Details

Introduction. <p><b>Part I: Getting Started with E-Mail Marketing.</b></p> <p>Chapter 1: Adding E-Mail to a Successful Marketing Mix.</p> <p>Chapter 2: Maximizing Revenue with E-Mail.</p> <p>Chapter 3: Becoming a Trusted Sender.</p> <p><b>Part II: Mapping Out an E-Mail Marketing Strategy.</b></p> <p>Chapter 4: Developing Objectives.</p> <p>Chapter 5: Building a Quality E-Mail List.</p> <p>Chapter 6: Making Your E-Mail Content Valuable.</p> <p><b>Part III: Constructing an Effective Marketing E-Mail.</b></p> <p>Chapter 7: Designing Your E-Mails.</p> <p>Chapter 8: Including Text in Your E-Mails.</p> <p>Chapter 9: Including Images in Your E-Mails.</p> <p>Chapter 10: Creating From and Subject Lines That Get Noticed.</p> <p><b>Part IV: Sending Specialized E-Mail Campaigns.</b></p> <p>Chapter 11: Combining E-Mail with Social Media.</p> <p>Chapter 12: Designing and Delivering E-Mails for Mobile Devices.</p> <p>Chapter 13: Automating Your E-Mail Marketing.</p> <p><b>Part V: Delivering and Tracking Your E-Mails.</b></p> <p>Chapter 14: Tracking Your E-Mail Campaign Results.</p> <p>Chapter 15: Maximizing E-Mail Deliverability.</p> <p>Chapter 16: Capitalizing on Clicks and Other Responses.</p> <p><b>Part VI: The Part of Tens.</b></p> <p>Chapter 17: Top Ten Worst E-Mail Content Blunders.</p> <p>Chapter 18: Ten E-Mail Marketing Resources.</p> <p>Appendix: A Sample E-Mail Portfolio.</p> <p>Index.</p>

<b>John Arnold</b> is a professional marketer and marketing trainer. He developed training and certification programs for Coca-Cola, Constant Contact, and The Mobile Marketing Association. He also writes the "Marketing Tools & Technologies" column for <i>Entrepreneur Magazine Online</i>. He is coauthor of <i>Web Marketing All-in-One For Dummies</i> and <i>Mobile Marketing For Dummies</i>.

<b>Learn to develop and deliver e-mail that your customers really want to read</b> <p>E-mail marketing can open lots of doors for your business, but it can also open you up to legal scrutiny and spam complaints. This book helps you navigate that tricky landscape and create an e-mail marketing strategy that not only offers your customers real value, but pays dividends for you! You'll even learn to analyze how your campaign is working.</p> <ul> <li> <p>Fitting in — see where e-mail fits into your marketing mix and decide whether to use an e-mail marketing provider</p> </li> <li> <p>First, the list — find out how to build a top-quality list of subscribers who will respond to your mailings</p> </li> <li> <p>Get it through — construct messages that reach your customers' e-mailboxes</p> </li> <li> <p>Open me — use time-tested techniques for prompting your audience to open and read your e-mails</p> </li> <li> <p>Make it irresistible — use design elements and relevant content to make your e-mails appealing and professional</p> </li> <li> <p>Get social — add social features and involve your Facebook fans and Twitter followers</p> </li> <li> <p>Just for them — target e-mails to make them more relevant to your audience</p> </li> <li> <p>Following up — use e-mail tracking reports, get open and click-through rates, and use the information to improve your results</p> </li> </ul> <p><b>Open the book and find:</b></p> <ul> <li> <p>How not to be a spammer</p> </li> <li> <p>Ways to get your audience to open your e-mails</p> </li> <li> <p>Tips for becoming a trusted sender</p> </li> <li> <p>Valuable elements to add to your e-mails</p> </li> <li> <p>Subject lines that get noticed</p> </li> <li> <p>Design strategies for a mobile audience</p> </li> <li> <p>How to measure conversions and ROI</p> </li> <li> <p>The ten worst content mistakes</p> </li> </ul> <p><b>Learn to:</b></p> <ul> <li> <p>Use e-mail to attract customers and increase business</p> </li> <li> <p>Build a mailing list and create effective messages</p> </li> <li> <p>Track the results of your campaign</p> </li> <li> <p>Develop a strategy that incorporates social media</p> </li> </ul>

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