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The truth about email marketing:

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Bibliographische Detailangaben
1. Verfasser:	Jenkins, Simms (VerfasserIn)
Format:	Buch
Sprache:	English
Veröffentlicht:	Harlow ; Munich [u.a.] Pearson Prentice Hall 2009
Ausgabe:	1. publ. in Great Britain
Schlagworte:	Internet marketing Electronic mail messages Telemarketing E-Mail Bibliografie
Online-Zugang:	Inhaltsverzeichnis
Beschreibung:	Includes bibliographical references
Beschreibung:	XIV, 202 S. 22cm
ISBN:	9780273722298 0273722298

Internformat

MARC


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Datensatz im Suchindex

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adam_text	Foreword by Mark Brownlow ............................ ¡x Introduction ........................................xiii Part I The Truth About Why Email Works .............1 Truth 1 Email is a powerful marketing tool .......................1 Truth 2 Permission-based email marketing is not spam ............5 Truth 3 Email marketing is extremely cost-effective, targeted and measurable ......................................9 Truth 4 Email is stronger than ever ............................13 Part II The Truth About Email Budgeting and ROI .....17 Truths Don t be cheap: email cuts other costs, so invest in it ......17 Truth 6 Using email ROI to guide your budget ...................21 Truth 7 Keeping your email programme alive when budgets are cut. . 25 Part III The Truth About Organising an Email Department ..............................29 Truth 8 Deciding to outsource or bring in-house ..................29 Truth 9 Finding the right partner ..............................33 Truth 10 Getting the ball rolling with your email marketing partner ... 37 Truth 11 What makes a good email marketing manager ............41 Part IV The Truth About Customer-Focused Email Strategy ............................45 Truth 12 How to be relevant ...................................45 Truth 13 Making your first impression count ......................49 Part V The Truth About Creating and Growing a List ... 53 Truth 14 It is not easier to ask for forgiveness .....................53 Truth 15 How to create an email list ............................57 Truth 16 Using lead-generation tactics to build your list ............61 Truth 17 Complement email list growth with search ................67 Truth 18 Keep a clean list ....................................71 Truth 19 The benefits of a robust preference centre ................75 Truth 20 Get more from your email list ...........................79 Part VI The Truth About Best Practices ...............83 Truth 21 Length and your call to action ..........................83 Truth 22 Creating an email newsletter ...........................87 Truth 23 Establishing the right email frequency ...................91 Truth 24 Personalisation ......................................95 Truth 25 Segment lists for more targeted emails ..................99 Truth 26 Great Subject lines drive a strong response ..............103 Truth 27 Consider the From line ..............................107 Truth 28 Test, test, test ..................................... Ill VII Truth 29 Maximising system-generated and automated emails .....115 Truth 30 Use your signature line ..............................119 Truth 31 Top to bottom advice for better emails .................123 Truth 32 Audit your email programme annually ..................127 Part VII The Truth About Getting into and Optimising the Inbox ...............................131 Truth 33 The basics of deliverability ...........................131 Truth 34 Understanding rendering .............................135 Truth 35 Creating email campaigns for mobile devices ............139 Part VIII The Truth About Measuring Email Performance .............................143 Truth 36 Know your email metrics, part 1.......................143 Truth 37 Know your email metrics, part 2.......................147 Truth 38 Remarketing for results ..............................151 Part IX The Truth About Privacy ...................155 Truth 39 A closer look at spam ................................155 Truth 40 The varying levels of permission .......................159 Truth 41 What your privacy policy should cover ..................165 Part X The Truth About Automated Email ...........169 Truth 42 Create a meaningful welcome message .................169 Truth 43 Creating an unsubscribe process ......................173 Truth 44 The right (and wrong) ways to monitor replies to your email campaigns ...................................177 Part XI The Truth About B2B and International Email Programmes ........................181 Truth 45 Delivering on business-to-business email campaigns ......181 Truth 46 Best practices for international email efforts .............185 Part XII The Truth About Where Email Is Headed ......189 Truth 47 The impact of social media on email ....................189 Truth 48 The future of email marketing .........................193 References ........................................197 Acknowledgements .................................200 About the Author ...................................202 Appendices (on the book s website only) You can access the book s website at www.TheTruthAboutEmailMarketing.com Appendix A Recommended sites, newsletters and blogs Appendix В Glossary Appendix С Useful statistics VIII
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spelling	Jenkins, Simms Verfasser aut The truth about email marketing Simms Jenkins Email marketing 1. publ. in Great Britain Harlow ; Munich [u.a.] Pearson Prentice Hall 2009 XIV, 202 S. 22cm txt rdacontent n rdamedia nc rdacarrier Includes bibliographical references Internet marketing Electronic mail messages Telemarketing (DE-588)4215401-7 gnd rswk-swf E-Mail (DE-588)4191427-2 gnd rswk-swf (DE-588)4006432-3 Bibliografie gnd-content Telemarketing (DE-588)4215401-7 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=017149799&sequence=000002&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA Inhaltsverzeichnis
spellingShingle	Jenkins, Simms The truth about email marketing Internet marketing Electronic mail messages Telemarketing (DE-588)4215401-7 gnd E-Mail (DE-588)4191427-2 gnd
subject_GND	(DE-588)4215401-7 (DE-588)4191427-2 (DE-588)4006432-3
title	The truth about email marketing
title_alt	Email marketing
title_auth	The truth about email marketing
title_exact_search	The truth about email marketing
title_full	The truth about email marketing Simms Jenkins
title_fullStr	The truth about email marketing Simms Jenkins
title_full_unstemmed	The truth about email marketing Simms Jenkins
title_short	The truth about email marketing
title_sort	the truth about email marketing
topic	Internet marketing Electronic mail messages Telemarketing (DE-588)4215401-7 gnd E-Mail (DE-588)4191427-2 gnd
topic_facet	Internet marketing Electronic mail messages Telemarketing E-Mail Bibliografie
url	http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=017149799&sequence=000002&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA
work_keys_str_mv	AT jenkinssimms thetruthaboutemailmarketing AT jenkinssimms emailmarketing

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