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

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

2. www.karlynmorissette.com/ama.pdf

3. 5 Commandments

4. First Commandment

5. Outsourcing
Outsourcing is not
a four letter word
Cut costs
Promote efficiency
Technical Support

6. ESP Logos

7. Demo, demo, demo
Key factors:
⇒ Requirements Document
⇒ Pricing model
⇒ Support
For more information:
www.karlynmorissette.com/espselection

8. Second Commandment

9. Obama Simple Template

10. Jetblue - Images on

11. Jetblue-Off

12. Obama - Off

13. Obama Simple Template

14. 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

15. More template rules…
⇒ Tables-based layouts
⇒ Inline styles only
⇒ Limited CSS
⇒ Always be testing
For more information:
www.karlynmorissette.com/templates

16. Third Commandment

17. “Smart marketing begins
with smart segmentation”
-Jeffrey Fox,
How to Become a Marketing Superstar

18. Obama - Segmentation

19. Obama - State

20. Timing is everything
It’s not about the day
you send. It’s about
how you integrate
the message.
For more information:
www.karlynmorissette.com/timing

21. Iowa Victory

22. Dem Nomination

23. Forth Commandment

24. Email is about hitting the user
over the head with a
sledgehammer

25. Obama - PA Email

26. Obama - Michele

27. Mccain - 1

28. Mccain - 2

29. Mccain - 3

30. Mccain - 4

31. Mccain - All

32. Obama - Long

33. More Copy Tips…
⇒ Descriptive subject lines
⇒ Utilize “PS”
⇒ Eliminate exclamation point
⇒ Have one distinct call-to-action
⇒ Never use visible URLs

34. Fifth Commandment

35. 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?

36. Obama Video Strategy

37. 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

38. Email marketing is a giant puzzle

39. Return on Investment:
the magic number that
will make you look like
a golden god

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

41. Showcase your success
⇒ Include stakeholders
⇒ Add context
⇒ Give recommendations

42. Homework
⇒ Get on as many email marketing
lists as possible
⇒ Pay attention to your
actions

43. 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/

44. Recommended Reading

45. Questions?
www.karlynmorissette.com
www.doteduguru.com
Twitter: www.twitter.com/karlynm