Email Strategy to Generate and Nurture New Leads STEP 1 Generate a good opt in that people would love (and be willing to give you their email in order to receive it). Some examples:

• Provide list of top 5 places to go in your city with your dog • Provide a solution to a problem in a video (for example, best way to train your

dog to wait at the door, best way to crate train a puppy, etc.) • Provide a list of top questions and answers dog owners [or rescue dog owners or

new puppy owners] have about their dogs. (Just Google it and you’ll get loads of ideas!)

• Provide a list of best dog friendly hikes in your city • Provide a list of your favorite dog resources (toys, treats, pet stores, or whatever

you want to provide….as an added bonus, link to amazon affiliate and make money if people buy from your link!)

What opt-in will you create? _______________________________________________ Who will create the opt-in? ________________________________________________ When will it be completed and ready to use? _________________________________ EXTRA MARKETING NINJA TIP: Create opt-ins that you can use throughout the year and change them every few months. Once you have several you can reuse them multiple times over several years.

STEP 2 Create a way to collect emails in exchange for the opt-in you created and promote the opt-in on your social media, via your newsletter (encouraging your list to share it with their friends) and on your website. Here are two sample opt-ins we have used. We generally ask for a first name and email.

Write the copy that will convince people to opt-in to receive your special item you created in Step 1 ______________________________________________________________________ ______________________________________________________________________ ______________________________________________________________________ ______________________________________________________________________ ______________________________________________________________________ ______________________________________________________________________ ______________________________________________________________________ ______________________________________________________________________ ______________________________________________________________________ ______________________________________________________________________ ______________________________________________________________________ EXTRA MARKETING NINJA TIP: You may want to consider collecting a zip code so you know what services you are likely to provide to the individual. Someone who lives closer to you will be more likely to do daycare on a more regular basis.

STEP 3 Create a way to deliver the opt-in to the individual once you have their email address (mailchimp, constant contact, excel spreadsheet, infusionsoft, etc) and write the email you will use to send the person their free opt-in item. Here is a sample delivery email sent if someone opts in to receive the All About Dog Daycare pdf. Note that it is customized to what is in the opt-in you are giving them. Also note there is nothing about you or anything you sell in it.

SUBJECT: Here is the information you requested Hi ~Contact.FirstName~, Whether just starting your daycare career or a seasoned veteran in the industry, this book provides proven techniques to give you a blueprint for success. You will discover:

• Basic information for starting a dog daycare including business resources, licensing information, zoning guidance, and legal, financial, and insurance concerns for the daycare owner.

• Forms and record-keeping materials needed to operate a daycare. • How to provide a safe and stimulating environment that keeps the dogs

healthy and happy and the staff safe. • Optional money-making services that daycare centers can provide. • Trouble shooting ideas including how to handle clients with aggressive

dogs, dealing with contagious diseases, and expelling dogs from daycare. • How to monitor the relationship within a group of dogs and identify

control measures that can be used to maintain stability. Download your copy today! Signature

What system or process will you use to deliver the opt-in? __________________________________________ Write the copy that you will send to people who have requested your opt-in ______________________________________________________________________ ______________________________________________________________________ ______________________________________________________________________ ______________________________________________________________________ ______________________________________________________________________ ______________________________________________________________________ ______________________________________________________________________ ______________________________________________________________________ ______________________________________________________________________ ______________________________________________________________________ EXTRA NINJA TIP: We would set this up to track whether or not they opened the opt-in. If not, after 1 day we send a reminder email “hey don’t forget about this great thing you requested” and we send a second reminder email on the third day if they still haven’t opened it.

STEP 4 Here is where the email marketing magic really happens. Now that you have collected someone’s email and sent them an initial opt-in, create 3 more emails that provide value to them without selling them anything. You are just building a relationship with the new prospect and being helpful to them. We call this a “nurture sequence” and it is used before you start trying to convince them to use any of your services. Here is a sample of the nurture sequence for those who opt-in to receive All About Dog Daycare pdf. Email 1: Sent 3 days after they have received the initial opt-in. In this email you want to:

• Thank them for asking for the initial information • Tell them why you are experts at what you do • Provide additional information about whatever topic you think might interest

them. For instance, if you give a top places to take your dog list, you might do a follow up email about how to know if their dog is enjoying an outing.

Hi ~Contact.FirstName~,

Thanks for your recent download of the second edition of All About Dog Daycare...A Blueprint For Success. Here at The Dog Gurus we have over 40+ combined years of working in the pet industry and we know how exciting it can be working in the company of dogs. We applaud and want to encourage you in the event you are considering making dog care your career. When All About Dog Daycare was originally published we received quite a few requests to use the forms and checklists in the Appendix of the book. While the appendix is not all inclusive (there are many other forms you’ll want to create when you open your business), we wanted to let you know that you are welcome to use any of the material in Appendix A as a starting point. Feel free to edit them as you see fit. Sample forms included in Appendix A include:

• Enrollment Cover Letter Enrollment • Application Owner Liability Waiver and Health Certification • Reservation Form • Payment Pass Report Card • Serious Incident Report • Office Area Daily Responsibility Sheet • Office Area Weekly Responsibility Sheet • Play Area Daily Responsibility Sheet • Play Area Weekly Responsibility Sheet • Job Descriptions • Employment Application Disclaimer • Telephone Flowchart

We wish you luck in all your future dog daycare endeavors! Keep the dogs safe. Robin and Susan The Dog Gurus

Email 2: Send 4 days after the email above. In this email you want to:

• Thank them for asking for the initial information (again) • Let them know you hear from people all the time who want to know more about

whatever the initial opt-in explained. • Provide additional information about whatever topic you think might interest

them. For instance, if you give a top places to take your dog list, you might now provide more detailed information about each place (best time to go, good food you have had there, things there for the dogs, etc.)

• Let them know that you are available to help them if they have any questions

It’s Robin and Susan again...from The Dog Gurus. We’ve been thrilled with the feedback from so many people who have read All About Dog Daycare…A Blueprint For Success. Thanks so much for downloading it! Several people have asked us about the resources in Appendix B of the book. All of the resources listed are people and companies we really trust in this industry. They provide a great starting point for anyone working with dogs and I hope the list will help to streamline the research that you need to do as you open your own daycare. Due to popular demand, I have attached a pdf version of Appendix B, which has clickable links on it. This will make it easier for you to find the resources listed, and is much easier than trying to type URLs from looking at a book! Appendix B pdf (this would be a downloadable link) Feeling overwhelmed? Sometimes it feels like there is so much to do! To help you stay organized, here is a simple guide to the 5 stages of business you will go through as you start to open your business. 5 Stages pdf (this would be a downloadable link) To get started on the right foot, begin working on your business plan and start looking for a location. You’ll need to do research on all the business topics listed in Chapter two. Need help? Just ask! We have loads of resources at The Dog Gurus and would be happy to talk with you. Just give us a call! Good luck! Keep the dogs safe. Robin and Susan The Dog Gurus

Email 3: Send 5 days after they have received the second nurture email. In this email you want to:

• Remind them that you are giving them more free stuff! • Provide additional information about whatever topic you think might interest

them. For instance, if you give a top places to take your dog list, you might now provide 3 more places for them to consider

• Encourage them to contact you to learn more about their pet. • Introduce your services to them in the P.S

Hi ~Contact.FirstName~,

We’re back again with another free resource for you. Since you downloaded the second edition of All About Dog Daycare…A Blueprint For Success, you probably saw the article “My Dog Got Kicked Out of Daycare Today” which is found on page 98 of the book. Robin initially wrote that article for her blog and was overwhelmed by how it resonated with both dog owners and pet care facility owners. Both groups of folks asked if they could have a copy of the article to give others. So we have attached a copy for you in case you find it useful in the future too. My Dog Got Kicked Out of Daycare Today.pdf (this would be a link) We hope you are enjoying the book and we’d love to hear about any plans you have for your business! Good luck and keep the dogs safe. Robin and Susan The Dog Gurus

P.S. If you are serious about opening your own daycare, you’ll definitely want to get the companion All About Dog Daycare Workbook. It’s only $59! BUY HERE (this would be a link)

List three additional items you can provide to someone based on your initial opt-in selected in Step 1 _____________________________________________________________________ ______________________________________________________________________ ______________________________________________________________________

Write the copy for the three additional emails (use more paper if needed) ______________________________________________________________________ ______________________________________________________________________ ______________________________________________________________________ ______________________________________________________________________ ______________________________________________________________________ ______________________________________________________________________ ______________________________________________________________________ ______________________________________________________________________ ______________________________________________________________________ ______________________________________________________________________ ______________________________________________________________________ ______________________________________________________________________ ______________________________________________________________________ ______________________________________________________________________ ______________________________________________________________________ ______________________________________________________________________ ______________________________________________________________________ ______________________________________________________________________ ______________________________________________________________________ ______________________________________________________________________ ______________________________________________________________________ Next Steps:

• Set up your system to request their email address, deliver the opt-in, and deliver the nurture sequence

• Once the nurture sequence is complete, consider adding new prospects to your monthly newsletter and sales emails

• Begin tracking open rates and conversion rates of your emails