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Praise for The Truth About Email Marketing
“It’s refreshing to see an author address specifics instead of gloss over generalities that can be boiled down to one sentence. Simms’ book debunks the top email marketing myths in a readable and logical fashion.”
Tad Clarke, Editorial Director, MarketingSherpa Inc.
“Anyone interested in maximizing their marketing budgets should stop what they are doing and read this book. Simms' deep experience in email marketing is widely evident in this very insightful and fact-filled book. Great insight into an area of marketing that is often overlooked. Plus, its a fun, easy read...especially for us marketers!”
Jeff Hilimire, President, Engauge Digital
“Simms has a great knack for simplifying the complex world of email. From the novice email marketer to the email aficionado, The Truth about Email Marketing provides insight and thought-provoking content that all of us can use in our email and online marketing efforts.”
Aaron Kahlow, CEO & Founder, Online Marketing Summit
“Simms Jenkins expertly outlines a series of useful Truths to ensure effective and highly optimized, permission-based email marketing programs. Take advantage of Simms' battle scars and set yourself on a direct course that unleashes the power of this important marketing channel.”
Sam Cece, Chief Executive Officer, StrongMail Systems
Everything you must know to utilize email marketing in your corporation or small business!
This book reveals 49 proven email marketing best practices
and bite-size, easy-to-use techniques that get results
Email marketing is one of the most incredibly powerful yet misunderstood marketing channels of the business world. While many companies practice email marketing, few get it right. Industry expert, Simms Jenkins, provides a set of best practices to help you assess and refine your strategy and tactics. Your organization can gain much from new and proven approaches to email marketing: strengthen customer relationships, create loyalty, and build trust and awareness. The result is increased responses in sales, leads, registrations, and more.
Introduction ix
Foreword by Mark Brownlow xiii
Part I The Truth About Why Email Works
Truth 1 Email is a powerful marketing tool 1
Truth 2 Permission-based email marketing is not spam 5
Truth 3 Email marketing is extremely cost-effective, targeted, and measurable 9
Truth 4 Email is stronger than ever 13
Part II The Truth About Email Budgeting and ROI
Truth 5 Don't be cheap: email cuts other costs, so invest in it 17
Truth 6 Using email ROI to guide your budget 21
Truth 7 Keeping your email program alive when budgets are cut 25
Part III The Truth About Organizing an Email Department
Truth 8 Deciding to outsource or bring in-house 29
Truth 9 Finding the right partner 33
Truth 10 Getting the ball rolling with your email marketing partner 37
Truth 11 What makes a good email marketing manager 41
Part IV The Truth About Customer-Focused Email Strategy
Truth 12 How to be relevant 45
Truth 13 Making your first impression count 49
Part V The Truth About Creating and Growing a List
Truth 14 It is not easier to ask for forgiveness 53
Truth 15 How to create an email list 57
Truth 16 Using lead-generation tactics to build your list 61
Truth 17 Complement email list growth with search 67
Truth 18 Keep a clean list 71
Truth 19 The benefits of a robust preference center 75
Truth 20 Get more from your email list 79
Part VI The Truth About Best Practices
Truth 21 Length and your call to action 83
Truth 22 Creating an email newsletter 87
Truth 23 Establishing the right email frequency 91
Truth 24 Personalization 95
Truth 25 Segment lists for more targeted emails 99
Truth 26 Great Subject lines drive a strong response 103
Truth 27 Consider the From line 107
Truth 28 Test, test, test 111
Truth 29 Maximizing system-generated and automated emails 115
Truth 30 Use your signature line 119
Truth 31 Top to bottom advice for better emails 123
Truth 32 Audit your email program annually 127
Part VII The Truth About Getting into and Optimizing the Inbox
Truth 33 The basics of deliverability 131
Truth 34 Understanding rendering 135
Truth 35 Creating email campaigns for mobile devices 139
Part VIII The Truth About Measuring Email Performance
Truth 36 Know your email metrics, part 1 143
Truth 37 Know your email metrics, part 2 147
Truth 38 Remarketing for results 151
Part IX The Truth About Privacy and CAN-SPAM
Truth 39 Understanding the CAN-SPAM Act 155
Truth 40 A closer look at spam 159
Truth 41 The varying levels of permission 163
Truth 42 What your privacy policy should cover 169
Part X The Truth About Automated Email
Truth 43 Create a meaningful welcome message 173
Truth 44 Creating an unsubscribe process 177
Truth 45 The right (and wrong) ways to monitor replies to your email campaigns 181
Part XI The Truth About B2B and International Email Programs
Truth 46 Delivering on business-to-business (B2B) email campaigns 185
Truth 47 Best practices for international email efforts 189
Part XII The Truth About Where Email Is Headed
Truth 48 The impact of social media on email 193
Truth 49 The future of email marketing 197
References 201
Acknowledgments 204
About the Author 206
Appendixes (on the companion Web site only)
Appendix A Recommended sites, newsletters, and blogs
Appendix B Glossary
Appendix C Useful statistics
Overview
Praise for The Truth About Email Marketing
“It’s refreshing to see an author address specifics instead of gloss over generalities that can be boiled down to one sentence. Simms’ book debunks the top email marketing myths in a readable and logical fashion.”
Tad Clarke, Editorial Director, MarketingSherpa Inc.
“Anyone interested in maximizing their marketing budgets should stop what they are doing and read this book. Simms' deep experience in email marketing is widely evident in this very insightful and fact-filled book. Great insight into an area of marketing that is often overlooked. Plus, its a fun, easy ...