Buch, Englisch, 224 Seiten, Format (B × H): 162 mm x 232 mm, Gewicht: 404 g
ISBN: 978-0-470-50341-6
Verlag: Wiley
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.
Autoren/Hrsg.
Fachgebiete
- Wirtschaftswissenschaften Betriebswirtschaft Bereichsspezifisches Management Vertrieb
- Wirtschaftswissenschaften Betriebswirtschaft Bereichsspezifisches Management E-Commerce, E-Business, E-Marketing
- Wirtschaftswissenschaften Betriebswirtschaft Bereichsspezifisches Management Außenhandel
- Wirtschaftswissenschaften Betriebswirtschaft Bereichsspezifisches Management Marketing
Weitere Infos & Material
Acknowledgments vii
Chapter 1 The 40 “Know It or Blow It” Rules of Email Marketing 1
Chapter 2 The Power of Email Relationships 14
Chapter 3 Making Money: The Economics of Email 29
Chapter 4 The Benefits of Permission-Based Email Marketing 44
Chapter 5 Building a Quality Email List 62
Chapter 6 Making Your Email List More Valuable 74
Chapter 7 The Three Rules of Valuable Email Content 89
Chapter 8 Creating Email Content That Leads to Action 106
Chapter 9 Looking Professional: Choosing an Effective Email Format 121
Chapter 10 Making Introductions: Subject Lines, From Lines, and Frequency 145
Chapter 11 Email Filters and Other Delivery Challenges 156
Chapter 12 Tracking and Improving Email Campaigns 170
Chapter 13 Collecting More Feedback with Surveys 186
Chapter 14 Getting Beyond the Inbox 195
About the Author 203
About Constant Contact 204
Index 207
