Boston Small Biz Expo and San Francisco Chamber Presentation Oct. 2013


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  • 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:
  • Use search.twitter.comPay attention to the streamEngageBe interesting and interested regularly
  • Share emails through hosted linkPost regularlyPictures, pictures, pictures! Awesome and engaging ones.Pin on popular boards – if they’re openRepinFollow relevant pinners
  • 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

    1. 1. + Get Started with Email Marketing in the Social Age Jill Bastian @jillieb3 Training and Education Manager #VR4SmallBiz
    2. 2. + Today’s Lineup Email Marketing Basics Email Best Practices Overview of Social Media Email and Social Media together Tools & Resources To Get You Started
    3. 3. +
    4. 4. + Why Have an Email? The purpose of an email:  Inform/educate  Get clicks... (which, with any luck, will lead to a sale.)  Talk about your company  Stay in front of your audience  Establish yourself as an expert  It’s informative, educational & helpful! Build relationships And…
    5. 5. + …And $40
    6. 6. + 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
    7. 7. + From label – Who are you? Lets your audience know who is sending the email Be consistent with the from label Get whitelisted!
    8. 8. + 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
    9. 9. + Pre-Header text Pre-header text:  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 additional value.
    10. 10. + Pre-Header text
    11. 11. + Links Give your recipients lots of opportunity to get to your website Allow your recipients to read long articles easily Make them social by including a link to post on Twitter or Facebook Use Call-to-Action buttons (
    12. 12. +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 more professional  Link your images!  Use Alt Text  Balance of text/images – think 80/20
    13. 13. + 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.
    14. 14. + Content is More than Words  Images  Video  Infographics -  Charts  Live & recorded demos  User generated - quotes, testimonials
    15. 15. + A Little About Social Media
    16. 16. + Facebook Google + Twitter LinkedIn Pinterest MarketingProfs stats Social Media Purchases
    17. 17. + 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
    18. 18. + 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 •Social messages •Videos & photos •Coupons •Sales
    19. 19. + 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! • ness Use social sharing to expand the reach of your messages
    20. 20. + 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 positive mentions! Tweet regularly  Photo courtesy of shutterstock
    21. 21. + Pinterest  Share emails through hosted link  Include a Pin it! button in your emails  Post regularly  Pictures, pictures, pictures! Awesome and engaging ones.  Create business and fun boards – mix it up! 
    22. 22. + Most Importantly… 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 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, free downloads, expert knowledge
    23. 23. Let’s put it all together! Let’s Put it All Together!
    24. 24. + Use Social Media in Every Email  Increase Social Media presence  Give recipients an incentive to click through to your Social Media pages  Grow list
    25. 25. + Make Every Email Sharable Forward to a friend Share on Facebook and Twitter or any Social Media platform you are using
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    31. 31. + Wrap Up  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.
    32. 32. + VR Tools & Resources  Buttons -  Resources: resources  8 Email Marketing Basics to Remember  Simplify Social Media for your Biz  Email Marketing Reporting Basics  Email + Social Media = Success  VR Blog -
    33. 33. + Q&A