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 The Five Commandments of Email Marketing Presentation Transcript

  • 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 View slide
  • 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 View slide
  • MORE TEMPLATE RULES... Tables-based layouts Limited CSS Inline styles only No <p> Always be testing For more information: www.karlynmorissette.com/templates
  • “SMART MARKETING BEGINS WITH SMART SEGMENTATION” -Jeffrey Fox, How To Become A Marketing Superstar
  • 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
  • EMAIL IS ABOUT HITTING YOUR USERS OVER THE HEAD WITH A SLEDGEHAMMER Photo from http://www.flickr.com/photos/mattimattila
  • MORE COPY TIPS... Descriptive Subject Lines Utilize the “PS” Eliminate Exclamation Points Have One Call-To-Action Never Use Visible URLs
  • 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?
  • 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 Unsubscribe Download a Tracking Spreadsheet: www.karlynmorissette.com/emailtracking.xlsx Integrate Google Analytics: www.karlynmorissette.com/gatracking
  • RETURN ON INVESTMENT: The magic number that will make you look like a golden god Photo by http://www.flickr.com/photos/andyfitz
  • www.marketingtoday.com/tools/roi_calculator.htm Learn to dollarize milestones: www.dojo-web.com/speaking/goaldrivenweb.pdf
  • 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 Magilla Marketing: www.directmag.com Campaign Monitor (Resources): www.campaignmonitor.com/resources/
  • RECOMMENDED READING
  • 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