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Taking Email to the Next Level
Taking Email to the Next Level
Taking Email to the Next Level
Taking Email to the Next Level
Taking Email to the Next Level
Taking Email to the Next Level
Taking Email to the Next Level
Taking Email to the Next Level
Taking Email to the Next Level
Taking Email to the Next Level
Taking Email to the Next Level
Taking Email to the Next Level
Taking Email to the Next Level
Taking Email to the Next Level
Taking Email to the Next Level
Taking Email to the Next Level
Taking Email to the Next Level
Taking Email to the Next Level
Taking Email to the Next Level
Taking Email to the Next Level
Taking Email to the Next Level
Taking Email to the Next Level
Taking Email to the Next Level
Taking Email to the Next Level
Taking Email to the Next Level
Taking Email to the Next Level
Taking Email to the Next Level
Taking Email to the Next Level
Taking Email to the Next Level
Taking Email to the Next Level
Taking Email to the Next Level
Taking Email to the Next Level
Taking Email to the Next Level
Taking Email to the Next Level
Taking Email to the Next Level
Taking Email to the Next Level
Taking Email to the Next Level
Taking Email to the Next Level
Taking Email to the Next Level
Taking Email to the Next Level
Taking Email to the Next Level
Taking Email to the Next Level
Taking Email to the Next Level
Taking Email to the Next Level
Taking Email to the Next Level
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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.

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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

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