the five commandments of email marketing
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THE FIVE COMMANDMENTS OF EMAIL MARKETING
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“OUTSOURCING” IS NOT A FOUR LETTER WORD
Cut Costs
Promote Efficiency
Technical Support
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DEMO, DEMO, DEMO
Key Factors:
Requirements Document
Pricing Model
Support
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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
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MORE TEMPLATE RULES...
Tables-based layouts
Limited CSS
Inline styles only
No <p>
Always be testing
For more information:www.karlynmorissette.com/templates
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“SMART MARKETING BEGINS WITH SMART SEGMENTATION”
-Jeffrey Fox, How To Become A Marketing Superstar
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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
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EMAIL IS ABOUT HITTING YOUR USERS OVER THE HEAD WITH A SLEDGEHAMMER
Photo from http://www.flickr.com/photos/mattimattila
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MORE COPY TIPS...Descriptive Subject Lines
Utilize the “PS”
Eliminate Exclamation Points
Have One Call-To-Action
Never Use Visible URLs
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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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AND ONCE YOU’VE DONE ALL THAT...
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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
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RETURN ON INVESTMENT:
The magic number thatwill make you look like a golden god
Photo by http://www.flickr.com/photos/andyfitz
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www.marketingtoday.com/tools/roi_calculator.htm
Learn to dollarize milestones:www.dojo-web.com/speaking/goaldrivenweb.pdf
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SHARE YOUR SUCCESS
Include Stakeholders
Add Context
Offer Recommendations
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YOUR HOMEWORK
Get on as many email marketing lists as possible.
Pay attention to your actions.
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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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Karlyn MorissetteDoJo Web Strategy
www.linkedin.com/in/karlynmorissette
www.dojo-web.comwww.karlynmorissette.com
www.doteduguru.com
www.twitter.com/KarlynM