Taking Email to the Next Level

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Taking Email to the Next Level Karlyn Morissette www.karlynmorissette.com www.doteduguru.com Twitter: www.twitter.com/karlynm Building an Integrated Program that will Get Results

description

This is a presentation I first gave at the American Marketing Association Symposium on the Marketing of Higher Education in November 2008.

Transcript of Taking Email to the Next Level

Page 1: Taking Email to the Next Level

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

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www.karlynmorissette.com/ama.pdf

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5 Commandments

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First Commandment

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OutsourcingOutsourcing is not a four letter word

Cut costs

Promote efficiency

Technical Support

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ESP Logos

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Demo, demo, demo

Key factors:

⇒ Requirements Document

⇒ Pricing model

⇒ Support

For more information:

www.karlynmorissette.com/espselection

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Second Commandment

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Obama Simple Template

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Jetblue - Images on

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Jetblue-Off

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Obama - Off

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Obama Simple Template

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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

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More template rules…

⇒ Tables-based layouts

⇒ Inline styles only

⇒ Limited CSS

⇒ Always be testing

For more information:

www.karlynmorissette.com/templates

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Third Commandment

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“Smart marketing beginswith smart segmentation”

-Jeffrey Fox,How to Become a Marketing Superstar

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Obama - Segmentation

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Obama - State

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It’s not about the dayyou send. It’s abouthow you integratethe message.

Timing is everything

For more information: www.karlynmorissette.com/timing

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Iowa Victory

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Dem Nomination

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Forth Commandment

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Email is about hitting the userover the head with asledgehammer

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Obama - PA Email

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Obama - Michele

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Mccain - 1

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Mccain - 2

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Mccain - 3

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Mccain - 4

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Mccain - All

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Obama - Long

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More Copy Tips…

⇒ Descriptive subject lines

⇒ Utilize “PS”

⇒ Eliminate exclamation point

⇒ Have one distinct call-to-action

⇒ Never use visible URLs

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Fifth Commandment

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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?

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Obama Video Strategy

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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

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Email marketing is a giant puzzle

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Return on Investment:

the magic number thatwill make you look likea golden god

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ROI - 2www.marketingtoday.com/tools/roi_calculator.htm

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Showcase your success

⇒ Include stakeholders

⇒ Add context

⇒ Give recommendations

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Homework

⇒ Get on as many email marketinglists as possible

⇒ Pay attention to youractions

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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/

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Recommended Reading

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Questions?

www.karlynmorissette.com

www.doteduguru.com

Twitter: www.twitter.com/karlynm