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Coastivo

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Before
(Prospect)

1. My Target Market

Primary Target Market Summary

  • High-volume email senders in e-commerce companies and similar businesses that suffer revenue losses due to emails landing in spam.

Audience Type

  • B2B
  • E-commerce businesses
  • High email volume businesses

Industries (if B2B)

  • E-commerce
  • Retail
  • Marketing

Needs – Primary Buying Considerations

  • Need to improve email deliverability
  • Looking to recover lost potential revenue due to poor deliverability
  • Technical support for improving sender reputation

Demographics

  • Business Size: Small to Medium (Based on revenue and the price offered for services)

Psychographics

  • Pain Points: Poor email deliverability causing revenue losses
  • Buying Behavior: Likely to invest in solutions with proven ROI
  • Decision-Making Roles:
  • Primary Decision Maker: Business Owners, Marketing Heads
  • Secondary Decision Influencers: Email Marketing Managers
  • Support Roles: IT/Technical Team

2. My Message to My Target Audience

Refined Elevator Pitch

  • Coastivo protects high-volume email senders and e-commerce companies from losing 20-40% of potential revenue due to poor deliverability. We actively manage your sender reputation, technical authentication, and ISP relationships to consistently get your emails into the inbox—safeguarding your revenue and domain reputation.

Understanding Their Pain Points

  • Poor email deliverability leading to revenue loss
  • Emails landing in spam folders instead of inboxes
  • Lack of expertise in managing sender reputation and technical email parameters

Transformation

  • Robust email delivery to the inbox instead of spam
  • Protection of potential revenue loss due to poor deliverability
  • Improved domain reputation through sound email practices

Unique Selling Proposition (USP)

  • Comprehensive email deliverability solutions
  • Active management of sender reputation and technical parameters
  • Proactive intervention before issues escalate to protect revenue

Brand Values & One-Liners

  • 'Protecting your revenue, one email at a time.'
  • 'Making every email count for your business.'
  • 'Your Emails. Their Inbox. Every day.'

Tone

  • Coastivo communicates with a tone of expertise and assurance, instilling confidence in clients that their email deliverability, hence their revenue, is secured.

Hero Text Idea

  • Flag Text: 'Revolutionizing Email Delivery'
  • Main Headline: 'We Make Every Email Count'
  • Sub Headline: 'Protect your revenue from poor email deliverability. Experience a transformation from spam to consistent inbox placement.'
  • CTA: 'Take our Free Deliverability Scorecard Test'

3. The Media I Will Use to Reach my Target Market

Website

  • Build a website using a platform like WordPress or Wix that is easy to use and budget-friendly
  • Key conversions to track would be email 'Scorecard' submissions and booking for 'Free Deliverability Audit Call'
  • Recommend mobile optimization, as business professionals often use mobile devices

Social Media

  • Use LinkedIn for B2B networking and content distribution
  • Post at least twice a week to promote deliverability scorecard and case study results

Paid Advertising

  • Run LinkedIn Sponsored Content to target marketing professionals in e-commerce
  • Use Google Search Ads targeting keywords related to 'email deliverability' and 'spam problems'

Content Recommendations

  • Create blog posts on topics like 'The cost of poor email deliverability' and 'How to improve your send reputation'

Podcasts

  • Guest on podcasts such as 'E-commerce Fuel' and 'Email Marketing Show' for industry exposure

Directories

  • Apply for inclusion in the Shopify Partner Program and similar e-commerce directories

Publications

  • Submit articles to Classy, E-commerce Nation, and similar publications

Partnerships & Outreach

  • Join forces with ESPs (Email Service Providers) for mutual referrals
  • Reach out to marketing agencies for partnerships

SEO and Content

  • Optimise website content for keywords like 'email deliverability service' and 'spam problem solutions'
  • Regularly publish relevant, keyword-rich blogs

Offline and Local Media

  • Sponsor local business events or meetups
  • Run a direct mail campaign targeting local e-commerce businesses

Online Events

  • Host webinars on the topic of email deliverability

Online Networking

  • Join relevant discussions in LinkedIn's 'Email Geeks' and 'Shopify Entrepreneurs' groups

Cold Outreach

  • Target LinkedIn outreach to heads of marketing at potential customer companies
During
(Lead)

1. My Lead Capture System

Lead Magnet

  • Free Email Deliverability Scorecard: An interactive tool for assessing inbox placement risk.
  • Detailed guide: "The Hidden Revenue Drain: How Poor Deliverability Costs You Money"
  • Video Course: "Email Deliverability Crash Course: From Spam to Inbox"

Tripwire Offer

  • Discounted initial deliverability audit & action plan: A deeply discounted one-time service identifying critical issues and suggested fixes.

Welcome Sequence

  • Email 1: Thank you & Scorecard Results
  • Email 2: Deep dive into their scorecard results with identified issues
  • Email 3: Invitation to book a free deliverability audit
  • Email 4: Case study showing results we've achieved for similar clients

Segmentation

  • Tags for industry (e-commerce, retail, etc.), email volume, scorecard results
  • Separate email sequences for different segments

Chatbot and Automation

  • Chatbot on-site to guide leads through scorecard
  • Automated booking system for free deliverability audit
  • CRM automation to trigger follow-up sequence post-scorecard completion

2. My Lead Nurturing System

Marketing CRM

  • Current platform: Other
  • Automation capabilities: Assuming that the current CRM system allows email automation, segmentation, and engagement tracking
  • Recommended improvements or replacements: Stick with the current CRM if it meets these needs, or consider an alternative like ActiveCampaign for deeper automation and segmentation functionality

Sales CRM

  • Current platform: Not specified (assuming it's the same as marketing CRM)
  • Pipeline tracking or handoff process: CRM to track all touchpoints from Lead Capture via Scorecard to Onboarding, and maintain a pipeline for tracking conversions from audit calls to paying clients
  • Recommended upgrades: Consider using a CRM like HubSpot CRM for better pipeline management (if not already there)

Automated Follow-Ups

  • Types of automations: post-opt-in email sequence, post-audit call, pre-proposal follow-up, and onboarding sequence
  • Frequency or triggers: Immediately after scorecard completion, after scheduling an audit call, pre-proposal, and after signing agreement

Newsletter

  • Frequency: Monthly
  • Topics or content pillars: Deliverability best practices, client success stories, and industry updates
  • Segmentation: Segmented by industry (e-commerce, retail, others), email volume, and scorecard results

Retargeting & Ads

  • Platforms and goals: LinkedIn (B2B targeted ads), Google AdWords (search ads for 'email deliverability' and 'spam problems'), and custom audiences for retargeting Scorecard not booked audit or did not turn into paying clients

Social Media and Content

  • Posting frequency: Twice a week on LinkedIn
  • Content type or campaign focus: Educational and case study content on email deliverability, scorecard promotion

Webinars and Events

  • Suggested cadence or purpose: Quarterly webinars for high-engagement prospects and partners, topics could include deep-dives into deliverability issues and solutions, case study walkthroughs, or industry trends

Other Nurture Channels

  • Chatbot: On-site chatbot for guiding through the scorecard process, answering basic questions, and booking audits
  • SMS: Consider using SMS for follow-ups or reminders about booked audit calls
  • WhatsApp: Not recommended for this B2B audience and interaction type

3. Sales Conversion Strategy

Sales Process

  • Commence with the "Email Deliverability Scorecard" to capture and warm up leads.
  • Automate a follow-up sequence that includes detailed scorecard results and an invitation to a free deliverability audit.
  • Conduct the deliverability audit call—spot 3-5 revenue-costing issues and present a prioritized action plan.
  • Send a custom proposal based on the audit's findings, emphasizing service options and potential ROI.
  • Onboard new clients with immediate fixes and provide the first deliverability report within seven days.

Sales Assets

  • Develop an automated email sequence template for the follow-up after the scorecard test.
  • Create a script for the deliverability audit call to ensure consistent auditing and presentation of issues.
  • Design a customizable proposal template that allows for interchangeable service options based on audit findings.

Objection Handling

  • Prepare a script outlining the costly impacts of poor email deliverability to address budget objections.
  • Illustrate how service exceeds cost with case studies and client testimonials.
  • Create a detailed FAQ document to answer common objections and questions in advance.

Testimonials and Case Studies

  • Ask every 5th customer to provide a testimonial or participate in a case study after seeing an improved deliverability rate.
  • Showcase these testimonials on the website, in proposals, and in email marketing.

Conversion Rate Insights

  • Aim for a conversion rate of 30-40% from audit calls to paying clients.
  • Track conversions via CRM and adjust sales tactics based on success rates.

Urgency and Offers

  • Offer a limited-time discount on services for prospects who commit within 24 hours of receiving their custom proposal.
  • Create a 'fast action discount' for the first five businesses each month to commit to either one-time or ongoing services.

Guarantees and Risk Reversal

  • Provide a 30-day money-back guarantee for new clients.
  • Include a 'Promise of Performance' clause in contracts to ensure clients we deliver improvement on the specified deliverability metrics.

Shock and Awe

  • Send a welcome gift such as a branded coffee cup or notebook to new clients.
  • Serve prospective clients with a surprise deliverability tip via email after they complete the scorecard test.
After
(Customer)

1. How I Deliver a World Class Experience

Onboarding Experience

  • Kickoff call with a dedicated specialist to discuss immediate fixes and plan
  • Welcome email detailing the engagement plan, key contacts, and next steps
  • Access to a client portal with project details, progress, and support resources

Communication Cadence

  • Weekly update calls to discuss findings and progress, with detailed minutes circulated via email
  • Regular client reports emailed fortnightly
  • Emergency interventions communicated instantly through calls and follow-up emails

Client Education

  • Access to instructional materials about email deliverability best practices
  • Webinar invites or videos on minimizing spam risks and optimizing email campaigns
  • FAQs aggregated and shared via email and client portal

Personalized Touches

  • Handwritten thank you note after signing the agreement
  • Milestone celebrations with a custom infographic detailing improved deliverability
  • Birthday cards and holiday greetings sent to the primary contact

Visuals and Documentation

  • Before-and-after screenshots showing deliverability improvements
  • Regular deliverability reports with visual summaries emailed and archived in the portal
  • Custom infographics for major deliverability achievements

Feedback and Proactive Support

  • Automated monthly satisfaction surveys sent via email
  • A dedicated 'Help' button in the client portal to raise urgent issues
  • Regular pulse checks from the account manager to ensure satisfaction

Guarantee or Promise

  • Performance guarantee based on the initial deliverability audit
  • Money-back if deliverability goals aren't met within agreed timelines

Operational Excellence

  • Standards for meeting punctuality and professionalism in all interactions
  • Adherence to strict compliance standards when handling client data
  • Clear escalation procedure in the event of disputes or concerns

Note: This strategy aims to provide a thoughtful, proactive, and unforgettable customer journey. These actions focus on delivering a positive experience from the start, leaving customers feeling valued and appreciated, and differentiating Coastivo genuinely.

2. How I Increase Customer Lifetime Value

Renewals & Contracts

  • Introduce an annual management contract with an upfront discount
  • Offer a renewal incentive such as a free deliverability audit for another domain

Upsells & Cross-Sells

  • Offer additional domains management as an upsell
  • Cross sell email content optimization and strategy services

Bundling & Packaging

  • Bundle deliverability management with periodic audit and optimization services
  • Create tiered service levels: Basic (technical setup, monitoring), Premium (added strategic consulting and performance reports)

Loyalty & Retention Programs

  • Grant discounts or incentives for referrals
  • Introduce a tiered loyalty program based on duration/number of contracts

Custom Services and Personalization

  • White-glove service tier for higher volume senders including custom technical interventions and ISP relationship management

Pricing Strategy

  • Offer long-term contract pricing incentives
  • Volume-dependent pricing tiers can incentivize larger clients to stay onboard

Customer Data and Insights

  • Analyze customer service usage data for personalization and early spotting of dissatisfaction signs
  • Identify the most valuable customers by their engagement and spending, then target them for retention efforts

3. How I Orchestrate And Stimulate Referrals

Referral Incentives

  • Discount on future services for referrers
  • Free deliverability audit for referees

Shareable Assets

  • Customer-success-story-centric social media posts
  • Email referral invitation template

Timing and Triggers

  • After successful dispute resolution
  • Upon positive feedback

Client Success Stories

  • Share testimonials on website, social media, and newsletters
  • Promote case studies highlighting improved deliverability and revenue

Referral Contests

  • Monthly referral contest with free service upgrades as prizes

Partner or Affiliate Programs

  • Collaborate with e-commerce and email marketing platforms
  • Set up referral tracking and rewarded affiliations

Thank-You Experience

  • Send handwritten thank-you notes for a certain number of successful referrals
  • Feature top referrers in monthly newsletters or on website

Take Your Marketing Plan to the Next Level

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