THE FIVE COMMANDMENTS
  OF EMAIL MARKETING
“OUTSOURCING” IS NOT
 A FOUR LETTER WORD

 Cut Costs

Promote Efficiency

Technical Support
DEMO, DEMO, DEMO
Key Factors:
   Requirements Document
   Pricing Model
   Support
INTEGRATED LOOK & FEEL*

                                                           Print
                                ...
MORE TEMPLATE RULES...
   Tables-based layouts
   Limited CSS
   Inline styles only
   No <p>
   Always be testing

For mo...
“SMART MARKETING BEGINS
WITH SMART SEGMENTATION”

                          -Jeffrey Fox,
   How To Become A Marketing Sup...
TIMING IS EVERYTHING

It’s not about the day of the week you send.

It’s about how you
integrate the message.


For more i...
EMAIL IS ABOUT HITTING YOUR
   USERS OVER THE HEAD WITH A
   SLEDGEHAMMER




Photo from http://www.flickr.com/photos/matt...
MORE COPY TIPS...
 Descriptive Subject Lines
 Utilize the “PS”
 Eliminate Exclamation Points
 Have One Call-To-Action
 Nev...
WHAT’S IN IT FOR ME?
Human behavior drives all
marketing.


Humans are inherently selfish.


What does your email do to
cre...
AND ONCE YOU’VE DONE ALL THAT...
TRACK, TRACK, TRACK
  Delivery
  Open Rates (unique and total)
  Click Through Rates (unique and total)
  Click-To-Open
  ...
RETURN ON INVESTMENT:


 The magic number that
 will make you look like
 a golden god



                           Photo ...
www.marketingtoday.com/tools/roi_calculator.htm




Learn to dollarize milestones:
www.dojo-web.com/speaking/goaldrivenweb...
SHARE YOUR SUCCESS


     Include Stakeholders

     Add Context

     Offer Recommendations
YOUR 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

Magi...
RECOMMENDED READING
Karlyn Morissette                           www.dojo-web.com
DoJo Web Strategy                      www.karlynmorissette.c...
The Five Commandments of Email Marketing
The Five Commandments of Email Marketing
The Five Commandments of Email Marketing
The Five Commandments of Email Marketing
The Five Commandments of Email Marketing
The Five Commandments of Email Marketing
The Five Commandments of Email Marketing
The Five Commandments of Email Marketing
The Five Commandments of Email Marketing
The Five Commandments of Email Marketing
The Five Commandments of Email Marketing
The Five Commandments of Email Marketing
The Five Commandments of Email Marketing
The Five Commandments of Email Marketing
The Five Commandments of Email Marketing
The Five Commandments of Email Marketing
The Five Commandments of Email Marketing
The Five Commandments of Email Marketing
The Five Commandments of Email Marketing
The Five Commandments of Email Marketing
The Five Commandments of Email Marketing
The Five Commandments of Email Marketing
The Five Commandments of Email Marketing
The Five Commandments of Email Marketing
The Five Commandments of Email Marketing
The Five Commandments of Email Marketing
The Five Commandments of Email Marketing
The Five Commandments of Email Marketing
The Five Commandments of Email Marketing
The Five Commandments of Email Marketing
The Five Commandments of Email Marketing
The Five Commandments of Email Marketing
The Five Commandments of Email Marketing
The Five Commandments of Email Marketing
The Five Commandments of Email Marketing
The Five Commandments of Email Marketing
The Five Commandments of Email Marketing
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The Five Commandments of Email Marketing

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The Five Commandments of Email Marketing

  1. 1. THE FIVE COMMANDMENTS OF EMAIL MARKETING
  2. 2. “OUTSOURCING” IS NOT A FOUR LETTER WORD Cut Costs Promote Efficiency Technical Support
  3. 3. DEMO, DEMO, DEMO Key Factors: Requirements Document Pricing Model Support
  4. 4. INTEGRATED LOOK & FEEL* Print Web Other Emails *It doesn’t need to look exactly the same. It just needs to make sense. For more information: www.karlynmorissette.com/integration
  5. 5. MORE TEMPLATE RULES... Tables-based layouts Limited CSS Inline styles only No <p> Always be testing For more information: www.karlynmorissette.com/templates
  6. 6. “SMART MARKETING BEGINS WITH SMART SEGMENTATION” -Jeffrey Fox, How To Become A Marketing Superstar
  7. 7. TIMING IS EVERYTHING It’s not about the day of the week you send. It’s about how you integrate the message. For more information: www.karlynmorissette.com/timing
  8. 8. EMAIL IS ABOUT HITTING YOUR USERS OVER THE HEAD WITH A SLEDGEHAMMER Photo from http://www.flickr.com/photos/mattimattila
  9. 9. MORE COPY TIPS... Descriptive Subject Lines Utilize the “PS” Eliminate Exclamation Points Have One Call-To-Action Never Use Visible URLs
  10. 10. 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?
  11. 11. AND ONCE YOU’VE DONE ALL THAT...
  12. 12. TRACK, TRACK, TRACK Delivery Open Rates (unique and total) Click Through Rates (unique and total) Click-To-Open Unsubscribe Download a Tracking Spreadsheet: www.karlynmorissette.com/emailtracking.xlsx Integrate Google Analytics: www.karlynmorissette.com/gatracking
  13. 13. RETURN ON INVESTMENT: The magic number that will make you look like a golden god Photo by http://www.flickr.com/photos/andyfitz
  14. 14. www.marketingtoday.com/tools/roi_calculator.htm Learn to dollarize milestones: www.dojo-web.com/speaking/goaldrivenweb.pdf
  15. 15. SHARE YOUR SUCCESS Include Stakeholders Add Context Offer Recommendations
  16. 16. YOUR HOMEWORK Get on as many email marketing lists as possible. Pay attention to your actions.
  17. 17. 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/
  18. 18. RECOMMENDED READING
  19. 19. Karlyn Morissette www.dojo-web.com DoJo Web Strategy www.karlynmorissette.com karlyn@dojo-web.com www.doteduguru.com www.linkedin.com/in/karlynmorissette www.twitter.com/KarlynM

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