Email Marketing in the Social Age

© 2014 Deluxe Enterprise Operations, Inc. All rights reserved.

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Get Started with Email Marketing

in the Social AgeJill Bastian

VerticalResponse, a Deluxe Company

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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 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 site


Email Marketing Basics

A very good investment

Stats courtesy of the Direct Marketing Association


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 email


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 audienceThink about what your audience seesBreak up blocks of textBrand with your logo

Your email will look more professional

Link your images! Use Alt TextBalance 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 storytellers


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

Stats courtesy of Vision Critical


Get Started One Step at a Time You don’t need to be everywhere!Choose the networks where your

customers already arePick 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


Facebook

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


Twitter

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/


Pinterest

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


Deluxe and VerticalResponse

Free 30-day Trial! No credit card required Sign up at:

http://www.verticalresponse.com/freetrial-deluxe?VRR=Deluxe&VRP=webinar-2014-04-15


Deluxe and VerticalResponse Tools & 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


Questions?

Learn More:Contact – Carmen Smith

913.541.7943 [email protected]

Or Connect With Us: @deluxecorp facebook.com/deluxecorpyoutube.com/deluxecorporation linkedin.com/company/deluxe-corporation