Taking Email to the Next Level

Taking Email to the Next Level Building an Integrated Program that will Get Results Karlyn Morissette www.karlynmorissette.com www.doteduguru.com Twitter: www.twitter.com/karlynm

www.karlynmorissette.com/ama.pdf

5 Commandments

First Commandment

Outsourcing Outsourcing is not a four letter word Cut costs Promote efficiency Technical Support

ESP Logos

Demo, demo, demo Key factors: ⇒ Requirements Document ⇒ Pricing model ⇒ Support For more information: www.karlynmorissette.com/espselection

Second Commandment

Obama Simple Template

Jetblue - Images on

Jetblue-Off

Obama - Off

Obama Simple Template

Integrated Look and Feel It doesn’t need to look exactly the same. It just needs to make sense. For more information: www.karlynmorissette.com/integration

More template rules… ⇒ Tables-based layouts ⇒ Inline styles only ⇒ Limited CSS ⇒ Always be testing For more information: www.karlynmorissette.com/templates

Third Commandment

“Smart marketing begins with smart segmentation” -Jeffrey Fox, How to Become a Marketing Superstar

Obama - Segmentation

Obama - State

Timing is everything It’s not about the day you send. It’s about how you integrate the message. For more information: www.karlynmorissette.com/timing

Iowa Victory

Dem Nomination

Forth Commandment

Email is about hitting the user over the head with a sledgehammer

Obama - PA Email

Obama - Michele

Mccain - 1

Mccain - 2

Mccain - 3

Mccain - 4

Mccain - All

Obama - Long

More Copy Tips… ⇒ Descriptive subject lines ⇒ Utilize “PS” ⇒ Eliminate exclamation point ⇒ Have one distinct call-to-action ⇒ Never use visible URLs

Fifth Commandment

What’s in it for me? Human behavior drives all marketing. Humans are inherently selfish. What does your email do to create value for your recipients?

Obama Video Strategy

Track, baby, track ⇒ Delivery ⇒ Open rates (unique and total) ⇒ Click Through rates (unique and total) ⇒ Click-To-Open ⇒ Unsubscribe For information on additional tracking: www.karlynmorissette.com/gatracking

Email marketing is a giant puzzle

Return on Investment: the magic number that will make you look like a golden god

ROI - 2 www.marketingtoday.com/tools/roi_calculator.htm

Showcase your success ⇒ Include stakeholders ⇒ Add context ⇒ Give recommendations

Homework ⇒ Get on as many email marketing lists as possible ⇒ Pay attention to your actions

Recommended Reading Email Insider: www.mediapost.com/blogs/email_insider MarketingProfs: www.marketingprofs.com Magilla Marketing: www.directmag.com Campaign Monitor (Resources): www.campaignmonitor.com/resources/

http://karlynmorissette.karlyn.me	148
http://www.karlynmorissette.com	5
http://learninggeek.blogspot.com	2
http://74.125.113.132	1
http://karlynmorissette.com	1
http://www.slideshare.net	1

Taking Email to the Next Level

by Karlyn Borysenko on Dec 11, 2008

Accessibility

Categories

Tags

Upload Details

Usage Rights

6 Embeds 158

Statistics

Taking Email to the Next Level — Presentation Transcript