Email Marketing By the Numbers: How to Use the World's Greatest Marketing Tool to Take Any Organization to the Next Level

Overview

Marketers, it's time to let go. Say goodbye to short-term customer relationships, intangibles, and opinions. You can't trust your gut or rely on intuition anymore. The new era of marketing is here; and it's based on data, analysis, and what people actually do rather than what they say.

Email Marketing by the Numbers applies such modern marketing principles to the world's greatest marketing tool—permission email. Email marketing expert Chris Baggott reveals what works, what ...

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Overview

Marketers, it's time to let go. Say goodbye to short-term customer relationships, intangibles, and opinions. You can't trust your gut or rely on intuition anymore. The new era of marketing is here; and it's based on data, analysis, and what people actually do rather than what they say.

Email Marketing by the Numbers applies such modern marketing principles to the world's greatest marketing tool—permission email. Email marketing expert Chris Baggott reveals what works, what doesn't, and how to leverage the power of email to accomplish all of your goals.

Are you ready to create better relationships with your customers and prospects? Are you ready to take advantage of email's affordability, interactivity, and targeting capabilities? Whether you work for a mom-and-pop shop or a megacorporation, the tactics here will take your email marketing program to a higher level. Baggott explains how to:

  • Speak to your audience as individuals
  • Spark and maintain subscriber engagement
  • Build a database of quality addresses
  • Segment an audience based on data
  • Find and create relevant content
  • Combine email with viral and word-of-mouth marketing strategies
  • Use surveys, forms, and other feedback tools
  • Keep your email program legitimate and spam-free

With case studies, proven tactics, and additional secrets from more than twenty professional marketers from around the world, Email Marketing by the Numbers is the perfect marketing guide for any organization.

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Product Details

  • ISBN-13: 9780470122457
  • Publisher: Wiley
  • Publication date: 4/20/2007
  • Edition number: 1
  • Pages: 304
  • Product dimensions: 6.18 (w) x 9.06 (h) x 1.07 (d)

Table of Contents


Introduction: By the Numbers: What's It All About?     vii
What Is Marketing's Goal?     1
Is Email the Perfect Marketing Tool?     17
What's Wrong with Email?     39
Subscriber Engagement: What Matters?     51
Building a Killer Database     77
Segmenting for Relevance     107
Finding and Creating Relevant Content     143
The Role of Email in Viral and Word-of-Mouth Marketing     171
Analytics That Matter     185
Testing against Your Goals     205
Using Surveys, Forms, and Other Feedback Tools     223
Triggers, Transactions, and Integration     239
Are You a Spammer?     255
Index     289
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Sort by: Showing 1 Customer Reviews
  • Posted October 12, 2009

    more from this reviewer

    Handy guide to e-mail marketing

    E-mail marketing, the electronic descendant of direct mail, has changed the way businesses communicate with customers. The problem is that many marketers misuse it. Enter Chris Baggott, who brings to the table years of experience both in marketing and with e-mail software. Writing with Ali Sales, he provides a solid presentation of the topic and plenty of real-world examples showing how companies have used industry-tested e-mail techniques to attract and retain clients. This guide includes input from other e-mail experts and users, offering readers a variety of helpful opinions and handy pointers for measuring the success of an e-mail campaign by looking at the numbers. getAbstract recommends this eminently practical, direct book to anyone looking to find more effective ways to influence buyers.

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