Permission-Based E-Mail Marketing That Works

Overview

In Permission-Based E-Mail Marketing That Works!, leading e-mail marketing expert Kim MacPherson shares her secrets for effective dedicated, permission-based, e-mail campaigns, and explains the opportunities and strategies for tailoring its use to attract and retain profitable customers. This comprehensive, how-to guide provides newbies, executives, and seasoned marketing professionals everything there is to know in order to capitalize on this skyrocketing market. Seth Godin, author of Permission Marketing "I was...
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Overview

In Permission-Based E-Mail Marketing That Works!, leading e-mail marketing expert Kim MacPherson shares her secrets for effective dedicated, permission-based, e-mail campaigns, and explains the opportunities and strategies for tailoring its use to attract and retain profitable customers. This comprehensive, how-to guide provides newbies, executives, and seasoned marketing professionals everything there is to know in order to capitalize on this skyrocketing market. Seth Godin, author of Permission Marketing "I was very impressed by the book's readability, interviews, case studies, and the author's unique and in-depth mastery of both direct-marketing and Internet techniques. Kim is one of the very few who could have written this book." Roger C. Parker, author of The Streetwise Guide to Relationship Marketing on the Internet
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Editorial Reviews

Roger C. Parker
I was very impressed by the book's readability, interviews, case studies, and the author's unique and in-depth mastery of both direct-marketing and Internet techniques. Kim is one of the very few who could have written this book." —Roger C. Parker, author of The Streetwise Guide to Relationship Marketing on the Internet
Booknews
Starting from the premise that consumers trash most online marketing communications, the president of an e-mail marketing company and writer of an online column on the subject shares best practices of the trade for profitably attracting and retaining e- customers. Includes case studies, chapter exercises, and resources. Annotation c. Book News, Inc., Portland, OR (booknews.com)
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Product Details

  • ISBN-13: 9780793142958
  • Publisher: Kaplan Publishing
  • Publication date: 3/28/2001
  • Edition description: New Edition
  • Pages: 304
  • Product dimensions: 7.25 (w) x 9.00 (h) x 0.58 (d)

Table of Contents

Foreword
Acknowledgments
Introduction
Pt. 1 E-mail as a Promotional Device
1 The Power of E-mail 3
2 E-mail Terms You Should Know 8
3 Opt-in versus Opt-Out - Permission and Privacy 14
Pt. 2 Reeling 'Em In (Acquiring New Customers That Stay)
4 Creating Your Budget 25
5 Brainstorming the Offer 35
6 All about Lists 49
7 Acquisitions Testing Strategies 64
Pt. 3 Creative Pointers and Tricks of the Trade
8 The Dialogue: How to Speak to Your Prospects and Customers 77
9 Copywriting for E-mail: Best Practices 82
10 The Power of Design 105
Pt. 4 Best E-mail Retention Practices
11 Promoting to Your House List: The Other Side of E-mail Marketing 133
12 Communications to Retain 142
13 Segmentation and Splits for Top Retention 150
14 Viral Marketing 162
Pt. 5 Back-End Necessities and Things to Be Mindful Of
15 Coming in for a Landing 171
16 More on Testing, Cookies, and Other Bits and Bytes 180
17 The Last Word: What It All Adds Up To - Tracking and Measuring Your Results 189
Case Studies 197
Resources 237
Index 257
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