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Email Marketing 1-2-3How to Get Started, Get Results and Get Growing
@VR4SmallBiz
Agenda
• Email Marketing Basics
• Email Best Practices
• Email + Website = Better Results
• Tools and Resources to Get You Started
• Q&A
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Email Marketing Basics
Purpose:
• Inform/educate
• Talk about your company,
product or service
• Stay in front of your audience
• Establish yourself as an expert
• Build relationships
• Drive traffic to your website
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Email Marketing Basics
How to Build an Email List
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Online:
• Sign up form on your website, blog, etc.
• Link to sign up form in your email
signature
• E-commerce retailer: post-purchase
thank you page
• Social media
Offline:
• Sign up sheet at counter, event, etc.
• Business card fish bowl
Mobile
Over 50% of emails are read on a mobile device. Use a responsive template to ensure your emails
look great no matter where they’re read.
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How to stand out
in an overcrowded
inbox?
Standing Out in the Inbox
“I get 100 emails a day. Why should I open yours?”
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Standing Out in the Inbox
From Label Who Are You?
• Tells your audience who’s
sending the email
• Company name usually
works best; be consistent
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Standing Out in the Inbox
Subject lineWhy Open This Email?
• Tells readers what to expect
• Don’t repeat your From label
• Stick to 40-50 characters
• Don’t use all caps or too
much punctuation
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Pre-header Text Supplements
Subject Line
• Provides compelling
information to entice
opening the email; displays
in many preview panes
• Don’t repeat the subject
line
Standing Out in the Inbox
Email Best Practices
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Now that they’ve opened your email …
How do you get them to engage and act?
Email Best Practices
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Email Best Practices
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Include logos, images
• Brand with your logo
Email Best Practices
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Include logos, images
• Brand with your logo
• Break up blocks of text
• Link your images
• Use alt text
• 80/20 text/image ratio
Email Best Practices
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Add Links
• Give your recipients lots
of opportunity to get to
your website
Email Best Practices
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Add Links
• Give your recipients lots of
opportunity to get to your
website
• Make them social by
including a link to post on
Twitter or Facebook
Email Best Practices
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Add Links
• Read long articles easily
• Use call-to-action
buttons
Email Best Practices
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Content is Everything
• What’s your story?
• Put your audience first
• Your readers must desire
your content
Email Best Practices
@VR4SmallBiz
Content is Everything
• What’s your story?
• Put your audience first
• Your readers must desire
your content
• The best marketers and
salespeople are storytellers
Email Best Practices
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Content: More Than Words
• Images
• Video
• Infographics (visual.ly, Pinterest)
• Charts
• Live and/or recorded demos
• User generated (customer
quotes, testimonials)
Email Best Practices
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Use Social Media
• Increase your social media
presence
• Give recipients an incentive
to click through to your
social media pages
Email Best Practices
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Make it Shareable
• Forward to a friend
Email Best Practices
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Make it Shareable
• Forward to a friend
• Share on Facebook and Twitter
or any social media platform
you are using
Email Sent … Now What?
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Understanding The Metrics
• Bounce Rate:
• Open Rate:
• Click-through Rate:
• Unsubscribe Rate:
Total email undelivered ÷ Total emails sent
Total email opened ÷ Total emails sent
Total clicks on all links ÷ Total emails sent
Total unsubscribes ÷ Total emails sent
Keep Up the Engagement
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Types of Emails to Send
• Newsletters
Keep Up the Engagement
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Types of Emails to Send
• Newsletters
• Event invitations
Keep Up the Engagement
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Types of Emails to Send
• Newsletters
• Event invitations
• Promotions (not just sales
or discounts)
Keep Up the Engagement
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Types of Emails to Send
• Newsletters
• Event invitations
• Promotions (not just sales
or discounts)
• Holiday greetings
Email + Website = Better Results
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Use your website to grow
your email list with a sign
up form
Engage more effectively with your audience
Email + Website = Better Results
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Send email campaigns
to drive traffic to your
website
Engage more effectively with your audience
Email + Website = Better Results
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Engage more effectively with your audience
WebsiteList
Summary
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• 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
• Leverage email and your website to get even better
results
Use VerticalResponse for FREE
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• Send professional-looking emails without a designer
or any HTML coding
• Use responsive templates that automatically adapt to
look great whether they’re read on desktop, phones or
tablets
• Reach even more people by sharing the same message
on Facebook and Twitter, with just a couple of clicks
• Send up to 4,000 emails to 1,000 contacts every
month for free
Tools and Resources
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www.verticalresponse.com/event
Get FREE access to:
The Beginner’s Guide to Email Marketing
Guide to Building Your Email List
50 Unique Ideas for Your Next Email
Button Builder
This Presentation
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