1.
Get Started with Email Marketing
in the Social Age
Jill Bastian
Training and Education Manager
VerticalResponse

2.
• 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

3.
Agenda
• Email Marketing Basics
• Email Best Practices
• Overview of Social Media
• Email and Social Media Together
• Tools & Resources To Get You Started
• Q&A

4.
Email Marketing

5.
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

6.
Email Marketing Basics
A very good investment

7.
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

8.
From label – Who are you?
• Tells your audience who’s sending the email
• Be consistent with the company name
• Company name usually works best

9.
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!!!!

10.
Pre-header Text
• Supplements subject line
• Use a different message than subject line
• Provides compelling info to entice opening the
email

11.
Pre-header Text

12.
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)

13.
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

14.
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.

15.
Content is More than Words
• Images
• Video
• Infographics - http://visual.ly
• Charts
• Live & recorded demos
• User generated - quotes, testimonials

16.
A Little About Social Media

17.
Social Media Drives Sales

18.
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

19.
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

20.
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

21.
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/

22.
Pinterest
• 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/

23.
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

24.
Let’s Put it All Together!

25.
Use Social Media in Every Email
 Increase Social Media presence
 Give recipients an incentive to click through to
your Social Media pages
 Grow list

26.
Make Every Email Sharable
• Forward to a friend
• Share on Facebook and Twitter or any Social
Media platform you are using

27.
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.

28.
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