Tri Valley E Mailand Social
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Transcript of Tri Valley E Mailand Social
![Page 1: Tri Valley E Mailand Social](https://reader035.fdocuments.us/reader035/viewer/2022070322/55910c6e1a28ab82548b4708/html5/thumbnails/1.jpg)
Making the Most of Email Marketing
and Social Media
Erin Jacobs,
Director of Marketing
VerticalResponse
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Introduction- Erin Jacobs
•Director of Marketing at VerticalResponse since 2007
•15 Years Experience in lead generation and direct marketing for various industries
•Authors a Marketing Blog on StartupNation.com and Manta.com
•Frequent speaker at industry events on email marketing and small business marketing
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About VerticalResponse
Helping SMB’s Grow Their Business Via Online Marketing Since 2001SaaS Solutions for Self- Service Email, DM, and SurveysJanine Popick - CEO, background is direct marketing online and offOver 50,000 Active Customers
Award Winning and Customer-CentricInc. Fast 500, Fast 5000, Deloitte, Business Times, ClickZ, and many moreActive Member of the Email Sender & Provider Coalition since 2003We thrive on making small businesses look like giantsEnvironmentally & Community Friendly
Tools For Marketers, By MarketersCreate and send a campaign in minutes with no help from IT neededSophisticated tools and reporting, yet simple to deployEmail, online survey, and direct mail postcard in one tool
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Overview
•Why Email works for Destination Companies
•Creating a Plan
•Building Quality Lists
•Offers that Work
•Integrating Email with Social Media
•Best Practices
•Understanding Deliverability
•What an ESP Can do for You
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Misconceptions Marketing = Big Investment
What does Marketing mean to you?
•Billboards
•Logo/Branded Items
•Print Advertising in Travel or Local Magazines
•Public Relations
• High Profile Events
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Where did you start?
Small Business Marketing Landscape
•Signage, Advertising, Phone Book Listings, Direct Mail, Chamber of Commerce
•Build a website
•What worked for you?
•Were you able to track ROI?
•What did you learn from your customers and prospects?
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Where do you go from here?
Marketing tactics that are accessible and easy to manage for small business owners
– Websites/Blogs– Paid Search– Email– Direct Mail– Surveys– Social Networking
Why we recommend all of these… you can control costs, track results and use them together for a blowfish effect!
Why we recommend all of these… you can control costs, track results and use them together for a blowfish effect!
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Why Email Works for Small Business
•Highest % of Access
•Cost Effective
•Fast
•No Design Skills or Software No Problem
•Results are Immediate
•Blowfish Effect
•Complements other customer programs
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Case Study- Locksmith Parts & Supplies
• Niche market since 2001
• VR customer since late 2007
• List of 30K emails
• 1st Email increased web traffic 700%
• In 8 hours made $6000 online sales
• Now create 1 email per month
• Added $200K in revenue in 2008
• Average monthly investment $250.00
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Types of Email Communications
OUTBOUND
• Thank You– For Visiting
– For Referral
– For Attending
• Invitation – To Events
– To take a Survey
• Promotional– Product offer
– Discount/Sale Announcement
• Newsletter– Message from the organization
– Tips/What to do/see
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Expectations for Your Emails
•Response Rates– Open– Clicks
•Bounce Rates
•Unsubscribe
•Google Analytics
•Conversion Tracking for ROI
•Inbound activity based on outbound campaigns
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Building a Marketing Program
3 Components
•Your List
•Your Offer
•Your Media
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Building a ListQuality Lists are NOT built in a Day!
•Leverage• Leverage existing network• Customers past/current• Business associations
•Invest/Build• Opt-in form on Web/Blog• Ask for referrals• Online Marketing/GoogleAds• Invite Online Followers
•Maintain• Relevancy• Frequency• Privacy Policy
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The Fool Proof Offer
Is there something in this newsletter for the recipient to:
•Learn?– Educational content– News– Tips
•Gain?– Discount– Time– Access
•Enjoy?– Free Gift with Purchase/Stay– Added Value
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Offers that Work
Provide Convenience- Make Life Easier• Late check out, day room with spa
• Added Value
• Free Shipment to home
• Personal Experience
Encourage the Impulse• Exclusivity
• Gift with Purchase
• The Mini Service
• Events
Don’t forget to recognize loyalty• Give customers incentives to refer a friend
• The coffee card, discount on next purchase, free service
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Your Media- Email links them all
•Online Ads/SEM/Yelp– Site Traffic– List building
•Website– Drive traffic to your site for more info– Response capturing for apt request/rez/
•Blog– Integrate your website, email newsletter– Captures user generated content
•Email (Inbound & Outbound)– Creates consistency– Delivers a compilation of news and offers
•Social Networking– Expands your network– Generate User Reviews and Content
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PART 2
CREATING EFFECTIVE EMAILS
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Best Practices for Creating Effective Email
Top to Bottom- Space is Everything
•From Label
•Subject Line
•Headline/Preview
•Offer
•Call to Action– Where else can they find you
– Blog
•Use of Images/Text
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Creating an Effective Email
•From Label- Should be your company name or who the subscriber has the relationship with- Stick with it and avoid changing it!
•Subject Line- Keep it Short - email programs default to +/- 40 characters and cut it off there
- Don’t repeat from label in subject line - space is too valuable- Don’t try to mask words like “free” with words like “fr*ee” - spam technique
- Don’t use excessive punctuation - !!!!!- Don’t use CAPITALIZATION - email screaming!
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Creating an Effective Email
•Make sure some of your best content is “above the fold” or in the preview pane.
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Creating an Effective Email
•Avoid using images as your sole content
•80/20 rule- 80% Text / 20% Images
•Always use image alt text- <img src=“http://path/to/image.gif” alt=“Widgets Inc. Logo” />
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Example- Sonoma Valley
Newsletter
•Preview pane perfect
•Bullets break up copy
•Links to easy to read list on the website
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Understanding Deliverability
What happens after you hit send?
•The ISP
•The Corporate Domain
•The Inbox
How do you ensure it get’s there?
•CanSPAM Laws– Easy unsubscribe process– A valid postal address– The subject line reflects the content– From label - Must be "From" who the
recipient has the relationship with
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Tips for Long Term Success
•Continue inviting followers to join email list & vice versa
•Establish frequency and commit
•Consistency in Outbound and Inbound
•Leverage the data in reports
•Segmenting your list for Relevancy
•Leverage reports for improvements
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Integrate Email with other Online Properties•Add an Opt-in Form to every page of your site
•Start a Blog
•Use your Blog as the landing page for Newsletter content
•Encourage participation online
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Integrating Email with Social Media
•Using Email to integrate other online initiatives
– Blog
– CRM database
– Surveys
– Yelp
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Getting Started in 10 Steps
1 Create an Account with VR (FREE)
2 Upload your list (FREE)
3 Add an opt-in form to your website (FREE)
4 Segment your list customers vs. prospects (FREE)
5 Create a Welcome Email- thank you for your business
6 Create a Promotional Email- get people excited and active
7 Create your first Newsletter
1 Message from the Owner (Tips or Fact to share about a product)
2 Offer- don’t forget you want them to take action
3 Customer Testimonial/Quote
8 Launch your campaigns one per week over a month
9 Measure results
10 Remail- test new subject lines to non-responders!
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Special Offer from VR
Start a FREE Trial Account today and receive:
•100 Email Credits to send your first campaign
•25 Online Survey Responses
•www.verticalresponse.com/
•Watch a Demo Every Tuesday at 10:00 AM Pacific. Go here to register for our next demo with Richard Huffaker our Training and Community Education Manager.
•Call our Live Support line for helping getting started: 1-866-6VERTICAL.
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Resources
•VerticalResponse Education and Support Section– Recorded webinars– Tutorials– Best practice tips and articles
•Join a live Demo hosted every Tuesday 10AM by our Training Manager
•Blog.verticalresponse.com
•Lounge.verticalresponse.com
•Follow us on Twitter: VR4SmallBiz
•Follow me on Twitter: ReillyJacobs