Updated to reflect the hottest new trends, technologies, and
strategies!
Much has happened in e-mail marketing since the first edition of
this book appeared in 2007. With the dramatic rise of social media
and mobile devices, there are more ways than ever to target
campaigns and maximize your e-mail marketing dollars. The new
edition of this helpful book is full of practical advice, whether
you?re an enterprise-level marketer using a third-party e-mail
marketing company or small business owner handling everything
yourself.
* Helps you map out an e-mail marketing strategy with reachable
objectives
* Simplifies the process of list-building, message-creation, and
results-tracking
* Offers legal guidance, so you stay compliant with anti-spam
laws
* Shows you how to deliver your message and incorporate social
media
* Explains how to track and interpret results
* Includes the top ten things you should not put in your
messages, and much more
Get more out of your e-mail marketing campaigns with this
easy-to-follow guide.
Table des matières
Introduction.
Part I: Getting Started with E-Mail Marketing.
Chapter 1: Adding E-Mail to a Successful Marketing Mix.
Chapter 2: Maximizing Revenue with E-Mail.
Chapter 3: Becoming a Trusted Sender.
Part II: Mapping Out an E-Mail Marketing Strategy.
Chapter 4: Developing Objectives.
Chapter 5: Building a Quality E-Mail List.
Chapter 6: Making Your E-Mail Content Valuable.
Part III: Constructing an Effective Marketing E-Mail.
Chapter 7: Designing Your E-Mails.
Chapter 8: Including Text in Your E-Mails.
Chapter 9: Including Images in Your E-Mails.
Chapter 10: Creating From and Subject Lines That Get
Noticed.
Part IV: Sending Specialized E-Mail Campaigns.
Chapter 11: Combining E-Mail with Social Media.
Chapter 12: Designing and Delivering E-Mails for Mobile
Devices.
Chapter 13: Automating Your E-Mail Marketing.
Part V: Delivering and Tracking Your E-Mails.
Chapter 14: Tracking Your E-Mail Campaign Results.
Chapter 15: Maximizing E-Mail Deliverability.
Chapter 16: Capitalizing on Clicks and Other Responses.
Part VI: The Part of Tens.
Chapter 17: Top Ten Worst E-Mail Content Blunders.
Chapter 18: Ten E-Mail Marketing Resources.
Appendix: A Sample E-Mail Portfolio.
Index.
A propos de l’auteur
John Arnold is a professional marketer and marketing trainer. He developed training and certification programs for Coca-Cola, Constant Contact, and The Mobile Marketing Association. He also writes the ‘Marketing Tools & Technologies’ column for Entrepreneur Magazine Online. He is coauthor of Web Marketing All-in-One For Dummies and Mobile Marketing For Dummies.
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