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E-Mail Marketing For Dummies(2011,2nd)] John Arnold pdf

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Introduction
E-mail isn’t a new technology any more, but you can do a lot of new things with e-mail marketing. E-mail can be delivered to mobile
devices and can integrate nicely into a social media marketing strategy.
Still, the same challenges that existed in the past apply to the new world of e-mail marketing. Namely, communicating with consumers is
easy, but getting them to pay attention isn’t. Every successful marketing strategy entails cutting through the clutter, and few places
are more cluttered than the average consumer’s e-mail inbox.
E-mail marketing represents an opportunity to experience both the thrill of increased customer loyalty and steady repeat business as well
as the agony of bounced e-mail, unsubscribe requests, and spam complaints. Whether you find thrill or agony in your e-mail marketing
strategy depends on your ability to effectively deliver valuable and purposeful e-mails to prospects and customers who have a need for
your information.
This book combines time-tested marketing strategies with consumer preferences and best practices to help you develop and deliver e-mails
that your prospects and customers look forward to receiving. I explain how to apply basic business and marketing principles to your e-mail
strategy, such as maximizing your revenue and coming up with meaningful objectives. I also explain how to use e-mail templates to design
professional-looking marketing e-mails and how to come up with relevant e-mail content to put into your designs.
E-mail marketers are also subject to legal requirements, consumer mistrust, and Internet service providers (ISPs) blocking and filtering
unwanted e-mails by the billions. This book shows you how to adhere to professional standards, improve your deliverability, and execute
your e-mail marketing strategy with current laws in mind.
Because your prospects and customers have to share their e-mail address for you to deliver valuable e-mails, this book explains how to
build a quality e-mail list of subscribers who reward your e-mail marketing efforts with immediate action and outstanding return on
investment (ROI). I include tactics that you can use immediately to start building your list as well as tips for obtaining permission and
getting your list subscribers to take action on your e-mails.
E-mail integrates with other technologies, so this book shows you how to combine e-mail with social media and how to deliver e-mail to
mobile devices. I also show you how to automate your e-mail marketing and target your e-mails more effectively with personalized databases
and tracking.
E-mail marketing doesn’t conclude with the successful delivery of an e-mail, so I also explain how you can find out who’s opening and
clicking your e-mails. I include tips for using e-mail tracking reports and Web analytics to increase the number of your e-mail list
subscribers who regularly make purchases and refer your business to their friends and colleagues. I also explain how you can use e-mail to
improve search engine optimization, blogs, surveys, and other new technologies to deepen your customer relationships and extend your
online presence.
About This Book
E-Mail Marketing For Dummies answers your questions about e-mail marketing and gives you tips and ideas for executing the various steps
involved in a successful e-mail marketing campaign.
This book isn’t written to impress technically savvy intellectuals. It’s for business owners and marketers who have to make the most of
every minute of every day. I include lots of bulleted text with concise descriptions and ideas for implementing each topic immediately.
The content in each chapter stands alone, so you don’t have to read all the chapters in order. You can use this book like an entire
series of books on the subject of e-mail marketing. You can scan through the table of contents and read about a single topic to refresh
your memory or to get a few ideas before beginning a task, or you can read an entire chapter or a series of chapters to gain understanding
and gather ideas for executing one or more parts of an entire e-mail campaign.


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