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

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 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 on smartphones. Our eblast templates are designed to be responsive, which allows them to be viewable on mobile devices. Why Marketing?

Training Agenda “ 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

SUCCESSFULLY ENGAGING YOUR AUDIENCE Design and organize 1

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

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 s. Subject lines framed as questions often perform better. Keep it short. Aim for 50 characters or less

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

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

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)

A few other tips for increasing engagement

2 EBLAST REQUESTING & REPORTING From start to Finish

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

Let us know who should and should not receive this 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

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

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

Unsubscribes and 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 Each division and branch has their own preferences center, so readers can select which s that would prefer to receive.

Unsubscribes and 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.

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

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

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

Using Surveys More!

More Salesforce Adoption & Connection

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

Go ahead…ask it! ANY QUESTIONS?