Total E-Mail Marketing
This clever text explains how to plan and execute e-mail campaigns which integrate with other online and offline communications, and is intended for customer acquisition and retention.
TABLE OF CONTENTS Total E-Mail Marketing
Chapter 1: Introduction
Chapter at a Glance
Overview
This chapter highlights the power of e-mail marketing. E-mail marketing is evaluated in comparison with traditional direct marketing and its benefits and disadvantages are shown.
Chapter objectives
By the end of this chapter you will be able to:
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assess the benefits and risks of e-mail marketing;
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describe the typical structure and metrics of an e-mail campaign;
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outline the different types of e-mail marketing and how they integrate with other forms of marketing and e-marketing.
Chapter structure
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Introduction: typical e-mail marketing questions
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Modelling and measuring e-mail marketing effectiveness
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Why e-mail marketing matters
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Why e-mail marketing beats direct mail
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Why e-mail marketing beats web site-based marketing
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Why total e-mail marketing ?
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Meeting the challenges of total e-mail marketing
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Why e-mail marketing is not so different from direct mail
Introduction: Typical E-Mail Marketing Questions
What success rate can I expect for an e-mail-shot to 20 000 prospects from a vendor list rented from a vendor, where the e-mail contains a hyperlink to a web site?
We have collected e-mail addresses for 20% of our customer base. We are looking to start using e-mail newsletters and promotions to encourage repeat business. Which factors will govern the success of our e-mail campaigns?
These are typical questions from marketers keen to run e-mail campaigns, but unsure of the results that they are likely to achieve. We have all heard campaign success stories with response rates in double figures, but at the...
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