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ISBN: 0750657545Издательство: Butterworth-Heinemann
Total E-Mail Marketing shows how to run effective e-mail campaigns aimed at both customer acquisition and retention. The book covers much more than simply guidelines on e-mail creative. It explains how to plan and execute e-mail campaigns which integratewith other online and offline communications. The author draws on expertise and examples from leading European practitioners to detail practical tips to improve campaign results. Packed with case studies from UK companies and checklists to get youstarted or improve on past campaigns, the book covers the following topics: * Planning effective, integrated e-mail campaigns * How to rapidly build a quality house list * Sourcing opt-in B2C and B2B lists * Ethical and legal constraints * Tools for managing inbound and outbound e-mail * Designing HTML and text format e-mails for maximum response * Writing engaging copy * Key issues in planning e-newsletters * Measuring and improving e-mail campaigns ...