Get Started with Email Marketing in the Social Age
Jill BastianTraining and Education Manager
VerticalResponse
• Create email as awesome as your business- we'll make sure it looks just as good on phones and tablets
• Simple reports show you what's working• Spread your message on Facebook and
Twitter.• Try it free – verticalresponse.com
Agenda
• Email Marketing Basics• Email Best Practices• Overview of Social Media• Email and Social Media Together• Tools & Resources To Get You Started• Q&A
Email Marketing
Email Marketing Basics
Purpose:• Inform/educate• Talk about your company/product/service• Stay in front of your audience• Establish yourself as an expert• Build relationships• Drive traffic to your site
Email Marketing Basics
A very good investment
Email Best Practices
• From label – Who are you?• Subject line – Why open?• Pre-header – Supports the email open• Links – Get them to your site• Images – Eye candy, break up text• Content – Key to engagement• Social Media – Share and Follow buttons
From label – Who are you?
• Tells your audience who’s sending the email• Be consistent with the company name• Company name usually works best
Subject Line – Why Open?
• Tells people what to expect• Don’t repeat your From label• Stick to 40-50 characters• Don’t use all caps• Avoid overusing punctuation!!!!
Pre-header Text
• Supplements subject line• Use a different message than subject line• Provides compelling info to entice opening the
Pre-header Text
Links• Give your recipients lots of opportunity to get
to your website• Read long articles easily• Make them social by including a link to post
on Twitter or Facebook• Use Call-to-Action buttons
(Buttons.Verticalresponse.com)
Include Logos and Images
• Engage your audience• Think about what your audience sees• Break up blocks of text• Brand with your logo – Email
will look more professional• Link your images! • Use Alt Text• Balance of text/images
– think 80/20
Content – Meat and potatoes
• What’s your story?• Put your audience first • Your readers must desire your content• They must invite you into their circle of trust• The best marketers and salespeople are story
tellers.
Content is More than Words
• Images• Video • Infographics - http://visual.ly• Charts• Live & recorded demos• User generated - quotes, testimonials
A Little About Social Media
Social Media Drives Sales
Get Started One Step at a Time
• You don’t need to be everywhere!• Choose the networks where your customers
already are• Pick 2-3 social platforms and start building
from there
Use What You’ve Got!• Promote your pages to current customers: send an
email, add links in emails & blog, website etc.• Content is King• Post often, with relevant & useful material that you
already have:• Hosted link of your emails• Social messages• Videos & photos• Coupons• Sales
• Use email to engage people to like your page • Share pictures and videos • Coupons or specials• Ask questions• Post regularly• Share content you enjoy• Promote your best stuff!
• www.facebook.com/business
• Tweet blog posts, company news, contests, sales, etc…
• Share media that you consume– Industry trends and studies – Relevant blog posts and articles
• Follow people and brands you like for good content, and retweet them
• Tweet regularly• https://business.twitter.com/
• Share emails through hosted link• Post regularly• Pictures, pictures, pictures! Fun, beautiful and
engaging ones.• Create business and fun boards – mix it up!
• http://business.pinterest.com/
Most Importantly…• Promote your social presence across all your
marketing channels• Email, website, blog, traditional, cross-platform• Your customers can’t find you if they don’t know
you’re there
But…• Don’t just lead with the “ask,” give them a reason
why• Exclusive content:
promotions, up-to-date news, giveaways, access to special deals
Let’s Put it All Together!
Use Social Media in Every Email
Increase Social Media presence Give recipients an incentive to click through to
your Social Media pages Grow list
Make Every Email Sharable
• Forward to a friend• Share on Facebook and Twitter or any Social
Media platform you are using
Summary
• Keep your readers in mind – make sure your emails are easy to read and work with or without images.
• Use what you’ve got to engage your readers or followers.
• You don’t have to be everywhere, but be where your customers are
• Make sure you’re thinking about social when you’re managing your email and vice versa.
VR Resources
• Buttons - buttons.verticalresponse.com• Resources:
https://www.verticalresponse.com/marketing-resources 8 Email Marketing Basics to Remember Simplify Social Media for your Biz Email Marketing Reporting Basics Email + Social Media = Success
• VR Blog - Verticalresponse.com/blog
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