Total E-mail Marketing: Maximizing Your Results from Integrated E-Marketing: Emarketing Essentials
Autor Dave Chaffeyen Limba Engleză Paperback – sep 2006
* Planning effective, integrated e-mail campaigns and e-newsletters
* How to rapidly build a quality house list and select the best tools to manage it
* Ethical and legal constraints in a fast-moving sector
* Design and write HTML and text format e-mails for maximum response
* Getting through the SPAM filters to maximize deliverability
* Targeting, personalizing, measuring and improving e-mail campaigns
* Integrating emerging technologies like blogs, RSS and mobile messaging
* Practical dos and don’ts
A vital supplement to the author’s book e-Marketing eXcellence, also in its 2nd editon and co-written with PR Smith, this text is relevant to all marketers ߝ specializing in e-marketing or not ߝ as it offers an integrated campaign perspective and shows how to maximize integrated e-marketing results.
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Specificații
ISBN-13: 9780750680677
ISBN-10: 0750680679
Pagini: 275
Ilustrații: Illustrated
Dimensiuni: 188 x 244 x 17 mm
Greutate: 0.58 kg
Ediția:2Revizuită
Editura: BUTTERWORTH HEINEMANN
Seria Emarketing Essentials
ISBN-10: 0750680679
Pagini: 275
Ilustrații: Illustrated
Dimensiuni: 188 x 244 x 17 mm
Greutate: 0.58 kg
Ediția:2Revizuită
Editura: BUTTERWORTH HEINEMANN
Seria Emarketing Essentials
Public țintă
Primary market is professional marketers looking to learn more about e-mail marketing and how practically to use e-mail marketing as part of integrated campaigns and through e-newsletters. Specialist e-marketers (main role is e-marketing) are also a significant market as are university students on specialist marketing courses.Cuprins
Why Total e-mail marketing?; How is the book structured?; Who is this book for?; Learning features; Preface to second edition; Acknowledgements; Chapter 1 Introduction; Modelling and measuring e-mail marketing effectiveness; Why e-mail marketing matters; Why e-mail marketing beats Direct Mail; Why e-mail marketing beats web site-based marketing; Why ‘Total e-mail marketing’?; Meeting the challenges of total e-mail marketing; Chapter 2 E-mail marketing fundamentals; Introduction; Permission marketing; E-permission marketing principles; Legal constraints; Customer relationship management (CRM); Online CRM; Personalisation and mass customisation: References; Chapter 3 E-mail campaign planning; Introduction; Objective setting; E-mail campaign budgeting; Campaign design ߝ Targeting ߝ Offer ߝ Timing ߝ Creative; Campaign Integration; The creative brief; Measurement; Continuous improvement of campaigns; Testing; Campaign management and resourcing; References; Web links; Chapter 4 E-mail for customer acquisition; Introduction; Building a house e-mail list; Using e-mail marketing to support customer acquisition; Web-based customer acquisition strategy- 1. Devise incentives (s); 2. Use online and offline communications to drive traffic to the web site; 3. Revise web site design to emphasise offer; 4. Define profiling needs and capture form; 5. Select permission levels - what does opt-in really mean?; 6. Draw-up privacy statement; 7. Define the opt-out; 8. Follow-up registration; Measuring acquisition effectiveness; References; Chapter 5 Using e-mail for customer retention; Introduction; Success factors for online retention; Planning retention; Targeting approaches; RFM analysis; E-newsletters ߝ defining and refining; References;
Chapter 6 Crafting e-mail creative; Introduction; Understanding consumers e-mail behaviour; E-mail usage constraints; E-mail creative structure; E-mail headers; Banner and headline; E-mail creative formatting; E-newsletter design; Copywriting for E-mail; Landing pages; Testing creative; How not to do it!; References; Web links; Chapter 7 E-mail marketing management; Selecting solution providers; Managing a campaign; Choosing e-mail management software and services; Managing the house list; Managing inbound e-mail; References; Web links; Chapter 8 E-mail marketing challenges & innovation; Improving deliverability; Touch frequency; Rich media e-mails; Messaging through mobile or wireless access devices; Really Simple Syndication; References; Web links
Chapter 6 Crafting e-mail creative; Introduction; Understanding consumers e-mail behaviour; E-mail usage constraints; E-mail creative structure; E-mail headers; Banner and headline; E-mail creative formatting; E-newsletter design; Copywriting for E-mail; Landing pages; Testing creative; How not to do it!; References; Web links; Chapter 7 E-mail marketing management; Selecting solution providers; Managing a campaign; Choosing e-mail management software and services; Managing the house list; Managing inbound e-mail; References; Web links; Chapter 8 E-mail marketing challenges & innovation; Improving deliverability; Touch frequency; Rich media e-mails; Messaging through mobile or wireless access devices; Really Simple Syndication; References; Web links