email marketing and social media go hand-in-hand
TRANSCRIPT
© 2015 Deluxe Enterprise Operations, Inc. All rights reserved.
……………………………………………………………………………………
Email and Social Media
Go Hand-in-HandJill Bastian
VerticalResponse, a Deluxe Company
© 2015 Deluxe Enterprise Operations, Inc. All rights reserved.
Agenda
Email Marketing Basics
Email Best Practices
Overview of Social Media
Email and Social Media together
Tools & Resources To Get You Started
Q&A
© 2015 Deluxe Enterprise Operations, Inc. All rights reserved.
Email Marketing Basics
Purpose:
Inform/educate
Talk about your company
Stay in front of your audience
Establish yourself as an expert
Builds relationships
Drive traffic to your site
© 2015 Deluxe Enterprise Operations, Inc. All rights reserved.
Email Marketing Basics
A very good investment
Stats courtesy of the Direct Marketing Association
© 2015 Deluxe Enterprise Operations, Inc. All rights reserved.
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
© 2015 Deluxe Enterprise Operations, Inc. All rights reserved.
From label – Who are you?
Tells your audience who’s sending the email
Be consistent with the name
Company name works best
© 2015 Deluxe Enterprise Operations, Inc. All rights reserved.
Subject line – Why open?
Tell people know what to expect
Don’t repeat your from label
Stick to 40-50 characters
Don’t use all caps
Avoid overusing punctuation!!!
© 2015 Deluxe Enterprise Operations, Inc. All rights reserved.
Pre-header text
Supplements subject line
Use a different message than subject line
Provides compelling info to encourage
opening the email
© 2015 Deluxe Enterprise Operations, Inc. All rights reserved.
Pre-header text
© 2015 Deluxe Enterprise Operations, Inc. All rights reserved.
Links
Give your recipients lots of opportunities to
get to your website
Read long articles easily
Make social by including a link to post on
Twitter or Facebook
Use Call-to-Action buttons
(Buttons.Verticalresponse.com)
© 2015 Deluxe Enterprise Operations, Inc. All rights reserved.
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
© 2015 Deluxe Enterprise Operations, Inc. All rights reserved.
Content – Meat and potatoes
What’s Your story?
Put your audience first – what do they need
or want from your email?
Your readers must invite you into their circle
of trust
The best marketers and sales people are
story tellers.
© 2015 Deluxe Enterprise Operations, Inc. All rights reserved.
Content is More than Words
Images
Video
Infographics - http://visual.ly, Pinterest
Charts
Live & recorded demos
User generated - quotes, testimonials
Articles
© 2015 Deluxe Enterprise Operations, Inc. All rights reserved.
A Little About Social Media
© 2015 Deluxe Enterprise Operations, Inc. All rights reserved.
Social Media Drives Sales
Stats courtesy of Vision Critical
© 2015 Deluxe Enterprise Operations, Inc. All rights reserved.
Get Started One Step at a Time
You don’t need to be everywhere
Choose the networks where your customers
are
Pick 2-3 social platforms and start building
from there
© 2015 Deluxe Enterprise Operations, Inc. All rights reserved.
Use What You’ve Got!
Promote to current customers: send an
email, add links in emails & blog, website
etc.
Post often, with relevant & useful material
that you already have:
Hosted link of your emails
Social messages
Videos & photos
Coupons & sales
© 2015 Deluxe Enterprise Operations, Inc. All rights reserved.
On Facebook:
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
© 2015 Deluxe Enterprise Operations, Inc. All rights reserved.
On Twitter:
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/
© 2015 Deluxe Enterprise Operations, Inc. All rights reserved.
Share emails through hosted link
Post regularly
Pictures, pictures, pictures
Create business and fun boards – mix it up!
Canva can help you create engaging images
& text
http://business.pinterest.com/
© 2015 Deluxe Enterprise Operations, Inc. All rights reserved.
Most Importantly…
Promote your social accounts across 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
© 2015 Deluxe Enterprise Operations, Inc. All rights reserved.
Let’s Put it All Together!
© 2015 Deluxe Enterprise Operations, Inc. All rights reserved.
Use Social Media in Every Email
Increase social media presence
Give recipients an incentive to click through
to your social media pages
Grow list
© 2015 Deluxe Enterprise Operations, Inc. All rights reserved.
Make Every Email Sharable
Forward to a friend
Share on Facebook and Twitter or any social
media platform you are using
© 2015 Deluxe Enterprise Operations, Inc. All rights reserved.
© 2015 Deluxe Enterprise Operations, Inc. All rights reserved.
© 2015 Deluxe Enterprise Operations, Inc. All rights reserved.
© 2015 Deluxe Enterprise Operations, Inc. All rights reserved.
© 2015 Deluxe Enterprise Operations, Inc. All rights reserved.
© 2015 Deluxe Enterprise Operations, Inc. All rights reserved.
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 media when you’re managing your email and vice versa.
© 2015 Deluxe Enterprise Operations, Inc. All rights reserved.
Free! • Up to 1,000 email contacts
• No credit card and no time limit
• Send up to 4,000 emails per month
• Connect Facebook and Twitter
• Professional, easy-to-use email templates
that adjust to fit the viewing screen
verticalresponse.com
© 2015 Deluxe Enterprise Operations, Inc. All rights reserved.
Deluxe and VerticalResponseTools & 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
© 2015 Deluxe Enterprise Operations, Inc. All rights reserved.
Questions?
Learn More:
Contact – Shelly Williams
800.211.3377
Or Connect with Us: @deluxecorp
facebook.com/deluxecorp
youtube.com/deluxecorporation
linkedin.com/company/deluxe-corporation