Successful e-mail marketing strategies
Subtitle: from hunting to farming
By: by Arthur Middleton Hughes & Arthur Sweetser
Contributors: Sweetser, Arthur
Publisher: Racom Communications
Published: 2009
Place of publication: Chicago, IL
Language: eng
Number of pages: 395
ISBN-13: 9781933199160
Subjects: E-Mail; Marketingstrategie; Internet marketing; Kundenbindung; Electronic mail systems; Telemarketing
Description: When it first came on the scene in the early to mid 1990s, e-mail marketing was the hottest, most productive marketing tool on the map. Then things changed. Too many marketers sent millions of e-mails (hunting) instead of building relationships with their subscribers (farming). The authors share their wisdom about how to make e-mail an effective tool for finding new customers and mining existing customers more profitably.
Notes: Includes bibliographical references and index.
Table of contents: title: E-mail marketing: something new and wonderful; title: E-mail marketing: hunting or farming; title: Campaign performance measurement; title: The farming of subscribers; title: The importance of relevant e-mails; title: E-mail subscriber lifetime value; title: E-mail marketing to subscriber segments; title: Acquiring permission-based e-mail addresses; title: Creating powerful subject lines; title: How to write compelling e-mails; title: Listening to customers; title: The frequency debate: how much e-mail is enough?; title: The power of transactional e-mails; title: How to send triggered e-mails; title: Interactivity: making each e-mail an adventure; title: Testing to improve your marketing; title: Customer retention and loyalty; title: Viral marketing; title: Using analytics to boost e-mail success; title: Business to business e-mail marketing; title: Building retail store traffic; title: Organizing and managing e-mail programs; title: The future of e-mail marketing.