The Truth About Email Marketing

The Truth About Email Marketing

3.93 (15 ratings by Goodreads)
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Praise for The Truth About Email Marketing "It's refreshing to see an author address specifics instead of gloss over generalities that can be boiled down to one sentence. Simms' book debunks the top email marketing myths in a readable and logical fashion." Tad Clarke, Editorial Director, MarketingSherpa Inc. "Anyone interested in maximizing their marketing budgets should stop what they are doing and read this book. Simms' deep experience in email marketing is widely evident in this very insightful and fact-filled book. Great insight into an area of marketing that is often overlooked. Plus, its a fun, easy read...especially for us marketers!" Jeff Hilimire, President, Engauge Digital "Simms has a great knack for simplifying the complex world of email. From the novice email marketer to the email aficionado, The Truth about Email Marketing provides insight and thought-provoking content that all of us can use in our email and online marketing efforts." Aaron Kahlow, CEO & Founder, Online Marketing Summit "Simms Jenkins expertly outlines a series of useful Truths to ensure effective and highly optimized, permission-based email marketing programs.
Take advantage of Simms' battle scars and set yourself on a direct course that unleashes the power of this important marketing channel." Sam Cece, Chief Executive Officer, StrongMail Systems Everything you must know to utilize email marketing in your corporation or small business! *The truth about recession-proofing your business with email marketing *The truth about measuring results and improving promotional and newsletter campaigns *The truth about email marketing versus spam This book reveals 49 proven email marketing best practices and bite-size, easy-to-use techniques that get results Email marketing is one of the most incredibly powerful yet misunderstood marketing channels of the business world. While many companies practice email marketing, few get it right. Industry expert, Simms Jenkins, provides a set of best practices to help you assess and refine your strategy and tactics. Your organization can gain much from new and proven approaches to email marketing: strengthen customer relationships, create loyalty, and build trust and awareness. The result is increased responses in sales, leads, registrations, and more.
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Product details

  • Paperback | 224 pages
  • 137.16 x 213.36 x 12.7mm | 362.87g
  • Que Corporation,U.S.
  • Upper Saddle River, NJ, United States
  • English
  • 0789737949
  • 9780789737946
  • 1,876,158

Back cover copy

Praise for "The Truth About Email Marketing" "It's refreshing to see an author address specifics instead of gloss over generalities that can be boiled down to one sentence. Simms' book debunks the top email marketing myths in a readable and logical fashion.""Tad Clarke"," Editorial Director, MarketingSherpa Inc." "Anyone interested in maximizing their marketing budgets should stop what they are doing and read this book. Simms' deep experience in email marketing is widely evident in this very insightful and fact-filled book. Great insight into an area of marketing that is often overlooked. Plus, its a fun, easy read...especially for us marketers!""Jeff Hilimire, President, Engauge Digital" "Simms has a great knack for simplifying the complex world of email. From the novice email marketer to the email aficionado, "The Truth about Email Marketing" provides insight and thought-provoking content that all of us can use in our email and online marketing efforts.""Aaron Kahlow, CEO & Founder, Online Marketing Summit " "Simms Jenkins expertly outlines a series of useful Truths to ensure effective and highly optimized, permission-based email marketing programs. Take advantage of Simms' battle scars and set yourself on a direct course that unleashes the power of this important marketing channel.""Sam Cece, Chief Executive Officer, StrongMail Systems" Everything you must know to utilize email marketing in your corporation or small business!The truth about recession-proofing your business with email marketingThe truth about measuring results and improving promotional and newsletter campaignsThe truth about email marketing versus spamThis book reveals 49 proven email marketing best practicesand bite-size, easy-to-use techniques that get results Email marketing is one of the most incredibly powerful yet misunderstood marketing channels of the business world. While many companies practice email marketing, few get it right. Industry expert, Simms Jenkins, provides a set of best practices to help you assess and refine your strategy and tactics. Your organization can gain much from new and proven approaches to email marketing: strengthen customer relationships, create loyalty, and build trust and awareness. The result is increased responses in sales, leads, registrations, and more.
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Table of contents

Introduction ix Foreword by Mark Brownlow xiii Part I The Truth About Why Email Works Truth 1 Email is a powerful marketing tool 1 Truth 2 Permission-based email marketing is not spam 5 Truth 3 Email marketing is extremely cost-effective, targeted, and measurable 9 Truth 4 Email is stronger than ever 13 Part II The Truth About Email Budgeting and ROI Truth 5 Don't be cheap: email cuts other costs, so invest in it 17 Truth 6 Using email ROI to guide your budget 21 Truth 7 Keeping your email program alive when budgets are cut 25 Part III The Truth About Organizing an Email Department Truth 8 Deciding to outsource or bring in-house 29 Truth 9 Finding the right partner 33 Truth 10 Getting the ball rolling with your email marketing partner 37 Truth 11 What makes a good email marketing manager 41 Part IV The Truth About Customer-Focused Email Strategy Truth 12 How to be relevant 45 Truth 13 Making your first impression count 49 Part V The Truth About Creating and Growing a List Truth 14 It is not easier to ask for forgiveness 53 Truth 15 How to create an email list 57 Truth 16 Using lead-generation tactics to build your list 61 Truth 17 Complement email list growth with search 67 Truth 18 Keep a clean list 71 Truth 19 The benefits of a robust preference center 75 Truth 20 Get more from your email list 79 Part VI The Truth About Best Practices Truth 21 Length and your call to action 83 Truth 22 Creating an email newsletter 87 Truth 23 Establishing the right email frequency 91 Truth 24 Personalization 95 Truth 25 Segment lists for more targeted emails 99 Truth 26 Great Subject lines drive a strong response 103 Truth 27 Consider the From line 107 Truth 28 Test, test, test 111 Truth 29 Maximizing system-generated and automated emails 115 Truth 30 Use your signature line 119 Truth 31 Top to bottom advice for better emails 123 Truth 32 Audit your email program annually 127 Part VII The Truth About Getting into and Optimizing the Inbox Truth 33 The basics of deliverability 131 Truth 34 Understanding rendering 135 Truth 35 Creating email campaigns for mobile devices 139 Part VIII The Truth About Measuring Email Performance Truth 36 Know your email metrics, part 1 143 Truth 37 Know your email metrics, part 2 147 Truth 38 Remarketing for results 151 Part IX The Truth About Privacy and CAN-SPAM Truth 39 Understanding the CAN-SPAM Act 155 Truth 40 A closer look at spam 159 Truth 41 The varying levels of permission 163 Truth 42 What your privacy policy should cover 169 Part X The Truth About Automated Email Truth 43 Create a meaningful welcome message 173 Truth 44 Creating an unsubscribe process 177 Truth 45 The right (and wrong) ways to monitor replies to your email campaigns 181 Part XI The Truth About B2B and International Email Programs Truth 46 Delivering on business-to-business (B2B) email campaigns 185 Truth 47 Best practices for international email efforts 189 Part XII The Truth About Where Email Is Headed Truth 48 The impact of social media on email 193 Truth 49 The future of email marketing 197 References 201 Acknowledgments 204 About the Author 206 Appendixes (on the companion Web site only) Appendix A Recommended sites, newsletters, and blogs Appendix B Glossary Appendix C Useful statistics
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About G. Simms Jenkins

Simms Jenkins is chief executive officer of BrightWave Marketing, an award-winning email marketing services firm specializing in the strategic optimization of email marketing programs. He has extensive relationship and interactive marketing experience on both the client and agency side. Jenkins has led BrightWave Marketing in establishing a large and diverse client list, including top-tier brands such as ACS, BellSouth, California Casualty, CoreNet Global, Lowe's, Sports Illustrated, and Ted's Montana Grill, as well as leading advertising and marketing firms. Jenkins is regarded as one of the leading experts in the email marketing industry, and the expertise of both Jenkins and BrightWave clients have been recognized and featured by a range of prominent media outlets, including Bloomberg and The Atlanta Journal-Constitution. Jenkins and his column for iMedia Connection, a leading interactive marketing and media publication, have been called one of the top 21 information sources for email marketers. In 2007, Jenkins facilitated a major industry partnership as BrightWave Marketing and The Email Experience Council joined forces to launch EmailStatCenter.com, the first centralized online repository of statistics and research specific to the email marketing industry. Prior to founding BrightWave Marketing, Jenkins headed the Customer Relationship Management (CRM) group at Cox Interactive Media, a unit of media giant Cox Enterprises. Jenkins serves on the eMarketing Association's board of advisors and is a board member of Atlanta Interactive Marketing Association (AiMA). Jenkins is a graduate of Denison University in Granville, Ohio, and resides in Atlanta with his wife and two sons. Jenkins' company website is www.BrightWaveMarketing.com and his website for the book is www.TheTruthAboutEmailMarketing.com.
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Rating details

15 ratings
3.93 out of 5 stars
5 27% (4)
4 40% (6)
3 33% (5)
2 0% (0)
1 0% (0)
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