the five commandments of email marketing
DESCRIPTION
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
INTEGRATED LOOK & FEEL*
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
www.linkedin.com/in/karlynmorissette
www.dojo-web.comwww.karlynmorissette.com
www.doteduguru.com
www.twitter.com/KarlynM