Effective E-Mail Marketing: The Complete Guide to Creating Successful Campaigns

Overview

"E-mail is today’s most powerful marketing medium. It is also the most misunderstood. This dynamic book dispenses with incomprehensible theories and conflicting rules to explore real-life examples of e-mail campaign successes and failures -- explaining exactly why each soared or sank.

Over-mailing
• Under-testing
• Poorly constructed messages
Effective E-Mail Marketing shows marketers how to avoid these and ...

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Overview

"E-mail is today’s most powerful marketing medium. It is also the most misunderstood. This dynamic book dispenses with incomprehensible theories and conflicting rules to explore real-life examples of e-mail campaign successes and failures -- explaining exactly why each soared or sank.

Over-mailing
• Under-testing
• Poorly constructed messages
Effective E-Mail Marketing shows marketers how to avoid these and hundreds of other problems, and how to craft messages that build rapport -- and sales -- to consumers worldwide. All marketers using the Web will want to look here first to learn the truth about:

• Adapting mass-market messages to this one-to-one medium

• Strategies for increasing mailing frequency without increasing "opt-outs"

• Techniques that reach through the screen to grab the reader

• Words and phrases that drive response -- and those that guarantee rejection

At last, a book full of hard-boiled e-marketing tips to replace unproven theories!"

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Editorial Reviews

Money Maker's Monthly
A goldmine of quick and easy rules that have already been proven to maximize results
Journal of Consumer Marketing
...this practice-oriented book is well worth the price and should be placed next to the PC as a reference, for those engaged in e-mail marketing.
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Product Details

  • ISBN-13: 9780814471470
  • Publisher: AMACOM Books
  • Publication date: 6/17/2002
  • Edition description: New Edition
  • Edition number: 1
  • Pages: 304
  • Product dimensions: 7.50 (w) x 9.25 (h) x 0.64 (d)

Meet the Author

Herschell Gordon Lewis (Fort Lauderdale, FL) is the author of over two dozen books, including On The Art of Writing Copyand The Complete Advertising and Marketing Handbook. He is currently head of Lewis Enterprises, and is former chairman of Communicomp, a global full-service direct marketing service agency.

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Table of Contents

"1. Effective E-Mail: The Communications Revolution

2. Adapting Your Message to This Medium

3. How to Get Opt-Ins

4. Avoiding the Spam Accusation

5. That Magical Ingredient: Rapport

6. Psychology Over Technology: a Valid Conclusion?

7. The All-Important Subject Line

8. Personalization and Relevance

9. Holding Onto Fragile Response

10. Words and Phrases that Work

11. Words and Phrases that Don’t Work

12. Structuring Sentences, Paragraphs, and Persuasion

13. How to Reduce Opt-Outs

14. The Interval Enigma: How Often Should You E-Mail?

15 Monday and Friday -- Poor E-Mail Days?

16. Rich Media and Viral Mail

17. A Potpourri of Tips

18.Sample E-Mails, Good and Bad"

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