Did you know you can incorporate social media into every email? It's true. In this presentation, we'll give you the lowdown on how to create the perfect email and social media campaign. Get the most out of every email by: • Crafting the right subject line • Adding links and relevant content • Making every email social and shareable Learn more at http://www.verticalresponse.com

1. © 2015 Deluxe Enterprise Operations, Inc. All rights reserved.
……………………………………………………………………………………
Email and
Social Media
Go Hand-in-Hand
Jill Bastian
VerticalResponse, a Deluxe Company

2. © 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

3. © 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

4. © 2015 Deluxe Enterprise Operations, Inc. All rights reserved.
Email Marketing Basics
 A very good investment
Stats courtesy of the Direct Marketing Association

5. © 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

6. © 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

7. © 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!!!

8. © 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

9. © 2015 Deluxe Enterprise Operations, Inc. All rights reserved.
Pre-header text

10. © 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)

11. © 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

12. © 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.

13. © 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

14. © 2015 Deluxe Enterprise Operations, Inc. All rights reserved.
A Little About Social Media

15. © 2015 Deluxe Enterprise Operations, Inc. All rights reserved.
Social Media Drives Sales
Stats courtesy of Vision Critical

16. © 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

17. © 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

18. © 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

19. © 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/

20. © 2015 Deluxe Enterprise Operations, Inc. All rights reserved.
Pinterest
 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/

21. © 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

22. © 2015 Deluxe Enterprise Operations, Inc. All rights reserved.
Let’s Put it All Together!

23. © 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

24. © 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

25. © 2015 Deluxe Enterprise Operations, Inc. All rights reserved.

26. © 2015 Deluxe Enterprise Operations, Inc. All rights reserved.

27. © 2015 Deluxe Enterprise Operations, Inc. All rights reserved.

28. © 2015 Deluxe Enterprise Operations, Inc. All rights reserved.

29. © 2015 Deluxe Enterprise Operations, Inc. All rights reserved.

30. © 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.

31. © 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

32. © 2015 Deluxe Enterprise Operations, Inc. All rights reserved.
Deluxe and VerticalResponse
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

33. © 2015 Deluxe Enterprise Operations, Inc. All rights reserved.
Questions?
Learn More:
 Contact – Shelly Williams
 800.211.3377
 shelly.a.williams@deluxe.com
Or Connect with Us:
 @deluxecorp
 facebook.com/deluxecorp
 youtube.com/deluxecorporation
 linkedin.com/company/deluxe-corporation