There are a couple of ways to approach emailing the content in your Sign Promoter Toolkit.
The first option is to reach out one-on-one with a personalized email directed to your client or prospect. While this can be time-consuming, a personalized note may catch someone’s attention more effectively than a bulk email with a generic message. If the content you are sharing is particularly relevant to a customer, send them a personal email with a message that sounds something like this: “Hi James! This article shares ideas for outdoor events, and I know you are planning a golf tournament, so I thought of you. I hope this will provide some inspiration!”
Of course, to reach the most people with the least time and effort, utilizing an online email marketing platform is the way to go. I have had positive experiences with Mailchimp and Zoho Campaigns and have tried Hubspot. An issue we ran into with Hubspot was that the emails were formatted correctly for the initial recipient, but when they were forwarded, the formatting was lost and our emails looked poorly constructed. We felt it was important that our customers could forward the emails to others without them being distorted, so we'd suggest testing both sending and forwarding emails when you are deciding which service to use.
Because email marketing is highly popular and proven effective, there are many companies in the email software game for you to choose from. It’s best to do your research and choose one that fits your budget and has the features you want. Many platforms offer a free plan which limits the number of emails per month and offers fewer "bells and whistles", but in some cases these plans may serve your company very well.
When researching, watch out for sponsored reviews and articles that might point you to one provider. Here are links to two sources we believe to be neutral and trustworthy that do a respectable job of comparing one platform to another: Forbes and US News and World Report 2024 email marketing software comparisons are structured differently, but both should be useful in identifying the best option for your company to test.
Make the most of your Sign Promoter content by consistently and regularly connecting with your audience to provide ideas and information, and you can position yourself to be their go-to-sign company.
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