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Get Started with Email
Marketing in the Social Age
Jill Bastian
@jillieb3
Training and Education Manager
#VR4SmallBiz

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Today’s Lineup
Email Marketing Basics
Email Best Practices
Overview of Social Media
Email and Social Media together
Tools & Resources To Get You Started

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Why Have an Email?
The purpose of an email:
 Inform/educate
 Get clicks... (which, with any luck, will lead to
a sale.)
 Talk about your company
 Stay in front of your audience
 Establish yourself as an expert
 It’s informative, educational & helpful!
Build relationships
And…

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…And $40

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Email - Top to Tail
 From label – Who are you?
 Subject line – Why open?
 Pre-header – Supports that open
 Links – Get them to your site
 Images – Eye candy, break up text
 Content – Meat and potatoes
 Social Media- Share

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From label – Who are you?
Lets your audience know who is sending the
email
Be consistent with the from label
Get whitelisted!

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Subject line – Why open?
Let people know what to expect
Don’t repeat your from label
Stick to 40-50 characters
Don’t use all caps
Avoid overusing punctuation

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Pre-Header text
Pre-header text:
 A message supplementary to your subject line
that gives more information, hopefully further
compelling your recipient to open your email.
 The pre-header and subject line should be
different. Saying the same thing doesn’t add any
additional value.

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Pre-Header text

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Links
Give your recipients lots of opportunity
to get to your website
Allow your recipients to 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)

12. +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

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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 sales people are story tellers.

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

15. + A Little About Social Media

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Facebook Google + Twitter LinkedIn Pinterest
MarketingProfs stats
Social Media Purchases

17. + Get Started with Social Media –
One step at a time
 You don’t need to be everywhere!
 Save time by getting the most out
of your social presence
 Choose the Social Media networks
where your customers are
 Pick 2-3 Social Platforms & focus
on building from there
 Twitter, Facebook, Pinterest, Linke
dIn, Blogs, YouTube

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Social Media– 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

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Facebook – Gain Likes
• Use email to engage people to
like your page
• Share pictures and videos
• Coupons or specials
• Ask questions
• Post regularly
• Share Other Content
• Promote Your Best Stuff!
• https://www.facebook.com/busi
ness
Use social sharing
to expand the
reach of your
messages

20. + Tips to Increase Twitter Engagement
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
Thank people for mentioning your brand & RT
positive mentions!
Tweet regularly
https://business.twitter.com/
Photo courtesy of shutterstock

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Pinterest
 Share emails through hosted link
 Include a Pin it! button in your emails
http://pinterest.com/about/goodies/
 Post regularly
 Pictures, pictures, pictures! Awesome and
engaging ones.
 Create business and fun boards – mix it up!
 http://business.pinterest.com/

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Most Importantly…
Promote your social presence across all
your marketing channels
• Email, website, blog, traditional, cross-platform
• “Like Us” campaigns, display ads
• 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, free downloads, expert knowledge

23. Let’s put it all
together!
Let’s Put it All Together!

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

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

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Wrap Up
 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.

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VR 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

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Q&A