SF Small Biz 2014
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Transcript of SF Small Biz 2014
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Get Started with Email Marketing in the Social Age
Jill BastianTraining and Education Manager
VerticalResponse
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• Create email as awesome as your business- we'll make sure it looks just as good on phones and tablets
• Simple reports show you what's working• Spread your message on Facebook and
Twitter.• Try it free – verticalresponse.com
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Agenda
• Email Marketing Basics• Email Best Practices• Overview of Social Media• Email and Social Media Together• Tools & Resources To Get You Started• Q&A
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Email Marketing
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Email Marketing Basics
Purpose:• Inform/educate• Talk about your company/product/service• Stay in front of your audience• Establish yourself as an expert• Build relationships• Drive traffic to your site
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Email Marketing Basics
A very good investment
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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
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From label – Who are you?
• Tells your audience who’s sending the email• Be consistent with the company name• Company name usually works best
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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!!!!
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Pre-header Text
• Supplements subject line• Use a different message than subject line• Provides compelling info to entice opening the
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Pre-header Text
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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)
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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
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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 story
tellers.
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Content is More than Words
• Images• Video • Infographics - http://visual.ly• Charts• Live & recorded demos• User generated - quotes, testimonials
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A Little About Social Media
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Social Media Drives Sales
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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
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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
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• 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
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• 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/
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• 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/
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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
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Let’s Put it All Together!
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Use Social Media in Every Email
Increase Social Media presence Give recipients an incentive to click through to
your Social Media pages Grow list
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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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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.
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VR 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
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