e-Mail Marketing For Dummies

e-Mail Marketing For Dummies

Paperback For Dummies

By (author) John Arnold

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  • Publisher: John Wiley & Sons Ltd
  • Format: Paperback | 384 pages
  • Dimensions: 186mm x 234mm x 22mm | 558g
  • Publication date: 4 December 2011
  • Publication City/Country: Chichester
  • ISBN 10: 0470947675
  • ISBN 13: 9780470947678
  • Edition: 2, Revised
  • Edition statement: 2nd Revised edition
  • Illustrations note: ill
  • Sales rank: 785,694

Product description

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.

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Author information

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 .

Back cover copy

Learn to develop and deliver e-mail that your customers really want to readE-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 providerFirst, the list -- find out how to build a top-quality list of subscribers who will respond to your mailingsGet it through -- construct messages that reach your customers' e-mailboxesOpen me -- use time-tested techniques for prompting your audience to open and read your e-mailsMake it irresistible -- use design elements and relevant content to make your e-mails appealing and professionalGet social -- add social features and involve your Facebook fans and Twitter followersJust for them -- target e-mails to make them more relevant to your audienceFollowing up -- use e-mail tracking reports, get open and click-through rates, and use the information to improve your resultsOpen the book and find: How not to be a spammerWays to get your audience to open your e-mailsTips for becoming a trusted senderValuable elements to add to your e-mailsSubject lines that get noticedDesign strategies for a mobile audienceHow to measure conversions and ROIThe ten worst content mistakesLearn to: Use e-mail to attract customers and increase businessBuild a mailing list and create effective messagesTrack the results of your campaignDevelop a strategy that incorporates social media

Table of contents

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.