ENGLISH

The Truth About Email Marketing, The

By Simms Jenkins

Book information

Publisher
Que Publishing
Year
2008
ISBN
0789737949, 9780789737946
Language
english
Format
PDF
Filesize
992 kB (1016035 bytes)
Pages
220\224
Time added
2020-04-11 14:53:47

Description

Praise for The Truth About Email Marketing   “It’s refreshing to see an author address specifics instead of gloss over generalities that can be boiled down to one sentence. Simms’ book debunks the top email marketing myths in a readable and logical fashion.” Tad Clarke, Editorial Director, MarketingSherpa Inc.   “Anyone interested in maximizing their marketing budgets should stop what they are doing and read this book. Simms' deep experience in email marketing is widely evident in this very insightful and fact-filled book. Great insight into an area of marketing that is often overlooked. Plus, its a fun, easy read...especially for us marketers!” Jeff Hilimire, President, Engauge Digital   “Simms has a great knack for simplifying the complex world of email. From the novice email marketer to the email aficionado, The Truth about Email Marketing provides insight and thought-provoking content that all of us can use in our email and online marketing efforts.” Aaron Kahlow, CEO & Founder, Online Marketing Summit   “Simms Jenkins expertly outlines a series of useful Truths to ensure effective and highly optimized, permission-based email marketing programs. Take advantage of Simms' battle scars and set yourself on a direct course that unleashes the power of this important marketing channel.” Sam Cece, Chief Executive Officer, StrongMail Systems   Everything you must know to utilize email marketing in your corporation or small business! The truth about recession-proofing your business with email marketing The truth about measuring results and improving promotional and newsletter campaigns The truth about email marketing versus spam This book reveals 49 proven email marketing best practices and bite-size, easy-to-use techniques that get results   Email marketing is one of the most incredibly powerful yet misunderstood marketing channels of the business world. While many companies practice email marketing, few get it right. Industry expert, Simms Jenkins, provides a set of best practices to help you assess and refine your strategy and tactics. Your organization can gain much from new and proven approaches to email marketing: strengthen customer relationships, create loyalty, and build trust and awareness. The result is increased responses in sales, leads, registrations, and more.     Cover Contents Foreword Introduction Part I: The Truth About Why Email Works TRUTH 1 Email is a powerful marketing tool TRUTH 2 Permission-based email marketing is not spam TRUTH 3 Email marketing is extremely cost-effective, targeted, and measurable TRUTH 4 Email is stronger than ever Part II: The Truth About Email Budgeting and ROI TRUTH 5 Don’t be cheap: email cuts other costs, so invest in it TRUTH 6 Using email ROI to guide your budget TRUTH 7 Keeping your email program alive when budgets are cut Part III: The Truth About Organizing an Email Department TRUTH 8 Deciding to outsource or bring in-house TRUTH 9 Finding the right partner TRUTH 10 Getting the ball rolling with your email marketing partner TRUTH 11 What makes a good email marketing manager Part IV: The Truth About Customer-Focused Email Strategy TRUTH 12 How to be relevant TRUTH 13 Making your first impression count Part V: The Truth About Creating and Growing a List TRUTH 14 It is not easier to ask for forgiveness TRUTH 15 How to create an email list TRUTH 16 Using lead-generation tactics to build your list TRUTH 17 Complement email list growth with search TRUTH 18 Keep a clean list TRUTH 19 The benefits of a robust preference center TRUTH 20 Get more from your email list Part VI: The Truth About Best Practices TRUTH 21 Length and your call to action TRUTH 22 Creating an email newsletter TRUTH 23 Establishing the right email frequency TRUTH 24 Personalization TRUTH 25 Segment lists for more targeted emails TRUTH 26 Great Subject lines drive a strong response TRUTH 27 Consider the From line TRUTH 28 Test, test, test TRUTH 29 Maximizing system-generated and automated emails TRUTH 30 Use your signature line TRUTH 31 Top to bottom advice for better emails TRUTH 32 Audit your email program annually Part VII: The Truth About Getting into and Optimizing the Inbox TRUTH 33 The basics of deliverability TRUTH 34 Understanding rendering TRUTH 35 Creating email campaigns for mobile devices Part VIII: The Truth About Measuring Email Performance TRUTH 36 Know your email metrics, part 1 TRUTH 37 Know your email metrics, part 2 TRUTH 38 Remarketing for results Part IX: The Truth About Privacy and CAN-SPAM TRUTH 39 Understanding the CAN-SPAM Act TRUTH 40 A closer look at spam TRUTH 41 The varying levels of permission TRUTH 42 What your privacy policy should cover Part X: The Truth About Automated Email TRUTH 43 Create a meaningful welcome message TRUTH 44 Creating an unsubscribe process TRUTH 45 The right (and wrong) ways to monitor replies to your email campaigns Part XI: The Truth About B2B and International Email Programs TRUTH 46 Delivering on business-to-business email campaigns TRUTH 47 Best practices for international email efforts Part XII: The Truth About Where Email Is Headed TRUTH 48 The impact of social media on email TRUTH 49 The future of email marketing References Acknowledgments About the Author

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