webinar: make every email count

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© Deluxe Enterprise Operations, LLC. Proprietary and Confidential. …………………………………………………………………………………… Make Every Email Count! Kimber S. Powers VerticalResponse, a Deluxe Company

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© Deluxe Enterprise Operations, LLC. Proprietary and Confidential.

Here’s What We’ll Cover

• Email Marketing Basics

• Email Best Practices

• Overview of Social Media

• Email and Social Media together

• Tools & Resources To Get You Started

• Q&A

© Deluxe Enterprise Operations, LLC. Proprietary and Confidential.

Why Should I Use Email Marketing?

• Build Relationships with your target audience

• Generate awareness about your products/services/brand

• Establish yourself as an expert

• Drive traffic to your site

© Deluxe Enterprise Operations, LLC. Proprietary and Confidential.

Common Reasons SMBs DO NOT use Email Marketing

• I’ve started an email list, but it’s really small

• I’m not sure what types of emails I should send to my audience

• My products/service are too ‘boring’ for email marketing

• I’m afraid I’ll eventually run out of things to say

• I’m on a tight budget and/or I have little time

© Deluxe Enterprise Operations, LLC. Proprietary and Confidential.

Email Marketing ROI

• A very good investment

Stats courtesy of the Direct Marketing Association

© Deluxe Enterprise Operations, LLC. Proprietary and Confidential.

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

© Deluxe Enterprise Operations, LLC. Proprietary and Confidential.

From label – Who are you?

• Tells your audience who’s sending the email

• Be consistent with the name

• Company name works best

• Alternatively ‘From’ a specific person in your business

© Deluxe Enterprise Operations, LLC. Proprietary and Confidential.

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!!!

© Deluxe Enterprise Operations, LLC. Proprietary and Confidential.

Pre-header text

• Supplements subject line

• Use a different message than subject line

• Provides compelling info to encourage opening the email

© Deluxe Enterprise Operations, LLC. Proprietary and Confidential.

Pre-header text

© Deluxe Enterprise Operations, LLC. Proprietary and Confidential.

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)

© Deluxe Enterprise Operations, LLC. Proprietary and Confidential.

The Email-To-Website Matrix

© Deluxe Enterprise Operations, LLC. Proprietary and Confidential.

Mobile & Responsive Content

56% of emails are read on a mobile device. Use a responsive template to ensure your emails look great

no matter where they are read.

(January 2015, American Marketing Association)

© Deluxe Enterprise Operations, LLC. Proprietary and Confidential.

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

© Deluxe Enterprise Operations, LLC. Proprietary and Confidential.

Content – The ‘Heart’ of the Email

• 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 storytellers.

© Deluxe Enterprise Operations, LLC. Proprietary and Confidential.

Content is More than Words

• Images

• Video

• Infographics - http://visual.ly, Pinterest

• Charts

• Live & recorded demos

• User generated - quotes, testimonials

• Articles

A Little About Social Media

© Deluxe Enterprise Operations, LLC. Proprietary and Confidential.

Social Media Drives Sales

Stats courtesy of Vision Critical

© Deluxe Enterprise Operations, LLC. Proprietary and Confidential.

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

© Deluxe Enterprise Operations, LLC. Proprietary and Confidential.

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

© Deluxe Enterprise Operations, LLC. Proprietary and Confidential.

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

Let’s Put it All Together!

© Deluxe Enterprise Operations, LLC. Proprietary and Confidential.

Focus on Quality of Content & Images

© Deluxe Enterprise Operations, LLC. Proprietary and Confidential.

Make Every Email Sharable

• Forward to a friend

• Share on Facebook and Twitter or any social media platform you are using

© Deluxe Enterprise Operations, LLC. Proprietary and Confidential.

Use Social Media in Every Email

Increase social media presence

Give recipients an incentive to click through to your social media pages

© Deluxe Enterprise Operations, LLC. Proprietary and Confidential.

© Deluxe Enterprise Operations, LLC. Proprietary and Confidential.

Monitoring Your Progress

© Deluxe Enterprise Operations, LLC. Proprietary and Confidential.

Summary

• Keep your readers in mind – make sure your emails are easy to read and interesting!

• Use what you’ve got to engage your readers or followers.

• Make sure you’re thinking about social when you’re managing your email and vice versa.

• Set your own benchmarks to follow

Free! Free! & Free!• Up to 1,000 email contacts

• No credit card and no time limit

• Connect Facebook and Twitter

• Sign up forms to grow your list

• Professional, easy-to-use email templates that adjust to fit the

viewing screen

verticalresponse.com

© Deluxe Enterprise Operations, LLC. Proprietary and Confidential.

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

Questions?

Learn More:

Contact – Shelly Williams

1.800.211.3377

[email protected]

Or Connect with Us:

@deluxecorp

facebook.com/deluxecorp

youtube.com/deluxecorporation

linkedin.com/company/deluxe-corporation