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E-mail marketing for dummies:

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Bibliographische Detailangaben
Beteilige Person:	Arnold, John (VerfasserIn)
Format:	Buch
Sprache:	Englisch
Veröffentlicht:	Hoboken Wiley 2011
Ausgabe:	2. ed.
Links:	http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=022482541&sequence=000002&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA
Umfang:	XVI, 364 S. cm
ISBN:	0470947675 9780470947678

Internformat

MARC


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Datensatz im Suchindex

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adam_text	Titel: E-mail marketing for dummies Autor: Arnold, John Jahr: 2011 Table of Contents Introduction................................................................. 1 About This Book..............................................................................................2 Conventions Used in This Book.....................................................................2 What You Don t Have to Read........................................................................3 Foolish Assumptions.......................................................................................3 How This Book Is Organized..........................................................................3 Part I: Getting Started with E-Mail Marketing.....................................4 Part II: Mapping Out an E-Mail Marketing Strategy............................4 Part HI: Constructing an Effective Marketing E-Mail..........................4 Part IV: Sending Specialized E-Mail Campaigns.................................5 Part V: Delivering and Tracking Your E-Mails....................................5 Part VI: The Part of Tens.......................................................................5 Icons Used in This Book.................................................................................5 Where to Go from Here...................................................................................6 Part I Getting Started With E-Mail Marketing................7 Chapter 1: Adding E-Mail to a Successful Marketing Mix...........9 Fitting E-Mail into Your Marketing Strategy...............................................10 Combining e-mail with other tools and media.................................10 Branding your message across all media.........................................11 Applying Basic Marketing Principles to Your E-Mail Messages..............13 Determining what your e-mail messages should say......................14 Determining how your e-mail messages should look......................16 Targeting your e-mail messages........................................................18 Developing e-mail content in accordance with consumer interaction..............................................................19 Evaluating your messages..................................................................20 Reaping the Benefits of E-Mail Marketing...................................................21 Asking for immediate action...............................................................21 Gathering feedback..............................................................................22 Generating awareness.........................................................................22 Staying top-of-mind..............................................................................23 Taking Advantage of E-Mail Marketing Providers.....................................23 Chapter 2: Maximizing Revenue with E-Mail.....................27 Increasing Revenue with Repeat Customers..............................................28 Understanding the value of repeat customers.................................28 Sending multiple messages to drive revenue...................................30 Saving time with e-mail follow-up......................................................33 Lowering Your Costs.....................................................................................35 Gaining a healthy perspective on your costs...................................35 Figuring out the cost to obtain a customer......................................36 Lowering your acquisition costs through e-mail.............................37 Chapter 3: Becoming a Trusted Sender..........................41 Minimizing Spam Complaints.......................................................................42 Complying with Spam Laws.........................................................................46 Determining which e-mails have to comply.....................................46 Collecting e-mail addresses legally....................................................47 Including required content in your e-mails......................................47 Enhancing Your E-Mail Professionalism.....................................................49 Using full disclosure during e-mail address collection...................49 Allowing your audience to unsubscribe from receiving e-mails....51 Sending e-mail content in line with your audience s expectations..................................................................52 Deciding When and How Often to Send......................................................52 Determining how many e-mails to send............................................53 Choosing the proper e-mail length....................................................54 Figuring out how often to call for action..........................................56 Setting e-mailing frequency by relevance.........................................57 Choosing the best day and time for delivery...................................58 Part II: Mapping Out an E-Mail Marketing Strategy.....61 Chapter 4: Developing Objectives...............................63 Coming Up with Broad-Based Objectives...................................................63 Financially based objectives: I want more money...........................64 Time-based objectives: I want more time.........................................68 Narrowing Your Objectives in Six Steps.....................................................69 Step 1: Set the ultimate goal of your objective................................70 Step 2: Decide whom you want to respond to your objective.......71 Step 3: Determine why someone takes action on your objective... 71 Step 4: See how people find out about your objective...................................................................................72 Step 5: Set where your objective will be accomplished..................73 Step 6: Predict when your audience will respond to your objective...............................................................74 Organizing Your E-Mail Content into Themes Based on Objectives.......76 Promotional themes............................................................................77 Informational themes..........................................................................78 Procedural themes..............................................................................80 Relational themes................................................................................80 Multiple themes...................................................................................81 Staying Focused on Your Objectives.............................................83 Write down your objectives...............................................................83 Stick to your objectives......................................................................84 Build from your objectives.................................................................85 Chapter 5: Building a Quality E-Mail List.........................87 Where and How to Collect Contact Information.......................................87 Preparing your e-mail database.........................................................88 Collecting information online.............................................................89 Collecting information in person.......................................................92 Collecting information through print................................................92 Collecting information through mobile devices..............................93 Deciding What Information to Collect........................................................97 Gathering essential information........................................................97 Getting to know your list members better.......................................99 Gathering behavioral interests........................................................101 Offering Incentives to Increase Sign-Ups..................................................103 Giving subscribers immediate incentives.......................................103 Giving subscribers future incentives..............................................104 Asking for Permission.................................................................................105 Deciding on a permission level........................................................106 Inheriting a list: Getting permission after the fact.........................109 Protecting your e-mail list................................................................Ill Building a List with List Brokers................................................................112 Sticking to quality..............................................................................113 Renting to own...................................................................................114 Chapter 6: Making Your E-Mail Content Valuable................115 Making Sure Your Offers Are Valuable to Your Audience......................116 Sending Valuable Offers..............................................................................118 Creating content to promote something........................................118 Cashing in on coupons......................................................................119 Including incentives...........................................................................121 Using giveaways.................................................................................121 Making gains with loss leaders........................................................121 Extending urgent offers.....................................................................122 Writing an Effective Call to Action............................................................123 Constructing a call to action............................................................123 Calling for specific actions................................................................125 Combining multiple calls to action..................................................135 Giving Your E-Mail Content Inherent Value.............................................137 Creating content to inform your audience.....................................138 Adding tips and advice......................................................................139 Providing instructions and directions............................................140 Putting in entertaining content........................................................141 Including facts and research............................................................141 Mixing and Matching Value and Relevance..............................................142 Combining different types of value.................................................142 Matching relevance to value............................................................145 Finding Help with Content Creation..........................................................145 Part III: Constructing an Effectit/e Marketing E-Mail ...147 Chapter 7: Designing Your E-Mails.............................149 Determining the Proper Format for Your E-Mail Campaigns.................150 Deciding on a newsletter format......................................................151 Choosing a promotional format.......................................................152 Selecting an event invitation format................................................155 Going with an announcement format..............................................156 The ABCs of E-Mail Layout.........................................................................157 Adding visual anchors.......................................................................158 Positioning your visual anchors and related content...................161 Using columns to organize your content........................................163 Making the Most of the Preview Pane.......................................................172 Working around image blocking......................................................173 Arranging content to appear in the preview pane.........................175 Branding Your E-Mails to Enhance Your Image.......................................175 Matching your e-mails to your brand..............................................176 Maintaining brand consistency with multiple e-mail formats......178 Chapter 8: Including Text in Your E-Mails.......................181 Choosing the Correct Font and Style........................................................182 Picking a font......................................................................................182 Applying style elements....................................................................185 Including Headlines.....................................................................................188 Using Longer Sentences and Paragraphs.................................................190 Using Text Links..........................................................................................192 Creating links......................................................................................193 Naming links.......................................................................................195 Adding Navigation Links.............................................................................197 Including a table of contents in your e-mails.................................199 Including Web site navigation links.................................................200 Linking to Files in Your E-Mails..................................................................201 Linking to video files..........................................................................202 Linking to sound files........................................................................203 Linking to document files..................................................................204 Chapter 9: Including Images in Your E-Mails....................205 Choosing a File Format for Your Images..................................................205 Don t Embed: Referencing Your Images...................................................206 Deciding Which Images to Use...................................................................208 Photographs.......................................................................................208 Created art..........................................................................................209 Text images.........................................................................................214 Image combinations..........................................................................215 Placing Images Properly in Your E-Mails..................................................218 Positioning single images..................................................................218 Positioning multiple images.............................................................220 Placing images in multiple columns................................................221 Making Your Images into Links..................................................................222 Chapter 10: Creating From and Subject Lines That Get Noticed___225 Getting Acquainted with E-Mail Headers..................................................225 Filling Out the From Line............................................................................227 Using Your E-Mail Address for Identity....................................................230 Writing a Subject Line.................................................................................231 Highlighting the immediate benefit.................................................232 Including value words.......................................................................233 Working from a theme.......................................................................234 Avoiding Subject lines that look like spam.....................................234 Part IV: Sending Specialized E-Mail Campaigns..........235 Chapter 11: Combining E-Mail with Social Media................237 Redefining the E-Mail Inbox........................................................................238 Sending e-mail messages to people on Facebook..........................238 Sending updates to Facebook Page fans.........................................239 Sending e-mail messages to Twitter followers...............................241 Sending e-mail messages to Linkedln connections.......................242 Adding Social Features to Your E-Mails....................................................244 Announcing your social media presence via e-mail......................244 Adding social links to your e-mails..................................................245 Posting your e-mails to social sites.................................................246 Monitoring Social Media Activity with E-Mail..........................................246 Chapter 12: Designing and Delivering E-Mails for Mobile Devices...................................251 Getting a Grip on Mobile E-Mail.................................................................251 Dealing with Devices and Browsers..........................................................254 Choosing a Mobile E-Mail Design Approach............................................257 Creating a Mobile-Friendly E-Mail Design.................................................259 Adding Navigation Links to Mobile E-Mails..............................................261 Adapting E-Mail Content for Mobile Devices...........................................263 Adapting Subject lines for mobile e-mail........................................264 Using prologues to highlight content..............................................266 Including Mobile Calls to Action in Your E-Mails....................................267 Chapter 13: Automating Your E-Mail Marketing.................271 Setting Up Your E-Mail Database for Automation...................................272 Adding automation fields to your database...................................272 Collecting automation data..............................................................274 Adding tags to your database..........................................................275 Using Follow-Up Sequences........................................................................276 Setting up an auto-responder sequence.........................................277 Setting up a series of automated e-mails........................................278 Part V: delivering and Tracking lour E-Mails.............281 Chapter 14: Tracking Your E-Mail Campaign Results.............283 Understanding Basic E-Mail Tracking Data..............................................283 Calculating your bounce rate...........................................................285 Calculating your non-bounce total..................................................285 Calculating your open rate...............................................................286 Calculating your click-through rate.................................................288 Tracking Non-Click Responses..................................................................290 Tracking in-store purchases.............................................................291 Tracking phone calls.........................................................................292 Tracking event attendance...............................................................293 Tracking e-mail replies......................................................................294 Chapter 15: Maximizing E-Mail Deliverability...................297 Managing Bounced and Blocked E-Mail....................................................297 Dealing with hard bounces...............................................................299 Dealing with soft bounces.................................................................300 Reducing blocked e-mails.................................................................301 Reducing Filtered E-Mail.............................................................................304 Establishing your sender reputation...............................................304 Understanding automatic content filtering....................................306 Understanding user-controlled content filtering...........................306 Understanding E-Mail Authentication.......................................................310 Chapter 16: Capitalizing on Clicks and Other Responses..........313 Evaluating E-Mail Click-Through Data.......................................................313 Using click-through data to target your e-mail offers...................314 Using click-through data for intelligent follow-up.........................316 Using click-through data for testing your offers and calls to action......................................................317 Tracking and Analyzing Web Site Visitors...............................................318 Looking at your landing page...........................................................319 Following your Web site visitor s click path..................................321 Measuring your conversion percentage.........................................322 Measuring your return on investment............................................324 Part VI: The Part of Tens...........................................327 Chapter 17: Top Ten Worst E-Mail Content Blunders.............329 *EXcE$$IVE*PUNCTU TION!!!!!!!.......................................................329 Long Articles That Seem to Never End and Keep On Going While Saying Basically the Same Thing Over and Over Again...........330 Unfamiliar From Address............................................................................330 Click Here Links...........................................................................................330 Distracting Images.......................................................................................331 Boring Subject Lines...................................................................................331 Links That Surprise the Reader.................................................................332 Unfamiliar Advertising................................................................................332 Repetitive Messages....................................................................................332 Cluttered Layout..........................................................................................333 Chapter 18: Ten E-Mail Marketing Resources...................335 Email Experience Council...........................................................................335 MediaPost.....................................................................................................335 Email Marketing Benchmark Report.........................................................336 The Retail Email Blog..................................................................................336 Email Marketing Reports Blog...................................................................336 EmaiIStatCenter.com...................................................................................337 Messaging Anti-Abuse Working Group.....................................................337 FTC Spam Site..............................................................................................337 The Mobile Marketing Association............................................................338 Eyetools........................................................................................................338 Appendix: A Sample E-Mail Portfolio..........................339 New Subscriber Templates........................................................................340 Subscriber Maintenance Templates..........................................................342 Newsletter Template...................................................................................344 Promotional Templates..............................................................................344 Announcement Templates.........................................................................346 Survey Invitation Template........................................................................348 Index.......................................................................349
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author	Arnold, John
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dewey-raw	658.872
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dewey-sort	3658.872
dewey-tens	650 - Management and auxiliary services
discipline	Wirtschaftswissenschaften
edition	2. ed.
format	Book
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