This has dropped slightly in the latest numbers, but it’s still a high performing marketing tool
From NameYour from name should be whomyour recipients expect to hear from;most likely your company name or yourfirst and last name. Make sure to keep yourFrom Name consistent so that your recipientswill continue to recognize the sender of eachemail you send them.
Once your recipients know who is sending the email, the subject line will be what makes them want to open it. You want to make sure its something that will make them want to open, maybe something like Spring Specials, up to 50% off or Don’t miss this special savings. You also need to make sure it has something to do with the content of the email, this is required by the CAN SPAM law.
Here we have the three main components that work together to get your email opened: From LineSubject LinePre-header textThis image is an example of what these parts look like when an email is opened.This is important to keep in mind when designing your email and writing your subject lines. You want to know what your recipient is going to see, and consider how it will compel them to open your email. From Line: Automatically populated from your account profile. You can change this, but we don’t recommend you do so because of consistency and recognition. This is where you build credibility, and how your recipients recognize the sender (you or your company) and think to themselves, “this is something I signed up for” or “I know this company.”Subject line: Primary message, offer, CTA that makes the reader decide “This is something I am interested in” or “I would like to know more about this” or “this is cool!”Pre-header text: A supplementary message that gives more information, hopefully further compelling your recipient to open your email.
Include a "social call to action" in every email newsletter. Don't rely solely on social media icons and buttons to get readers to visit your social media outposts. Entice readers with a link to a hot conversation you want to continue on Twitter (or another discussion destination), or to an exclusive contest or survey you're featuring on Facebook.
-80/20 rule of thumbAlt text!Using images in your email is a great idea, but sometimes yourrecipients email program may block them. Alt text is back-up text that willdisplay in place of the image when an email provider doesn’t immediately loadyour images. Instead of having them see a broken image, fi ll in your alt textbox and give them another opportunity to see your message or call to action!39% of all email users view emails with images turned off - default for gmail and some versions of OutlookWe track an email open based on whether or not an invisible tracking image within the email was loaded by the recipient. Since many email browsers turn images off by default (requiring end users to click a link to view images in the email they receive), only those people interested enough in the email to turn the images on – or those people who do not have this restriction on their own inbox – will be reported as an open if they open the email. The need for an image also means that opens for plain text emails cannot be tracked.
The best marketers and sales people are story tellers. Why are you sending this message?Why does your audience care?Have they asked for this information?Will they ask for it in the future?First thing to keep in mind: This is not about you. It’s all about your readers
You don’t have to create content from scratch to deliver value.Curating and pointing folks to content of interest, inviting others to contribute content, and putting a new spin on existing content are all ways to generate a fresh stream of content that keeps your audience coming back for more.
23% of facebook usersOn average, nearly one-half (47%) of social media users say they've taken some type of action offline (e.g., attending an event, meeting someone in person, making a purchase) after interacting with a social networking site, according to a survey from ACTIVE Network.Across the five social networks studied—Facebook, LinkedIn, Twitter, Google+, and Pinterest—Facebook drives the most offline actions overall: 87% of Facebook users have taken some type of action offline as a result of an interaction via the site.Pinterest (70%) ranks second in generating offline actions, followed by LinkedIn (60%), Twitter (56%), and Google+ (37%). Read more: http://www.marketingprofs.com/charts/2012/9671/facebook-pinterest-trigger-more-offline-actions-than-other-social-sites#ixzz2JOxSd3ys
Use search.twitter.comPay attention to the streamEngageBe interesting and interestedhttps://business.twitter.com/success-stories/industry/nonprofitTweet regularly
Share emails through hosted linkPost regularlyPictures, pictures, pictures! Awesome and engaging ones.Pin on popular boards – if they’re openRepinFollow relevant pinnershttp://business.pinterest.com/
Increase Social Media - Include a Like/Tweet button or a social share bar in every email newsletter. The "Forward to a Friend" feature lets subscribers share your newsletter with another person by email. But by adding social icons in your e-mail, those same people can now share it with their entire Facebook or Twitter networks. That extends your reach to a qualified audience of new customers.Incentive - Don't forget to provide reasons why subscribers should join you on social media destinations -- and how that experience will be different from your email communications. I have some examples of this coming up.
You’llwant to post the hosted version of your emails to twitter and Facebook. It helps extend the life and reach of each of your email campaigns – making sure you get what you put into each one. And don’t forget to include a link to your opt-in form in your email marketing campaigns as this will help you capture new fans. Include your Facebook links in your email marketing campaigns along with your Twitter handle. Some people just like Facebook more than Twitter or Twitter more than Facebook so you need to make sure you let everyone know where you. Keep conversations going with your recipients/followers by posting different ideas, articles, offers across social media channels. Even better, fan the discussion flames by sending out a separate email letting readers know about conversations happening on social media and inviting them to participate. We have Twitter chats where we discuss different aspects of email marketing with our followers on twitter.
Mix of text and images, plus great use of content from SM in EmailAwesome social buttons at the bottom
Boston Small Biz Expo and San Francisco Chamber Presentation Oct. 2013
Get Started with Email
Marketing in the Social Age
Training and Education Manager
Email Marketing Basics
Email Best Practices
Overview of Social Media
Email and Social Media together
Tools & Resources To Get You Started
Why Have an Email?
The purpose of an email:
Get clicks... (which, with any luck, will lead to
Talk about your company
Stay in front of your audience
Establish yourself as an expert
It’s informative, educational & helpful!
Email - Top to Tail
From label – Who are you?
Subject line – Why open?
Pre-header – Supports that open
Links – Get them to your site
Images – Eye candy, break up text
Content – Meat and potatoes
Social Media- Share
From label – Who are you?
Lets your audience know who is sending the
Be consistent with the from label
Subject line – Why open?
Let people know what to expect
Don’t repeat your from label
Stick to 40-50 characters
Don’t use all caps
Avoid overusing punctuation
A message supplementary to your subject line
that gives more information, hopefully further
compelling your recipient to open your email.
The pre-header and subject line should be
different. Saying the same thing doesn’t add any
Give your recipients lots of opportunity
to get to your website
Allow your recipients to read long
Make them social by including a link to
post on Twitter or Facebook
Use Call-to-Action buttons
+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
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 sales people are story tellers.
Content is More than Words
Infographics - http://visual.ly
Live & recorded demos
User generated - quotes, testimonials
Facebook Google + Twitter LinkedIn Pinterest
Social Media Purchases
+ Get Started with Social Media –
One step at a time
You don’t need to be everywhere!
Save time by getting the most out
of your social presence
Choose the Social Media networks
where your customers are
Pick 2-3 Social Platforms & focus
on building from there
Twitter, Facebook, Pinterest, Linke
dIn, Blogs, YouTube
Social Media– 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
•Videos & photos
Facebook – Gain Likes
• Use email to engage people to
like your page
• Share pictures and videos
• Coupons or specials
• Ask questions
• Post regularly
• Share Other Content
• Promote Your Best Stuff!
Use social sharing
to expand the
reach of your
+ Tips to Increase Twitter Engagement
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
Thank people for mentioning your brand & RT
Photo courtesy of shutterstock
Share emails through hosted link
Include a Pin it! button in your emails
Pictures, pictures, pictures! Awesome and
Create business and fun boards – mix it up!
Promote your social presence across all
your marketing channels
• Email, website, blog, traditional, cross-platform
• “Like Us” campaigns, display ads
• Your customers can’t find you if they don’t know you’re there
Don’t just lead with the “ask,” give them a
• Exclusive content:
promotions, up-to-date news, giveaways, access to special
deals, free downloads, expert knowledge
Let’s put it all
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
Make Every Email Sharable
Forward to a friend
Share on Facebook and Twitter or any
Social Media platform you are using
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
You don’t have to be everywhere, but be where your
Make sure you’re thinking about social when you’re
managing your email and vice versa.
VR Tools & Resources
Buttons - buttons.verticalresponse.com
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