This document provides tips and best practices for email marketing. It discusses integrating email design across different channels, using table-based layouts and inline styles for templates, the importance of segmentation and personalization, optimizing subject lines, calls to action and timing of emails. It also emphasizes tracking email metrics like open and click through rates, and calculating return on investment to demonstrate email marketing's value. The overall message is that email marketing requires testing and optimizing various elements to improve delivery and engagement.

1. THE FIVE COMMANDMENTS
OF EMAIL MARKETING

5. “OUTSOURCING” IS NOT
A FOUR LETTER WORD
Cut Costs
Promote Efficiency
Technical Support

8. DEMO, DEMO, DEMO
Key Factors:
Requirements Document
Pricing Model
Support

18. 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

19. MORE TEMPLATE RULES...
Tables-based layouts
Limited CSS
Inline styles only
No <p>
Always be testing
For more information:
www.karlynmorissette.com/templates

22. “SMART MARKETING BEGINS
WITH SMART SEGMENTATION”
-Jeffrey Fox,
How To Become A Marketing Superstar

27. 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

35. EMAIL IS ABOUT HITTING YOUR
USERS OVER THE HEAD WITH A
SLEDGEHAMMER
Photo from http://www.flickr.com/photos/mattimattila

42. MORE COPY TIPS...
Descriptive Subject Lines
Utilize the “PS”
Eliminate Exclamation Points
Have One Call-To-Action
Never Use Visible URLs

45. 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?

48. AND ONCE YOU’VE DONE ALL THAT...

49. 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

50. RETURN ON INVESTMENT:
The magic number that
will make you look like
a golden god
Photo by http://www.flickr.com/photos/andyfitz

51. www.marketingtoday.com/tools/roi_calculator.htm
Learn to dollarize milestones:
www.dojo-web.com/speaking/goaldrivenweb.pdf

52. SHARE YOUR SUCCESS
Include Stakeholders
Add Context
Offer Recommendations

53. YOUR HOMEWORK
Get on as many email marketing lists
as possible.
Pay attention to
your actions.

54. 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/

55. RECOMMENDED READING

56. 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