Your clients are checking their email accounts everywhere, all the time: on their PCs and on their smartphones; first thing in the morning and late at night. Are you in their inboxes, and are you standing out? This new workshop, packed with tips and real-world examples, will show you how to get started with email marketing, including best practices for designing an email, understanding metrics, building your subscriber list and leveraging social media to amplify your messages. You'll also learn how email marketing can enhance other marketing tactics to grow your company's or organization's presence, audience base and bottom line.

1. Email Marketing 1-2-3
How to Get Started, Get Results
and Get Growing
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2. Agenda
• Email Marketing Basics
• Email Best Practices
• Email + Website = Better Results
• Tools and Resources to Get You Started
• Q&A
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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 website
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4. @VR4SmallBiz
Email Marketing Basics

5. How to Build an Email List
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Online:
• Sign up form on your website, blog, etc.
• Link to sign up form in your email
signature
• E-commerce retailer: post-purchase
thank you page
• Social media
Offline:
• Sign up sheet at counter, event, etc.
• Business card fish bowl

6. Mobile
Over 50% of emails are read on a mobile device.
Use a responsive template to ensure your emails
look great no matter where they’re read.
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7. @VR4SmallBiz
How to stand out
in an overcrowded
inbox?
Standing Out in the Inbox
“I get 100 emails a day. Why
should I open yours?”

8. @VR4SmallBiz
Standing Out in the Inbox
From Label
Who Are You?
• Tells your audience who’s
sending the email
• Company name usually
works best; be consistent

9. @VR4SmallBiz
Standing Out in the Inbox
Subject line
Why Open This Email?
• Tells readers what to expect
• Don’t repeat your From label
• Stick to 40-50 characters
• Don’t use all caps or too
much punctuation

10. @VR4SmallBiz
Pre-header Text
Supplements
Subject Line
• Provides compelling
information to entice
opening the email; displays
in many preview panes
• Don’t repeat the subject
line
Standing Out in the Inbox

11. Email Best Practices
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Now that they’ve opened your email …
How do you get them to engage and act?

12. Email Best Practices
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13. Email Best Practices
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Include logos, images
• Brand with your logo

14. Email Best Practices
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Include logos, images
• Brand with your logo
• Break up blocks of text
• Link your images
• Use alt text
• 80/20 text/image ratio

15. Email Best Practices
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Add Links
• Give your recipients lots
of opportunity to get to
your website

16. Email Best Practices
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Add Links
• Give your recipients lots of
opportunity to get to your
website
• Make them social by
including a link to post on
Twitter or Facebook

17. Email Best Practices
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Add Links
• Read long articles easily
• Use call-to-action
buttons

18. Email Best Practices
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Content is Everything
• What’s your story?
• Put your audience first
• Your readers must desire
your content

19. Email Best Practices
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Content is Everything
• What’s your story?
• Put your audience first
• Your readers must desire
your content
• The best marketers and
salespeople are storytellers

20. Email Best Practices
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Content: More Than Words
• Images
• Video
• Infographics (visual.ly, Pinterest)
• Charts
• Live and/or recorded demos
• User generated (customer
quotes, testimonials)

21. Email Best Practices
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Use Social Media
• Increase your social media
presence
• Give recipients an incentive
to click through to your
social media pages

22. Email Best Practices
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Make it Shareable
• Forward to a friend

23. Email Best Practices
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Make it Shareable
• Forward to a friend
• Share on Facebook and Twitter
or any social media platform
you are using

24. Email Sent … Now What?
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Understanding The Metrics
• Bounce Rate:
• Open Rate:
• Click-through Rate:
• Unsubscribe Rate:
Total email undelivered ÷ Total emails sent
Total email opened ÷ Total emails sent
Total clicks on all links ÷ Total emails sent
Total unsubscribes ÷ Total emails sent

25. Keep Up the Engagement
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Types of Emails to Send
• Newsletters

26. Keep Up the Engagement
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Types of Emails to Send
• Newsletters
• Event invitations

27. Keep Up the Engagement
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Types of Emails to Send
• Newsletters
• Event invitations
• Promotions (not just sales
or discounts)

28. Keep Up the Engagement
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Types of Emails to Send
• Newsletters
• Event invitations
• Promotions (not just sales
or discounts)
• Holiday greetings

29. Email + Website = Better Results
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Use your website to grow
your email list with a sign
up form
Engage more effectively with your audience

30. Email + Website = Better Results
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Send email campaigns
to drive traffic to your
website
Engage more effectively with your audience

31. Email + Website = Better Results
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Engage more effectively with your audience
Email
WebsiteList

32. Summary
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• 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
• Leverage email and your website to get even better
results

33. Use VerticalResponse for FREE
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• Send professional-looking emails without a designer
or any HTML coding
• Use responsive templates that automatically adapt to
look great whether they’re read on desktop, phones or
tablets
• Reach even more people by sharing the same message
on Facebook and Twitter, with just a couple of clicks
• Send up to 4,000 emails to 1,000 contacts every
month for free

34. Tools and Resources
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www.verticalresponse.com/event
Get FREE access to:
The Beginner’s Guide to Email Marketing
Guide to Building Your Email List
50 Unique Ideas for Your Next Email
Button Builder
This Presentation

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