电子邮件营销指南E-Mail Marketing For Dummies
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作者： John Arnold 著
出 版 社：
出版时间： 2007-11-1字数：版次： 1页数： 336印刷时间： 2007/11/01开本： 16开印次： 1纸张： 胶版纸I S B N ： 9780470190876包装： 平装编辑推荐
作者简介：John Arnold is a renowned marketing trainer and speaker as well as an entrepreneur and small business advisor. He has consulted with almost every type of small business imaginable and has personally taken more than a dozen small businesses from conception to fruition in the retail, service, nonprofit, and consulting industries, including a nationally syndicated radio show. In 2006, John helped to pioneer a small business training program on behalf of the e-mail marketing company Constant Contact. Through the program, John personally taught e-mail marketing to thousands of small business owners, and his seminars and workshops have since become a trusted source for e-mail marketing strategies, tactics, and best practices. During John’s tenure, Constant Contact was named #166 on Inc. 500’s list of the fastest growing private companies, and in 2007, completed a successful Initial Public Offering. John continues to train and advise small business owners as a Constant Contact Regional Development Director. He is a sought-after speaker and consultant for franchises, Chambers of Commerce, Small Business Development Centers, Business Improvement Districts, Visitors and Conventions Bureaus, and nonprofit organizations. John can be reached through the publisher or on his Web site at www.emailtrainer.com.
内容简介
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.
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
