Communicating with consumers is easy, but getting them to pay attention
isn’t. Every successful marketing strategy entails cutting through the
clutter, and few places are more cluttered than the average consumer’s
e-mail inbox.
E-mail marketing represents an opportunity to experience both the thrill
of increased customer loyalty and steady repeat business as well as the agony
of bounced e-mail, unsubscribe requests, and spam complaints. Whether you
find thrill or agony in your e-mail marketing strategy depends on your ability to
effectively deliver valuable and purposeful e-mails to prospects and customers
who have a need for your information.
This book combines time-tested marketing strategies with consumer preferences and best practices to help you develop and deliver e-mails that your
prospects and customers look forward to receiving.
I explain how to apply
basic business and marketing principles to your e-mail strategy, such as maximizing your revenue and coming up with meaningful objectives. I also explain
how to use e-mail templates to design professional-looking marketing e-mails
and how to come up with relevant e-mail content to put into your designs.
E-mail marketers are also subject to legal requirements, consumer mistrust,
and Internet service providers (ISPs) blocking and filtering unwanted e-mails
by the billions. This book shows you how to adhere to professional standards,
improve your deliverability, and execute your e-mail marketing strategy with
current laws in mind.
Because your prospects and customers have to share their e-mail address
in order for you to deliver valuable e-mails, this book explains how to build
a quality e-mail list of subscribers who reward your e-mail marketing efforts
with immediate action and outstanding return on investment (ROI). I include
tactics that you can use immediately to start building your list as well as tips
for obtaining permission and getting your list subscribers to take action on
your e-mails.
E-mail marketing doesn’t conclude with the successful delivery of an e-mail,
so I also explain how you can find out who is opening and clicking your e-mails.
I include tips for using e-mail tracking reports and Web analytics to increase
the number of your e-mail list subscribers who regularly make purchases and
refer your business to their friends and colleagues. I also explain how you can
use e-mail to improve search engine optimization, blogs, surveys, and other
new technologies to deepen your customer relationships and extend your
online presence.
About this ebook :
E-Mail Marketing For Dummies answers your questions about e-mail marketing
and gives you tips and ideas for executing the various steps involved in
a successful e-mail marketing campaign.
This book isn’t written to impress technically savvy intellectuals. It’s for business owners who have to make the most of every minute of every day. I include
lots of bulleted text with concise descriptions and ideas for implementing each
topic immediately.
The content in each chapter stands alone, so you don’t have to read all the
chapters in order. You can use this book like an entire series of books on the
subject of e-mail marketing. You can scan through the table of contents and
read about a single topic to refresh your memory or to get a few ideas before
beginning a task, or you can read an entire chapter or a series of chapters to
gain understanding and gather ideas for executing one or more parts of an
entire e-mail campaign.
