2nd Edition

Total E-mail Marketing

By Dave Chaffey Copyright 2007
    296 Pages
    by Routledge

    296 Pages
    by Routledge

    E-mail is a powerful marketing communications tool which excels at developing relationships with existing customers and acquiring new customers. This second edition builds on the author’s successful formula, describing a practical approach to e-mail marketing for all marketers looking to exploit its potential or take their e-mail to the next level. Total e-Mail Marketing 2e draws on expertise and latest examples from leading European practitioners to detail practical tips to improve campaign results. Packed with brand new case studies and checklists to get you started or improve on past campaigns, the book covers all aspects of e-mail marketing, including:

    * Planning effective, integrated e-mail campaigns and e-newsletters
    * How to rapidly build a quality house list and select the best tools to manage it
    * Ethical and legal constraints in a fast-moving sector
    * Design and write HTML and text format e-mails for maximum response
    * Getting through the SPAM filters to maximize deliverability
    * Targeting, personalizing, measuring and improving e-mail campaigns
    * Integrating emerging technologies like blogs, RSS and mobile messaging
    * Practical dos and don’ts

    A vital supplement to the author’s book e-Marketing eXcellence, also in its 2nd editon and co-written with PR Smith, this text is relevant to all marketers – specializing in e-marketing or not – as it offers an integrated campaign perspective and shows how to maximize integrated e-marketing results.

    Why Total e-mail marketing?; How is the book structured?; Who is this book for?; Learning features; Preface to second edition; Acknowledgements; Chapter 1 Introduction; Modelling and measuring e-mail marketing effectiveness; Why e-mail marketing matters; Why e-mail marketing beats Direct Mail; Why e-mail marketing beats web site-based marketing; Why ‘Total e-mail marketing’?; Meeting the challenges of total e-mail marketing; Chapter 2 E-mail marketing fundamentals; Introduction; Permission marketing; E-permission marketing principles; Legal constraints; Customer relationship management (CRM); Online CRM; Personalisation and mass customisation: References; Chapter 3 E-mail campaign planning; Introduction; Objective setting; E-mail campaign budgeting; Campaign design – Targeting – Offer – Timing – Creative; Campaign Integration; The creative brief; Measurement; Continuous improvement of campaigns; Testing; Campaign management and resourcing; References; Web links; Chapter 4 E-mail for customer acquisition; Introduction; Building a house e-mail list; Using e-mail marketing to support customer acquisition; Web-based customer acquisition strategy- 1. Devise incentives (s); 2. Use online and offline communications to drive traffic to the web site; 3. Revise web site design to emphasise offer; 4. Define profiling needs and capture form; 5. Select permission levels - what does opt-in really mean?; 6. Draw-up privacy statement; 7. Define the opt-out; 8. Follow-up registration; Measuring acquisition effectiveness; References; Chapter 5 Using e-mail for customer retention; Introduction; Success factors for online retention; Planning retention; Targeting approaches; RFM analysis; E-newsletters – defining and refining; References;
    Chapter 6 Crafting e-mail creative; Introduction; Understanding consumers e-mail behaviour; E-mail usage constraints; E-mail creative structure; E-mail headers; Banner and headline; E-mail creative formatting; E-newsletter design; Copywriting for E-mail; Landing pages; Testing creative; How not to do it!; References; Web links; Chapter 7 E-mail marketing management; Selecting solution providers; Managing a campaign; Choosing e-mail management software and services; Managing the house list; Managing inbound e-mail; References; Web links; Chapter 8 E-mail marketing challenges & innovation; Improving deliverability; Touch frequency; Rich media e-mails; Messaging through mobile or wireless access devices; Really Simple Syndication; References; Web links


    Dave Chaffey