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.

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Taking Email to the Next Level

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

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