What's In This Book
Chapters 1 through 3
Short answer: everything you need to know to do effective email marketing. You’ll receive guidance on issues ranging from creative to analytics to legal. Also here: real-life examples of good email marketing, templates, spreadsheets and information on free resources to help you achieve email marketing success
Chapter 1 focuses on the benefits of email marketing, including my own “Top Ten Reasons to Love Email.” You’ll gain an understanding of how email marketing has become one of the fastest growing segments of the marketing pie for organizations in a wide variety of industries. Email marketing levels the playing field and offers as many advantages to small companies as it does to large ones. The chapter ends with a case study about a small company that is generating $13 in revenue from each $1 they spend on their email marketing – and tips to help you do the same.
Email is a channel, a way to deliver content. Read Chapter 2 and you’ll learn about eight very different types of emails you can develop, based on your business goals and your resources. While many people think of messages that are purely promotional when they think of email marketing, some of the best email marketing out there is a mix of promotional and non-promotional content. Also covered here are auto-responders and other types of “triggered” email campaigns.
Chapter 3 is all about strategy, which is the key to using email effectively. You’ll walk through the process of developing an email strategy, from competitive analysis to content to qualitative and quantitative goals. Developing a strategy is a bit like riding a bike – it’s easier to teach someone to ride a bike than it is to explain to someone how to ride a bike. To help you get up to speed quickly this chapter is written as a “case study” – with specific examples for each of the concepts presented which culminate in a complete strategic plan for a fictional organization.