Effective E-Mail Marketing: The Complete Guide to Creating Successful Campaigns

Effective E-Mail Marketing: The Complete Guide to Creating Successful Campaigns

Effective E-Mail Marketing: The Complete Guide to Creating Successful Campaigns

Effective E-Mail Marketing: The Complete Guide to Creating Successful Campaigns

Synopsis

"E-mail is today's most powerful marketing medium. It is also the most misunderstood. This dynamic book dispenses with incomprehensible theories and conflicting rules to explore real-life examples of e-mail campaign successes and failures -- explaining exactly why each soared or sank.

Over-mailing - Under-testing - Poorly constructed messages - Effective E-Mail Marketing shows marketers how to avoid these and hundreds of other problems, and how to craft messages that build rapport -- and sales -- to consumers worldwide. All marketers using the Web will want to look here first to learn the truth about:

- Adapting mass-market messages to this one-to-one medium

- Strategies for increasing mailing frequency without increasing ""opt-outs""

- Techniques that reach through the screen to grab the reader

- Words and phrases that drive response -- and those that guarantee rejection

At last, a book full of hard-boiled e-marketing tips to replace unproven theories!"

Excerpt

Let's start with a quick question: [How many different media do you need to personalize, adapt to individual groups, test price, determine whether straight text generates more response than a produced message, test message length, be able to read results within one or two days, test incentives, differentiate messages to business from messages to consumers, and provide hundreds of demographic splits?]

You know the answer: [One.]

E-mail, to astute marketers, ranks right up there with the Gutenberg Bible and television as a quantum leap forward in the art—or, more in sync with the twenty-first century, the science—of communication. Make that force-communication, because we, in this environment, aren't concerned with noncommercial messages. (But we certainly are concerned with commercial messages we don't want to look unprofessional.) . . .

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