Rent 9780789737946 | The Truth About Email Marketing

Summary Table of Contents Author Biography

Praise for The Truth About Email Marketing "It's refreshing to see an author address specifics instead of gloss over generalities that can be boiled down to one sentence. Simms' book debunks the top email marketing myths in a readable and logical fashion." Tad Clarke, Editorial Director, MarketingSherpa Inc. "Anyone interested in maximizing their marketing budgets should stop what they are doing and read this book. Simms' deep experience in email marketing is widely evident in this very insightful and fact-filled book. Great insight into an are... MOREa of marketing that is often overlooked. Plus, its a fun, easy read...especially for us marketers!" Jeff Hilimire, President, Engauge Digital "Simms has a great knack for simplifying the complex world of email. From the novice email marketer to the email aficionado, The Truth about Email Marketing provides insight and thought-provoking content that all of us can use in our email and online marketing efforts." Aaron Kahlow, CEO & Founder, Online Marketing Summit "Simms Jenkins expertly outlines a series of useful Truths to ensure effective and highly optimized, permission-based email marketing programs. Take advantage of Simms' battle scars and set yourself on a direct course that unleashes the power of this important marketing channel." Sam Cece, Chief Executive Officer, StrongMail Systems Everything you must know to utilize email marketing in your corporation or small business! The truth about recession-proofing your business with email marketing The truth about measuring results and improving promotional and newsletter campaigns The truth about email marketing versus spam This book reveals 49 proven email marketing best practices and bite-size, easy-to-use techniques that get results Email marketing is one of the most incredibly powerful yet misunderstood marketing channels of the business world. While many companies practice email marketing, few get it right. Industry expert, Simms Jenkins, provides a set of best practices to help you assess and refine your strategy and tactics. Your organization can gain much from new and proven approaches to email marketing: strengthen customer relationships, create loyalty, and build trust and awareness. The result is increased responses in sales, leads, registrations, and more.

The most current and relevant email marketing book, written by the undisputed heavyweight in the email marketing arena! bull; Written by the industry-leading voice, G, Simms Jenkins, one of the top email marketing experts bull; Includes dozens of easy to test and implement best practices that every email program should utilize bull; This book is a unique field guide that covers every facet of email marketing and provides tactical improvements the reader can make in their own email campaigns

Foreword	p. ix
Introduction	p. xiii
The Truth About Why Email Works	p. 1
Email is a powerful marketing tool	p. 1
Permission-based email marketing is not spam	p. 5
Email marketing is extremely cost-effective, targeted, and measurable	p. 9
Email is stronger than ever	p. 13
The Truth About Email Budgeting and ROI	p. 17
Don't be cheap: e... MOREmail cuts other costs, so invest in it	p. 17
Using email ROI to guide your budget	p. 21
Keeping your email program alive when budgets are cut	p. 25
The Truth About Organizing an Email Department	p. 29
Deciding to outsource or bring in-house	p. 29
Finding the right partner	p. 33
Getting the ball rolling with your email marketing partner	p. 37
What makes a good email marketing manager	p. 41
The Truth About Customer-Focused Email Strategy	p. 45
How to be relevant	p. 45
Making your first impression count	p. 49
The Truth About Creating and Growing a List	p. 53
It is not easier to ask for forgiveness	p. 53
How to create an email list	p. 57
Using lead-generation tactics to build your list	p. 61
Complement email list growth with search	p. 67
Keep a clean list	p. 71
The benefits of a robust preference center	p. 75
Get more from your email list	p. 79
The Truth About Best Practices	p. 83
Length and your call to action	p. 83
Creating an email newsletter	p. 87
Establishing the right email frequency	p. 91
Personalization	p. 95
Segment lists for more targeted emails	p. 99
Great Subject lines drive a strong response	p. 103
Consider the From line	p. 107
Test, test, test	p. 111
Maximizing system-generated and automated emails	p. 115
Use your signature line	p. 119
Top to bottom advice for better emails	p. 123
Audit your email program annually	p. 127
The Truth About Getting into and Optimizing the Inbox	p. 131
The basics of deliverability	p. 131
Understanding rendering	p. 135
Creating email campaigns for mobile devices	p. 139
The Truth About Measuring Email Performance	p. 143
Know your email metrics, part 1	p. 143
Know your email metrics, part 2	p. 147
Remarketing for results	p. 151
The Truth About Privacy and CAN-SPAM	p. 155
Understanding the CAN-SPAM Act	p. 155
A closer look at spam	p. 159
The varying levels of permission	p. 163
What your privacy policy should cover	p. 169
The Truth About Automated Email	p. 173
Create a meaningful welcome message	p. 173
Creating an unsubscribe process	p. 177
The right (and wrong) ways to monitor replies to your email campaigns	p. 181
The Truth About B2B and International Email Programs	p. 185
Delivering on business-to-business email campaigns	p. 185
Best practices for international email efforts	p. 189
The Truth About Where Email Is Headed	p. 193
The impact of social media on email	p. 193
The future of email marketing	p. 197
References	p. 201
Acknowledgments	p. 204
About the Author	p. 206
Recommended sites, newsletters, and blogs
Glossary
Useful statistics
Table of Contents provided by Ingram. All Rights Reserved.

Simms Jenkins is CEO of BrightWave Marketing, an award-winning email marketing services firm specializing in the strategic optimization of email marketing programs. Jenkins is regarded as one of the leading experts in the email marketing industry and has extensive relationship and interactive marketing experience on both the client and agency side

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