Total E-mail Marketing: Maximizing Your Results from Integrated E-Marketing

ISBN-13: 9780750680677 / Angielski / Miękka / 2006 / 296 str.

Dave Chaffey

Opis

Comprehensive and with a strong practical focus, this volume presents a complete guide to maximising the range and impact of e-mail marketing techniques. It analyses where e-mail marketing works and where it shouldn't be used, and includes guidance on the treatment of inbound and outbound e-mail.

Spis treści

Why Total e-mail marketing?; How is the book structured?; Who is this book for?; Learning features; Preface to second edition; Acknowledgements; Chapter 1 Introduction; Modelling and measuring e-mail marketing effectiveness; Why e-mail marketing matters; Why e-mail marketing beats Direct Mail; Why e-mail marketing beats web site-based marketing; Why ‘Total e-mail marketing’?; Meeting the challenges of total e-mail marketing; Chapter 2 E-mail marketing fundamentals; Introduction; Permission marketing; E-permission marketing principles; Legal constraints; Customer relationship management (CRM); Online CRM; Personalisation and mass customisation: References; Chapter 3 E-mail campaign planning; Introduction; Objective setting; E-mail campaign budgeting; Campaign design – Targeting – Offer – Timing – Creative; Campaign Integration; The creative brief; Measurement; Continuous improvement of campaigns; Testing; Campaign management and resourcing; References; Web links; Chapter 4 E-mail for customer acquisition; Introduction; Building a house e-mail list; Using e-mail marketing to support customer acquisition; Web-based customer acquisition strategy- 1. Devise incentives (s); 2. Use online and offline communications to drive traffic to the web site; 3. Revise web site design to emphasise offer; 4. Define profiling needs and capture form; 5. Select permission levels - what does opt-in really mean?; 6. Draw-up privacy statement; 7. Define the opt-out; 8. Follow-up registration; Measuring acquisition effectiveness; References; Chapter 5 Using e-mail for customer retention; Introduction; Success factors for online retention; Planning retention; Targeting approaches; RFM analysis; E-newsletters – defining and refining; References; Chapter 6 Crafting e-mail creative; Introduction; Understanding consumers e-mail behaviour; E-mail usage constraints; E-mail creative structure; E-mail headers; Banner and headline; E-mail creative formatting; E-newsletter design; Copywriting for E-mail; Landing pages; Testing creative; How not to do it!; References; Web links; Chapter 7 E-mail marketing management; Selecting solution providers; Managing a campaign; Choosing e-mail management software and services; Managing the house list; Managing inbound e-mail; References; Web links; Chapter 8 E-mail marketing challenges & innovation; Improving deliverability; Touch frequency; Rich media e-mails; Messaging through mobile or wireless access devices; Really Simple Syndication; References; Web links

O autorze

Dave Chaffey