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© 2015 Deluxe Enterprise Operations, Inc. All rights reserved.
……………………………………………………………………………………
Email and
Social Media
Go Hand-in-Hand
Jill Bastian
VerticalResponse, a Deluxe Company
© 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
© 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
© 2015 Deluxe Enterprise Operations, Inc. All rights reserved.
Email Marketing Basics
 A very good investment
Stats courtesy of the Direct Marketing Association
© 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
© 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
© 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!!!
© 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
© 2015 Deluxe Enterprise Operations, Inc. All rights reserved.
Pre-header text
© 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)
© 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
© 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.
© 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
© 2015 Deluxe Enterprise Operations, Inc. All rights reserved.
A Little About Social Media
© 2015 Deluxe Enterprise Operations, Inc. All rights reserved.
Social Media Drives Sales
Stats courtesy of Vision Critical
© 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
© 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
© 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
© 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/
© 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/
© 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
© 2015 Deluxe Enterprise Operations, Inc. All rights reserved.
Let’s Put it All Together!
© 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
© 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
© 2015 Deluxe Enterprise Operations, Inc. All rights reserved.
© 2015 Deluxe Enterprise Operations, Inc. All rights reserved.
© 2015 Deluxe Enterprise Operations, Inc. All rights reserved.
© 2015 Deluxe Enterprise Operations, Inc. All rights reserved.
© 2015 Deluxe Enterprise Operations, Inc. All rights reserved.
© 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.
© 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
© 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
© 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

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Email Marketing and Social Media Go Hand-in-Hand

  • 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