Jill Bastian @jillieb3Training and Education Manager#VR4SmallBizEmail Marketing in theSocial Age
Agenda• Email Marketing Basics• Email Best Practices• Overview of Social Media• Email and Social Media together• Tools & R...
Why Have an Email• Emails build relationships, retention andloyalty• An excuse to talk about your company• Stay in front o...
…And $40
Why Email Marketing WorksEasy to Use• Requires no technicalexpertiseFast• Create a simple email inminutes (700+ templates)...
Keys to a Successful Newsletter• From label• Subject line• Preheader• Content• Images• Call to Action
From Label• Let your audience know who you are• Be consistent
Subject Line• Stick to 40-50 characters• Let people know what to expect• Don’t repeat your from label• Don’t use all caps•...
Pre-Header textPre-header text:A message supplementary to your subject line that gives moreinformation, hopefully further ...
Pre-Header text
Best Practices for Creating EffectiveEmailDesign for quick downloading – not too many imagesMake it easy on the eyes• Aria...
Content Basics• Keep readers coming back for more• Limit to 3 to 5 topics/articles• Personalize your message• Assist in sc...
Content Ideas• What is up with your biz?• Testimonials – don’t overlook their power.• Promote Webinars• Holidays• Social m...
Content Ideas• Special offers• You or your employees smiling face• Tips or ideas for your customers• How to’s – Great for ...
Creating an Effective Email• Make sure your best content is“above the fold” or in thepreview pane.• 50% of all email users...
Include Logos and Images• Break up blocks of text• Brand with your logo - Email will look moreprofessional• Link your imag...
Call to Action Buttons• Urge the reader of a message to take an immediate action.• Clear and concise• Send people where th...
A Little About Social Media
Facebook Google + Twitter LinkedIn PinterestMarketingProfs statsSocial Media Purchases
Get Started with Social Media –One step at a time• You don’t need to beeverywhere!• Save time by getting the most outof yo...
Social Media– Use What You’ve Got!•Promote your pages to current customers: send anemail, add links in emails & blog, webs...
Facebook – Gain Likes• Use email to engage people to likeyour page• Share pictures and videos• Coupons or specials• Ask qu...
Tips to Increase Twitter EngagementRepurpose content whenever possible:• Tweet blog posts, company news,contests, sales, e...
Pinterest• Share emails through hosted link• Include a Pin it! button in your emailshttp://pinterest.com/about/goodies/• P...
Most Importantly…• Promote your social presence across all your marketingchannels• Email, website, blog, traditional, cros...
Use Social Media in Every Email• Increase Social Media presence• Give recipients an incentive to click through toyour Soci...
Make Every Email Sharable• Forward to a friend• Share on Facebook and Twitter or any SocialMedia platform you are using
VR Tools & Resources• Buttons - buttons.verticalresponse.com• Resources:https://www.verticalresponse.com/marketing-resourc...
Q&A
San Francisco Small Business Week 2013 - Get Started with Email Marketing in the Social Age
San Francisco Small Business Week 2013 - Get Started with Email Marketing in the Social Age
San Francisco Small Business Week 2013 - Get Started with Email Marketing in the Social Age
San Francisco Small Business Week 2013 - Get Started with Email Marketing in the Social Age
San Francisco Small Business Week 2013 - Get Started with Email Marketing in the Social Age
San Francisco Small Business Week 2013 - Get Started with Email Marketing in the Social Age
San Francisco Small Business Week 2013 - Get Started with Email Marketing in the Social Age
San Francisco Small Business Week 2013 - Get Started with Email Marketing in the Social Age
San Francisco Small Business Week 2013 - Get Started with Email Marketing in the Social Age
San Francisco Small Business Week 2013 - Get Started with Email Marketing in the Social Age
San Francisco Small Business Week 2013 - Get Started with Email Marketing in the Social Age
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San Francisco Small Business Week 2013 - Get Started with Email Marketing in the Social Age

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As a small business you're busy, but you also know you need to do some marketing to keep your business growing. That's where email and social marketing and come in! If you're still trying to figure out how to get started with social AND somehow make it work with your email marketing, or just trying to get an email out the door, this is the session for you! Join Education & Training Manager Jill Bastian as she covers some basics on how to get your social media and email marketing working together.
• Email marketing best practices
• A basic overview of social media
• How integrate email marking with social media
• Ideas to get started

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  • The best results come when you have an established relationship with people who want and are expecting to hear from you. Make sense right? If you get an email from a friend or a stranger which do you open first? The friend of course. And the best way to keep that friend is to mail them relevant information in a timely and meaningful manner. If you only mail 1/x a quarter, your friends may forget you and unsubscribe. We recommend mailing at least 1/x a month so you don’t get forgotten.
  • It is very easy and quick to set up your email marketing campaign. In fact, with a bit of preparation, you can create and send your first campaign in about an hour. Then you can use that campaign as a template and add new content. You get your results in real time, Once you hit launch, you immediately have access to our robust reporting that tells you who opened, clicked, etc on your campaign. We offer unlimited emails for as little as $10/month or just about a penny a piece if you want to pay as you go. And, not for profits mail free with VerticalResponse!Email marketing provides the highest ROI across all marketing channels – it is expected that for every dollar marketers spend on email in 2010 they'll receive $42.08. Email marketing delivers the biggest bang for your buck.
  • JillSome important things to go over to make sure you have a great email.
  • The From Label and Subject line are probably the most important parts of your email, these are what get your recipients to want to open it. The From label should be your company name, that is generally what they will recognize to know who is sending the email to them. You can use a persons name if your recipients will recognize that over your company name, if you are realtor for example they may know your name more than your company. Our system will automatically pull in your company name from the Account section so that you don’t have to fill this in, but you can change it if you like.
  • 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.
  • GuestHere 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.
  • GuestHere 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.
  • Not too many images – will slow down loadingUse easy to read fonts- Arial, verdana Times New romanText Size: avoid too small – hard to read or too LARGE- affects deliverability 11 -12 pt fontLess is More- don’t try to use every font, color and style in the book- too distracting and looks unprofessional
  • Keep readers coming back for more Make sure you have content that is relevant to your recipients and the content you promised when they signed up. Limit topics You want your email to be readable and easy to scan, by limiting the topics or articles your recipients will have an easier time reading the email and finding the info they want. A really long email is hard on you to write and hard on your recipients to have to read. Most people won’t make it to the bottom of a really long email, so keep their interest with short but specific articlesInclude links Links will help your recipients find your site or a particular product at your site. Include lots of links to make sure they can get to your site easily
  • MeganWebinars You probably use case studies and customer quotes in traditional e-mail marketing. It can work just as well in webinar promotions. You can include links to previous webinars in your current invitation and call out the benefits of attending one of your events by letting a recent attendee explain what he or she got out of the experience.Holidays"Use Your Refund" Sale - Encourage your early-bird filers to use their refunds for a great discount, or even entice anyone with a refund by giving a discountMothers day IdeasSocial media A local bakery/ deli recently sent out an email to celebrate their 20th anniversary. They asked their email recipients to go to Facebook and friend them, and they would then get a coupon for a free cookie. A great idea not only to promote their anniversary, 20 years is long time! But also to drive people to their Facebook fan page. And they have really great cookies, so that email was forwarded a lot, especially here at VR. But a viral email like that is great for getting your company name out there, get new sign ups for an email list and for social media.
  • GuestAmber Cleave our Marketing Specialist here at VerticalResponse brought it to my attention that a number of businesses are doing just that: using their regularly scheduled newsletters and including links to donate to the Red Cross and other organizations to help. At VerticalResponse you may have noticed a link in our newsletters to donate directly. Since we're already communicating with our recipients, it seemed like a no-brainer to use our list to help out. Do we get a benefit from it? You bet, knowing we could have helped out in any way was enough for us. Including a picture of your self or your employees makes for a more personal email, and your recipients will like knowing who is at the other end of the emails. Some more ideas for contentAsk for Referrals from your current customersPromote new releases, products or listingsSend coupons or discountsSay thank you!Announce up coming eventsIn the next few slides we will go over some of these ideas in actual emails that have been sent out.
  • Make sure important information is seen with out scrolling Standard view width 600 px; Templates are built this way – fixed widthOutlook Preview = 200 pxdown Typical email view window 600px down
  • -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.
  • JillThis is a nice example of have a balance of image and text. Its easy to scan, easy to see what the call to action is and the images aren’t too big and there is even a picture of the owner. They would want to make sure that the alt text goes with the text, so for the first one cruelty free brushes would be great. The column is great and has links to more articles in the email. The one thing I would probably change is color of the column, the peach with the white text is really hard to read.
  • This is the same email with the images blocked. You’ll notice that you can still read all the important info including contact data. The only thing that they could change is the alt text for the images.
  • Calls to Action. Simply put, tell your reader what you want them to do. We tested Call to Action buttons in our own newsletters and found that our CTR increased by 26%! People like buttons and like to click them, make it easy for your recipients to do just that!They have a great example of pre-header text, with a promo code and a link. Email can be shared on Twitter or FacebookThere are lots of links in this paragraph (starters,sauces and finishing sauces) and they have a great CTA button. And the great thing about this is that its all text. So the recipient will see the sale info even if their email client is blocking images.
  • 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
  • Links, posts, videos, images, comments, retweets, mentions … the list goes on. Content has always been the pillar of all marketing efforts. There are clear indications that content is going to be even more important in the social media context.The success of websites like Quora proves that people value those that produce genuine, useful, and high-quality content.But you’ll have to combine that with exceptional social media positioning. This means you must:publish on multiple channels, probably several times for reachprovide material that is uniqueoffer vital information directly on social media; people are less likely to click a link through to a website if the information is not very usefulemploy a variety of media to circulate contentWhile it’s important to personalize your entire approach to social media marketing, it’s also important to engage. Without engagement, you leave your audience out of the equation. If you do that, you are nullifying the effect of your social media campaign.If your marketing efforts on social media amount to no more than just posting links, you’re doing it wrong. You need to engage users, customers, and curious visitors so you can change them into potential customers.Engaging users involves:reaching out to them by commenting on relevant activitiesproviding valuable input in discussions on Twitter, Google+, Facebook, etc.giving more: sharing links from websites other than your ownhaving answers (or if not, finding them) for people’s queries, even when they are not addressed to youasking for feedback and acting on it
  • JillInclude 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 at the top of your e-mail, those same people can now share it with their entire Facebook, Twitter and LinkedIn networks. That extends your reach to a highly qualified audience of prospects.Include links to your Facebook, Twitter and LinkedIn pages in your e-mail marketing communications. 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.
  • JillYou’ll want 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.
  • JillOur customer with a special email invite to follow on FB
  • San Francisco Small Business Week 2013 - Get Started with Email Marketing in the Social Age

    1. 1. Jill Bastian @jillieb3Training and Education Manager#VR4SmallBizEmail Marketing in theSocial Age
    2. 2. Agenda• Email Marketing Basics• Email Best Practices• Overview of Social Media• Email and Social Media together• Tools & Resources To Get You Started
    3. 3. Why Have an Email• Emails build relationships, retention andloyalty• An excuse to talk about your company• Stay in front of your audience• Educate/entertain• Establish yourself as an expert• Sell your products & services• And…
    4. 4. …And $40
    5. 5. Why Email Marketing WorksEasy to Use• Requires no technicalexpertiseFast• Create a simple email inminutes (700+ templates)• Real time reporting onopens, clicks, and moreAffordable• Free Trial• Pay As You Go or MonthlyPricing options• High ROI
    6. 6. Keys to a Successful Newsletter• From label• Subject line• Preheader• Content• Images• Call to Action
    7. 7. From Label• Let your audience know who you are• Be consistent
    8. 8. Subject Line• Stick to 40-50 characters• Let people know what to expect• Don’t repeat your from label• Don’t use all caps• Avoid overusing punctuation
    9. 9. Pre-Header textPre-header text:A message supplementary to your subject line that gives moreinformation, hopefully further compelling your recipient toopen your email.• The preheader and subject line should be different. Saying thesame thing doesn’t add any additional value.
    10. 10. Pre-Header text
    11. 11. Best Practices for Creating EffectiveEmailDesign for quick downloading – not too many imagesMake it easy on the eyes• Arial, Times New Roman & Verdana fonts• Use reverse text sparingly• Avoid text over distracting backgrounds• Emphasize with bold• Italics are hard to read online• Underline text often mistaken for a line• Use Black or Grey font. Avoid using light or bright colored fonts.Don’t do this….
    12. 12. Content Basics• Keep readers coming back for more• Limit to 3 to 5 topics/articles• Personalize your message• Assist in scanning• Bold headlines and keywords• Bullets• Whitespace is a good thing• Columns
    13. 13. Content Ideas• What is up with your biz?• Testimonials – don’t overlook their power.• Promote Webinars• Holidays• Social media• Questions & surveys – improves engagement
    14. 14. Content Ideas• Special offers• You or your employees smiling face• Tips or ideas for your customers• How to’s – Great for B2B!• Awards you’ve won• Related articles
    15. 15. Creating an Effective Email• Make sure your best content is“above the fold” or in thepreview pane.• 50% of all email users spend 2-3seconds scanning the top 3inches of your email.• For newsletters use the crucialtop area for a table of contentsto get them to click and readmore down below.
    16. 16. Include Logos and Images• Break up blocks of text• Brand with your logo - Email will look moreprofessional• Link your images!• Use Alt Text
    17. 17. Call to Action Buttons• Urge the reader of a message to take an immediate action.• Clear and concise• Send people where they would expect to go• CTA Buttons– Increase click throughs– Increase sales– Stand out• Buttons.verticalresponse.com
    18. 18. A Little About Social Media
    19. 19. Facebook Google + Twitter LinkedIn PinterestMarketingProfs statsSocial Media Purchases
    20. 20. Get Started with Social Media –One step at a time• You don’t need to beeverywhere!• Save time by getting the most outof your social presence• Choose the Social Medianetworks where your customersare• Pick 2-3 Social Platforms & focusin building from there• Twitter, Facebook, Pinterest,LinkedIn, Blogs, YouTube
    21. 21. Social Media– Use What You’ve Got!•Promote your pages to current customers: send anemail, add links in emails & blog, website etc.•Content is King•Post often, with relevant & useful material that youalready have:•Hosted link of your emails•Social messages•Videos & photos•Coupons•Sales
    22. 22. Facebook – Gain Likes• Use email to engage people to likeyour page• Share pictures and videos• Coupons or specials• Ask questions• Post regularly• https://www.facebook.com/businessUse socialsharing toexpand thereach of yourmessages
    23. 23. Tips to Increase Twitter EngagementRepurpose content whenever possible:• Tweet blog posts, company news,contests, sales, etc…• Share media that you consume as wello Industry trends and studieso Relevant blog posts and articles• Follow people and brands you like for good content, andretweet them often• Thank people for mentioning yourbrand & RT positive mentions!• Post regularly• https://business.twitter.com/Photo courtesy of shutterstock
    24. 24. Pinterest• Share emails through hosted link• Include a Pin it! button in your emailshttp://pinterest.com/about/goodies/• Post regularly• Create business and fun boards – mix it up!• http://business.pinterest.com/
    25. 25. Most Importantly…• Promote your social presence across all your marketingchannels• Email, website, blog, traditional, cross-platform• “Like Us” campaigns, display ads• Your customers can’t find you if they don’t knowyou’re thereBut…• Don’t just lead with the “ask,” give them a reason why• Exclusive content:promotions, up-to-date news, giveaways, access tospecial deals, free downloads, expert knowledge
    26. 26. Use Social Media in Every Email• Increase Social Media presence• Give recipients an incentive to click through toyour Social Media pages• Grow mailing list
    27. 27. Make Every Email Sharable• Forward to a friend• Share on Facebook and Twitter or any SocialMedia platform you are using
    28. 28. VR 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
    29. 29. Q&A

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