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

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

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 thatwill 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 MorissetteDoJo Web Strategy

karlyn@dojo-web.com

www.linkedin.com/in/karlynmorissette

www.dojo-web.comwww.karlynmorissette.com

www.doteduguru.com

www.twitter.com/KarlynM