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Step by Step

Guide to

Marketing

Success

Using the Wizard

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Table of Contents

Introduction ....................................................................................................3

Quick Start Guide ..........................................................................................4

Step 1: Setup Your Account ..........................................................................7

How Does Pricing Work? .........................................................................11

Step 2: Upload Your List..............................................................................13

Step 3: Building Your First Email ...............................................................18

The Library ...............................................................................................18

Using the Wizard .....................................................................................22

Add Images ..............................................................................................27

Alternative Text .......................................................................................27

Adding links ..............................................................................................28

Step 4: Launching and Analyzing Your Email ..........................................31

Reporting .................................................................................................32

Social Sharing ..........................................................................................35

Marketing Tips .............................................................................................36

Common Email Marketing Mistakes ..........................................................41

VerticalResponse Marketing Lingo 101 .....................................................41

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Introduction

Why VerticalResponse?

If you’re looking to grow your business by marketing to your customers but you’re short

on time and resources, VerticalResponse is the perfect solution. At VerticalResponse we

strive to make small businesses look like giants (and who doesn’t want to look like a giant?).

Small businesses today increasingly rely on the ease and affordability of tools like those

VerticalResponse provides. In just a few minutes you can easily create professional

looking e-newsletters, direct mail postcards, and online surveys to engage your customers,

learn more about them, and increase sales. You’ve got a few minutes to increase your

sales don’t you?

Simply put, we are an online (Software-as-a-Service) provider that allows anyone,

regardless of technical experience, to create & send emails, surveys, and postcards from

any web browser.

As a company, we pride ourselves on being experts in marketing and the products we

build, sell and support. This guide is proof that we practice what we preach.

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Quick Start Guide

9 Easy Steps to Send Out Your First Email Campaign

There is a lot of great, detailed information to be found throughout this guidebook. But what

if you need to get an email out right now and don’t have time to read through everything

ﬁrst? Just follow the 9 easy steps below:

Open Your Free VerticalResponse Account

– If you don’t already have

an account, you’ll need one before you can do anything else. Sign-up from our

homepage at www.verticalresponse.com and your account will be ready to go in a

few minutes.

Upload Your List(s)

– You’ll ﬁnd a New List link on both the Home and Lists

sections of your account. Click that link and the system will walk you through the

rest of the process. When you’re done, you should have at least one list in your

account alongside your

Master List

Just note that your list will need to be in either Comma Separated Values (.csv) or

Text Tab Delimited (.txt) format before you can upload it. These are the two standard

spreadsheet formats, so just about any spreadsheet or contact management

program (like Excel) will have the option to Save As or Export to one of these

formats.

Upload (or Find) Your Images

– The Library section of your account is

where you upload the images you want to use in your emails. Don’t have any

images? Just search through the 75,000 pictures in our free Stock Photo Gallery to

ﬁnd the pictures or images you need.

Any uploaded images need to be in JPEG (.jpg) or GIF (.gif) format. Using one of

these two formats ensures your pictures will look right to all your recipients.

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Edit Your Images

– Use the Library’s editor to resize, crop, ﬂip or rotate your

pictures. You can edit any image in your library by mousing over it and clicking the

pencil icon.

You can also access the editor when you’re adding pictures to

your email.

Choose Your Email Builder

– There are four different email editors in

VerticalResponse: the Wizard, the Canvas, Freeform

and Plain Text.

✓ The Wizard is a basic email builder for novice to moderate users.

✓ The Canvas is a graphical HTML (WYSIWYG) editor for moderate to expert

users.

✓ Freeform allows users to copy and paste their own pre-designed HTML code

into our system

✓ Plain Text can be used to create simple text emails without pictures or logos

Build Your Email

– Several sections of this guide provide detailed instructions

on how to use the various tools available to creat your email.

Launch Your Email

– After you’ve designed your email, it’s time to send it out.

Launching an email through VerticalResponse is a quick and painless three-step

process:

✓

Preview:

This tab – as you might expect – provides a preview of your email

message. You can also send tests of your email to your own email address and

to a list of other people who may want to look over your message before you

launch it to your list.

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✓

Recipients:

You can select one or more lists as the audience for your

message. If you select more than one list, we’ll automatically de-duplicate email

addresses that may exist between those lists so every recipient receives only

one copy of your email.8.

✓

Send:

You can choose for the email to be sent as soon as possible or

schedule it for a date/time in the future. Just choose your scheduling option and

proceed to the next tab. VerticalResponse will ensure you’ve completed all the

previous steps before allowing you to launch. If you missed a step, you’ll need to

go back and ﬁnish it before continuing. But if everything is ready, click the

Send

button.

Share Your Email on Facebook and Twitter

– Use our built in Social

Sharing feature to post a link to an archived version of the email to your Facebook

wall and Twitter feed. This is a great way to get your message in front of even more

people.

Look Over Your Reports

– Once your email is sent, you’ll immediately

begin seeing reporting that tells you who opened your email, clicked on links (and

which links they clicked), bounced and unsubscribed. You can also turn on more

advanced – and free – reporting like Google Analytics Integration and Click-to-

Conversion Tracking by changing the Analytics Settings found within your Account

section.

That’s it for the Quick Start Guide. Now we’ll examine each of the above steps in much

more detail.

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Step 1: Setup Your Account

Before you reap all the beneﬁts that VerticalResponse has to offer you must ﬁrst create an

account from our website. Creating an account is easy to do:

1. Visit our website at www.verticalresponse.com.

2. Fill out the form that can be found right in the middle of the page.

3. After you’ve submitted the sign-up form we’ll send you a conﬁrmation email that

requires you to click on an activation link within the message to complete the set

up of your account. Once you’ve done that you can log into your account and get

started.

4. You’re done! You can now go back to www.VerticalResponse.com and log into your

account.

At no point in this process do we ask for your credit card or payment information – that’s

because the account itself is free. All the steps described in this guide (aside from actually

launching an email), can be performed without any payment. We’ll take a look at how

pricing works, along with the different payment options, at the end of this section.

Now that you have an account, go ahead and take a few minutes to look over all the

different tools that are available to you. These tools are sorted into a number of sections

listed across the top of every part of the account. Let’s quickly go over each of these

sections.

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Home

This is the homepage for your account. Think of it as your command center for generating

revenue! The homepage provides shortcuts to a lot of the things you can do with your

account – like start a new email, upload a list, and look over reporting.

One of the nice aspects of this section is that it’s customizable. If you don’t like where the

Reports widget is located, for example, you can drag it anywhere else on the page. You

can also adjust the number of items displayed by clicking the edit button in the lower right

hand corner of each widget. This is your VerticalResponse Home, so make it yours!

Emails

As you might expect, the focus of this section is the emails you create and send out. It’s

split into two subsections – Drafts

and Sent Emails. Drafts

is where you can start new

emails and continue work on saved ones. Sent Emails

is where you can ﬁnd the reporting

(opens, clicks, bounces, unsubscribes, conversions) from all the emails you’ve sent out.

Postcards

This section allows you to create direct mail postcards that we’ll print and mail for you First

Class through the USPS. We may be email providers, but we still know the value of good

ole snail mail. Keep our postal carriers working! You can either upload your own design for

the front of the card, or choose an image from our Free Stock Photo Gallery.

Surveys

From here you can easily create online surveys to collect opinions and feedback from your

customers that will help you make more informed business decisions. Surveys can be built

from scratch or using one of a number of templates we’ve included.

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Lists

The Lists section is where you upload, manage and build your list. Lists is split into three

primary subsections:

Mailing Lists

– Where you handle the importing and management of your

mailing lists.

Opt-in Forms

– You’ll have your very own opt-in form waiting for you in your

account. By adding this form to your website or blog you’ll be able to capture new

subscribers who wish to join your mailing list. If you want to customize the default

opt-in form, a wizard tool will walk you through this process. If you don’t already

have an opt-in form on your website, putting one together with this free wizard

should be one of the ﬁrst things you do.

Segments

– This is a list segmentation tool that allows you to create more

targeted lists using any information you’ve uploaded to your account and any

reporting data collected from sent emails. You can also use this tool to exclude

speciﬁc records from your mailing list based on criteria you’ve set as well as testing

different versions of your email via an A/B split test.

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Library

This is our free image hosting and editing tool. It’s also home to our Stock Photo Gallery,

which includes 75,000 free images provided by Photos.com. That’s right FREE, we picked

up the tab for these. Also, any images you upload or ﬁnd here will be available to add to

your emails, postcards or surveys as you’re building them.

Calendar

Calendars usually don’t need much of an introduction, and this one is no exception. Keep

track of emails that have been sent out, emails that are scheduled to go out, personal

events, and holidays here. We’ll pre-populate the holidays for you, depending on the

timezone/location you’ve set within your account proﬁle.

Community

This is our

VerticalResponse Marketing

Lounge

, a social network where you can join

thousands of VerticalResponse users (along

with all our employees) to chat about marketing

tips for growing your business and also how to

get the most from VerticalResponse. You can

also see what the hot topics are at any given

moment. Check it out, it’s free!

http://lounge.verticalresponse.com

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