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.
From the Back Cover
Learn to develop and deliver e-mail that your customers really want to read
E-mail marketing can open lots of doors for your business, but it can also open you up to legal scrutiny and spam complaints. This book helps you navigate that tricky landscape and create an e-mail marketing strategy that not only offers your customers real value, but pays dividends for you! You'll even learn to analyze how your campaign is working.
Fitting in — see where e-mail fits into your marketing mix and decide whether to use an e-mail marketing provider
First, the list — find out how to build a top-quality list of subscribers who will respond to your mailings
Get it through — construct messages that reach your customers' e-mailboxes
Open me — use time-tested techniques for prompting your audience to open and read your e-mails
Make it irresistible — use design elements and relevant content to make your e-mails appealing and professional
Get social — add social features and involve your Facebook fans and Twitter followers
Just for them — target e-mails to make them more relevant to your audience
Following up — use e-mail tracking reports, get open and click-through rates, and use the information to improve your results
Open the book and find:
How not to be a spammer
Ways to get your audience to open your e-mails
Tips for becoming a trusted sender
Valuable elements to add to your e-mails
Subject lines that get noticed
Design strategies for a mobile audience
How to measure conversions and ROI
The ten worst content mistakes
Use e-mail to attract customers and increase business
Build a mailing list and create effective messages
Track the results of your campaign
Develop a strategy that incorporates social media
About the Author
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.