Download E-Mail Marketing for Dummies (ISBN - 0470190876) PDF

TitleE-Mail Marketing for Dummies (ISBN - 0470190876)
TagsFor Dummies
File Size12.2 MB
Total Pages361
Table of Contents
                            E-Mail Marketing For Dummies
	About the Author
	Author’s Acknowledgments
	Contents at a Glance
	Table of Contents
		About This Book
		Conventions Used in This Book
		What You Don’t Have to Read
		Foolish Assumptions
		How This Book Is Organized
		Part I: Getting Started with E-mail marketing
		Part II: Mapping Out an E-Mail Marketing strategy
		Part III: Constructing an Effective Marketing E-Mail
		Part IV: Delivering and Tracking Your E-Mails
		Part V: The Part of Tens
		Icons Used in This Book
		Where to Go from Here
	Part I : Getting Started with E-Mail Marketing
		Chapter 1: Adding E-Mail to a Successful Marketing Mix
			Fitting E-Mail into Your Marketing Strategy
			Applying Basic Marketing Principles to Your E-Mail Messages
			Reaping the Benefits of E-Mail Marketing
			Taking Advantage of E-Mail Service Providers
		Chapter 2: Maximizing Revenue with E-Mail
			Increasing Revenue with Repeat Customers
			Lowering Your Costs
		Chapter 3: Becoming a Trusted Sender
			Minimizing Spam Complaints
			Complying with Spam Laws
			Enhancing Your E-Mail Professionalism
			Deciding When and How Often to Send
	Part II : Mapping out an E-Mail Marketing Strategy
		Chapter 4: Developing Objectives
			Coming Up with Broad-Based Objectives
			Narrowing Your Objectives in Six Steps
			Organizing Your E-Mail Content into Themes Based on Objectives
			Staying Focused on Your Objectives
		Chapter 5: Building a Quality E-Mail List
			Where and How to Collect Contact Information
			Deciding What Information to Collect
			Offering Incentives to Increase Signups
			Asking for Permission
			Building a List with List Brokers
	Part III : Constructing an Effective Marketing E-Mail
		Chapter 6: Designing Your E-Mails
			Determining the Proper Format for Your E-Mail Campaigns
			The ABCs of E-Mail Layout
			Making the Most of the Preview Pane
			Branding Your E-Mails to Enhance your Image
		Chapter 7 : Creating From and Subject Lines That Get Noticed
			Getting Acquainted with E-Mail Headers
			Filling Out the From Line
			Using Your E-Mail Address for Identity
			Writing a Subject Line
		Chapter 8 : Including Text in Your E-Mails
			Choosing the Correct Font and Style
			Including Headlines
			Using Longer Sentences and Paragraphs
			Using Text Links
			Adding Navigation Links
			Including a table of contents in your e-mails
			Including Web site navigation links
			Linking to Files in Your E-Mails
			Linking to video files
			Linking to sound files
			Linking to document files
		Chapter 9 : Including Images in Your E-Mails
			Choosing a File Format for Your Images
			Don’t Embed: Referencing Your Images
			Deciding Which Images to Use
			Created art
			Text images
			Image combinations
			Placing Images Properly in Your E-Mails
			Positioning single images
			Positioning multiple images
			Placing images in multiple columns
			Making Your Images into Links
		Chapter 10: Making Your E-Mail Content Valuable
			Making Sure Your Offers Are Valuable to Your Audience
			Sending Valuable Offers
			Creating content to promote something
			Cashing in on coupons
			Including incentives
			Using giveaways
			Making gains with loss leaders
			Extending urgent offers
			Writing an Effective Call to Action
			Constructing a call to action
			Calling for specific actions
			Combining multiple calls to action
			Giving Your E-Mail Content Inherent Value
			Creating content to inform your audience
			Adding tips and advice
			Providing instructions and directions
			Putting in entertaining content
			Including facts and research
			Mixing and Matching Value and Relevance
			Combining different types of value
			Matching relevance to value
			Finding Help with Content Creation
	Part IV : Delivering and Tracking your E-mails
		Chapter 11: Tracking Your E-Mail Campaign Results
			Understanding Basic E-Mail Tracking Data
			Calculating your bounce rate
			Calculating your non-bounce total
			Calculating your open rate
			Calculating your click-through rate
			Tracking Non-Click Responses
			Tracking in-store purchases
			Tracking phone calls
			Tracking event attendance
			Tracking e-mail replies
		Chapter 12: Maximizing E-Mail Deliverability
			Managing Bounced and Blocked E-Mail
			Dealing with hard bounces
			Dealing with soft bounces
			Reducing blocked e-mails
			Reducing Filtered E-Mail
			Establishing your sender reputation
			Understanding automatic content filtering
			Understanding user-controlled
			Keeping Up with Advancing Technology
		Chapter 13: Capitalizing on Clicks and Other Responses
			Evaluating E-Mail Click-Through Data
			Using click-through data to target your e-mail offers
			Using click-through data for intelligent follow up
			Using click-through data for testing your offers and calls to action
			Tracking and Analyzing Web Site Visitors
			Looking at your landing page
			Following your Web site visitor's click path
			Measuring your conversion percentage
			Measuring your return on investment
			Going Deeper with E-Mail Surveys
			Planning your survey
			Creating an e-mail survey
			Using E-Mail to Extend Your Online Presence
			Using e-mail to enhance search engine optimization
			Combining e-mail and RSS marketing
			Using e-mail to enhance your blog
			E-mailing to mobile devices
	Part V : The Part of Tens
		Chapter 14: Top Ten Worst E-Mail Content Blunders
			Excessive Punctuation
			Long articles that seem to never end and keep on going while saying basically the same thing over and over again
			Unfamiliar From address
			Click Here links
			Distracting images
			Boring subject lines
			Links that surprise the reader
			Unfamiliar advertising
			Repetitive messages
			Cluttered layout
		Chapter 15 : Ten E-Mail Marketing Resources
			Email Sender and Provider Coalition
			FTC spam site
			Email Experience Council
			Email-Marketing-Reports blog
			Spam Arrest
			Community home page,
	Appendix A : HTML Primer
		Text Treatment
		Horizontal rules
		Numbered lists
		Bulleted lists
		Font family
		Font size
		Color Values
		Color names
		Color numbers
		Color Definitions
		Background color
		Basic Links
		Web addresses
		E-mail addresses
		Locations within pages
		Non-HTML resources
		Basic Tables
		Creating a simple table
		Creating a table-based page
		HTML Entities
		HTML Elements
		HTML Attributes
	Appendix B : A Sample E-Mail Portfolio
		New Subscriber Templates
		Sign-up link
		Sign-up form
		Welcome letter
		Subscriber Maintenance Templates
		Change of profile request
		Change of profile confirmation
		Subscription reminder
		Newsletter Template
		Promotional Templates
		Promotional offer template
		Event invitation template
		Announcement Templates
		Press release template
		Announcement template
		Holiday greeting template
		Procedural e-mail
		Survey Invitation Template
Document Text Contents
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Page 180

Courtesy of Personal Edge, Intl.

Using Longer Sentences and Paragraphs
Communicating your entire message in the body of your e-mail can be tempt-
ing. If your message is concise and interesting to your readers, including your
entire message in your e-mail might suit your objectives and your audience.
E-mails are generally more effective, however, when sentences and para-
graphs of text are used as summaries and teasers to entice readers to seek
more information and take action outside the content of your e-mail.

If you have a lot of text to communicate or if you have several topics of unre-
lated content to deliver, I recommend that you post the bulk of your text con-
tent to your Web site and provide a link for interested readers to continue
reading at the end of each summary.

The sentences and paragraphs in the body of your e-mail can include

� Short articles and stories: Stories and articles should generally be sum-
marized and linked to the entire text on a Web site. Using an excerpt
from a story or article is also an effective alternative to summaries when
you want to highlight the main points of a story or article and generate
interest in reading the entire body of text.

� Salutations: Greetings and closing bodies of text help personalize your
e-mails and summarize the content for your audience. Greetings and
closings paragraphs should be no more than two to three sentences.

ESPs usually allow you to insert database fields so you can merge your
audience’s first name and other database information to personalize
your salutations, as shown in Figure 8-8.

� Product and service descriptions: Product and service descriptions
should concisely communicate the immediate benefits of making an
immediate purchase decision or entice your audience to click and
view additional information. Figure 8-9 shows an e-mail that includes

Figure 8-7:

links help

skip to the

they want
to read.

160 Part III: Constructing an Effective Marketing E-Mail

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Courtesy of Centennial Leasing & Sales

Courtesy of Centennial Leasing & Sales

Figure 8-9:


readers to
consider a

Figure 8-8:

begins with

a short


161Chapter 8: Including Text in Your E-Mails

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