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Twitter Hashtag: #VRU10
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Welcome
Anthony Ginn VP of Marketing
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Howdy! Is this your first VerticalResponse User Seminar?
How did you find out about VerticalResponse?
Our Promise to you: You WILL walk away with something tangible to improve your email marketing
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What̓ s Going on at VerticalResponse?
New Wizard Editor
New Canvas Editor
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What̓ s Going on at VerticalResponse?
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What̓ s Going on at VerticalResponse? Vote for our ʻNew Dealʼ for Small Business Video Winner
Voting open till April 9th
Winner announced April 12th
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Keeping You in Mind - 2010 Commitment to continuously improving your user
experience
AutoResponders
• Time based automated emails
Hired 3 additional Customer Service Specialists
Moving towards offering 24/7/7 Campaign Checking
Testing Weekend Support 8:30 a.m. – 5:00 p.m. PT
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Help Us…Help You At the end, ask us any questions not covered
in the sessions
Provide honest and frank feedback so we can make our next User Seminar even better!
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Todayʼs Agenda 1:00p - 1:10p Registration & Networking
1:10p -1:20p Welcome
1:20p - 2:10p New & Improved Ways to Create &
Design Your Email to Look Like an Expert
2:10p - 2:20p Break
2:20p - 2:40p 5 Ways to Build Your List
2:40p - 3:40p How to Get Into the Inbox
3:40p - 3:45p Break
3:45p - 4:30p How to Make Social Media & Email Work Together
4:30p - 5:00p Open Questions
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Email Creation Upgrade Bryan Adamson Product Manager
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Agenda
• About the Email Creation Upgrade • Key features overview • More coming soon • Demonstration • Q&A
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What is the Email Creation Upgrade? • Complete redesign of all
email creation methods
• Focus on user needs
• Key themes: Simple & Fast
• Lays the foundation for more enhancements
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Key Features New Wizard Simplified steps Marketing Tips New Templates Improved image editing Support for Safari and
Chrome Support to copy from
old to new workflows
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More Coming Soon
Seed Lists More Salesforce support More content blocks Save as templates
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Demo
New workflow and editors: • Wizard • Canvas • Freeform • Text
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Questions?
Bryan Adamson Product Manager
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5 Ways to Build Your List Kim Stiglitz
Retention & Conversion Marketing Manager
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Getting Started with Your List Start at square one – assess
where you are.
What are your goals – to grow your list, get more engaged subscribers, expand your reach?
Think about what existing resources you have and what news ones you can add. "34% more sales are generated by
customers subscribed to newsletters.” – emailstatcenter.com
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Build It & They Will Come Productive email lists are
grown over time. Your list building is an on-going process
You can lose up to 1/3 of your list each year, so you must keep adding subscribers
28% of email addresses become unreachable on average, within a 12-month period. It is crucial to compensate for list churn and substantially grow your email lists.
- MRSS/Advocacy Institute ENonprofit Benchmarks Study (2005)
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Idea #1 – Use What Youʼve Got • Friends First – Send friends,
colleagues and customers a message asking them to sign up
• Go Fishing – Collect Email Addresses in a fishbowl at POS or events – you can also ask if they want their receipt emailed to them
• Itʼs in the Cards – Offer on back of your business cards
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Idea #2 – Get Permission Use sign-ups forms on your
website and blog – Give many opportunities to sign up
Use a pop up window – when someone leaves your site to collect their email address
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Idea #3 – Get Social Facebook – Use a FB Fan
page sign up form, send a regular email asking fans/friends to join your list
Twitter – Tweet to your followers to join your list
Forward to a Friend –Include a link in all your emails
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Idea #4 – Letʼs Make a Deal Extend special offers &
discounts to anyone that signs up
• Birthday Clubs
• Free Guides
• Free Shipping
• % off
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Idea #5 – Put It In the Mail Use Postcards to collect email
addresses for customers that you don t̓ have an address for.
• 10% off Postcards
• You can buy a list of a geographic area, etc. to send to
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Questions?
Kim Stiglitz Retention & Conversion Marketing Manager
Thank You!
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Into the Inbox
Kiersti Esparza Email Delivery Manager
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Agenda A Behind-The-Scenes look at how email
is handled and accepted by ISPs
Top email "Do's and Don'ts" to ensure great deliverability
New Trends and Changes in the deliverability landscape
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You’vego)entothispoint.You’vefinishedassemblingyouremailandarereadytolaunch!
Behind the Scenes
Now What?
WhatdoesVer=calResponsedotomakesuretheemailyouhavejustinvested=meandresourcesinmakesittoitsdes=na=on?Yourrecipient’sINBOX!
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Behind the Scenes
IP Strategy
Reputation
Authentication
Internal Monitoring
Bounce Processing
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Behind the Scenes
IP Strategy
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Behind the Scenes
IP Strategy
Reputation
• Bounce rate
• Complaint rate
• Spamtrap Hits
• Blacklistings
• Unsubscribe Processing
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Feedback Loops
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Behind the Scenes
IP Strategy Reputation Authentication
• Sender ID • SPF • Domain Keys • DKIM
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Behind the Scenes
IP Strategy Reputation Authentication Internal Monitoring
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Behind the Scenes
IP Strategy Reputation Authentication Internal Monitoring Bounce Processing
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Do's and Donʼts Do segment your list if sending higher volumes to B2B domains Do be tempered with your content design Do make sure the HTML coding is clean Do balance text and images Do target your list to focus on message relevance Do make sure your links are active and have a good reputation Don’t use ALL CAPS or punctuation in the Subject Line Don’t use CSS Don’t use “Dear”, salutations are unnecessary
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Trends and Changes The recession made me do it!
• No Purchased Lists
• No Third Party Lists
• Increased Frequency
• Reduced Relevance
Engagement Rates being monitored
• Segment your audience • Remove the nonresponders
Integration with Social Media
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Questions?
Kiersti Esparza Email Delivery Manager
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Making Social Media & Email Working Together
Jenna Jantsch Social Media Marketing Manager
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Agenda What is Social Media 5 Popular Social Media Platforms How to Grow Your Business with Social Media &
Email Metrics to track for your Success Best Practices Successful Examples
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What is Social Media Internet and web-based
technologies
Takes one-to-many interactions and transforms them into many-to-many.
Changes people from content consumers into content producers.
You no longer own your brand, your customers do!
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Starting Out: Making the most of 5 Popular Social Media Platforms
YouTube
Blogs
Start with these and you’ll be well on your way…
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Twitter Get "Followers”
• Sign up for a Twitter account with a clever name for your biz
• Post Twitter handle to your site, emails, business cards and personal emails
Post your Twitter handle everywhere you post your web address.
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Twitter Twitter + Email Marketing = Success
• Tweet Your subject Line
• VR Social Sharing
• Twitter Search – Use keywords that define you
• Include “follow us on Twitter” links in your email marketing campaigns
• Tweet sign up to receive “email only” offers – then link to an opt-in form
Get your emails in front of your Twitter followers easily.
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Facebook Get "Fans”
• Set up a Facebook Fan Page for your business • Invite your Outlook list, as well as “suggest to friends” to become your fans • Link to blog posts, events, company news, industry news, videos
Facebook + Email Marketing = Success • Post a newsletter opt-in form on your Facebook
Fan Page • Sign up to receive “email only” offers
• Post your subject line with a link to the hosted version of your email
• Include an opt-in form or link with your email • So people can join your list from the hosted version
• Include your Facebook Fan Page link in your email
Collect email addresses with an opt-in form on your Fan page.
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LinkedIn Get "Connections”
• Create a LinkedIn Profile • Fill out lots of info!
• “Add Connections” • People you may know • Join groups • Have your blog linked directly to your
LinkedIn profile • Automatically pulls in your latest blog posts
• Give Advice – As an expert in your industry youʼll get exposure for questions you answer
LinkedIn + Email Marketing = Success • Include your LinkedIn icon in your emails • Include your popular answers to questions in your email
Answer questions on LinkedIn to be an “expert”. Then include it in your emails!
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YouTube Get “Views”
• Take your video – You as an industry expert, talking about an upcoming sale, interviewing customers, etc.
• Keep it short – no more than 3-4 mins • Include a call-to-action in your words • Add tags so you can be found on
YouTube when someone searches • Connect with friends • Upload it to YouTube – FREE • Link to your video from your blog or website
YouTube + Email Marketing = Success • Include your YouTube video links in all of your emails
• Use a JPEG image for your emails so people know itʼs a video – higher clicks
Video is interactive and can get you more clicks in your email marketing campaigns.
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Blogs Start a Blog – WordPress, TypePad,
Blogger • Seach engines like frequently updated
blogs • Great for having blog posts as the content
for Twitter, FB, and LI. • Voice of your business
Get Shared – more exposure for you • People retweet your posts • Add “follow me” links for LinkedIn,
Facebook and Twitter
Blogs + Email Marketing = Success • Build Your List • Make your blog content your newsletter
Blogs are a great way to increase your ranking on Search Engines.
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Metrics Twitter - # of followers, # of people you follow, Retweets Facebook - # of fans, # of interactions
• # of “likes”, # of comments or updates
LinkedIn - # of connections YouTube - # of views, # of comments Blogs - # of comments, traffic to your blog, # new email
marketing sign ups, clicks on post links Email Marketing - # opens, clicks, unusubscribes, new email
registrants Bottom line: Sales!
Email Marketing + Social Media = Success!
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How to Grow Your Business with Both
Email drives traffic to social media and vice versa.
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Social Media Best Practices Encourage Customers to Engage Show Off Your Brand Don t̓ Be Scared of Bad Reviews Stay with It Highlight Things Other Than Your Business
• No one cares about your business like you • Think About the Connections
Let People Know Where You Are • Twitter/Facebook/LinkedIn/YouTube/Yelp
Don’t be afraid, and stick with it!
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Best Practices for Email
Opt-in Your List
Know Your Audience
Communicate on a Regular Basis
Create a Strong Subject Line
Establish Your From Label
Be Personable
Email marketing is stronger than ever combined with social media!
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Social Media + Email Examples
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Wrap Up Sign Up for Social Media accounts
Get followers
Start Blogging!
Use Email Marketing to drive traffic to all social media outlets
Donʼt cop out, stick with it, make the time
Track your success
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Resources Twitter.com, TweetDeck, BackTweets
Facebook.com
LinkedIn.com
YouTube.com, Animoto, FlipCam
Blogs – TypePad, WordPress, Blogger
URL Shorteners - Bit.ly, ow.ly
The New Deal contest • www.verticalresponse.com/newdeal
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Connect To connect with us more: Twitter: @VR4SmallBiz @janinepopick Facebook: http://bit.ly/6N3reu LinkedIn: http://bit.ly/5n8ZhJ YouTube: VRTube Yelp: http://bit.ly/aDIuac
To Contact Customer Support: Live Chat: http://bit.ly/dmnwdE Email Support: [email protected] Call: 866-6VERTICAL
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Questions?
Jenna Jantsch Social Media Marketing Manager