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Twitter Hashtag: #VRU10

Welcome

Anthony Ginn VP of Marketing

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

What̓ s Going on at VerticalResponse?

New Wizard Editor

New Canvas Editor

What̓ s Going on at VerticalResponse?

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

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

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!

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

Email Creation Upgrade Bryan Adamson Product Manager

Agenda

• About the Email Creation Upgrade • Key features overview • More coming soon • Demonstration • Q&A

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

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

More Coming Soon

 Seed Lists  More Salesforce support  More content blocks  Save as templates

Demo

 New workflow and editors: • Wizard • Canvas • Freeform • Text

Questions?

Bryan Adamson Product Manager

5 Ways to Build Your List Kim Stiglitz

Retention & Conversion Marketing Manager

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

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)

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

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

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

Idea #4 – Letʼs Make a Deal   Extend special offers &

discounts to anyone that signs up

•  Birthday Clubs

•  Free Guides

•  Free Shipping

•  % off

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

Questions?

Kim Stiglitz Retention & Conversion Marketing Manager

Thank You!

Into the Inbox

Kiersti Esparza Email Delivery Manager

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

You’vego)entothispoint.You’vefinishedassemblingyouremailandarereadytolaunch!

Behind the Scenes

Now What?

WhatdoesVer=calResponsedotomakesuretheemailyouhavejustinvested=meandresourcesinmakesittoitsdes=na=on?Yourrecipient’sINBOX!

Behind the Scenes

  IP Strategy

  Reputation

  Authentication

  Internal Monitoring

  Bounce Processing

Behind the Scenes

  IP Strategy

Behind the Scenes

  IP Strategy

  Reputation

•  Bounce rate

•  Complaint rate

•  Spamtrap Hits

•  Blacklistings

•  Unsubscribe Processing

Feedback Loops

Behind the Scenes

  IP Strategy   Reputation   Authentication

•  Sender ID •  SPF •  Domain Keys •  DKIM

Behind the Scenes

  IP Strategy   Reputation   Authentication   Internal Monitoring

Behind the Scenes

  IP Strategy   Reputation   Authentication   Internal Monitoring   Bounce Processing

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

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

Questions?

Kiersti Esparza Email Delivery Manager

Making Social Media & Email Working Together

Jenna Jantsch Social Media Marketing Manager

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

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!

Starting Out: Making the most of 5 Popular Social Media Platforms

  Twitter

  Facebook

  LinkedIn

  YouTube

  Blogs

Start with these and you’ll be well on your way…

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.

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.

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.

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!

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.

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.

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!

How to Grow Your Business with Both

Email drives traffic to social media and vice versa.

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!

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!

Social Media + Email Examples

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

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

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: Support@VerticalResponse.com   Call: 866-6VERTICAL

Questions?

Jenna Jantsch Social Media Marketing Manager