Truth about EMail Marketing

( 1 )

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 ...

See more details below
Other sellers (Paperback)
  • All (21) from $1.99   
  • New (7) from $6.81   
  • Used (14) from $1.99   
The Truth About Email Marketing

Available on NOOK devices and apps  
  • NOOK Devices
  • Samsung Galaxy Tab 4 NOOK
  • NOOK HD/HD+ Tablet
  • NOOK
  • NOOK Color
  • NOOK Tablet
  • Tablet/Phone
  • NOOK for Windows 8 Tablet
  • NOOK for iOS
  • NOOK for Android
  • NOOK Kids for iPad
  • PC/Mac
  • NOOK for Windows 8
  • NOOK for PC
  • NOOK for Mac

Want a NOOK? Explore Now

NOOK Book (eBook)
$10.49
BN.com price
(Save 30%)$14.99 List Price

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 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!

  • The truth about recession-proofing your business with email marketing
  • The truth about measuring results and improving promotional and newsletter campaigns
  • The truth about email marketing versus spam

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.

Read More Show Less

Product Details

  • ISBN-13: 9780789737946
  • Publisher: Que
  • Publication date: 8/15/2008
  • Series: Truth About Series
  • Pages: 206
  • Product dimensions: 5.40 (w) x 8.40 (h) x 0.50 (d)

Meet the Author

Simms Jenkins is chief executive officer of BrightWave Marketing, an award-winning email marketing services firm specializing in the strategic optimization of email marketing programs. He has extensive relationship and interactive marketing experience on both the client and agency side. Jenkins has led BrightWave Marketing in establishing a large and diverse client list, including top-tier brands such as ACS, BellSouth, California Casualty, CoreNet Global, Lowe’s, Sports Illustrated, and Ted’s Montana Grill, as well as leading advertising and marketing firms.

Jenkins is regarded as one of the leading experts in the email marketing industry, and the expertise of both Jenkins and BrightWave clients have been recognized and featured by a range of prominent media outlets, including Bloomberg and The Atlanta Journal-Constitution. Jenkins and his column for iMedia Connection, a leading interactive marketing and media publication, have been called one of the top 21 information sources for email marketers. In 2007, Jenkins facilitated a major industry partnership as BrightWave Marketing and The Email Experience Council joined forces to launch EmailStatCenter.com, the first centralized online repository of statistics and research specific to the email marketing industry.

Prior to founding BrightWave Marketing, Jenkins headed the Customer Relationship Management (CRM) group at Cox Interactive Media, a unit of media giant Cox Enterprises. Jenkins serves on the eMarketing Association’s board of advisors and is a board member of Atlanta Interactive Marketing Association (AiMA). Jenkins is a graduate of Denison University in Granville, Ohio, and resides in Atlanta with his wife and two sons.

Jenkins’ company website is www.BrightWaveMarketing.com and his website for the book is www.TheTruthAboutEmailMarketing.com.

Read More Show Less

Read an Excerpt

IntroductionIntroduction

"What helps people, helps business."

—Leo Burnett, advertising legend

"Trying to assess the true importance and function of the Net now is like asking the Wright brothers at Kitty Hawk if they were aware of the potential of American Airlines Advantage miles."

—Bran Ferren, Chief Imagineer, Walt Disney Company

Email marketing is one of the most incredibly powerful yet misunderstood mediums of the marketing world. Nearly all businesses and consumers utilize it, whether it is to send or receive content and offers.

Email marketing is a unique communication platform that blends both art and science while delivering value to the subscriber's inbox. While many companies practice it, few get email marketing right. It is part of our business landscape that requires constant grooming. Change is the only constant.

I've been working in the interactive space for over ten years. During this time, I've seen a great deal of money thrown into questionable business models and unproven companies and executives. I've also seen a lot of really bright people take chances in their careers and launch game-changing companies.

Email emerged as the "killer app" of the Internet age. While there is certainly more competition for buzz and mindshare today, email still is the bread and butter of any online user experience. In telling The Truth About Email Marketing, I had to make a lot of hard decisions about what to include and what not to include. I hope this book provides a range of key email marketing elements that will appeal to and educate a wide audience.

This book should be the kind that sits on your desk and is referenced, earmarked, and highlighted rather than passively read. My aim was for this to be a guide in your email marketing adventure. Whether you are a seasoned professional email marketer or are brand new to the topic, this book is for you.

Now back to the two quotes at the top of this section. They both speak to me in different ways. How they speak to email marketing is revealing as well.

My biggest complaint about email marketers (and often marketing in general) is a fundamental one. Entire strategy and email campaigns are often driven by achieving internal marketing goals, rather than bringing compelling and helpful information to their subscribers who gave them one of the most important things one can provide in an online world: permission. If we remember to focus on the subscribers first, the business goals will follow.

Email marketing has changed, as the Internet has, in a dramatic fashion. And I'm just talking about in the past six months. It's quite challenging to wrap our heads around the impact of email marketing in its short history. There are many levels to how email marketing has changed businesses and consumer habits. Nevertheless, we can clearly demonstrate email's ongoing effectiveness and develop and follow a set of core best practices that will ensure that effectiveness continues into the future. Hopefully, this book can help you along the way in this endeavor.

Just as the Wright brothers had no idea how their invention would impact the future aviation industry, many of you marketing professionals are shaping Internet history.

© Copyright Pearson Education. All rights reserved.

Read More Show Less

Table of Contents

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

Read More Show Less

Preface

Introduction

"What helps people, helps business."

—Leo Burnett, advertising legend

"Trying to assess the true importance and function of the Net now is like asking the Wright brothers at Kitty Hawk if they were aware of the potential of American Airlines Advantage miles."

—Bran Ferren, Chief Imagineer, Walt Disney Company

Email marketing is one of the most incredibly powerful yet misunderstood mediums of the marketing world. Nearly all businesses and consumers utilize it, whether it is to send or receive content and offers.

Email marketing is a unique communication platform that blends both art and science while delivering value to the subscriber's inbox. While many companies practice it, few get email marketing right. It is part of our business landscape that requires constant grooming. Change is the only constant.

I've been working in the interactive space for over ten years. During this time, I've seen a great deal of money thrown into questionable business models and unproven companies and executives. I've also seen a lot of really bright people take chances in their careers and launch game-changing companies.

Email emerged as the "killer app" of the Internet age. While there is certainly more competition for buzz and mindshare today, email still is the bread and butter of any online user experience. In telling The Truth About Email Marketing, I had to make a lot of hard decisions about what to include and what not to include. I hope this book provides a range of key email marketing elements that will appeal to and educate a wide audience.

This book should be the kind that sits on your desk and is referenced, earmarked, and highlighted rather than passively read. My aim was for this to be a guide in your email marketing adventure. Whether you are a seasoned professional email marketer or are brand new to the topic, this book is for you.

Now back to the two quotes at the top of this section. They both speak to me in different ways. How they speak to email marketing is revealing as well.

My biggest complaint about email marketers (and often marketing in general) is a fundamental one. Entire strategy and email campaigns are often driven by achieving internal marketing goals, rather than bringing compelling and helpful information to their subscribers who gave them one of the most important things one can provide in an online world: permission. If we remember to focus on the subscribers first, the business goals will follow.

Email marketing has changed, as the Internet has, in a dramatic fashion. And I'm just talking about in the past six months. It's quite challenging to wrap our heads around the impact of email marketing in its short history. There are many levels to how email marketing has changed businesses and consumer habits. Nevertheless, we can clearly demonstrate email's ongoing effectiveness and develop and follow a set of core best practices that will ensure that effectiveness continues into the future. Hopefully, this book can help you along the way in this endeavor.

Just as the Wright brothers had no idea how their invention would impact the future aviation industry, many of you marketing professionals are shaping Internet history.

© Copyright Pearson Education. All rights reserved.

Read More Show Less

Customer Reviews

Average Rating 5
( 1 )
Rating Distribution

5 Star

(1)

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
Sort by: Showing 1 Customer Reviews
  • Posted January 26, 2009

    If you are on the fence about e-mail marketing and how it can help your business, read this book. For anyone who wants to talk to their customers and turn your business into a more profitable one. A shortcut to e-mail success. Highly Recommended.

    I found this book here on B & N as I searched for the best e-business books, given my goals for 2009. I found this book to be a great guide to what works and what does not in e-mail marketing. <BR/>As a business owner, I found this book very helpful in forming a plan for my company and how e-mail marketing can help us. <BR/>I put some of these items in the book to work for our email sign ups, graphic creations, tests and e-mail sends to our customers - did they work? Yes, they did. <BR/>I would like to think our business can sell itself but I know e-mail marketing is not as straighforward as it seems but can help, especially in tough times like today. This book served to generate ideas and move us forward - now we are talking to our customers via e-mail and slowly turning them into profitable customers. <BR/><BR/>This is a great guide for smart and hands on business people who just are not sold or fully understanding on how to treat e-mail marketing within your company or to generate sales via e-mail. Consider this a shortcut to success in this field.

    Was this review helpful? Yes  No   Report this review
Sort by: Showing 1 Customer Reviews

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