Overview

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.

Full Product Details

Author:   John Arnold
Publisher:   John Wiley and Sons Ltd
Imprint:   John Wiley & Sons Ltd
Edition:   2nd Edition
Dimensions:   Width: 18.80cm , Height: 2.10cm , Length: 23.50cm
Weight:   0.592kg
ISBN:  

9780470947678

ISBN 10:   0470947675
Pages:   384
Publication Date:   01 April 2011
Audience:   Professional and scholarly ,  Professional & Vocational
Format:   Paperback
Publisher's Status:   Active
Availability:   In Print  
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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.

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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.

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