THE 10 COMMANDMENTS
OF E-MARKETING

E-MARKETING
(ee-mahr-ki-ting) noun
A part of business that uses
an electronic medium to
achieve marketing objectives

THE DIRTY LITTLE
SECRET OF
E-MARKETING

MARKETING FRAMEWORK
1. SET STRATEGY: What are your higher level goals?
What does success look like?
2. PLAN TACTICS: What types of communications will
we use to achieve our goals and how will we
measure results?
3. EXECUTE COMMUNICATION: Communicate with
your audience using planned tactics.
4. ASSESS RESULTS: Did we achieve our goals? What
can we do better next time?

I
Thou shall
set goals

STRATEGY VS. TACTICS

II
Thou shall track
everything

EVERYTHING IS MEASURABLE
- Email Metrics
- Google Analytics
- Landing Pages
- ROI
- Unique URLs
- Goals

III
Thou shall
listen first

“This college cares more about school
image than students. You will be a piece of
merchandise when you get there.
Gorgeous campus is probably where
99.999% of tuition goes.”

“The buildings are in awful condition. I was fortunate
enough to have a private bath, but I really wish I didn't.
The room was a combination of mold, rust, and water
stains. I can count with my fingers how many warm
(hot is totally out of the question) showers I took.”

“I would change the way the administration is run.
A lot of times it feels despite the ridiculous tuition
that very little of the money comes back to the
students (ex. my physiology lab required us to buy
latex gloves for dissection days, which feels like
giving your little brother a $20 to go get you ice
cream and him coming back with 10
Pokemon cards and saying the $20
wasn't enough).”

Google “{my school} sucks”
www.collegeconfidential.com
www.studentsreview.com
www.collegeprowler.com
www.collegegrader.com
www.unigo.com

IV
Thou shall know
your audience

“PEOPLE LIKE ME”

ONE-TO-ONE COMMUNICATION

DATA IS EVERYTHING
- How clean is your database?
- What percent of email address
do you have?
- How easy is it to pull
information and segment
your lists?
- Are you tracking contacts?

WIIFM?

WHAT’S IN IT FOR ME?

V
Thou shall
integrate across
mediums

THINK HOLISTICALLY

VI
Thou shall
be authentic

AUTHENTICITY: 1 OF 10 IDEAS THAT ARE
CHANGING THE WORLD.
-TIME Magazine, March 24, 2008

AUTHENTICITY
MUST BE
DEMONSTRATED

VII
Thou shall be
timely

CREATE URGENCY
- Deadlines: application and deposit deadline, tax-
year end, fundraising challenges
- Cultural Events: Christmas, Cyber Monday,
Valentines Day
- Institutional “Holidays”

VIII
Thou shall look at
it from a user’s
perspective

WHAT DO YOU
WANT YOUR USERS
TO ACCOMPLISH?

IX
Thou shall test,
test, test!

DO YOUR TACTICS HIT OR MISS?
- Use email to test theories
- Split tests
- Google Analytics integration
- Survey users to see
what THEY want

X
Thou shall
experiment

70/20/10 RULE

Karlyn Morissette www.dojo-web.com
DoJo Web Strategy www.karlynmorissette.com
karlyn@dojo-web.com www.twitter.com/karlynm