• Simple
• Personal
• Effective
• Insight
• Lifespan
• Reach
• Affordable © 2014 Wilson & Ellis Consulting© 2014 Wilson & Ellis
Consulting
www.wilsonellisconsulting.com
5 Secrets to Success
1. Consistency
© 2014 Wilson & Ellis
Consulting
www.wilsonellisconsulting.com
Consistency
© 2014 Wilson & Ellis
Consulting
www.wilsonellisconsulting.com
Consistency
Showing Up is the Key to Success
© 2014 Wilson & Ellis
Consulting
www.wilsonellisconsulting.com
Consistency
• How to…
© 2014 Wilson & Ellis
Consulting
www.wilsonellisconsulting.com
© 2014 Wilson & Ellis
Consulting
www.wilsonellisconsulting.com
How To…
© 2014 Wilson & Ellis
Consulting
www.wilsonellisconsulting.com
Consistency
• How to…
• Triggers
© 2014 Wilson & Ellis
Consulting
www.wilsonellisconsulting.com
Triggers
• Renewal
• Sign up
• Web Activity
• Inquiry
© 2014 Wilson & Ellis
Consulting
www.wilsonellisconsulting.com
Consistency
• How to…
• Triggers
• Industry Information
© 2014 Wilson & Ellis
Consulting
www.wilsonellisconsulting.com
Industry Information
© 2014 Wilson & Ellis
Consulting
www.wilsonellisconsulting.com
Industry Information
© 2014 Wilson & Ellis
Consulting
www.wilsonellisconsulting.com
Consistency
• How to…
• Triggers
• Industry Information
• Cards
© 2014 Wilson & Ellis
Consulting
www.wilsonellisconsulting.com
Cards
© 2014 Wilson & Ellis
Consulting
www.wilsonellisconsulting.com
Cards
© 2014 Wilson & Ellis
Consulting
www.wilsonellisconsulting.com
5 Secrets to Success
1. Consistency
2. Segmentation
© 2014 Wilson & Ellis
Consulting
www.wilsonellisconsulting.com
Segmentation
© 2014 Wilson & Ellis
Consulting
www.wilsonellisconsulting.com
Segmentation
Prospects:
• Source
• Qualification
• Activity
© 2014 Wilson & Ellis
Consulting
www.wilsonellisconsulting.com
Segmentation
Customers:
• Value
• Activity
• Source
• Qualification
© 2014 Wilson & Ellis
Consulting
www.wilsonellisconsulting.com
5 Secrets to Success
1. Consistency
2. Segmentation
3. Targeting
© 2014 Wilson & Ellis
Consulting
www.wilsonellisconsulting.com
Targeting
© 2014 Wilson & Ellis
Consulting
www.wilsonellisconsulting.com
Targeting
• Ready to buy/Renewal
• Referral
• Source
• Industry Activity
• Channel Activity
© 2014 Wilson & Ellis
Consulting
www.wilsonellisconsulting.com
5 Secrets to Success
1. Consistency
2. Segmentation
3. Targeting
4. Customer Engagement
© 2014 Wilson & Ellis
Consulting
www.wilsonellisconsulting.com
Customer Engagement
© 2014 Wilson & Ellis
Consulting
www.wilsonellisconsulting.com
Customer Engagement
What do you want your customers to do?
© 2014 Wilson & Ellis
Consulting
www.wilsonellisconsulting.com
5 Secrets to Success
1. Consistency
2. Segmentation
3. Targeting
4. Customer Engagement
5. Continuous Improvement
© 2014 Wilson & Ellis
Consulting
www.wilsonellisconsulting.com
Continuous Improvement
© 2014 Wilson & Ellis
Consulting
www.wilsonellisconsulting.com
•Follow-up email
•20% off entire book
•Discount Code: Cole
Free Download
3 Tips Download Free
© 2014 Wilson & Ellis
Consulting
www.wilsonellisconsulting.com
Contact
Debra Ellis
dellis@wilsonellisconsulting.com
© 2014 Wilson & Ellis
Consulting
www.wilsonellisconsulting.com

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Five Email Marketing Secrets