The document discusses using email marketing effectively in the age of social media. It recommends integrating social media into email campaigns by including social sharing buttons, posting emails on social networks, and driving readers from emails to follow your social accounts. The key is engaging readers with relevant content across email and social platforms. Email best practices like compelling subject lines and links are also covered. [/SUMMARY]

1. Get Started with
Email Marketing in
the Social Age
……………………………………………………………………………………
Jill Bastian
VerticalResponse, a Deluxe Company
© 2014 Deluxe Enterprise Operations, Inc. All rights reserved.

2. © 2014 Deluxe Enterprise Operations, Inc. All rights reserved.
Agenda
 Email Marketing Basics
 Email Best Practices
 Overview of Social Media
 Email and Social Media Together
 Tools & Resources To Get You Started
 Q&A

3. 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
© 2014 Deluxe Enterprise Operations, Inc. All rights reserved.

4. Email Marketing Basics
 A very good investment
Stats courtesy of the Direct Marketing Association
© 2014 Deluxe Enterprise Operations, Inc. All rights reserved.

5. 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
© 2014 Deluxe Enterprise Operations, Inc. All rights reserved.

6. From label – Who are you?
 Tells your audience who’s sending the
email
 Be consistent with the company name
 Company name usually works best
© 2014 Deluxe Enterprise Operations, Inc. All rights reserved.

7. 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!!!!
© 2014 Deluxe Enterprise Operations, Inc. All rights reserved.

8. Pre-header text
 Supplements subject line
 Use a different message than subject
line
 Provides compelling info to entice
opening the email
© 2014 Deluxe Enterprise Operations, Inc. All rights reserved.

9. Pre-header text
© 2014 Deluxe Enterprise Operations, Inc. All rights reserved.

10. © 2014 Deluxe Enterprise Operations, Inc. All rights reserved.
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)

11. Include Logos and Images
 Engage your audience
 Think about what your audience sees
 Break up blocks of text
 Brand with your logo
 Your email will look more professional
 Link your images!
 Use Alt Text
 Balance of text/images
© 2014 Deluxe Enterprise Operations, Inc. All rights reserved.
 Think 80/20

12. 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
© 2014 Deluxe Enterprise Operations, Inc. All rights reserved.

13. Content is More than Words
 Images
 Video
 Infographics - http://visual.ly
 Charts
 Live & recorded demos
 User generated - quotes, testimonials
© 2014 Deluxe Enterprise Operations, Inc. All rights reserved.

14. A Little About Social Media
© 2014 Deluxe Enterprise Operations, Inc. All rights reserved.

15. Social Media Drives Sales
Stats courtesy of Vision Critical
© 2014 Deluxe Enterprise Operations, Inc. All rights reserved.

16. 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
© 2014 Deluxe Enterprise Operations, Inc. All rights reserved.

17. 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
© 2014 Deluxe Enterprise Operations, Inc. All rights reserved.

18. © 2014 Deluxe Enterprise Operations, Inc. All rights reserved.
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

19. © 2014 Deluxe Enterprise Operations, Inc. All rights reserved.
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/

20. © 2014 Deluxe Enterprise Operations, Inc. All rights reserved.
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/

21. 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
© 2014 Deluxe Enterprise Operations, Inc. All rights reserved.

22. Let’s Put it All Together!
© 2014 Deluxe Enterprise Operations, Inc. All rights reserved.

23. Use Social Media in Every Email
 Increase Social Media presence
 Give recipients an incentive to click
through to your Social Media pages
 Grow list
© 2014 Deluxe Enterprise Operations, Inc. All rights reserved.

24. Make Every Email Sharable
 Forward to a friend
 Share on Facebook and Twitter or any
Social Media platform you are using
© 2014 Deluxe Enterprise Operations, Inc. All rights reserved.

25. © 2014 Deluxe Enterprise Operations, Inc. All rights reserved.

26. © 2014 Deluxe Enterprise Operations, Inc. All rights reserved.

27. © 2014 Deluxe Enterprise Operations, Inc. All rights reserved.

28. © 2014 Deluxe Enterprise Operations, Inc. All rights reserved.

29. © 2014 Deluxe Enterprise Operations, Inc. All rights reserved.

30. © 2014 Deluxe Enterprise Operations, Inc. All rights reserved.
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

31. 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
© 2014 Deluxe Enterprise Operations, Inc. All rights reserved.

32. Deluxe and VerticalResponse
Tools & Resources
© 2014 Deluxe Enterprise Operations, Inc. All rights reserved.
 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

33. Questions?
© 2014 Deluxe Enterprise Operations, Inc. All rights reserved.
 Learn More:
 Contact – Carmen Smith
 913.541.7943
 carmen.smith@deluxe.com
 Or Connect With Us:
 @deluxecorp
 facebook.com/deluxecorp
 youtube.com/deluxecorporation
 linkedin.com/company/deluxe-corporation