电子邮件营销指南E-Mail Marketing For Dummies

2007-11  

John Arnold  

336  

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E-mail seems like a terrific marketing tool — until you think about all that spam clogging up your own inbox. But of course YOUR message isn’t spam. So how do you use e-mail to market without becoming a spammer? Done properly, e-mail marketing is highly effective. E-Mail Marketing For Dummies can help you send your message to the inboxes of the world while observing professional standards, improving your deliverability, and executing your e-mail marketing strategy in line with current laws. You'll discover the secrets to creating professional and inviting e-mail messages, locating receptive respondents, tracking the results, and finding out whether your program is working. You’ll be able to: Combine e-mail with other marketing media Develop a winning strategy, build a quality e-mail list, and find success Comply with anti-spam laws Set reasonable objectives Decide whether to use an e-mail service provider Brand your e-mails Build relationships with your customers Increase your “open” rate and find out who’s actually opening your e-mails Use e-mail to improve search engine optimization And if you’re not a bona fide, pocket-protector-carrying geek, this book is perfect. It’s written for business people who need to get return on their time as well as their marketing efforts. Whether you read it straight through or dive right into the part you need most, E-Mail Marketing For Dummies is all about using e-mail to help your business prosper.

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 Part III: Constructing an Effective Marketing E-Mail Chapter 6: Designing Your E-Mails Chapter 7: Creating From and Subject Lines That Get Noticed Chapter 8: Including Text in Your E-Mails Chapter 9: Including Images in Your E-Mails Chapter 10: Making Your E-Mail Content Valuable Part IV: Delivering and Tracking Your E-Mails Chapter 11: Tracking Your E-Mail Campaign Results Chapter 12: Maximizing E-Mail Deliverability Chapter 13: Capitalizing on Clicks and Other Responses Part V: The Part of Tens Chapter 14: Top Ten Worst E-Mail Content Blunders Chapter 15: Ten E-Mail Marketing Resources Appendix A: HTML Primer Appendix B: A Sample E-Mail Portfolio Index

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