BN.com Gift Guide

Sign Me up!: A Marketer's Guide to Creating EMail Newsletters That Build Relationships and Boost Sales

Overview

Sign Me Up! Imagine it: prospects actually asking you to email your marketing information to them. At a time when people are reluctant to give out their email addresses and skeptical of most email, it's harder than ever for legitimate marketers to separate their emails from spam. Not anymore.

This first-of-its-kind book reveals the secrets behind running a permission-based email newsletter program that motivates customers and prospects to sign ...

See more details below
Available through our Marketplace sellers.
Other sellers (Hardcover)
  • All (6) from $1.99   
  • Used (6) from $1.99   
Close
Sort by
Page 1 of 1
Showing All
Note: Marketplace items are not eligible for any BN.com coupons and promotions
$1.99
Seller since 2006

Feedback rating:

(3870)

Condition:

New — never opened or used in original packaging.

Like New — packaging may have been opened. A "Like New" item is suitable to give as a gift.

Very Good — may have minor signs of wear on packaging but item works perfectly and has no damage.

Good — item is in good condition but packaging may have signs of shelf wear/aging or torn packaging. All specific defects should be noted in the Comments section associated with each item.

Acceptable — item is in working order but may show signs of wear such as scratches or torn packaging. All specific defects should be noted in the Comments section associated with each item.

Used — An item that has been opened and may show signs of wear. All specific defects should be noted in the Comments section associated with each item.

Refurbished — A used item that has been renewed or updated and verified to be in proper working condition. Not necessarily completed by the original manufacturer.

Good
Some wear on book from reading, some spine creases, wear on binding and pages, we guarantee all purchases and ship all items via USPS mail.

Ships from: Toledo, OH

Usually ships in 1-2 business days

  • Standard, 48 States
  • Standard (AK, HI)
$2.17
Seller since 2009

Feedback rating:

(23972)

Condition: Good
Our feedback rating says it all: Five star service and fast delivery! We have shipped four million items to happy customers, and have one MILLION unique items ready to ship today!

Ships from: Toledo, OH

Usually ships in 1-2 business days

  • Canadian
  • International
  • Standard, 48 States
  • Standard (AK, HI)
  • Express, 48 States
  • Express (AK, HI)
$2.47
Seller since 2010

Feedback rating:

(969)

Condition: Very Good
0595669751 Very Good Condition. Tight and Neat. Five star seller - Ships Quickly - Buy with confidence!

Ships from: Lake Arrowhead, CA

Usually ships in 1-2 business days

  • Canadian
  • International
  • Standard, 48 States
  • Standard (AK, HI)
  • Express, 48 States
  • Express (AK, HI)
$32.11
Seller since 2014

Feedback rating:

(320)

Condition: Very Good
Very good.

Ships from: Chatham, NJ

Usually ships in 1-2 business days

  • Canadian
  • International
  • Standard, 48 States
  • Standard (AK, HI)
  • Express, 48 States
  • Express (AK, HI)
$32.11
Seller since 2014

Feedback rating:

(320)

Condition: Good
Possible retired library copy, some have markings or writing. May or may not include accessories such as CD or access codes.

Ships from: Chatham, NJ

Usually ships in 1-2 business days

  • Canadian
  • International
  • Standard, 48 States
  • Standard (AK, HI)
  • Express, 48 States
  • Express (AK, HI)
$33.44
Seller since 2014

Feedback rating:

(320)

Condition: Like New
As new.

Ships from: Chatham, NJ

Usually ships in 1-2 business days

  • Canadian
  • International
  • Standard, 48 States
  • Standard (AK, HI)
  • Express, 48 States
  • Express (AK, HI)
Page 1 of 1
Showing All
Close
Sort by
Sending request ...

Overview

Sign Me Up! Imagine it: prospects actually asking you to email your marketing information to them. At a time when people are reluctant to give out their email addresses and skeptical of most email, it's harder than ever for legitimate marketers to separate their emails from spam. Not anymore.

This first-of-its-kind book reveals the secrets behind running a permission-based email newsletter program that motivates customers and prospects to sign up for your emails and respond to your messages. It shows you how you can use email to

  • Sell more products and services
  • Boost customer satisfaction and loyalty
  • Attract new customers to your products and services

Sign Me Up! delivers valuable insights and ideas on creating and sustaining an email newsletter program. It's packed with real-world examples from eBay, Amazon.com, CoolSavings, iVillage, BabyCenter and more.

You'll learn how to

  • Write and design great newsletters
  • Build and maintain responsive and targeted lists
  • Increase response to every email you send
  • Test and measure the effectiveness of your email program
  • Make sure your messages reach the inbox

Sign Me Up!

Read More Show Less

Product Details

  • ISBN-13: 9780595669752
  • Publisher: iUniverse, Incorporated
  • Publication date: 12/28/2004
  • Pages: 184
  • Product dimensions: 6.00 (w) x 9.00 (h) x 0.56 (d)

Table of Contents

Preface xv
Introduction 1
The World Is Waiting for Your Email 1
Great Email Is within Your Grasp 1
Lessons from the Inbox: The Rules 2
Part I Content Strategies
Chapter 1 Creating Email That People Want to Read 7
The Three R's of Email Marketing: Relevance, Relevance, Relevance 8
Editorial Quality Matters 11
Make It a "Magazine" 12
Sell Tastefully, but Sell Everywhere 12
Make It Interactive with Surveys 13
Newsletters Aren't the Only Emails You Can Send 14
Lessons from the Inbox: Email as Part of an Integrated Marketing Effort 16
Chapter 2 Writing and Managing an Email Newsletter Program 17
What to Write: The Secrets of Quality Content 17
How to Come Up with Content Ideas That Pique Interest 20
Coming Up with an Original Angle 21
Making Your Email Viral by Creating Content That People Want to Pass Along 21
What Not to Write 25
How Much to Write 25
Who Should Write Your Newsletter? 27
Why You Should Publish More Than One Newsletter 28
How to Use the "Unsubscribe Flip" 29
How Often to Send Your Newsletters 31
Getting Your Readers to Take Action 32
Lessons from the Inbox: Email Preference Centers 35
Making It Work 36
Chapter 3 Designing and Formatting Emails for Maximum Performance 38
Email: A Medium That Requires Special Design Considerations 38
The Importance of the "From" Address 39
Subject Lines That Get Your Email Opened 40
Using Headers to Build Interest and Recognition 42
Don't Forget about Footers 43
The Preview Window: Keeping the Good Stuff "Above the Fold" 45
The Pros and Cons of HTML Emails 47
The Pros and Cons of Text Emails 48
Text or HTML? Deciding Which Is Best for Your Program 51
Who Should Design Your Newsletter? 51
Part I: Content Strategies Summary 53
Part II List Strategies
Chapter 4 Building a Large-and Responsive-Email List 57
How to Get Permission 58
Ways to Build Your List 60
Leveraging Organic Capture to Build Your List 61
Using Your Web Site to Build Your List 61
Designing Subscribe Forms That Encourage Sign-Up 63
Asking for Emails in the Real World 65
Using Forward to a Friend (FTAF) in Email 68
Creating a Forward-to-a-Friend Form 69
Getting Friends to Subscribe 71
Using Cross-Promotion Opportunities 72
Asking for Emails in Non-Marketing Emails 72
Turn Transaction Emails into Selling Opportunities 73
Create an Affiliate Program That People Want to Join 76
Using Paid Acquisition to Grow Your List 76
Renting or Buying a List 78
Advertising for Your List 79
Strategic Partnerships That Build Lists 80
Lessons from the Inbox: Vetting Data Partners (or, Making Sure Your Partners are on the Up-And-Up) 81
Appending Information to Your Existing Customer Records 82
Chapter 5 Keeping Your List Clean and Well Maintained 85
How to Handle Unsubscribes 85
Smart Tactics Designed to Reduce Unsubscribe Rates 88
A Stagnant List Is a Depreciating Asset 89
How to Keep Your Email List Clean 90
Dealing Effectively with Human Oversight 93
Lessons from the Inbox: Email Customer Service 94
Educate the Entire Company about Email Policies and Procedures 96
The Importance of Creating Backups of Your Lists 96
Quarantine New Data 96
Bounce Processing: What It Is and Why It Matters 96
The Art of Bounce Management 98
Part II: List Strategies Summary 100
Part III Optimization Strategies
Chapter 6 The Importance of Testing (and Re-testing) 105
Setting Up a Testing Program 105
Landing Pages 108
Use Surveys to Obtain User Feedback 110
Chapter 7 Measuring Success One Number at a Time 112
The Key Point When Analyzing Metrics 112
Key Metrics for Tracking Results 113
More Comprehensive Metrics That Reveal In-Depth Information 116
Measuring the True Impact of Email on Overall Sales 122
Chapter 8 Making Sure Your Messages Make It to the Inbox 124
Filters: The Inbox Watchdogs 124
Why Your Email Gets Caught by Spam Filters and What to Do about It 125
The Other Hobgoblins of Deliverability 126
Tracking Deliverability 128
Blacklists and Why They're Bad for Marketers 130
Lessons from the Inbox: The Art of ISP Relations 131
Whitelists and Why They're Good for Marketers 131
Authentication: How ISPs Tell the Good Guys from the Bad Guys 134
WARNING: The Rules Are Changing All the Time 135
Lessons from the Inbox: Hiring and Working with an Email Service Provider 136
The Keys to Ensuring Maximum Deliverability 139
Chapter 9 CAN-SPAM and Other Email Legislation 141
All about CAN-SPAM Compliance 141
Additional Legislation You Need to Know about: The California Online Privacy Protection Act 143
Going Beyond the Letter of the Law 144
Part III Optimization Strategies: Summary 145
Afterword: The Future of Email 147
How to Stay Current on the Latest Email Trends and Techniques 151
Glossary 153
Resource Guide 159
About Return Path 161
About the Authors 163
Read More Show Less

Customer Reviews

Be the first to write a review
( 0 )
Rating Distribution

5 Star

(0)

4 Star

(0)

3 Star

(0)

2 Star

(0)

1 Star

(0)

Your Rating:

Your Name: Create a Pen Name or

Barnes & Noble.com Review Rules

Our reader reviews allow you to share your comments on titles you liked, or didn't, with others. By submitting an online review, you are representing to Barnes & Noble.com that all information contained in your review is original and accurate in all respects, and that the submission of such content by you and the posting of such content by Barnes & Noble.com does not and will not violate the rights of any third party. Please follow the rules below to help ensure that your review can be posted.

Reviews by Our Customers Under the Age of 13

We highly value and respect everyone's opinion concerning the titles we offer. However, we cannot allow persons under the age of 13 to have accounts at BN.com or to post customer reviews. Please see our Terms of Use for more details.

What to exclude from your review:

Please do not write about reviews, commentary, or information posted on the product page. If you see any errors in the information on the product page, please send us an email.

Reviews should not contain any of the following:

  • - HTML tags, profanity, obscenities, vulgarities, or comments that defame anyone
  • - Time-sensitive information such as tour dates, signings, lectures, etc.
  • - Single-word reviews. Other people will read your review to discover why you liked or didn't like the title. Be descriptive.
  • - Comments focusing on the author or that may ruin the ending for others
  • - Phone numbers, addresses, URLs
  • - Pricing and availability information or alternative ordering information
  • - Advertisements or commercial solicitation

Reminder:

  • - By submitting a review, you grant to Barnes & Noble.com and its sublicensees the royalty-free, perpetual, irrevocable right and license to use the review in accordance with the Barnes & Noble.com Terms of Use.
  • - Barnes & Noble.com reserves the right not to post any review -- particularly those that do not follow the terms and conditions of these Rules. Barnes & Noble.com also reserves the right to remove any review at any time without notice.
  • - See Terms of Use for other conditions and disclaimers.
Search for Products You'd Like to Recommend

Recommend other products that relate to your review. Just search for them below and share!

Create a Pen Name

Your Pen Name is your unique identity on BN.com. It will appear on the reviews you write and other website activities. Your Pen Name cannot be edited, changed or deleted once submitted.

 
Your Pen Name can be any combination of alphanumeric characters (plus - and _), and must be at least two characters long.

Continue Anonymously

    If you find inappropriate content, please report it to Barnes & Noble
    Why is this product inappropriate?
    Comments (optional)