Taking Email to the Next Level
Karlyn Morissettewww.karlynmorissette.com
www.doteduguru.comTwitter: www.twitter.com/karlynm
Building an Integrated Program that will Get Results
www.karlynmorissette.com/ama.pdf
5 Commandments
First Commandment
OutsourcingOutsourcing is not a four letter word
Cut costs
Promote efficiency
Technical Support
ESP Logos
Demo, demo, demo
Key factors:
⇒ Requirements Document
⇒ Pricing model
⇒ Support
For more information:
www.karlynmorissette.com/espselection
Second Commandment
Obama Simple Template
Jetblue - Images on
Jetblue-Off
Obama - Off
Obama Simple Template
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
More template rules…
⇒ Tables-based layouts
⇒ Inline styles only
⇒ Limited CSS
⇒ Always be testing
For more information:
www.karlynmorissette.com/templates
Third Commandment
“Smart marketing beginswith smart segmentation”
-Jeffrey Fox,How to Become a Marketing Superstar
Obama - Segmentation
Obama - State
It’s not about the dayyou send. It’s abouthow you integratethe message.
Timing is everything
For more information: www.karlynmorissette.com/timing
Iowa Victory
Dem Nomination
Forth Commandment
Email is about hitting the userover the head with asledgehammer
Obama - PA Email
Obama - Michele
Mccain - 1
Mccain - 2
Mccain - 3
Mccain - 4
Mccain - All
Obama - Long
More Copy Tips…
⇒ Descriptive subject lines
⇒ Utilize “PS”
⇒ Eliminate exclamation point
⇒ Have one distinct call-to-action
⇒ Never use visible URLs
Fifth Commandment
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?
Obama Video Strategy
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
Email marketing is a giant puzzle
Return on Investment:
the magic number thatwill make you look likea golden god
ROI - 2www.marketingtoday.com/tools/roi_calculator.htm
Showcase your success
⇒ Include stakeholders
⇒ Add context
⇒ Give recommendations
Homework
⇒ Get on as many email marketinglists as possible
⇒ Pay attention to youractions
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
Questions?
www.karlynmorissette.com
www.doteduguru.com
Twitter: www.twitter.com/karlynm