Karlyn Morissette

I’m a huge fan of MediaPost’s Email Insider, and yesterday David Baker wrote a great piece to illustrate why, by outlining some of the ways in which a company can mess up their email program. He outlines the following mistakes places make:

Continue to rotate through email vendors
Benchmarking from the industry
Mismanaging acquisition
Not understanding social media theory
Continuing [...]

Tisk, tisk Zinch.  You broke one of the cardinal rules of email marketing - assuming that your users would turn on images in your email.  Note the second paragraph of the email, which references what should be a button for the user to update their profile:

Now, I’ve never seen this email with the images on, [...]

This post is a special shout out to Kathy Howrigan at St. Michael’s College.  Thanks for giving me the idea!
Email marketing is cheap, but it isn’t easy.  There are strategies and guidelines to follow to really do it well.  You can raise a lot of money over email, and if you do it right, you’ll [...]

Last week, I was asked by a colleague about my thought process when I approach an email.  I’ll admit, I had to think about it for a second - it’s not a question I’ve asked myself often.  Here’s the framework I came up with: 
Who is my audience? 
Who my audience is and what they care about [...]

Testing your email marketing messages is key to having a strong program, but it can also be a very labor intensive process - you have to create the different versions of the emails, randomize your lists, pull your data and then analyze it to see if it’s even meaningful!  In an ideal world, we would [...]