9780789737946

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

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

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: email 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.

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Introduction Introduction "What helps people, helps business." --Leo Burnett, advertising legend "Trying to assess the true importance and function of the Net now is like asking the Wright brothers at Kitty Hawk if they were aware of the potential of American Airlines Advantage miles." --Bran Ferren, Chief Imagineer, Walt Disney Company Email marketing is one of the most incredibly powerful yet misunderstood mediums of the marketing world. Nearly all businesses and consumers utilize it, whether it is to send or receive content and offers. Email marketing is a unique communication platform that blends both art and science while delivering value to the subscriber's inbox. While many companies practice it, few get email marketing right. It is part of our business landscape that requires constant grooming. Change is the only constant. I've been working in the interactive space for over ten years. During this time, I've seen a great deal of money thrown into questionable business models and unproven companies and executives. I've also seen a lot of really bright people take chances in their careers and launch game-changing companies. Email emerged as the "killer app" of the Internet age. While there is certainly more competition for buzz and mindshare today, email still is the bread and butter of any online user experience. In telling The Truth About Email Marketing, I had to make a lot of hard decisions about what to include and what not to include. I hope this book provides a range of key email marketing elements that will appeal to and educate a wide audience. This book should be the kind that sits on your desk and is referenced, earmarked, and highlighted rather than passively read. My aim was for this to be a guide in your email marketing adventure. Whether you are a seasoned professional email marketer or are brand new to the topic, this book is for you. Now back to the two quotes at the top of this section. They both speak to me in different ways. How they speak to email marketing is revealing as well. My biggest complaint about email marketers (and often marketing in general) is a fundamental one. Entire strategy and email campaigns are often driven by achieving internal marketing goals, rather than bringing compelling and helpful information to their subscribers who gave them one of the most important things one can provide in an online world: permission. If we remember to focus on the subscribers first, the business goals will follow. Email marketing has changed, as the Internet has, in a dramatic fashion. And I'm just talking about in the past six months. It's quite challenging to wrap our heads around the impact of email marketing in its short history. There are many levels to how email marketing has changed businesses and consumer habits. Nevertheless, we can clearly demonstrate email's ongoing effectiveness and develop and follow a set of core best practices that will ensure that effectiveness continues into the future. Hopefully, this book can help you along the way in this endeavor. Just as the Wright brothers had no idea how their invention would impact the future aviation industry, many of you marketing professionals are shaping Internet history. Copyright Pearson Education. All rights reserved.

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The Truth About Email Marketing

The Truth About Email Marketing

0789737949

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