Email Marketing: An Hour a Day

ISBN-13: 9780470386736 / Angielski / Miękka / 2008 / 312 str.

Jeanniey Mullen; David J. Daniels

Opis

If the idea of starting an email marketing campaign overwhelms you, the authors of Email Marketing: An Hour a Day will introduce you to email marketing basics, demonstrate how to manage details and describe how you can track and measure results. Case studies, step-by-step guides, checklists, quizzes and hands-on tutorials will help you execute an email marketing campaign in just one hour a day. When you feel comfortable with the basics, learn how to use video and audio enabled email, implement tools like mobile devices and leverage social networks.

Spis treści

Foreword.

Introduction.

Chapter 1 Understanding Email Marketing Today.

How We Got Here.

What Email Means to Your Audience.

The Five Types of Email .

Understanding the Economic Impact of Email.

Test Your Knowledge.

Chapter 2 The Five Critical Elements of Every Email You Create.

Creating Brand Impact.Adding Intelligence to Your Design.

Driving the Purchase.

Creating Transactional/Service Messages.

Adding Viral Marketing Elements.

Test Your Knowledge.

Chapter 3 Getting Ready to Build Your Email Marketing Efforts.

Aligning Your Strategy with Your Tools.

Evaluating Vendors.

Organizational Readiness: Resources Required for Success.

Budgeting for the Future.

Justification: Selling Your Boss on the Return on Investing in Email.

Test Your Knowledge.

Chapter 4 What Happens Once You Send Your Email.

Defining the Analytics Framework.

What to Do If Something Goes Wrong.

Revisiting Your Budget.

The Email Marketing Database and Future Multichannel Efforts.

The Top Five Ways You Can Mess Things Up If You Are Not Really Careful.

Test Your Knowledge.

Chapter 5 Eight Key Drivers of Your Email Campaign 77

Key Driver 1: Email Address Acquisition.

Key Driver 2: Creative/Copy.

Key Driver 3: Making the Data Work.

Key Driver 4: Multichannel Integration.

Key Driver 5: Technology (Delivery, Deployment, and Design).

Key Driver 6: Reporting/Analytics.

Key Driver 7: Privacy/Governmental Control.

Key Driver 8: Reactivation.

Test Your Knowledge.

Chapter 6 Preparing Your Email Marketing Strategy.

Week 1: Preparing Your Resource Arsenal.

Week 2: Building the Blueprint for Success.

Week 3: Counting Down to Go Time .

Week 4: Testing Your Way to the First Campaign.

Test Your Knowledge.

Chapter 7 Month 2: Ensuring Success as You Launch Your Campaign.

Week 1: Sending Your First Campaign.

Week 2: Creating a Plan to Optimize Your Results.

Week 3: Measuring Email s Impact on Other Channels.

Week 4: Promoting Your Email Results Within Your Organization.

Test Your Knowledge.

Chapter 8 Month 3: Adding Bells and Whistles.

Week 1: Using Email as a Feedback Tool.

Week 2: Creating Video– and Audio–Enabled Emails.

Week 3: Creating Mobile Email.

Week 4: Creating Social Email.

Test Your Knowledge.

Chapter 9 Getting Ready for Year 2 and Beyond.

Iterative Financial Analysis: Analytics Over Time.

ESP Refresh: Evaluating Your ESP and Technology Partners.

Assessing Future Trends.

Journey On.

Appendix A Vendor Resource List.

Associations, Events, and Publications.

Email Service Providers.

Delivery Service Providers and Reputation and Accreditation Management Services.

Market Research, Agencies, and Consultants.

Technology Vendors.

Web Analytics Vendors.

Appendix B Email Checklists.

Email Design.

Code QA Testing.

Glossary.

Index.

O autorze

Jeanniey Mullen is the Executive Vice President and Chief Marketing Officer for Zinio and VIVmag and is also the founder and Chairperson of the Email Experience Council. She is an expert in the email and online marketing world and has more than two decades of experience helping B2B and B2C clients such as IBM, Yahoo!, and American Express harness the power of a digital dialog to drive revenue, improve brand impact, and enhance customer relationships.

David L. Daniels is a multichannel marketing consultant who has been the leading analyst voice shaping the email marketing industry. David currently serves as Vice President and principal analyst with Forrester Research. Prior to his role as an industry analyst, David held senior level positions at Apple, Urban Outfitters/Anthropologie, MicroWarehouse, Genesis Direct/ProTeam, and CDA Computer Sales.

Blurb

Create Relationships and Revenue with Winning Email Marketing Campaigns

A Step–by–Step Guide

Email delivers significant ROI, increases brand loyalty, and is one of the most powerful tools in your marketing arsenal when used properly. Are you getting the most out of your current efforts? Are your campaigns profitable? Are you building brand equity? Are you integrating campaigns with other channels? Renowned email marketers Jeanniey Mullen and David L. Daniels offer a fresh, insightful look at modern email marketing in today′s customer–centric marketplace. They′ll alert you to the newest concepts, hottest trends, most budget–friendly tools, and best practices while they help you build, deploy, and manage a smart, day–by–day plan for success.

• Leverage eight different ways to use email for better results

• Use website analytics to improve your email efforts

• Create multichannel marketing strategies from your email database

• Set up high–impact video– and audio–enabled emails

• Develop email strategies for mobile devices and social networks

• Track, measure, analyze, and report your results

• You′ll also find:

• What not to do when you send an email

• Straightforward tools for adding email to your current marketing plan and getting budget approval

• Online resources, cheat sheets, a glossary, and much more

• Real–world "From the Trenches" case studies that illustrate successes to learn from and mistakes to avoid

Praise for Email Marketing: An Hour a Day

"You don′t have to quit your day job to start or radically improve your email marketing program. Just set this book and a decent pen next to wherever you brew your coffee. You and your bottom line will be glad you did."
Tom Gerace, CEO and founder, Gather.com

"Jeanniey and David have written a book in which the power of email marketing becomes simple to understand and easy to implement."
Dr. Ramesh A. Lakshmi–Ratan, Executive Vice–President and Chief Operating Officer, Direct Marketing Association

"Common wisdom advises that ′the money is in the list.′ That is absolutely true if you provide the proper experience. This book gives you real–world advice on planning campaigns for maximum impact, how to measure and improve your campaign′s effectiveness, and how to do it based on your budget and resources."
Bryan Eisenberg, New York Times author of Waiting For Your Cats to Bark