Details

<p>Foreword xv</p> <p>Introduction xvii</p> <p><b>Chapter 1 Understanding Email Marketing Today 1</b></p> <p>How We Got Here 2</p> <p>What Email Means to Your Audience 5</p> <p>The Five Types of Email 6</p> <p>Awareness 8</p> <p>Consideration 9</p> <p>Conversion 10</p> <p>Product Usage 10</p> <p>Loyalty 12</p> <p>Understanding the Economic Impact of Email 14</p> <p>Test Your Knowledge 15</p> <p><b>Chapter 2 The Five Critical Elements of Every Email You Create 17</b></p> <p>Creating Brand Impact 18</p> <p>Determining How Much Brand Equity Your Emails Carry 19</p> <p>Adding Intelligence to Your Design 22</p> <p>Basic Elements of Intelligent Email 22</p> <p>Using This Insight to Your Advantage 24</p> <p>Driving the Purchase 26</p> <p>Waging the War Against Email ADD 28</p> <p>Beyond the Email Content: What You Need to Know 29</p> <p>Creating Transactional/Service Messages 30</p> <p>Adding Viral Marketing Elements 34</p> <p>Two Ways to Define Success of Your Viral Marketing Efforts 35</p> <p>Best Practices for Creating a Buzz Using Viral Efforts or Word of Mouth 36</p> <p>Test Your Knowledge 37</p> <p><b>Chapter 3 Getting Ready to Build Your Email Marketing Efforts 39</b></p> <p>Aligning Your Strategy with Your Tools 40</p> <p>Determining Your Tools: A Ten-Point Strategy 40</p> <p>Evaluating Vendors 44</p> <p>A Checklist to Maximize Your Vendor Selection Process 45</p> <p>Organizational Readiness: Resources Required for Success 49</p> <p>Budgeting for the Future 52</p> <p>Justification: Selling Your Boss on the Return on Investing in Email 53</p> <p>Test Your Knowledge 55</p> <p><b>Chapter 4 What Happens Once You Send Your Email 57</b></p> <p>Defining the Analytics Framework 58</p> <p>Start with Your Email Marketing Plan, and Expand It to Include Your Company Growth Plan 59</p> <p>What to Do If Something Goes Wrong 64</p> <p>So, What Do You Do When It Happens to You? 67</p> <p>Revisiting Your Budget 68</p> <p>The Email Marketing Database and Future Multichannel Efforts 70</p> <p>Phase 1: Awareness 71</p> <p>Phase 2: Engagement 71</p> <p>Phase 3: Consideration 71</p> <p>Phase 4: The Buy 72</p> <p>Making the Most of Your Email in a Multichannel Environment 72</p> <p>What This Means When You Are Setting Up Your Initial Email Database 72</p> <p>The Top Five Ways You Can Mess Things Up If You Are Not Really Careful 74</p> <p>Test Your Knowledge 75</p> <p><b>Chapter 5 Eight Key Drivers of Your Email Campaign 77</b></p> <p>Key Driver 1: Email Address Acquisition 78</p> <p>Your Website 78</p> <p>Other Channels 82</p> <p>Third-Party Sources 84</p> <p>Welcome to the Campaign! 87</p> <p>Key Driver 2: Creative/Copy 88</p> <p>The From Line 89</p> <p>Subject Lines 89</p> <p>The Spam Check 90</p> <p>The Width of Your Email Template 91</p> <p>The Length of Your Email Template: Work Above the Fold 92</p> <p>Email Creative Best Practices 92</p> <p>Key Driver 3: Making the Data Work 93</p> <p>Key Driver 4: Multichannel Integration 95</p> <p>Key Driver 5: Technology (Delivery, Deployment, and Design) 96</p> <p>Key Driver 6: Reporting/Analytics 98</p> <p>Key Driver 7: Privacy/Governmental Control 100</p> <p>State Registries 101</p> <p>Privacy Policy Best Practices 101</p> <p>Key Driver 8: Reactivation 104</p> <p>Test Your Knowledge 105</p> <p><b>Chapter 6 Preparing Your Email Marketing Strategy 107</b></p> <p>Week 1: Preparing Your Resource Arsenal 108</p> <p>Monday: Getting Smart (the Seven Essential Truths About Email Marketing) 109</p> <p>Tuesday: Evaluating Tools and Resources 112</p> <p>Wednesday: Budgeting 116</p> <p>Thursday: Related Marketing Initiatives 119</p> <p>Friday: Getting the Boss to Sign the Check 123</p> <p>Week 2: Building the Blueprint for Success 124</p> <p>Monday: Evaluating Your Current House File and File Size Needs 125</p> <p>Tuesday: Creating the Acquisition Plans 126</p> <p>Wednesday: Focusing on the Opt-in Process and Customer Preference Centers 128</p> <p>Thursday: Reviewing the Opt-out Process 132</p> <p>Friday: Making Sure Your Landing Pages Are a Good Place to Land 133</p> <p>Week 3: Counting Down to “Go Time” 138</p> <p>Monday: Mapping Out a Realistic Strategy 139</p> <p>Tuesday: Defining Your Data Transfer Process 142</p> <p>Wednesday: Making Sure Your Tracking Links Will Work 144</p> <p>Thursday: Checking for the Deliverability Basics 147</p> <p>Friday: Testing for Actionability 151</p> <p>Week 4: Testing Your Way to the First Campaign 152</p> <p>Monday: Choosing the Subject Line Strategy 152</p> <p>Tuesday: Making Sure Your Content Can Be Seen 153</p> <p>Wednesday: Ensuring Personalization Is Accurate 156</p> <p>Thursday: Remembering That Emails Get Forwarded and Saved 158</p> <p>Friday: Going Through the Success Checklist One More Time 159</p> <p>Test Your Knowledge 159</p> <p><b>Chapter 7 Month 2: Ensuring Success as You Launch Your Campaign 161</b></p> <p>Week 1: Sending Your First Campaign 162</p> <p>Monday: What to Do Once You Hit Send 162</p> <p>Tuesday: Reading Reports 163</p> <p>Wednesday: Managing Customer Service Replies 166</p> <p>Thursday: Matching Your Response Rates to Your Forecast and Plan 167</p> <p>Friday: Keeping Your Database Clean and Your Reputation Strong 169</p> <p>Week 2: Creating a Plan to Optimize Your Results 171</p> <p>Monday: What Your Reports Are Really Saying 171</p> <p>Tuesday: Analyzing the Effectiveness of Your Creative 173</p> <p>Wednesday: Pulling Together the Comprehensive Report 178</p> <p>Thursday: Optimizing the Opt-in Points on Your Website 180</p> <p>Friday: Creating Your Test 184</p> <p>Week 3: Measuring Email’s Impact on Other Channels 187</p> <p>Monday: Measuring the Role of Email in a Customer’s Purchase 188</p> <p>Tuesday: Determining the Value of Your Email Addresses and Campaigns 193</p> <p>Wednesday: Increasing Email Sending Costs to Improve Top-Line Results 196</p> <p>Thursday: Exploring Web Analytics and Email Integration 198</p> <p>Friday: Finding and Targeting Your Advocates 202</p> <p>Week 4: Promoting Your Email Results Within Your Organization 206</p> <p>Monday: Affecting Email Used in Other Parts of Your Organization 206</p> <p>Tuesday: Sharing Results with Your Online Peers 209</p> <p>Wednesday: Sharing Results with Your Offline Peers 210</p> <p>Thursday: Using Your Email Results for PR Purposes 211</p> <p>Friday: Looking Ahead to Dynamic Content 213</p> <p>Test Your Knowledge 214</p> <p><b>Chapter 8 Month 3: Adding Bells and Whistles 215</b></p> <p>Week 1: Using Email as a Feedback Tool 216</p> <p>Monday: Leveraging Email Surveys 216</p> <p>Tuesday: Designing an Email Survey 217</p> <p>Wednesday: Polls in Emails 220</p> <p>Thursday: Email Focus Groups 221</p> <p>Friday: Email-Driven Testimonials 222</p> <p>Week 2: Creating Video- and Audio-Enabled Emails 226</p> <p>Monday: Deciding Whether Using Audio or Video Is Right for Your Emails 227</p> <p>Tuesday: Building the Five Layered Emails 228</p> <p>Wednesday: Making Your Video Email Viral 230</p> <p>Thursday: Making Your Video Email an Integrated Part of a Larger Campaign 232</p> <p>Friday: Allowing Your Reader to Create Their Own Video Email 233</p> <p>Week 3: Creating Mobile Email 234</p> <p>Monday: Why Your Email Needs to be Mobile 235</p> <p>Tuesday: The Mobile Email Creative 236</p> <p>Wednesday: How Many Readers in Your Database Are Reading “on the Run”? 239</p> <p>Thursday: Defining Your Mobile Email Preference Center 240</p> <p>Friday: Making Your Current Email Strategy Work in a Mobile World 241</p> <p>Week 4: Creating Social Email 243</p> <p>Monday: When Email Is Used on Social Networks 244</p> <p>Tuesday: Response Guidelines for Social Email 245</p> <p>Wednesday: Reviewing Results for Social Email 247</p> <p>Thursday: Social Messaging: Thinking Inside the Box 249</p> <p>Friday: Keeping the Use of Social Email in “Check” 251</p> <p>Test Your Knowledge 252</p> <p><b>Chapter 9 Getting Ready for Year 2 and Beyond 253</b></p> <p>Iterative Financial Analysis: Analytics Over Time 254</p> <p>A Top-Down View of Annual Performance 254</p> <p>Analyzing Individual Subscriber Segment Performance 255</p> <p>List Health 255</p> <p>Financial Performance/Budget to Plan Performance 255</p> <p>The Necessity of Rebudgeting 256</p> <p>ESP Refresh: Evaluating Your ESP and Technology Partners 257</p> <p>Assessing Future Trends 260</p> <p>Journey On 261</p> <p>Appendix A Vendor Resource List 263</p> <p>Associations, Events, and Publications 264</p> <p>Email Service Providers 264</p> <p>Delivery Service Providers and Reputation and Accreditation Management Services 265</p> <p>Market Research, Agencies, and Consultants 265</p> <p>Technology Vendors 266</p> <p>Web Analytics Vendors 266</p> <p>Appendix B Email Checklists 267</p> <p>Email Design 268</p> <p>Content 268</p> <p>Subject Line 268</p> <p>Preheader/Header 268</p> <p>Preview Pane 268</p> <p>Message Construct 269</p> <p>Recovery Module 269</p> <p>Footer 269</p> <p>Code QA Testing 269</p> <p>Precheck HTML File 269</p> <p>Precheck Text File 270</p> <p>Conduct Rendering Testing 271</p> <p>Glossary 273<br /><br /> Index 284</p>

<b>Jeanniey Mullen</b> is the Executive Vice President and Chief Marketing Officer for Zinio and VIVmag and is also the founder and Chairperson of the Email Experience Council. She is an expert in the email and online marketing world and has more than two decades of experience helping B2B and B2C clients such as IBM, Yahoo!, and American Express harness the power of a digital dialog to drive revenue, improve brand impact, and enhance customer relationships. <p><b>David L. Daniels</b> is a multichannel marketing consultant who has been the leading analyst voice shaping the email marketing industry. David currently serves as Vice President and principal analyst with Forrester Research. Prior to his role as an industry analyst, David held senior level positions at Apple, Urban Outfitters/Anthropologie, MicroWarehouse, Genesis Direct/ProTeam, and CDA Computer Sales.</p>

<b>Create Relationships and Revenue with Winning Email Marketing Campaigns</b> <p><b>A Step-by-Step Guide</b></p> <p>Email delivers significant ROI, increases brand loyalty, and is one of the most powerful tools in your marketing arsenal when used properly. Are you getting the most out of your current efforts? Are your campaigns profitable? Are you building brand equity? Are you integrating campaigns with other channels? Renowned email marketers Jeanniey Mullen and David L. Daniels offer a fresh, insightful look at modern email marketing in today's customer-centric marketplace. They'll alert you to the newest concepts, hottest trends, most budget-friendly tools, and best practices—while they help you build, deploy, and manage a smart, day-by-day plan for success.</p> <ul> <li> <p>Leverage eight different ways to use email for better results</p> </li> <li> <p>Use website analytics to improve your email efforts</p> </li> <li> <p>Create multichannel marketing strategies from your email database</p> </li> <li> <p>Set up high-impact video- and audio-enabled emails</p> </li> <li> <p>Develop email strategies for mobile devices and social networks</p> </li> <li> <p>Track, measure, analyze, and report your results</p> </li> <li> <p>You'll also find:</p> </li> <li> <p>What not to do when you send an email</p> </li> <li> <p>Straightforward tools for adding email to your current marketing plan and getting budget approval</p> </li> <li> <p>Online resources, cheat sheets, a glossary, and much more</p> </li> <li> <p>Real-world "From the Trenches" case studies that illustrate successes to learn from and mistakes to avoid</p> </li> </ul> <p><b>Praise for <i>Email Marketing: An Hour a Day</i></b></p> <p>"You don't have to quit your day job to start or radically improve your email marketing program. Just set this book and a decent pen next to wherever you brew your coffee. You and your bottom line will be glad you did."<br /> —<b>Tom Gerace,</b> CEO and founder, Gather.com</p> <p>"Jeanniey and David have written a book in which the power of email marketing becomes simple to understand and easy to implement."<br /> —<b>Dr. Ramesh A. Lakshmi-Ratan,</b> Executive Vice-President and Chief Operating Officer, Direct Marketing Association</p> <p>"Common wisdom advises that 'the money is in the list.' That is absolutely true if you provide the proper experience. This book gives you real-world advice on planning campaigns for maximum impact, how to measure and improve your campaign's effectiveness, and how to do it based on your budget and resources."<br /> —<b>Bryan Eisenberg,</b> New York Times author of <i>Waiting For Your Cats to Bark</i></p>

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