Erfolgreiches Newslettermarketing: Planung, Erstellung und Versand professioneller E-Mail-Newsletter
Gespeichert in:
| 1. Verfasser: | |
|---|---|
| Format: | Buch |
| Sprache: | German |
| Veröffentlicht: |
Norderstedt
Books on Demand GmbH
2007
|
| Schlagworte: | |
| Online-Zugang: | Inhaltsverzeichnis |
| Beschreibung: | 218 S. 22 cm |
| ISBN: | 9783833495625 3833495626 |
Internformat
MARC
| LEADER | 00000nam a2200000 c 4500 | ||
|---|---|---|---|
| 001 | BV035196277 | ||
| 003 | DE-604 | ||
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| 100 | 1 | |a Schmitt, Hartmut |e Verfasser |4 aut | |
| 245 | 1 | 0 | |a Erfolgreiches Newslettermarketing |b Planung, Erstellung und Versand professioneller E-Mail-Newsletter |c Hartmut Schmitt |
| 264 | 1 | |a Norderstedt |b Books on Demand GmbH |c 2007 | |
| 300 | |a 218 S. |c 22 cm | ||
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| 337 | |b n |2 rdamedia | ||
| 338 | |b nc |2 rdacarrier | ||
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| 856 | 4 | 2 | |m Digitalisierung UB Bayreuth |q application/pdf |u http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=017002796&sequence=000002&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA |3 Inhaltsverzeichnis |
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Datensatz im Suchindex
| _version_ | 1804138446843805696 |
|---|---|
| adam_text | Inhaltsverzeichnis
1 Die Grundlagen des Newslettermarketings...................................................9
1.1 Online-Marketing......................................................................................................................9
1.2 E-Mail-Marketing - Formen und Ziele....................................................................................10
1.3 Die Spam-Problematik............................................................................................................13
1.4 Permission Marketing.............................................................................................................14
1.5 Vorteile des Newslettermarketings.........................................................................................15
1.6 Die Kundenerwartungen.........................................................................................................16
1.7 Rechtliche Grundlagen............................................................................................................18
2 Die Planung der Newsletterkampagne.........................................................27
2.1 Die einzelnen Schritte der Kampagnenplanung......................................................................27
2.2 Die Ziele.................................................................................................................................30
2.3 Die Zielgruppe........................................................................................................................38
2.4 Die Ressourcen.......................................................................................................................39
2.5 Themengebiete........................................................................................................................42
2.6 Contentbeschaffung und Redaktionsplan................................................................................43
2.7 Die Versandfrequenz...............................................................................................................45
3 Die Vermarktung des Newsletters................................................................47
3.1 Formen und Ziele der Vermarktung........................................................................................47
3.2
Multichannel
Marketing - der Newsletter im
Marketing-Mix
................................................50
3.3 Kommunikation mit Kunden, Partnern und Interessenten.......................................................52
3.4 Vermarktung im Internetauftritt..............................................................................................52
3.5 Unterstützende Werbemaßnahmen..........................................................................................58
Inhaltsverzeichnis
4 Der Newsletterverteiler.................................................................................63
4.1 Aufbau und Einsatz des Newsletterverteilers..........................................................................63
4.2 Die Einwilligung des Empfangers...........................................................................................64
4.3 Adressen kaufen......................................................................................................................67
4.4 Die Zielgruppensegmentierung...............................................................................................68
4.5 Die Pflege des Verteilers.........................................................................................................71
4.6 Profilienmg.............................................................................................................................76
4.7 Die persönliche Profilseite......................................................................................................77
4.8 Abmeldung..............................................................................................................................77
5 Der Newsletter................................................................................................79
5.1 Die Darstellung des Newsletters.............................................................................................79
5.2 Dateiformat und Dateigröße....................................................................................................80
5.3 Gestaltung des Newsletters.....................................................................................................85
5.4 Das Texten des Newsletters....................................................................................................96
5.5 Die Newsletterinhalte............................................................................................................102
5.6 Personalisierung und Individualisierung...............................................................................104
6 Die
Landing-Pages
.......................................................................................109
7 Testverfahren für Newsletter und
Landing-Pages
....................................113
7.1 Das Testen des Newsletters...................................................................................................113
7.2 Der Vergleichstest.................................................................................................................117
7.3 Das Testen der
Landing-Pages
..............................................................................................119
8 Der Newsletterversand................................................................................121
8.1 Die Vorbereitung des Versands.............................................................................................121
8.2 Der optimale Versandzeitpunkt.............................................................................................123
8.3 Versandsoftware und-modeile..............................................................................................124
8.4 Die Auswahl der passenden Versandlösung..........................................................................127
8.5 Zustellbarkeit und Zustellsicherheit......................................................................................130
9 Die Nachbereitung der Newsletterkampagne............................................137
9.1 Newsletterarchiv und Newsletterverzeichnisse.....................................................................137
9.2
Response-Management
.........................................................................................................138
9.3 Follow-Ups und
Cross-Selling
..............................................................................................142
10 Die Erfolgskontrolle.....................................................................................145
10.1 Die Erfolgsmessung von Marketingkampagnen....................................................................145
10.2
Tracking
................................................................................................................................146
10.3 Zustellqualität und Newsletterverteiler.................................................................................149
10.4 Response-Messung................................................................................................................152
10.5 Controlling, Post-Click-Tracking und ROI-Analyse.............................................................157
Inhaltsverzeichnis
11 Checklisten....................................................................................................163
11.1 Checkliste 1 : Rechtliche Fragen............................................................................................163
11.2 Checkliste 2: Ziele, Zielgruppen...........................................................................................165
11.3 Checkliste 3: Budgetplanung, Dienstleister...........................................................................166
11.4 Checkliste 4: Werbung, Adressgenerierung..........................................................................168
11.5 Checkliste 5: Anmeldung, Anmeldeformular........................................................................170
11.6 Checkliste 6: Verteilerpflege, Zielgruppensegmentierung....................................................171
11.7 Checkliste 7: Redaktion, Contentbeschaffung.......................................................................174
11.8 Checkliste 8: Newsletter,
Landing-Pages
..............................................................................176
11.9 Checkliste 9: Testverfahren...................................................................................................179
11.10 Checkliste 10: Newsletterversand.........................................................................................180
11.11 Checkliste 11: Sofrwareauswahl...........................................................................................181
11.12 Checkliste 12: Kampagnen-Nachbereitung...........................................................................184
11.13 Checkliste 13: Erfolgskontrolle.............................................................................................185
12 Glossar und Abkürzungsverzeichnis..........................................................187
13 Stichwortregister..........................................................................................213
|
| any_adam_object | 1 |
| author | Schmitt, Hartmut |
| author_facet | Schmitt, Hartmut |
| author_role | aut |
| author_sort | Schmitt, Hartmut |
| author_variant | h s hs |
| building | Verbundindex |
| bvnumber | BV035196277 |
| classification_rvk | QP 650 |
| ctrlnum | (OCoLC)182777035 (DE-599)DNB984265457 |
| dewey-full | 658.872 |
| dewey-hundreds | 600 - Technology (Applied sciences) |
| dewey-ones | 658 - General management |
| dewey-raw | 658.872 |
| dewey-search | 658.872 |
| dewey-sort | 3658.872 |
| dewey-tens | 650 - Management and auxiliary services |
| discipline | Informatik Wirtschaftswissenschaften |
| format | Book |
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| id | DE-604.BV035196277 |
| illustrated | Not Illustrated |
| indexdate | 2024-07-09T21:28:19Z |
| institution | BVB |
| isbn | 9783833495625 3833495626 |
| language | German |
| oai_aleph_id | oai:aleph.bib-bvb.de:BVB01-017002796 |
| oclc_num | 182777035 |
| open_access_boolean | |
| owner | DE-703 |
| owner_facet | DE-703 |
| physical | 218 S. 22 cm |
| publishDate | 2007 |
| publishDateSearch | 2007 |
| publishDateSort | 2007 |
| publisher | Books on Demand GmbH |
| record_format | marc |
| spelling | Schmitt, Hartmut Verfasser aut Erfolgreiches Newslettermarketing Planung, Erstellung und Versand professioneller E-Mail-Newsletter Hartmut Schmitt Norderstedt Books on Demand GmbH 2007 218 S. 22 cm txt rdacontent n rdamedia nc rdacarrier Newsletter (DE-588)4598029-9 gnd rswk-swf E-Mail (DE-588)4191427-2 gnd rswk-swf Telemarketing (DE-588)4215401-7 gnd rswk-swf Telemarketing (DE-588)4215401-7 s Newsletter (DE-588)4598029-9 s E-Mail (DE-588)4191427-2 s DE-604 Digitalisierung UB Bayreuth application/pdf http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=017002796&sequence=000002&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA Inhaltsverzeichnis |
| spellingShingle | Schmitt, Hartmut Erfolgreiches Newslettermarketing Planung, Erstellung und Versand professioneller E-Mail-Newsletter Newsletter (DE-588)4598029-9 gnd E-Mail (DE-588)4191427-2 gnd Telemarketing (DE-588)4215401-7 gnd |
| subject_GND | (DE-588)4598029-9 (DE-588)4191427-2 (DE-588)4215401-7 |
| title | Erfolgreiches Newslettermarketing Planung, Erstellung und Versand professioneller E-Mail-Newsletter |
| title_auth | Erfolgreiches Newslettermarketing Planung, Erstellung und Versand professioneller E-Mail-Newsletter |
| title_exact_search | Erfolgreiches Newslettermarketing Planung, Erstellung und Versand professioneller E-Mail-Newsletter |
| title_full | Erfolgreiches Newslettermarketing Planung, Erstellung und Versand professioneller E-Mail-Newsletter Hartmut Schmitt |
| title_fullStr | Erfolgreiches Newslettermarketing Planung, Erstellung und Versand professioneller E-Mail-Newsletter Hartmut Schmitt |
| title_full_unstemmed | Erfolgreiches Newslettermarketing Planung, Erstellung und Versand professioneller E-Mail-Newsletter Hartmut Schmitt |
| title_short | Erfolgreiches Newslettermarketing |
| title_sort | erfolgreiches newslettermarketing planung erstellung und versand professioneller e mail newsletter |
| title_sub | Planung, Erstellung und Versand professioneller E-Mail-Newsletter |
| topic | Newsletter (DE-588)4598029-9 gnd E-Mail (DE-588)4191427-2 gnd Telemarketing (DE-588)4215401-7 gnd |
| topic_facet | Newsletter Telemarketing |
| url | http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=017002796&sequence=000002&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA |
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