Total e-mail marketing:
Gespeichert in:
| 1. Verfasser: | |
|---|---|
| Format: | Buch |
| Sprache: | English |
| Veröffentlicht: |
Oxford [u.a.]
Butterworth-Heinemann
2003
|
| Ausgabe: | 1. publ. |
| Schlagworte: | |
| Online-Zugang: | Inhaltsverzeichnis |
| Beschreibung: | XII, 228 S. Ill., graph. Darst. |
| ISBN: | 0750657545 |
Internformat
MARC
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Datensatz im Suchindex
| _version_ | 1804130486091513856 |
|---|---|
| adam_text | Contents
Preface ix
Why total e mail marketing? ix
How is the book structured? ix
Who is this book for? x
Learning features xi
Acknoivkdgements xiii
Chapter 1 Introduction 1
Chapter at a glance 2
Introduction: typical e mail marketing questions 2
iModelling and measuring e mail marketing effectiveness 4
Why e mail marketing matters 6
Why e mail marketing beats direct mail 7
Why e mail marketing beats web site based marketing 10
Why total e mail marketing ? 11
Meeting the challenges of total e mail marketing 12
Why e mail marketing is not so different from direct mail 14
References 18
Web links 18
Chapter 2 E mail marketing fundamentals 19
Chapter at a glance 20
Introduction 20
Permission marketing 21
Legal constraints 25
Customer relationship management 30
CRM: a health warning 38
Online CRM 38
Personalisation and mass customisation 39
An integrated e mail marketing approach to CRM 42
References 46
Wreb links 47
Chapter 3 E mail campaign planning 48
Chapter at a glance 49
Introduction 49
vi j«
Objective setting 5U
E mail campaign budgeting 56
Campaign design: targeting, offer, timing, creative 59
Campaign integration 68
The creative brief 2
Measurement *
Continuous improvement of campaigns 78
Testing 80
Campaign management and resourcing 82
87
References °
Web links 83
Chapter 4 E mail for customer acquisition 84
Chapter at a glance 85
Introduction 86
Building a house e mail list 87
Stage 1: Devising incentives 90
Stage 2: Using online and offline communications to drive traffic to the web site 91
Using a rented list of e mails to acquire customers via e mail 98
Placing advertising in third party e mail newsletters 106
Usenet 108
Stage 3: Revising web site design to emphasise offer 110
Stage 4: Defining profiling needs and capture form HI
Stage 5: Selecting permission levels: what does opt in really mean? H5
Stage 6: Drawing up a privacy statement H8
Stage 7: Defining the opt out H8
Stage H: Follow up registration 1
Other forms of customer acquisition 122
Keeping e mail addresses current 123
Viral marketing I 4
Measuring acquisition effectiveness 1
References 12)
Web links 130
Chapter 5 Using e mail for customer retention ^
Chapter at a glance 1
Introduction 1
Planning retention
K newsletters 1 ^
Virtual communities and discussion lists
References 154
Web links 155
Chapter 6 Crafting e mail creative
Chapter at a glance 5
vii
Introduction 157
F. mail usage constraints 15S
The HTML versus text decision 160
F. mail structure 166
E mail headers 166
F. mail style and personality 169
E mail body content 169
Copywriting 174
Calls to action 177
Landing pages 1S1
Testing creative 1X2
E newsletter design 1 X2
1 low not to do it 1 S7
References 1XX
Chapter 7 F. mail marketing management 189
Chapter at a glance 190
Selecting solution providers 190
Managing a campaign 192
Choosing e mail management software 194
List servers 196
Desktop e mail management software 197
Application service provider model 19S
Managing the house list 199
Managing inbound e mail 201
References 206
Web links 206
Chapter 8 E mail marketing innovation 208
Chapter at a glance 209
Solving the SPAM problem 209
Rich media e mails 215
Messaging through mobile or wireless access devices 21
Picture messaging 221
References ^ 222
Web links 223
Index 22 5
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| illustrated | Illustrated |
| indexdate | 2024-07-09T19:21:47Z |
| institution | BVB |
| isbn | 0750657545 |
| language | English |
| oai_aleph_id | oai:aleph.bib-bvb.de:BVB01-010679773 |
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| physical | XII, 228 S. Ill., graph. Darst. |
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| spelling | Chaffey, Dave 1963- Verfasser (DE-588)131879537 aut Total e-mail marketing Dave Chaffey 1. publ. Oxford [u.a.] Butterworth-Heinemann 2003 XII, 228 S. Ill., graph. Darst. txt rdacontent n rdamedia nc rdacarrier Electronic mail messages Telemarketing E-Mail (DE-588)4191427-2 gnd rswk-swf Telemarketing (DE-588)4215401-7 gnd rswk-swf E-Mail (DE-588)4191427-2 s Telemarketing (DE-588)4215401-7 s DE-604 HBZ Datenaustausch application/pdf http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=010679773&sequence=000002&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA Inhaltsverzeichnis |
| spellingShingle | Chaffey, Dave 1963- Total e-mail marketing Electronic mail messages Telemarketing E-Mail (DE-588)4191427-2 gnd Telemarketing (DE-588)4215401-7 gnd |
| subject_GND | (DE-588)4191427-2 (DE-588)4215401-7 |
| title | Total e-mail marketing |
| title_auth | Total e-mail marketing |
| title_exact_search | Total e-mail marketing |
| title_full | Total e-mail marketing Dave Chaffey |
| title_fullStr | Total e-mail marketing Dave Chaffey |
| title_full_unstemmed | Total e-mail marketing Dave Chaffey |
| title_short | Total e-mail marketing |
| title_sort | total e mail marketing |
| topic | Electronic mail messages Telemarketing E-Mail (DE-588)4191427-2 gnd Telemarketing (DE-588)4215401-7 gnd |
| topic_facet | Electronic mail messages Telemarketing |
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