电子邮件营销指南E-Mail Marketing For Dummies

出版时间：2007-11  作者：John Arnold  页数：336  
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内容概要

E-mail seems like a terrific marketing tool — until you think about all that spam clogging up your own inbox. But of course YOUR message isn’t spam. So how do you use e-mail to market without becoming a spammer? Done properly, e-mail marketing is highly effective. E-Mail Marketing For Dummies can help you send your message to the inboxes of the world while observing professional standards, improving your deliverability, and executing your e-mail marketing strategy in line with current laws. You'll discover the secrets to creating professional and inviting e-mail messages, locating receptive respondents, tracking the results, and finding out whether your program is working. You’ll be able to:     Combine e-mail with other marketing media Develop a winning strategy, build a quality e-mail list, and find success     Comply with anti-spam laws     Set reasonable objectives     Decide whether to use an e-mail service provider     Brand your e-mails     Build relationships with your customers     Increase your “open” rate and find out who’s actually opening your e-mails     Use e-mail to improve search engine optimization     And if you’re not a bona fide, pocket-protector-carrying geek, this book is perfect. It’s written for business people who need to get return on their time as well as their marketing efforts. Whether you read it straight through or dive right into the part you need most, E-Mail Marketing For Dummies is all about using e-mail to help your business prosper.

书籍目录

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