Email Marketing: An Hour a Day / Edition 1

Email Marketing: An Hour a Day / Edition 1

ISBN-10:
0470386738
ISBN-13:
9780470386736
Pub. Date:
11/24/2008
Publisher:
Wiley
ISBN-10:
0470386738
ISBN-13:
9780470386736
Pub. Date:
11/24/2008
Publisher:
Wiley
Email Marketing: An Hour a Day / Edition 1

Email Marketing: An Hour a Day / Edition 1

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Overview

If the idea of starting an email marketing campaign overwhelms you, the authors of Email Marketing: An Hour a Day will introduce you to email marketing basics, demonstrate how to manage details and describe how you can track and measure results.  Case studies, step-by-step guides, checklists, quizzes and hands-on tutorials will help you execute an email marketing campaign in just one hour a day.  When you feel comfortable with the basics, learn how to use video and audio enabled email, implement tools like mobile devices and leverage social networks.

Product Details

ISBN-13: 9780470386736
Publisher: Wiley
Publication date: 11/24/2008
Pages: 291
Product dimensions: 7.30(w) x 9.10(h) x 0.70(d)

About the Author

Jeanniey Mullen 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.

David L. Daniels 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.

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Table of Contents

Foreword xv

Introduction xvii

Chapter 1 Understanding Email Marketing Today 1

How We Got Here 2

What Email Means to Your Audience 5

The Five Types of Email 6

Awareness 8

Consideration 9

Conversion 10

Product Usage 10

Loyalty 12

Understanding the Economic Impact of Email 14

Test Your Knowledge 15

Chapter 2 The Five Critical Elements of Every Email You Create 17

Creating Brand Impact 18

Determining How Much Brand Equity Your Emails Carry 19

Adding Intelligence to Your Design 22

Basic Elements of Intelligent Email 22

Using This Insight to Your Advantage 24

Driving the Purchase 26

Waging the War Against Email ADD 28

Beyond the Email Content: What You Need to Know 29

Creating Transactional/Service Messages 30

Adding Viral Marketing Elements 34

Two Ways to Define Success of Your Viral Marketing Efforts 35

Best Practices for Creating a Buzz Using Viral Efforts or Word of Mouth 36

Test Your Knowledge 37

Chapter 3 Getting Ready to Build Your Email Marketing Efforts 39

Aligning Your Strategy with Your Tools 40

Determining Your Tools: A Ten-Point Strategy 40

Evaluating Vendors 44

A Checklist to Maximize Your Vendor Selection Process 45

Organizational Readiness: Resources Required for Success 49

Budgeting for the Future 52

Justification: Selling Your Boss on the Return on Investing in Email 53

Test Your Knowledge 55

Chapter 4 What Happens Once You Send Your Email 57

Defining the Analytics Framework 58

Start with Your Email Marketing Plan, and Expand It to Include Your Company Growth Plan 59

What to Do If Something Goes Wrong 64

So, What Do You Do When It Happens to You? 67

Revisiting Your Budget 68

The Email Marketing Database and Future Multichannel Efforts 70

Phase 1: Awareness 71

Phase 2: Engagement 71

Phase 3: Consideration 71

Phase 4: The Buy 72

Making the Most of Your Email in a Multichannel Environment 72

What This Means When You Are Setting Up Your Initial Email Database 72

The Top Five Ways You Can Mess Things Up If You Are Not Really Careful 74

Test Your Knowledge 75

Chapter 5 Eight Key Drivers of Your Email Campaign 77

Key Driver 1: Email Address Acquisition 78

Your Website 78

Other Channels 82

Third-Party Sources 84

Welcome to the Campaign! 87

Key Driver 2: Creative/Copy 88

The From Line 89

Subject Lines 89

The Spam Check 90

The Width of Your Email Template 91

The Length of Your Email Template: Work Above the Fold 92

Email Creative Best Practices 92

Key Driver 3: Making the Data Work 93

Key Driver 4: Multichannel Integration 95

Key Driver 5: Technology (Delivery, Deployment, and Design) 96

Key Driver 6: Reporting/Analytics 98

Key Driver 7: Privacy/Governmental Control 100

State Registries 101

Privacy Policy Best Practices 101

Key Driver 8: Reactivation 104

Test Your Knowledge 105

Chapter 6 Preparing Your Email Marketing Strategy 107

Week 1: Preparing Your Resource Arsenal 108

Monday: Getting Smart (the Seven Essential Truths About Email Marketing) 109

Tuesday: Evaluating Tools and Resources 112

Wednesday: Budgeting 116

Thursday: Related Marketing Initiatives 119

Friday: Getting the Boss to Sign the Check 123

Week 2: Building the Blueprint for Success 124

Monday: Evaluating Your Current House File and File Size Needs 125

Tuesday: Creating the Acquisition Plans 126

Wednesday: Focusing on the Opt-in Process and Customer Preference Centers 128

Thursday: Reviewing the Opt-out Process 132

Friday: Making Sure Your Landing Pages Are a Good Place to Land 133

Week 3: Counting Down to “Go Time” 138

Monday: Mapping Out a Realistic Strategy 139

Tuesday: Defining Your Data Transfer Process 142

Wednesday: Making Sure Your Tracking Links Will Work 144

Thursday: Checking for the Deliverability Basics 147

Friday: Testing for Actionability 151

Week 4: Testing Your Way to the First Campaign 152

Monday: Choosing the Subject Line Strategy 152

Tuesday: Making Sure Your Content Can Be Seen 153

Wednesday: Ensuring Personalization Is Accurate 156

Thursday: Remembering That Emails Get Forwarded and Saved 158

Friday: Going Through the Success Checklist One More Time 159

Test Your Knowledge 159

Chapter 7 Month 2: Ensuring Success as You Launch Your Campaign 161

Week 1: Sending Your First Campaign 162

Monday: What to Do Once You Hit Send 162

Tuesday: Reading Reports 163

Wednesday: Managing Customer Service Replies 166

Thursday: Matching Your Response Rates to Your Forecast and Plan 167

Friday: Keeping Your Database Clean and Your Reputation Strong 169

Week 2: Creating a Plan to Optimize Your Results 171

Monday: What Your Reports Are Really Saying 171

Tuesday: Analyzing the Effectiveness of Your Creative 173

Wednesday: Pulling Together the Comprehensive Report 178

Thursday: Optimizing the Opt-in Points on Your Website 180

Friday: Creating Your Test 184

Week 3: Measuring Email’s Impact on Other Channels 187

Monday: Measuring the Role of Email in a Customer’s Purchase 188

Tuesday: Determining the Value of Your Email Addresses and Campaigns 193

Wednesday: Increasing Email Sending Costs to Improve Top-Line Results 196

Thursday: Exploring Web Analytics and Email Integration 198

Friday: Finding and Targeting Your Advocates 202

Week 4: Promoting Your Email Results Within Your Organization 206

Monday: Affecting Email Used in Other Parts of Your Organization 206

Tuesday: Sharing Results with Your Online Peers 209

Wednesday: Sharing Results with Your Offline Peers 210

Thursday: Using Your Email Results for PR Purposes 211

Friday: Looking Ahead to Dynamic Content 213

Test Your Knowledge 214

Chapter 8 Month 3: Adding Bells and Whistles 215

Week 1: Using Email as a Feedback Tool 216

Monday: Leveraging Email Surveys 216

Tuesday: Designing an Email Survey 217

Wednesday: Polls in Emails 220

Thursday: Email Focus Groups 221

Friday: Email-Driven Testimonials 222

Week 2: Creating Video- and Audio-Enabled Emails 226

Monday: Deciding Whether Using Audio or Video Is Right for Your Emails 227

Tuesday: Building the Five Layered Emails 228

Wednesday: Making Your Video Email Viral 230

Thursday: Making Your Video Email an Integrated Part of a Larger Campaign 232

Friday: Allowing Your Reader to Create Their Own Video Email 233

Week 3: Creating Mobile Email 234

Monday: Why Your Email Needs to be Mobile 235

Tuesday: The Mobile Email Creative 236

Wednesday: How Many Readers in Your Database Are Reading “on the Run”? 239

Thursday: Defining Your Mobile Email Preference Center 240

Friday: Making Your Current Email Strategy Work in a Mobile World 241

Week 4: Creating Social Email 243

Monday: When Email Is Used on Social Networks 244

Tuesday: Response Guidelines for Social Email 245

Wednesday: Reviewing Results for Social Email 247

Thursday: Social Messaging: Thinking Inside the Box 249

Friday: Keeping the Use of Social Email in “Check” 251

Test Your Knowledge 252

Chapter 9 Getting Ready for Year 2 and Beyond 253

Iterative Financial Analysis: Analytics Over Time 254

A Top-Down View of Annual Performance 254

Analyzing Individual Subscriber Segment Performance 255

List Health 255

Financial Performance/Budget to Plan Performance 255

The Necessity of Rebudgeting 256

ESP Refresh: Evaluating Your ESP and Technology Partners 257

Assessing Future Trends 260

Journey On 261

Appendix A Vendor Resource List 263

Associations, Events, and Publications 264

Email Service Providers 264

Delivery Service Providers and Reputation and Accreditation Management Services 265

Market Research, Agencies, and Consultants 265

Technology Vendors 266

Web Analytics Vendors 266

Appendix B Email Checklists 267

Email Design 268

Content 268

Subject Line 268

Preheader/Header 268

Preview Pane 268

Message Construct 269

Recovery Module 269

Footer 269

Code QA Testing 269

Precheck HTML File 269

Precheck Text File 270

Conduct Rendering Testing 271

Glossary 273

Index 284

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