The Constant Contact Guide to Email Marketing

ISBN-13: 9780470503416 / Angielski / Twarda / 2009 / 224 str.

Sr. Eric Groves; John Arnold

Opis

The leading email marketing firm shows you how to create high-impact, low-cost campaigns Email marketing is an incredibly cost-effective way to establish and build relationships that drive business success. But, it can also be a challenge because the inbox is a hostile environment. Whether your email is noteworthy--or an annoying waste of your customer's time--depends on your ability to stick to stick the fundamentals of good marketing and authentic relationship building. The Constant Contact Guide to Email Marketing presents best practices and relationship-building principles from America's leading email marketing firm. With over 280,000 small business and non-profit clients, Constant Contact is constantly testing and learning what works and what doesn't, and it's all here. There's no other email guide on the market that provides this level of comprehensive, practical guidance. Whether you're starting your own small business or need to grow on a shoestring budget, this book will get you up to speed fast. Learn about:

• Ten email pitfalls that will get your business into trouble
• Ten things your customers expect you to do
• The "soft" benefits of email marketing
• Using email in combination with other marketing efforts
• How four types of permissions can make or break your strategy
• Building an email list that is valuable and effective
• Creating valuable content
• Choosing an effective, professional email format
• Ensuring your emails are delivered, opened, and read

With The Constant Contact Guide to Email Marketing, you'll learn to avoid the common mistakes of email marketing, give your customers content they love, and combine an effective email marketing strategy with your traditional marketing efforts--giving you way more bang for your marketing buck.

Spis treści

Acknowledgments.

Chapter 1 The 40 "Know It or Blow It" Rules of Email Marketing.

Chapter 2 The Power of Email Relationships.

Chapter 3 Making Money: The Economics of Email.

Chapter 4 The Benefits of Permission–Based Email Marketing.

Chapter 5 Building a Quality Email List.

Chapter 6 Making Your Email List More Valuable.

Chapter 7 The Three Rules of Valuable Email Content.

Chapter 8 Creating Email Content That Leads to Action.

Chapter 9 Looking Professional: Choosing an Effective Email Format.

Chapter 10 Making Introductions: Subject Lines, From Lines, and Frequency.

Chapter 11 Email Filters and Other Delivery Challenges.

Chapter 12 Tracking and Improving Email Campaigns.

Chapter 13 Collecting More Feedback with Surveys.

Chapter 14 Getting Beyond the Inbox.

About the Author.

About Constant Contact.

Index.

O autorze

Eric Groves is Senior Vice President of Global Market Development for Constant Contact.

Blurb

Praise for The Constant Contact Guide to Email Marketing

"Understanding how to build lasting customer relationships is a requirement for any business′s success. The Constant Contract Guide to Email Marketing is one of the best combinations of practical insight and actionable advice on that topic that I have encountered."
W. Kenneth Yancey, Jr., CEO, SCORE, Counselors to America′s Small Business

"I have interviewed Eric on many occasions and am thrilled that he has finally put his wisdom into a book. He is a master of email marketing and truly knows what makes small businesses tick. This book is a must–read for every business owner looking for a leg up against the competition."
Susan Wilson Solovic, CEO, SBTV.com Small Business Television

"Marketing your business without understanding the concepts here would be like driving in Boston for the first time without GPS lots of wasted time (and possibly tears). If you want a great return on your email marketing investment, start by reading this book."
Michael Katz, founder and Chief Penguin, Blue Penguin Development

"We have been using the concepts in this book for the past five years, and they have radically changed how we market our business. Not only have we saved tens of thousands of dollars in postage alone (sorry USPS), but we also generate significant sales every time we send a campaign. This is one book I hope my competition doesn′t read!"
Ken Giddon, President, Rothman′s NY

"Instead of allowing or encouraging clients to distribute endless streams of spam (yuck!), Constant Contact teaches clients to use email marketing to build their businesses in a healthy, sustainable, and profitable way. In the long run, this training means Constant Contact is more of a mentor than a vendor. And it makes all the difference in the world."
Michelle E. Villalobos, CEO and founder, Mivista Consulting, Inc.