Tri Valley E Mailand Social

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Presentation from Erin Jacobs at Vertical Response for the Tri-Valley CVB\'s Marketing & PR Seminar

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  • Tri Valley E Mailand Social

    1. 1. Making the Most of Email Marketing and Social Media <ul><li>Erin Jacobs, </li></ul><ul><li>Director of Marketing </li></ul><ul><li>VerticalResponse </li></ul>
    2. 2. Introduction- Erin Jacobs <ul><li>Director of Marketing at VerticalResponse since 2007 </li></ul><ul><li>15 Years Experience in lead generation and direct marketing for various industries </li></ul><ul><li>Authors a Marketing Blog on StartupNation.com and Manta.com </li></ul><ul><li>Frequent speaker at industry events on email marketing and small business marketing </li></ul>
    3. 3. About VerticalResponse <ul><li>Helping SMB’s Grow Their Business Via Online Marketing Since 2001 </li></ul><ul><ul><li>SaaS Solutions for Self- Service Email, DM, and Surveys </li></ul></ul><ul><ul><li>Janine Popick - CEO, background is direct marketing online and off </li></ul></ul><ul><ul><li>Over 50,000 Active Customers </li></ul></ul><ul><li>Award Winning and Customer-Centric </li></ul><ul><ul><li>Inc. Fast 500, Fast 5000, Deloitte, Business Times, ClickZ, and many more </li></ul></ul><ul><ul><li>Active Member of the Email Sender & Provider Coalition since 2003 </li></ul></ul><ul><ul><li>We thrive on making small businesses look like giants </li></ul></ul><ul><ul><li>Environmentally & Community Friendly </li></ul></ul><ul><li>Tools For Marketers, By Marketers </li></ul><ul><ul><li>Create and send a campaign in minutes with no help from IT needed </li></ul></ul><ul><ul><li>Sophisticated tools and reporting, yet simple to deploy </li></ul></ul><ul><ul><li>Email, online survey, and direct mail postcard in one tool </li></ul></ul>
    4. 4. Overview <ul><li>Why Email works for Destination Companies </li></ul><ul><li>Creating a Plan </li></ul><ul><li>Building Quality Lists </li></ul><ul><li>Offers that Work </li></ul><ul><li>Integrating Email with Social Media </li></ul><ul><li>Best Practices </li></ul><ul><li>Understanding Deliverability </li></ul><ul><li>What an ESP Can do for You </li></ul>
    5. 5. Misconceptions Marketing = Big Investment <ul><li>What does Marketing mean to you? </li></ul><ul><li>Billboards </li></ul><ul><li>Logo/Branded Items </li></ul><ul><li>Print Advertising in Travel or Local Magazines </li></ul><ul><li>Public Relations </li></ul><ul><li>High Profile Events </li></ul>
    6. 6. Where did you start? <ul><li>Small Business Marketing Landscape </li></ul><ul><li>Signage, Advertising, Phone Book Listings, Direct Mail, Chamber of Commerce </li></ul><ul><li>Build a website </li></ul><ul><li>What worked for you? </li></ul><ul><li>Were you able to track ROI? </li></ul><ul><li>What did you learn from your customers and prospects? </li></ul>
    7. 7. Where do you go from here? <ul><li>Marketing tactics that are accessible and easy to manage for small business owners </li></ul><ul><ul><li>Websites/Blogs </li></ul></ul><ul><ul><li>Paid Search </li></ul></ul><ul><ul><li>Email </li></ul></ul><ul><ul><li>Direct Mail </li></ul></ul><ul><ul><li>Surveys </li></ul></ul><ul><ul><li>Social Networking </li></ul></ul>Why we recommend all of these… you can control costs, track results and use them together for a blowfish effect!
    8. 8. Why Email Works for Small Business <ul><li>Highest % of Access </li></ul><ul><li>Cost Effective </li></ul><ul><li>Fast </li></ul><ul><li>No Design Skills or Software No Problem </li></ul><ul><li>Results are Immediate </li></ul><ul><li>Blowfish Effect </li></ul><ul><li>Complements other customer programs </li></ul>
    9. 9. Case Study- Locksmith Parts & Supplies <ul><li>Niche market since 2001 </li></ul><ul><li>VR customer since late 2007 </li></ul><ul><li>List of 30K emails </li></ul><ul><li>1 st Email increased web traffic 700% </li></ul><ul><li>In 8 hours made $6000 online sales </li></ul><ul><li>Now create 1 email per month </li></ul><ul><li>Added $200K in revenue in 2008 </li></ul><ul><li>Average monthly investment $250.00 </li></ul>
    10. 10. Types of Email Communications <ul><li>OUTBOUND </li></ul><ul><li>Thank You </li></ul><ul><ul><li>For Visiting </li></ul></ul><ul><ul><li>For Referral </li></ul></ul><ul><ul><li>For Attending </li></ul></ul><ul><li>Invitation </li></ul><ul><ul><li>To Events </li></ul></ul><ul><ul><li>To take a Survey </li></ul></ul><ul><li>Promotional </li></ul><ul><ul><li>Product offer </li></ul></ul><ul><ul><li>Discount/Sale Announcement </li></ul></ul><ul><li>Newsletter </li></ul><ul><ul><li>Message from the organization </li></ul></ul><ul><ul><li>Tips/What to do/see </li></ul></ul>
    11. 11. Expectations for Your Emails <ul><li>Response Rates </li></ul><ul><ul><li>Open </li></ul></ul><ul><ul><li>Clicks </li></ul></ul><ul><li>Bounce Rates </li></ul><ul><li>Unsubscribe </li></ul><ul><li>Google Analytics </li></ul><ul><li>Conversion Tracking for ROI </li></ul><ul><li>Inbound activity based on outbound campaigns </li></ul>
    12. 12. Building a Marketing Program <ul><li>3 Components </li></ul><ul><li>Your List </li></ul><ul><li>Your Offer </li></ul><ul><li>Your Media </li></ul>
    13. 13. Building a List <ul><li>Quality Lists are NOT built in a Day! </li></ul><ul><li>Leverage </li></ul><ul><ul><li>Leverage existing network </li></ul></ul><ul><ul><li>Customers past/current </li></ul></ul><ul><ul><li>Business associations </li></ul></ul><ul><li>Invest/Build </li></ul><ul><ul><li>Opt-in form on Web/Blog </li></ul></ul><ul><ul><li>Ask for referrals </li></ul></ul><ul><ul><li>Online Marketing/GoogleAds </li></ul></ul><ul><ul><li>Invite Online Followers </li></ul></ul><ul><li>Maintain </li></ul><ul><ul><li>Relevancy </li></ul></ul><ul><ul><li>Frequency </li></ul></ul><ul><ul><li>Privacy Policy </li></ul></ul>
    14. 14. The Fool Proof Offer <ul><li>Is there something in this newsletter for the recipient to: </li></ul><ul><li>Learn? </li></ul><ul><ul><li>Educational content </li></ul></ul><ul><ul><li>News </li></ul></ul><ul><ul><li>Tips </li></ul></ul><ul><li>Gain? </li></ul><ul><ul><li>Discount </li></ul></ul><ul><ul><li>Time </li></ul></ul><ul><ul><li>Access </li></ul></ul><ul><li>Enjoy? </li></ul><ul><ul><li>Free Gift with Purchase/Stay </li></ul></ul><ul><ul><li>Added Value </li></ul></ul>
    15. 15. Offers that Work <ul><li>Provide Convenience- Make Life Easier </li></ul><ul><ul><li>Late check out, day room with spa </li></ul></ul><ul><ul><li>Added Value </li></ul></ul><ul><ul><li>Free Shipment to home </li></ul></ul><ul><ul><li>Personal Experience </li></ul></ul><ul><li>Encourage the Impulse </li></ul><ul><ul><li>Exclusivity </li></ul></ul><ul><ul><li>Gift with Purchase </li></ul></ul><ul><ul><li>The Mini Service </li></ul></ul><ul><ul><li>Events </li></ul></ul><ul><li>Don’t forget to recognize loyalty </li></ul><ul><ul><li>Give customers incentives to refer a friend </li></ul></ul><ul><ul><li>The coffee card, discount on next purchase, free service </li></ul></ul>
    16. 16. Your Media- Email links them all <ul><li>Online Ads/SEM/Yelp </li></ul><ul><ul><li>Site Traffic </li></ul></ul><ul><ul><li>List building </li></ul></ul><ul><li>Website </li></ul><ul><ul><li>Drive traffic to your site for more info </li></ul></ul><ul><ul><li>Response capturing for apt request/rez/ </li></ul></ul><ul><li>Blog </li></ul><ul><ul><li>Integrate your website, email newsletter </li></ul></ul><ul><ul><li>Captures user generated content </li></ul></ul><ul><li>Email (Inbound & Outbound) </li></ul><ul><ul><li>Creates consistency </li></ul></ul><ul><ul><li>Delivers a compilation of news and offers </li></ul></ul><ul><li>Social Networking </li></ul><ul><ul><li>Expands your network </li></ul></ul><ul><ul><li>Generate User Reviews and Content </li></ul></ul>
    17. 17. <ul><li>PART 2 </li></ul><ul><li>CREATING EFFECTIVE EMAILS </li></ul>
    18. 18. Best Practices for Creating Effective Email <ul><li>Top to Bottom- Space is Everything </li></ul><ul><li>From Label </li></ul><ul><li>Subject Line </li></ul><ul><li>Headline/Preview </li></ul><ul><li>Offer </li></ul><ul><li>Call to Action </li></ul><ul><ul><li>Where else can they find you </li></ul></ul><ul><ul><li>Blog </li></ul></ul><ul><ul><li>Twitter </li></ul></ul><ul><ul><li>facebook </li></ul></ul><ul><li>Use of Images/Text </li></ul>
    19. 19. Creating an Effective Email <ul><li>From Label </li></ul><ul><ul><li>Should be your company name or who the subscriber has the relationship with </li></ul></ul><ul><ul><li>Stick with it and avoid changing it! </li></ul></ul><ul><li>Subject Line </li></ul><ul><ul><li>Keep it Short - email programs default to +/- 40 characters and cut it off there </li></ul></ul><ul><ul><li>Don’t repeat from label in subject line - space is too valuable </li></ul></ul><ul><ul><li>Don’t try to mask words like “free” with words like “fr*ee” - spam technique </li></ul></ul><ul><ul><li>Don’t use excessive punctuation - !!!!! </li></ul></ul><ul><ul><li>Don’t use CAPITALIZATION - email screaming! </li></ul></ul>
    20. 20. Creating an Effective Email <ul><li>Make sure some of your best content is “above the fold” or in the preview pane. </li></ul>
    21. 21. Creating an Effective Email <ul><li>Avoid using images as your sole content </li></ul><ul><li>80/20 rule </li></ul><ul><ul><li>80% Text / 20% Images </li></ul></ul><ul><li>Always use image alt text </li></ul><ul><ul><li><img src=“http://path/to/image.gif” alt=“Widgets Inc. Logo” /> </li></ul></ul>
    22. 22. Example- Sonoma Valley <ul><li>Newsletter </li></ul><ul><li>Preview pane perfect </li></ul><ul><li>Bullets break up copy </li></ul><ul><li>Links to easy to read list on the website </li></ul>
    23. 23. Understanding Deliverability <ul><li>What happens after you hit send? </li></ul><ul><li>The ISP </li></ul><ul><li>The Corporate Domain </li></ul><ul><li>The Inbox </li></ul><ul><li>How do you ensure it get’s there? </li></ul><ul><li>CanSPAM Laws </li></ul><ul><ul><li>Easy unsubscribe process </li></ul></ul><ul><ul><li>A valid postal address </li></ul></ul><ul><ul><li>The subject line reflects the content </li></ul></ul><ul><ul><li>From label - Must be &quot;From&quot; who the recipient has the relationship with </li></ul></ul>
    24. 24. Tips for Long Term Success <ul><li>Continue inviting followers to join email list & vice versa </li></ul><ul><li>Establish frequency and commit </li></ul><ul><li>Consistency in Outbound and Inbound </li></ul><ul><li>Leverage the data in reports </li></ul><ul><li>Segmenting your list for Relevancy </li></ul><ul><li>Leverage reports for improvements </li></ul>
    25. 25. Integrate Email with other Online Properties <ul><li>Add an Opt-in Form to every page of your site </li></ul><ul><li>Start a Blog </li></ul><ul><li>Use your Blog as the landing page for Newsletter content </li></ul><ul><li>Encourage participation online </li></ul>
    26. 26. Integrating Email with Social Media <ul><li>Using Email to integrate other online initiatives </li></ul><ul><ul><li>Facebook </li></ul></ul><ul><ul><li>Blog </li></ul></ul><ul><ul><li>Twitter </li></ul></ul><ul><ul><li>CRM database </li></ul></ul><ul><ul><li>Surveys </li></ul></ul><ul><ul><li>Yelp </li></ul></ul>
    27. 27. Getting Started in 10 Steps <ul><li>Create an Account with VR (FREE) </li></ul><ul><li>Upload your list (FREE) </li></ul><ul><li>Add an opt-in form to your website (FREE) </li></ul><ul><li>Segment your list customers vs. prospects (FREE) </li></ul><ul><li>Create a Welcome Email- thank you for your business </li></ul><ul><li>Create a Promotional Email- get people excited and active </li></ul><ul><li>Create your first Newsletter </li></ul><ul><ul><li>Message from the Owner (Tips or Fact to share about a product) </li></ul></ul><ul><ul><li>Offer- don’t forget you want them to take action </li></ul></ul><ul><ul><li>Customer Testimonial/Quote </li></ul></ul><ul><li>Launch your campaigns one per week over a month </li></ul><ul><li>Measure results </li></ul><ul><li>Remail- test new subject lines to non-responders! </li></ul>
    28. 28. Special Offer from VR <ul><li>Start a FREE Trial Account today and receive: </li></ul><ul><li>100 Email Credits to send your first campaign </li></ul><ul><li>25 Online Survey Responses </li></ul><ul><li>www.verticalresponse.com/ </li></ul><ul><li>Watch a Demo Every Tuesday at 10:00 AM Pacific. Go here to register for our next demo with Richard Huffaker our Training and Community Education Manager. </li></ul><ul><li>Call our Live Support line for helping getting started: 1-866-6VERTICAL. </li></ul>
    29. 29. Resources <ul><li>VerticalResponse Education and Support Section </li></ul><ul><ul><li>Recorded webinars </li></ul></ul><ul><ul><li>Tutorials </li></ul></ul><ul><ul><li>Best practice tips and articles </li></ul></ul><ul><li>Join a live Demo hosted every Tuesday 10AM by our Training Manager </li></ul><ul><li>Blog.verticalresponse.com </li></ul><ul><li>Lounge.verticalresponse.com </li></ul><ul><li>Follow us on Twitter: VR4SmallBiz </li></ul><ul><li>Follow me on Twitter: ReillyJacobs </li></ul>

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