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