Webinar: Make Every Email Count
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The document provides a comprehensive overview of email marketing, including its benefits, best practices, and how to integrate social media effectively. It outlines common pitfalls for small businesses and emphasizes the importance of quality content and engaging visuals in emails. Additionally, it offers resources for getting started and encourages monitoring progress to improve email marketing efforts.
Webinar: Make Every Email Count
- 1. © Deluxe Enterprise Operations, LLC. Proprietary and Confidential. …………………………………………………………………………………… Make Every Email Count! Kimber S. Powers VerticalResponse, a Deluxe Company
- 2. © 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
- 3. © 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
- 4. © 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
- 5. © Deluxe Enterprise Operations, LLC. Proprietary and Confidential. Email Marketing ROI • A very good investment Stats courtesy of the Direct Marketing Association
- 6. © 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
- 7. © 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
- 8. © 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!!!
- 9. © 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
- 10. © Deluxe Enterprise Operations, LLC. Proprietary and Confidential. Pre-header text
- 11. © 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)
- 12. © Deluxe Enterprise Operations, LLC. Proprietary and Confidential. The Email-To-Website Matrix
- 13. © 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)
- 14. © 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
- 15. © 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.
- 16. © 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
- 17. A Little About Social Media
- 18. © Deluxe Enterprise Operations, LLC. Proprietary and Confidential. Social Media Drives Sales Stats courtesy of Vision Critical
- 19. © 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
- 20. © 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
- 21. © 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
- 22. Let’s Put it All Together!
- 23. © Deluxe Enterprise Operations, LLC. Proprietary and Confidential. Focus on Quality of Content & Images
- 24. © 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
- 25. © 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
- 26. © Deluxe Enterprise Operations, LLC. Proprietary and Confidential.
- 27. © Deluxe Enterprise Operations, LLC. Proprietary and Confidential. Monitoring Your Progress
- 28. © 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
- 29. 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
- 30. © 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
- 31. 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