Internet direct mail: the complete guide to successful e-mail marketing campaigns
Gespeichert in:
| Hauptverfasser: | , |
|---|---|
| Format: | Buch |
| Sprache: | English |
| Veröffentlicht: |
Chicago, Ill.
NTC Business Books
2001
|
| Schlagworte: | |
| Online-Zugang: | Contributor biographical information Publisher description Inhaltsverzeichnis |
| Beschreibung: | Includes bibliographical references (p. 319-326) and index |
| Beschreibung: | xiv, 337 p. 24 cm |
| ISBN: | 0658001361 |
Internformat
MARC
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| 100 | 1 | |a Roberts, Stevan |e Verfasser |4 aut | |
| 245 | 1 | 0 | |a Internet direct mail |b the complete guide to successful e-mail marketing campaigns |c Stevan Roberts, Michelle Feit, Robert W. Bly |
| 264 | 1 | |a Chicago, Ill. |b NTC Business Books |c 2001 | |
| 300 | |a xiv, 337 p. |c 24 cm | ||
| 336 | |b txt |2 rdacontent | ||
| 337 | |b n |2 rdamedia | ||
| 338 | |b nc |2 rdacarrier | ||
| 500 | |a Includes bibliographical references (p. 319-326) and index | ||
| 650 | 4 | |a Courrier électronique | |
| 650 | 4 | |a Marketing sur Internet | |
| 650 | 4 | |a aInternet marketing | |
| 650 | 4 | |a aElectronic mail systems | |
| 650 | 0 | 7 | |a Direktwerbung |0 (DE-588)4122113-8 |2 gnd |9 rswk-swf |
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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=017002914&sequence=000002&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA |3 Inhaltsverzeichnis |
| 999 | |a oai:aleph.bib-bvb.de:BVB01-017002914 | ||
Datensatz im Suchindex
| _version_ | 1804138447016820736 |
|---|---|
| adam_text | Contents
Acknowledgments
ix
Preface
xi
1.
Introduction to Internet Direct Mail
1
Internet Direct Mail Works
—
and Here s the Proof
2
An Evolution, Not a Revolution
6
Where We Stand Now
8
Six Steps to Internet Direct Mail Success
12
To Sum It All Up
16
2.
What Sells Best on the Internet?
17
How Internet Direct Mail Can Help You Improve
Your Marketing Results
17
What Types of Products Can Be Sold via the Internet?
19
What Type of Customer Is the Typical Internet Buyer?
22
Characteristics of the Successful Internet Product
25
How and When Do You Offer Back-End Products?
29
Sales Tax
31
Accept Credit Cards on Your Website
33
To Sum It All Up
36
3.
Creating the Mailing
37
Plain or Fancy?
38
Structuring the Message
40
More on Subject Lines
42
The From Line
43
The Lead
44
Writing the Body Copy
45
Opt-Out Language
47
vi
Contents
Proofread
48
More DM Tips
49
Case Study: Free Shopping
51
Response Options and Measurement
53
Tips for Maximizing Your Response Rates
54
Sig
File
56
Internet Direct Mail Formats and Examples
56
To Sum It All Up
67
4.
Getting and Using Internet Mailing Lists
69
Converting Your House List to an E-List
70
Renting
Е
-Lists That Work
73
Growing Acceptance of E-Mail Marketing
79
Modeling Your E-List
81
Selecting Your Modeling Method
85
Merge-Purge
86
Co-Ops
87
Endorsed Exchanges
87
Deliverability
88
Collaborative Filtering and Closed-Loop Marketing
88
The Future of E-Lists
90
To Sum It All Up
93
5.
Broadcasting the E-Mail Message
95
Listservers 97
Bulk E-Mail Programs
102
Service Bureaus
102
Timing of Transmission
103
Frequency
106
Day and Time
106
Case Study:
Ticketmaster Online/E-Dialog
Springsteen
Campaign
108
Special Considerations for Sending E-Marketing
Messages to AOL Accounts
109
To Sum It All Up
111
Contents
vii
6.
Reply Options and Mechanisms
113
Web Response Forms
113
Other Internet Direct Mail Response Options
115
Web Forms and Prepopulated Forms
116
Personalized URLs
116
Basic Internet Response Models
118
Human Response for
Е
-Marketing
Inquiries
120
Affiliate Programs
123
To Sum It All Up
123
7.
Tracking and Measuring Results
125
Response Speed
126
Measuring Online Response
127
Types of E-Mail Responders
128
Е
-Campaign Response Analysis
129
Measuring
Е
-Campaign Results
130
E-Mail Testing Strategies
133
Tracking
Е
-Marketing
Activities to Bottom-Line
Sales Results
137
To Sum It All Up
140
8.
Avoiding Spam, Flaming, and Other Unique Internet
Marketing Problems
143
Internet Users Are Sensitive to Spam
143
To Spam or Not to Spam?
145
Crime and Punishment for Spammers
147
How to Spot Spam Instantly
148
The Golden Rule of E-Marketing
149
Opt-In E-Mail
149
E-Mail Etiquette
151
To Sum It All Up
152
9.
Integrating Internet DM into Your E-Business
159
Multimailing: Integrating E-Mail with Postal Mail
159
viii Contents
Banner Ads Versus E-Mail Marketing 165
Nine Common
Banner Ad
Mistakes to Avoid
168
Placing Banner Ads
169
The Ten Commandments of E-Marketing
171
Е
-Marketing
Versus Conventional Marketing
174
More Ways to Make Being Online More Profitable
176
How to Drive Traffic to Your Website
180
Fine-Tuning Your Internet Direct Mail Campaigns
182
Marketing Online with E-Zines
185
E-Mail Surveys
196
To Sum It All Up
199
10.
Following Up with Internet Prospects
201
Automated Response with
Autoresponders
201
How Do Cookies Work and How Are They Used?
204
The Three Cs of E-Success
205
Viral E-Marketing
208
Make Money Renting Your E-List
209
Sticky Sites
214
Data Push
214
More About Database Marketing on the Internet
216
Is Traditional Direct Mail Marketing Dead?
223
To Sum It All Up
228
Appendix A: Sources and Resources
229
Appendix B: Sample E-Mails
257
Glossary
293
Bibliography
319
Index
327
About the Authors
335
|
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| spelling | Roberts, Stevan Verfasser aut Internet direct mail the complete guide to successful e-mail marketing campaigns Stevan Roberts, Michelle Feit, Robert W. Bly Chicago, Ill. NTC Business Books 2001 xiv, 337 p. 24 cm txt rdacontent n rdamedia nc rdacarrier Includes bibliographical references (p. 319-326) and index Courrier électronique Marketing sur Internet aInternet marketing aElectronic mail systems Direktwerbung (DE-588)4122113-8 gnd rswk-swf Direct Mailing (DE-588)4210504-3 gnd rswk-swf Direktmarketing (DE-588)4012421-6 gnd rswk-swf E-Mail (DE-588)4191427-2 gnd rswk-swf Internet (DE-588)4308416-3 gnd rswk-swf E-Mail (DE-588)4191427-2 s Direktmarketing (DE-588)4012421-6 s DE-604 Direktwerbung (DE-588)4122113-8 s DE-188 Direct Mailing (DE-588)4210504-3 s Internet (DE-588)4308416-3 s Feit, Michelle Verfasser aut Bly, Robert W. 1957- Sonstige (DE-588)11052506X oth http://www.loc.gov/catdir/bios/mh042/00055024.html Contributor biographical information http://www.loc.gov/catdir/description/mh021/00055024.html Publisher description Digitalisierung UB Bayreuth application/pdf http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=017002914&sequence=000002&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA Inhaltsverzeichnis |
| spellingShingle | Roberts, Stevan Feit, Michelle Internet direct mail the complete guide to successful e-mail marketing campaigns Courrier électronique Marketing sur Internet aInternet marketing aElectronic mail systems Direktwerbung (DE-588)4122113-8 gnd Direct Mailing (DE-588)4210504-3 gnd Direktmarketing (DE-588)4012421-6 gnd E-Mail (DE-588)4191427-2 gnd Internet (DE-588)4308416-3 gnd |
| subject_GND | (DE-588)4122113-8 (DE-588)4210504-3 (DE-588)4012421-6 (DE-588)4191427-2 (DE-588)4308416-3 |
| title | Internet direct mail the complete guide to successful e-mail marketing campaigns |
| title_auth | Internet direct mail the complete guide to successful e-mail marketing campaigns |
| title_exact_search | Internet direct mail the complete guide to successful e-mail marketing campaigns |
| title_full | Internet direct mail the complete guide to successful e-mail marketing campaigns Stevan Roberts, Michelle Feit, Robert W. Bly |
| title_fullStr | Internet direct mail the complete guide to successful e-mail marketing campaigns Stevan Roberts, Michelle Feit, Robert W. Bly |
| title_full_unstemmed | Internet direct mail the complete guide to successful e-mail marketing campaigns Stevan Roberts, Michelle Feit, Robert W. Bly |
| title_short | Internet direct mail |
| title_sort | internet direct mail the complete guide to successful e mail marketing campaigns |
| title_sub | the complete guide to successful e-mail marketing campaigns |
| topic | Courrier électronique Marketing sur Internet aInternet marketing aElectronic mail systems Direktwerbung (DE-588)4122113-8 gnd Direct Mailing (DE-588)4210504-3 gnd Direktmarketing (DE-588)4012421-6 gnd E-Mail (DE-588)4191427-2 gnd Internet (DE-588)4308416-3 gnd |
| topic_facet | Courrier électronique Marketing sur Internet aInternet marketing aElectronic mail systems Direktwerbung Direct Mailing Direktmarketing Internet |
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