The Rebel's Guide To Email Marketing

The Rebel's Guide To Email Marketing : Grow Your List, Break the Rules, and Win

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A No-Nonsense, Take-No-Prisoners Plan for Earning Positive Return on Your Email Marketing! "They" say email is dead. Baloney! 94% of Americans use email. Passionate social networkers use email more, not less. Mobile email is huge. Email offers marketers more opportunities than ever...opportunities to guide customers from consideration and trial to repeat purchase, loyalty, even advocacy! But email has changed. Email users have changed. To get breakthrough results, you must break the rules! Whether you're B2B or B2C, Fortune 500 or startup, this is a complete no-nonsense plan for transforming your email marketing. Discover radically better ways to handle every facet of your campaign: lists, From names, Subject lines, calls to action, social network integration...everything!Learn how to * Discover which email marketing "rules" are obsolete--and when to break the rest* Optimize every component of your message and campaign* Drive list growth that translates directly into the top line* Encourage opt-in by systematically simplifying signup* Bring real humor and creativity back into your email* Write a great main call to action--and great secondary and tertiary calls, too* Take full advantage of tools ranging from QR codes to texting to grow your email list* Make better technical decisions about prechecked opt-in boxes and other attributes* Know when to deliberately introduce "imperfections" into your emails* Use email marketing and social media to power each other* Prepare for the short- and long-term futures of email marketingshow more

Product details

  • Paperback | 288 pages
  • 149.86 x 226.06 x 22.86mm | 294.83g
  • Pearson Education (US)
  • Que Corporation,U.S.
  • United States
  • English
  • 0789749696
  • 9780789749697
  • 445,279

Review quote

"After reading this book, the debate over email marketing being dead is without a doubt over. DJ and Jason talk about email coming alive and letting it work for your organization in many ways that you have heard don't work. Whether you are newbie or a seasoned veteran, this book will get you screaming at the top of your lungs that EMAIL IS THRIVING!" --Andrew Kordek, cofounder and chief strategist of Trendline Interactive, a strategic email marketing agency "Social media gets more attention, but email is still the spine of effective digital marketing. In this practical book that you'll refer to constantly, Waldow and Falls shed much-needed light on how to build, operate, and optimize a knock-out email program. It's a useful book, perfectly executed." --Jay Baer, coauthor of The NOW Revolution: 7 Shifts to Make Your Business Faster, Smarter, and More Social "I would take 1,000 opt-in email addresses above 1,000 followers or Likes any day of the week. This from one of the biggest social media fans alive. Email is not dead; it's stronger than ever for the ones who use it right. DJ and Jason are the guys to show you how with this masterpiece." --Scott Stratten, best-selling author of UnMarketing "At a time when all the buzz is about social, DJ and Jason's fun, insightful, and down-to-earth style will give any marketer a renewed excitement for email." --Halley Silver, director of online services, The King Arthur Flour Co. "Non-practitioner pundits have been declaring email marketing dead for years. They're still wrong. Email marketing remains the best way to get people to take action, so read this book if you want your business to grow." --Brian Clark, CEO of Copyblogger Media "You might call email the glue that holds so much of business marketing efforts together. You might call it the backbone, or the connective tissue, or the linchpin. But whatever you call it, you need it. And this is the book that shows you not just why you need it, but how to use it to grow your business. "Rebel's Guide is the book I've been waiting for, because this is the book that talks (in real, relevant, updated terms) about how email is that critical thing businesses need to market in a digital age." --Ann Handley, chief content officer of MarketingProfs and coauthor of Content Rules: How to Create Killer Blogs, Podcasts, Videos, Ebooks, Webinars (and More) That Engage Customers and Ignite Your Business (Wiley, updated 2012)show more

About Jason Falls

DJ Waldow is an email marketing consultant, writer, blogger, speaker, and (now) author. He is the founder and CEO of Waldow Social, a company that helps clients take email marketing to the next level. DJ has spent nearly 7 years in the email, social, and community-building world, advising clients on how to optimize their email marketing campaigns and--on occasion--break some of the "best practice" rules. DJ can be found on most social networks under the handle "djwaldow" or by searching "DJ Waldow." Jason Falls is an author, speaker, and CEO, the latter of Social Media Explorer, a digital marketing agency and information products company. From client strategies to industry research reports to conference-style events, Falls spearheads efforts to bridge the gap between professional communicators and business owners and the strategic use of digital marketing and technology. An award-winning social media strategist and widely read industry pundit, Falls has been noted as a top influencer in the social technology and marketing space by Forbes, Entrepreneur, Advertising Age, and others. He is the coauthor of two books, this one and No Bullshit Social Media: The All-Business, No-Hype Guide to Social Media Marketing (Que 2011).show more

Table of contents

Introduction: Email Marketing Is (Not) Dead 1 Email Is Dead? 3 94% 3 2.9 Billion 5 Email versus Email Marketing 7 The ROI of Email Marketing 8 What to Expect from This Book 9 Endnotes 11 Part I: THE SECRET TO EMAIL MARKETING: LIST GROWTH Chapter 1: Why List Growth Matters 13 List Churn and List Fatigue 14 30% 15 A Few Words about Effective Tactics 17 Endnotes 19 Chapter 2: How to Grow Your List 21 Making the Opt-In Process Obvious and Easy 23 Asking Website Visitors to Subscribe 26 Using Humor and Creativity to Increase Opt-Ins 29 Using Technology: QR Codes and Smartphone Apps to Grow Your List 31 Use Social Media 34 Providing Incentive (WIIFM--What's In It For Me?) 37 Growing Your Email List Offline 40 Endnotes 43 Chapter 3: Let's Get Technical 45 To Pre-check or Not to Pre-check 46 Explain the Email List Sign-Up Process 48 Send a Welcome Email 50 Remember, Make a Good First Impression 54 Endnotes 55 Part II: THE ANATOMY OF AN EMAIL Chapter 4: Examining an Email's Body Parts 57 The Subject Line and From Address 58 The Preheader 59 The Header 60 Table of Contents 60 Main Call to Action 61 Secondary Calls to Action 62 Sharing Your Email 63 The Footer 64 Chapter 5: The First Impression 67 From Name and Subject Line 68 Preheader 72 Header 75 You Don't Need a Second Chance Do You? 78 Endnote 79 Chapter 6: The Meat and Potatoes 81 Table of Contents 82 Zappos's Digest TOC Email 82 MarketingProfs's Approach to Email Table of Contents 83 Main Calls to Action 86 Secondary and Tertiary Calls to Action 90 Buttons vs. Links vs. Images 91 Endnote 96 Chapter 7: The Finishing Touches 97 Social Sharing and Social Connecting 98 Footer 100 Providing Unsubscribe Options 102 Endnote 106 Part III: BREAKING THE RULES Chapter 8: Are Best Practices Really "Best"? 107 Best Practices Are Practices That Are Best for You 108 Test and Test Often 109 What to Expect 110 Endnotes 111 Chapter 9: My Word! You Must Read This Now! 113 Email Subject Line Words to Avoid 114 King Arthur Flour: Achieving Higher Sales Using All Caps and FREE 118 Tumbleweed: More Opens and Click-Throughs Using All Caps and Free 121 The Proper Length of a Subject Line 123 Measuring Success 125 Evidence in Favor of Long Subject Lines 126 The Most Incredible Chapter Ever 129 Endnotes 130 Chapter 10: The Perfect-Looking Email 133 It's Okay to Send Mostly Text Emails 134 Some Subscribers Prefer Simple Text Emails 137 Writing Letters Versus Pamphlets 139 Text Emails Have a Clean Look 140 Text Works for B2C Marketers, Too! 141 One Big Image Can Work 143 King Arthur Flour's Image-Heavy Emails 146 Making Mostly Image Emails More Readable 147 What If the Unsubscribe Link Is at the Top of the Email? 152 The Most Headache-inducing, Eye-searing Graphic Possible 157 Groupon's Creative Unsubscribe Solution 158 Test the Rules; Don't Just Break Them Outright 159 Beauty Is in the Eye of the Subscriber 160 Ugly Emails That Consistently Perform Well 160 A Split Test of Ugly Versus Pretty 164 Making Assumptions and Challenging Them 167 Endnotes 168 Chapter 11: The Best Ways to Grow Your List 171 Spiders, Scorpions, Snakes...and Popups 172 Installing a Lightbox to Increase Opt-Ins 174 Using Lightboxes on Blogs 175 Adding Lightboxes on a B2C Site 177 Park City Mountain Resort Tests a Popup on Its Winter 2010 Website 179 Choosing an Opt-In: Single or Double 180 Making the Case for Double Opt-In 182 Making the Case for Single Opt-In 183 Village Voice Media Moves from Double to Single Opt-In: Sees Significant List Growth 185 Sending Emails Without Permission 186 Sending an "Opt-Out" Email 189 Using an eAppend 191 Buying an Email List 193 Coming Full Circle 198 Endnotes 199 Part IV: BATMAN (EMAIL MARKETING) AND ROBIN (SOCIAL MEDIA) Chapter 12: How Email and Social Media Go Together 203 Batman and Robin 204 Email: The Digital Glue of Social Media 205 Social Connecting vs. Social Sharing vs. Social Promoting 208 Social Connecting 208 Social Sharing 210 Social Promoting 212 Endnotes 213 Chapter 13: The Power of Pairs 215 Social Connecting 216 Using Email Marketing to Grow Your Social Following 216 Using Email Marketing to Grow Facebook Likes and Revenue 218 Social Sharing 222 Show Me the Money: How One Online Retailer Netted $250,000 Using SWYN 227 Social Promoting 229 Using Social Media to Grow Your Email List and Make Money 231 A Truly Integrated Email Marketing and Social Media Campaign 233 Two Is Better Than One 235 Endnotes 235 Part V: THE FUTURE OF EMAIL MARKETING Chapter 14: What's Next? 237 The Current State of Email Marketing 238 Email Marketing Predictions 239 Chapter 15: Go Forth and Conquer 247 What You Know 248 What Now? 249 Four Steps to Email Marketing Success 250 1. Grow Your List 250 2. Plan Your Content 250 3. Determine Success Metrics 251 4. Send, Test, Analyze, Adjust, Repeat 251 And Now, It's Your Turn 252 Endnotes 252 Appendix A: Your Prize 253 Index 255show more

Rating details

52 ratings
3.82 out of 5 stars
5 19% (10)
4 56% (29)
3 15% (8)
2 8% (4)
1 2% (1)
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