"...gives a well-detailed and skillful insight into developing highly cost-effective and personal campaigns" (Marketing, 4th January 2001)
Email Marketing: Using Email to Reach Your Target Audience and Build Customer Relationshipsby Jim Sterne, Anthony Priore
The most powerful tool for marketing, branding, direct response, and building customer relationships is email. It's cheap, easy-to-use, and almost everybody on the Internet has an email address. The only problem is that not everyone knows how to use it correctly. Sending out a bad email not only discourages potential customers but can also damage your brand and
The most powerful tool for marketing, branding, direct response, and building customer relationships is email. It's cheap, easy-to-use, and almost everybody on the Internet has an email address. The only problem is that not everyone knows how to use it correctly. Sending out a bad email not only discourages potential customers but can also damage your brand and your reputation. Written by the leading experts on Internet direct marketing and permission email marketing, this book arms you with the latest email strategies and techniques to help you dramatically improve response rates and forge lasting customer relationships. The authors provide a comprehensive introduction to what email marketing is and how it can be used to reach a larger group of people at a lower cost. You'll discover the ins and outs of creating an effective email marketing strategy and how it can play a significant role with your customers. And you'll find a collection of valuable templates that will help you get started immediately!
This book takes you step-by-step through the process of creating a successful permission email marketing campaign. Inside, you'll learn how to:
- Develop a campaign strategy
- Write an email masterpiece
- Reach your target audience
- Enhance a campaign for a better response rate
- Measure the success of email marketing strategies
- Advertise on other people's electronic newsletters
- Host your own discussion group
Once you make a "scout's honor" commitment to only use "opt-in" emailnever "opt-out" or (heaven forfend) Spamyou can do amazingly flexible, powerful, profitable email marketing. In Email Marketing, two of the field's leaders show you how, start-to-finish.
These are the details you won't find anywhere else. How to develop an email campaign strategy and objects. Targeting your message. Choosing lists that contain people who've honestly asked to hear your message. Creating your offer. Determining how much email you can send without alienating even the most responsive recipient. Testing your assumptions, formats, lists, offers, subject line, length, tone, response mechanism, and lots more.
You'll discover how to create effective e-Newsletters and e-Promotions, how to advertise in other people's email, and how to measure your results. Sterne and Priore also offer new insight into writing great email copy (it's not the same as other direct mail). For instance, you'll learn how to leverage great new ideas such as "implanted context theory"the "realization that each step in the persuasion process is delivering a mind with a changed context to the next step." This is breakthrough stuff. If you've even considered honorable, opt-in email marketing, you gotta read it.
- Publication date:
- Product dimensions:
- 7.50(w) x 9.29(h) x 0.68(d)
Meet the Author
JIM STERNE is a leading world expert on Internet marketing. He specializes in creating Internet marketing strategies for businesses. Sterne produced the world's first seminar on Internet marketing in 1994 and is an internationally recognized speaker at industry conferences. Information about his company, Target Marketing of Santa Barbara, can be found at www.targeting.com.
ANTHONY PRIORE is Vice President of Marketing for yesmail.com, the premier outsourcer of permission email marketing technologies and services (www.yesmail.com). Priore is a recognized leader in the direct marketing and e-commerce marketing fields. His career in marketing spans nearly 20 years and includes executive positions with Peapod, The Leo Burnett Company, Citicorp Diners Club, and DDB Needham Worldwide.
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