Total E-mail marketing: maximizing your results from integrated e-marketing
Gespeichert in:
| 1. Verfasser: | |
|---|---|
| Format: | Buch |
| Sprache: | English |
| Veröffentlicht: |
Amsterdam [u.a.]
Elsevier
2008
|
| Ausgabe: | 2. ed., reprinted |
| Schriftenreihe: | E-marketing essentials
|
| Schlagworte: | |
| Online-Zugang: | Inhaltsverzeichnis |
| Beschreibung: | Includes bibliographical references and index. - Previous ed.: 2003 |
| Beschreibung: | XIV, 275 S. Ill., graph. Darst. 25cm |
| ISBN: | 9780750680677 0750680679 |
Internformat
MARC
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| 250 | |a 2. ed., reprinted | ||
| 264 | 1 | |a Amsterdam [u.a.] |b Elsevier |c 2008 | |
| 300 | |a XIV, 275 S. |b Ill., graph. Darst. |c 25cm | ||
| 336 | |b txt |2 rdacontent | ||
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| 500 | |a Includes bibliographical references and index. - Previous ed.: 2003 | ||
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Datensatz im Suchindex
| _version_ | 1804138678053765120 |
|---|---|
| adam_text | Contents
Preface
ix
Why total e-mail marketing?
ix
How is the book structured?
ix
Who is this book for?
xi
Learning features
xi
Preface to the second edition
xiii
Acknowledgements
xv
Chapter
1
Introduction
1
Chapter at a glance
2
Introduction
-
typical e-mail marketing questions
2
Modelling and measuring e-mail marketing effectiveness
5
Why e-mail marketing matters
7
Why e-mail marketing beats direct mail
8
Why e-mail marketing beats web-site based marketing
12
Why total e-mail marketing ?
13
Meeting the challenges of total e-mail marketing
15
References
20
Web links
20
Chapter
2
E-mail marketing fundamentals
21
Chapter at a glance
22
Introduction
22
Permission marketing
23
Е
-permission marketing principles
25
Legal constraints
28
Customer relationship management (CRM)
39
Online CRM
45
Personalization and mass customization
46
An integrated e-mail marketing approach to CRM
46
References
49
Web links
50
vis: CONTENTS
Chapter
3
E-mail campaign planning
51
Chapter at a glance
52
Introduction
52
Objective setting
53
E-mail campaign budgeting
60
Campaign design: targeting
-
offer
-
timing
-
creative
64
Campaign integration
75
The creative brief
78
Measurement
79
Continuous improvement of campaigns
83
Testing
86
Campaign management and resourcing
93
References
93
Web links
93
Chapter
4
Using e-mail for customer acquisition
94
Chapter at a glance
95
Introduction
95
Building a house e-mail list
97
Using e-mail marketing to support customer acquisition
102
Web-based customer acquisition strategy
119
Measuring acquisition effectiveness
131
References
131
Chapter
5
Using e-mail for customer retention
133
Chapter at a glance
134
Introduction
134
Success factors for online retention
135
Planning retention
137
Targeting approaches
139
RFM analysis
147
E-newsletters
-
defining and refining
163
References
185
Web links
186
Chapter
6
Crafting e-mail creative
187
Chapter at a glance
188
Introduction
188
Understanding consumers e-mail behaviour
189
E-mail usage constraints
192
E-mail creative structure
198
E-mail headers
200
Banner and headline
203
E-mail creative formatting
210
E-newsletter design
212
CONTENTS
,
vjÍ3
Copywriting for e-mail
215
Landing pages
223
Testing creative
224
How not to do it!
224
References
226
Web link
226
Chapter
7
E-mail marketing management
227
Chapter at a glance
228
Introduction
228
Selecting solution providers
229
Managing a campaign
229
Choosing e-mail management software and services
231
Managing the house list
244
Managing inbound e-mail
244
References
250
Web links
250
Chapter
8
E-mail marketing challenges and innovation
251
Chapter at a glance
252
Improving deliverability
252
Touch frequency
261
Rich media e-mails
262
Messaging through mobile or wireless access devices
263
Really simple syndication
270
References
272
Web links
272
Index
273
|
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| building | Verbundindex |
| bvnumber | BV035355416 |
| classification_rvk | QP 650 |
| ctrlnum | (OCoLC)253970997 (DE-599)HBZHT014852748 |
| discipline | Wirtschaftswissenschaften |
| edition | 2. ed., reprinted |
| format | Book |
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| id | DE-604.BV035355416 |
| illustrated | Illustrated |
| indexdate | 2024-07-09T21:32:00Z |
| institution | BVB |
| isbn | 9780750680677 0750680679 |
| language | English |
| oai_aleph_id | oai:aleph.bib-bvb.de:BVB01-017159492 |
| oclc_num | 253970997 |
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| owner | DE-703 |
| owner_facet | DE-703 |
| physical | XIV, 275 S. Ill., graph. Darst. 25cm |
| publishDate | 2008 |
| publishDateSearch | 2008 |
| publishDateSort | 2008 |
| publisher | Elsevier |
| record_format | marc |
| series2 | E-marketing essentials |
| spelling | Chaffey, Dave 1963- Verfasser (DE-588)131879537 aut Total E-mail marketing maximizing your results from integrated e-marketing Dave Chaffey 2. ed., reprinted Amsterdam [u.a.] Elsevier 2008 XIV, 275 S. Ill., graph. Darst. 25cm txt rdacontent n rdamedia nc rdacarrier E-marketing essentials Includes bibliographical references and index. - Previous ed.: 2003 Telemarketing Electronic mail messages Online-Marketing (DE-588)7706419-7 gnd rswk-swf E-Mail (DE-588)4191427-2 gnd rswk-swf Telemarketing (DE-588)4215401-7 gnd rswk-swf (DE-588)4006432-3 Bibliografie gnd-content E-Mail (DE-588)4191427-2 s Telemarketing (DE-588)4215401-7 s DE-604 Online-Marketing (DE-588)7706419-7 s 1\p DE-604 Digitalisierung UB Bayreuth application/pdf http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=017159492&sequence=000002&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA Inhaltsverzeichnis 1\p cgwrk 20201028 DE-101 https://d-nb.info/provenance/plan#cgwrk |
| spellingShingle | Chaffey, Dave 1963- Total E-mail marketing maximizing your results from integrated e-marketing Telemarketing Electronic mail messages Online-Marketing (DE-588)7706419-7 gnd E-Mail (DE-588)4191427-2 gnd Telemarketing (DE-588)4215401-7 gnd |
| subject_GND | (DE-588)7706419-7 (DE-588)4191427-2 (DE-588)4215401-7 (DE-588)4006432-3 |
| title | Total E-mail marketing maximizing your results from integrated e-marketing |
| title_auth | Total E-mail marketing maximizing your results from integrated e-marketing |
| title_exact_search | Total E-mail marketing maximizing your results from integrated e-marketing |
| title_full | Total E-mail marketing maximizing your results from integrated e-marketing Dave Chaffey |
| title_fullStr | Total E-mail marketing maximizing your results from integrated e-marketing Dave Chaffey |
| title_full_unstemmed | Total E-mail marketing maximizing your results from integrated e-marketing Dave Chaffey |
| title_short | Total E-mail marketing |
| title_sort | total e mail marketing maximizing your results from integrated e marketing |
| title_sub | maximizing your results from integrated e-marketing |
| topic | Telemarketing Electronic mail messages Online-Marketing (DE-588)7706419-7 gnd E-Mail (DE-588)4191427-2 gnd Telemarketing (DE-588)4215401-7 gnd |
| topic_facet | Telemarketing Electronic mail messages Online-Marketing Bibliografie |
| url | http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=017159492&sequence=000002&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA |
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