The complete guide to e-mail marketing : how to create successful, spam-free campaigns to reach your target audience and increase sales

Cover image for The complete guide to e-mail marketing : how to create successful, spam-free campaigns to reach your target audience and increase sales

Title:

Personal Author:

Brown, Bruce Cameron, 1965-

Publication Information:

Ocala, Fla. : Atlantic Pub. Group, 2007

ISBN:

9781601380425

Subject Term:

Telemarketing

Internet marketing

Available:*

Library	Item Barcode	Call Number	Material Type	Item Category 1	Status
Searching... PSZ KL	30000010169085	HF5415.1265 B764 2007	Open Access Book	Book	Searching... Unknown

Researchers estimate that e-mail marketing revenues have recently surpassed $1.8 billion dollars annually. Are you getting your share? According to Jupiter Research, 93 percent of U.S. Internet users consider e-mail their top online activity. E-mail is a fast, inexpensive, and highly effective way to target and address your audience.

Companies like Microsoft, Amazon.com, Yahoo, as well as most Fortune 1000 firms are using responsible e-mail marketing for one simple reason. It works! And it generates profits immediately and consistently!In this new groundbreaking book you will learn how to create top-notch e-mail marketing campaigns, how to build stronger customer relationships, generate new qualified leads and sales, learn insider secrets to build your e-mail list quickly, deal with spam filters, and the optimum days and times to send your e-mails.

You will have step-by-step ways to:

* Build your business quickly using responsible, ethical e-mail marketing

*Leverage your current Web site, using auto responders

* Write effective e-mail advertising copy

* Develop newsletters

* Write winning subject lines

* Get high click-through rates* Format your messages

* Put the subscription form on your site

* Use pop ups

* Use single or double opt-in subscriptions

* Increase the response rate of your offer dramatically

* Format your e-mail so that it will be received and read

* Choose between text or HTML e-mail (and why)

* Reduce advertising expenses

* Have measurable marketing results with instant feedback

* Automate the whole e-mail marketing process

In addition, we spent thousands of hours interviewing, e-mailing, and communicating with hundreds of today s most successful e-mail marketing experts. This book contains their secrets and proven successful ideas, including actual case studies. If you are interested in learning hundreds of hints, strategies, and secrets on how to implement effective e-mail marketing campaigns and ultimately earn enormous profits, then this book is for you.

Atlantic Publishing is a small, independent publishing company based in Ocala, Florida. Founded over twenty years ago in the company presidentâe(tm)s garage, Atlantic Publishing has grown to become a renowned resource for non-fiction books. Today, over 450 titles are in print covering subjects such as small business, healthy living, management, finance, careers, and real estate. Atlantic Publishing prides itself on producing award winning, high-quality manuals that give readers up-to-date, pertinent information, real-world examples, and case studies with expert advice. Every book has resources, contact information, and web sites of the products or companies discussed.

Author Notes

Bruce C. Brown is an award-winning author of more than ten books as well as an active duty Coast Guard officer, where he has served in a variety of assignments for more than 26 years. Bruce is married to Vonda and has three sons: Dalton, Jordan, and Colton. His previous works include: He holds degrees from Charter Oak State College and the University of Phoenix.He currently resides in North Carolina.

Foreword	p. 9
Chapter 1 Introduction	p. 13
Who is this Book for	p. 14
How this Book is Organized	p. 15
Benefits of Using E-mail	p. 18
Chapter 2 History & Understanding of E-Mail Marketing	p. 21
Online Marketing	p. 24
Internet Marketing	p. 25
E-mail Marketing	p. 26
Internet Advertising	p. 27
Types of Online Advertisements	p. 28
Understanding Banner Advertising	p. 28
Static vs. Dynamic vs. E-mail	p. 30
E-mail Marketing vs. Spam	p. 32
Chapter 3 Introduction to E-mail Marketing	p. 35
E-mail Marketing is Ideal for	p. 36
E-mail Marketing is Not Ideal for (Nor Will it Work For)	p. 36
E-mail Abuse and Spam	p. 37
E-mail Marketing Walkthrough	p. 38
Plan your E-mail Marketing Campaign	p. 38
Target your Audience & Content	p. 39
Write & Design your E-mail	p. 39
Set up your Online Mail Distribution Method	p. 40
Review your E-mail List	p. 40
Test your E-mail	p. 41
Schedule your E-mail Blast	p. 41
Send your E-mail Blast	p. 41
Analyze Results	p. 42
Chapter 4 Spam, Spam, Spam!	p. 45
Phishing	p. 46
CAN-Spam Act	p. 47
CAN-Spam Act Requirements	p. 48
Spam Tools	p. 50
Chapter 5 Opt-In and Opt-Out	p. 63
Opt-In and Opt-Out Concepts	p. 63
Chapter 6 How to Create & Grow Your E-mail Lists	p. 69
Proven Methods to Grow your E-mail List	p. 70
How to keep People from Unsubscribing from Your E-mail List	p. 77
Chapter 7 How to Design an Effective E-mail Campaign	p. 79
E-mail Campaign Basics	p. 80
Developing an E-mail Marketing Campaign	p. 81
HTML vs Text Format	p. 83
Options for E-mail Marketing Service Providers	p. 85
All-in-One E-Mail Marketing Service Providers	p. 87
E-Mail Marketing Specialists	p. 90
Mass E-Mail Marketing Software	p. 91
E-mail Marketing Director Overview	p. 92
Who is E-mail Marketing Director for	p. 94
What can you do with E-mail Marketing Director?	p. 94
Other Mass E-mail Applications	p. 95
Chapter 8 Target & Segment Your Audience	p. 101
When Not to Use Targeting & Segmentation	p. 101
When to Use Targeting & Segmentation	p. 102
Personalization	p. 103
Collecting Demographic Data	p. 104
Maintaining Multiple Lists	p. 105
Chapter 9 How to Write an Effective E-mail	p. 113
HTML vs Text Format	p. 113
How to Design an HTML E-mail	p. 114
Tools and Advice for Creating your E-mail Masterpiece	p. 116
How to Design a TEXT Based E-mail	p. 121
Auto-Responders	p. 123
Chapter 10 The Subject Line	p. 133
Basic Rules for Writing Subject Lines	p. 135
Do's and Don'ts when Creating your Subject Line	p. 136
Chapter 11 When to E-mail, How Often, and What Time	p. 141
What Day of the Week is best to E-mail	p. 141
What Time of the Day is the Best to Send E-mail Campaigns	p. 142
How to Determine the Frequency for E-mail Campaigns	p. 143
Chapter 12 The Future of E-mail Marketing	p. 145
Chapter 13 Search Engine Optimization	p. 147
Successful Search Engine Optimization	p. 148
Meta Tag Definition and Implementation	p. 149
The Title Tag	p. 151
The Description Tag	p. 151
The Keywords Tag	p. 152
The Robots Tag	p. 153
Other Meta Tags	p. 154
ALT Tags	p. 154
How to Use the Correct Keywords	p. 155
Optimization of Web Page Content	p. 156
Optimize your Web Site	p. 157
Web Site Optimization Tips, Hints, and Secrets	p. 158
Web Design & Optimization Suggestions	p. 161
How Do Search Engines Work?	p. 164
Using a Search Engine Optimization Company	p. 165
Search Engine Registration	p. 167
Search Engine Optimization Checklist	p. 170
Free Web Site Search Engine Submission Sites	p. 171
Additional Free Web Site Optimization Tools	p. 172
Web Site Design and Optimization Tools	p. 172
Chapter 14 Summary	p. 175
Top Reasons to Follow the Guidelines in this Book	p. 175
Chapter 15 E-Mail Marketing Case Studies	p. 177
Chapter 16 Industry Hints, Tips, & Secrets	p. 195
Author Biography and Dedication	p. 267
Glossary	p. 269
Index	p. 285

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Summary

Summary

Author Notes

Table of Contents