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Taking Email to the Next Level

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This is a presentation I first gave at the American Marketing Association Symposium on the Marketing of Higher Education in November 2008.

This is a presentation I first gave at the American Marketing Association Symposium on the Marketing of Higher Education in November 2008.

Published in: Technology, Business

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  • 1. 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
  • 2. www.karlynmorissette.com/ama.pdf
  • 3. 5 Commandments
  • 4. First Commandment
  • 5. Outsourcing Outsourcing is not a four letter word Cut costs Promote efficiency Technical Support
  • 6. ESP Logos
  • 7. Demo, demo, demo Key factors: ⇒ Requirements Document ⇒ Pricing model ⇒ Support For more information: www.karlynmorissette.com/espselection
  • 8. Second Commandment
  • 9. Obama Simple Template
  • 10. Jetblue - Images on
  • 11. Jetblue-Off
  • 12. Obama - Off
  • 13. Obama Simple Template
  • 14. 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
  • 15. More template rules… ⇒ Tables-based layouts ⇒ Inline styles only ⇒ Limited CSS ⇒ Always be testing For more information: www.karlynmorissette.com/templates
  • 16. Third Commandment
  • 17. “Smart marketing begins with smart segmentation” -Jeffrey Fox, How to Become a Marketing Superstar
  • 18. Obama - Segmentation
  • 19. Obama - State
  • 20. 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
  • 21. Iowa Victory
  • 22. Dem Nomination
  • 23. Forth Commandment
  • 24. Email is about hitting the user over the head with a sledgehammer
  • 25. Obama - PA Email
  • 26. Obama - Michele
  • 27. Mccain - 1
  • 28. Mccain - 2
  • 29. Mccain - 3
  • 30. Mccain - 4
  • 31. Mccain - All
  • 32. Obama - Long
  • 33. More Copy Tips… ⇒ Descriptive subject lines ⇒ Utilize “PS” ⇒ Eliminate exclamation point ⇒ Have one distinct call-to-action ⇒ Never use visible URLs
  • 34. Fifth Commandment
  • 35. 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?
  • 36. Obama Video Strategy
  • 37. 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
  • 38. Email marketing is a giant puzzle
  • 39. Return on Investment: the magic number that will make you look like a golden god
  • 40. ROI - 2 www.marketingtoday.com/tools/roi_calculator.htm
  • 41. Showcase your success ⇒ Include stakeholders ⇒ Add context ⇒ Give recommendations
  • 42. Homework ⇒ Get on as many email marketing lists as possible ⇒ Pay attention to your actions
  • 43. 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/
  • 44. Recommended Reading
  • 45. Questions? www.karlynmorissette.com www.doteduguru.com Twitter: www.twitter.com/karlynm