1. PRESENTED BY TRELENA ANDERSON WEB PROJECTS TRAINING EBLASTING YOUR WAY TO SUCCESS!

2. 1.Staying Connected! It keeps customers informed and in-touch with you. 2.Integrated Marketing! Easy to customize and integrate with other marketing tactics: Website | Social Media | Direct Mail | Surveys 3.It’s measurable! You can instantly measure the success of your email campaigns from # of opens, click-throughs, bounces, opt-outs, etc. Advantage: instantly access and make improvements for future eblasts. 4.It’s mobile! 40-60% people read email on smartphones. Our eblast templates are designed to be responsive, which allows them to be viewable on mobile devices. Why Email Marketing?

3. Email Training Agenda “Email has an ability many channels don’t: creating valuable, personal touches – at scale. “ - David Newman 1 Successfully Engaging your Audience 2 Eblast Requesting & Reporting 3 Next up: Future Considerations

4. SUCCESSFULLY ENGAGING YOUR AUDIENCE Design and organize 1

5. Subject-lines, pre-headers, and headlines…oh my! Pre-headers – Short summary text that follows the subject line when an email is viewed in the inbox Subject Lines – A well- written concise subject line can determine if they will open your email. Headliners– Attention grabbing statement that summarizes the content and helps readers determine if they want to read further.

6. Tips for great Subject lines: “Treat your subject line like the movie trailer – give a preview so they know what to expect.“ - Unknown Keep it simple and focused Personalize it with a first name, or location Avoid Sales-y or overused words Common words often associated with sales like “FREE”, “percent off”,“reminder” can trigger spam filters. Change the subject line on resends Tone down promotional emails. Subject lines framed as questions often perform better. Keep it short. Aim for 50 characters or less

7. Personalization is Possible! Variable Information: First & Last Names Contact Info Account Info (if in Salesforce Etc. You can make your email appear more personal by incorporating individualized information using variable tags.

8. Relevant Content is Key! TrainingEventsPromotions Announcements List Segmentation really helps with this! If the content of your email isn't relevant to your customers, then you'll most likely lose them. Consumer connections are a must for any marketing program and email marketing is no different. Tailor your messages for your target audience.

9. Creating Irresistible Calls to Action Wimpy CTA’sStrong CTA’s Click hereStart improving your… Read moreStart saving money now Click here to…Download now Get startedBe the First to… Give me my free… A call-to-action (usually abbreviated as CTA) is an image or line of text that prompts your visitors, leads, and customers to take action. It is, quite literally, a "call" to take an "action." Effective CTA Tips Eye Catching Design or Phrase Copy that makes people want to act Clear Value Proposition Specific landing page (if applicable)

10. A few other tips for increasing engagement http://www.getvero.com/resources/guides/email-marketing-best-practices/

11. 2 EBLAST REQUESTING & REPORTING From start to Finish

12. You can submit an eblast request by going to www.teamhornermarketing.com and clicking on the www.teamhornermarketing.com “Request an Eblast” or “Build a Campaign” buttons. How to Request an Eblast

13. Let us know who should and should not receive this email if applicable (suppression lists) Provide us with an images or files that should be included in the eblast Scheduling: Please submit the request at least one week before it should be scheduled. Will this be sent more than once? Keeping the lists clean and updated Eblast Form Request Tips Time of Day: It’s best to have it pop in their inbox during their workday

14. Managing your request in Jira If you are in Jira, you will be notified of all comments and updates on your request automatically via email.

15. Reporting: How well did my eblast perform? Key Performance Indicators: Delivery rate (#Sent vs. #Delivered) Open rate Click to Open rate # of Bounces # of Opt Outs # of Spam Complaints -------------------------------- Another Example: (SH) Oyster Natural Stone Eblast https://pi.pardot.com/email/readReport/id/186570282 https://pi.pardot.com/email/readReport/id/186287780

16. Unsubscribes and Email Preferences Key Performance Indicators: Delivery rate (#Sent vs. #Delivered) Open rate Click to Open rate # of Bounces # of Opt Outs # of Spam Complaints -------------------------------- Another Example: (SH) Oyster Natural Stone Eblast https://pi.pardot.com/email/readReport/id/186570282 Each division and branch has their own email preferences center, so readers can select which emails that would prefer to receive.

17. Unsubscribes and Email Preferences If someone decides to opt out of all communications by unsubscribing, they will be taken to this page, where they can provide us with an explanation of their decision, if they choose. They can also re-subscribe here.

18. 3 NEXT UP: FUTURE CONSIDERATIONS Where we’d like to go next & “Thinking outside of the box”

19. E-Newsletters? Consider building interest and connection with e-Newsletters

20. Using email marketing to build relationships Less sales-y, more…personal.

21. Using Surveys More!

22. More Salesforce Adoption & Connection

23. Implementing A/B Testing Pardot’s A/B Testing for emails allows you to change elements in your email, segment your recipient list into a test audience and winning audience, and then use the email’s engagement data to automatically determine and distribute the winning email.

24. Go ahead…ask it! ANY QUESTIONS?