Email Marketing by the Numbers: How to Use the World’s Greatest Marketing Tool to Take Any Organization to the Next Level

Book description


"At last-a book that marketers can use to gain real respect from CFOs and CEOs who care about the bottom line. Baggott, author of the award-winning blog 'Email Marketing Best Practices,' clearly explains how to make your campaigns perform measurably better. The secret's in your test results."
—Anne Holland, President, MarketingSherpa

"Despite its proven power, email marketing receives a fraction of the attention given to other, fancier media. This week you'll probably hear far more about mobile videocasting (or some such fashion) than you will about email marketing. You can help correct this imbalance by reading this book."
—Rory Sutherland, Vice Chairman, Ogilvy Group, London, UK

"Baggott's wonderful new direct marketing book is loaded with practical advice and recommendations from some of the best minds in the industry. Email Marketing by the Numbers should be read by everyone in the industry who wants to profit from acquiring and retaining customers."
—Arthur Middleton Hughes, Vice President/Solutions Architect, Knowledge Base Marketing, and author of Strategic Database Marketing

"Amidst the confusion and changing landscape of the Web, Baggott is one of the clear thinkers who can cut through the hype and help you understand how to drive revenues through the use of marketing technology."
—Scott Burkey, Business Development Executive, Definition 6

"Baggott is the ultimate Web 2.0 entrepreneur who takes Email 2.0 to a new level. In Email Marketing by the Numbers, he gives marketers instructions for creating one-to-one conversations with prospects and customers. This book should be on the desk of every marketer in every company, big or small."
—Scott Maxwell, founder, OpenView Venture Partners

Table of contents

  1. Copyright
  2. Introduction By the Numbers: What’s It All About?
  3. What Is Marketing’s Goal?
    1. LTV Lesson One
    2. LTV Lesson Two
    3. LTV Lesson Three
    4. LTV Lesson Four
    5. LTV Lesson Five
    6. What Are Other Marketers Thinking?
      1. What is Marketing’s Goal?
      2. What Is Marketing’s Goal?
    7. Chapter 1 Review
  4. Is Email the Perfect Marketing Tool?
    1. What Does All of This Have to Do with Email Marketing?
    2. Four Reasons Why Email Is a Phenomenal Marketing Medium
      1. Email Is Easy
      2. Email Is Inexpensive
      3. Email Is Interactive
      4. Email Is Data Driven
    3. Email Is a Great Equalizer—Size and Budget Really Don’t Matter
    4. What Are Other Marketers Thinking?
      1. Is Email the Perfect Marketing Tool?
      2. Is Email the Perfect Marketing Tool?
      3. Gaze Into our Crystal Ball: Thoughts Revealed Through Email Reading
      4. Email Is Dead! Long Live Email!
    5. Chapter 2 Review
  5. What’s Wrong with Email?
    1. So What’s the Big Problem with Frequency and Reach Campaigns?
    2. What Are Other Marketers Thinking?
      1. Stay in the Inbox
      2. What Is Wrong with Email?
      3. What’s Wrong with Email?
    3. Chapter 3 Review
  6. Subscriber Engagement: What Matters?
    1. Email Engagement Checklist
    2. Email Engagement Checklist: Handheld Devices
    3. Some Emails Are More Prone to Engagement Than Others
    4. What to Do When List Quality Impacts Engagement
    5. The Final Engagement Rule You Must Remember
    6. What Are Other Marketers Thinking?
      1. Subscriber Engagement: What Matters?
    7. Chapter 4 Review
  7. Building a Killer Database
    1. Email Collection: What NOT to Do
    2. Permission and Opt-In Are Synonymous
    3. It All Starts with Email Address Acquisition . . .
      1. Online Registration
      2. Offline or Location Registration
      3. Business-to-Business/Networking/Real World Registration
    4. Beyond the Email Address
    5. What Are Other Marketers Thinking?
      1. Opt-in Nuttiness
      2. Calculate the Value of an Email Address
      3. Business Card in Hand Doesn’t Mean “Opt-In”
      4. Retail Email Subscription Benchmark Study: Current Trends and Best Practices for Retailers Offering Newsletters
        1. Methodology
        2. Introduction and Key Findings
        3. Retailer Study Follow-up: Pass CAN-SEND Now
    6. Chapter 5 Review
  8. Segmenting for Relevance
    1. Basic Segmentation 101: What Is It?
    2. What Behavior Should You Look for?
    3. Recommended Segment: The “Best”
    4. The Subscriber Base as an Asset
    5. Building Value
      1. Recommended Segment: New Constituents
      2. Recommended Segment: Lapsed Constituents
    6. Segmentation and Targeting Methodologies
      1. Peppers & Rogers Group: IDIC Methodology
      2. DeBonis, Balinski, and Allen: Five-Step Process
      3. McDonald and Dunbar: Three-Stage, Seven-Step Process
      4. Recency Score Criteria
      5. Frequency Score Criteria
      6. Monetary Value Score Criteria
      7. Move Segments up the Ladder with a Targeted Message
    7. What Are Other Marketers Thinking?
      1. What Is the Ideal List Size for an Email Send?
      2. Creating Customer Segments
        1. How to Create Segments
      3. New Member Communication Streams
      4. The Basics of a New Member Stream
      5. Segmentation: Do What the Data Tells You
      6. Segmenting for Relevance
    8. Chapter 6 Review
  9. Finding and Creating Relevant Content
    1. Warning: Consumers Will Revolt against Irrelevant Content!
    2. How Do I Create Relevant Content?
      1. Dynamic Content Experimentation Ideas
    3. Building or Sourcing Relevant Content Is Not Necessarily More Work
    4. What Are Other Marketers Thinking?
      1. Delivering on the Promise
      2. Creating Emails That Sell
      3. Email User Experience
      4. Finding or Creating Relevant Content
      5. Growing Your Content Antennae: 17 Sources for Inspiration
    5. Chapter 7 Review
  10. The Role of Email in Viral and Word-of-Mouth Marketing
    1. What Are Other Marketers Thinking?
      1. Could Your Email Go Viral?
      2. Viral Email Marketing: Top Ten Best Practices
    2. Chapter 8 Review
  11. Analytics That Matter
    1. What Should You Measure?
      1. Deliverability Rate
      2. Open Rate
      3. Click-Through Rate
      4. Unsubscribe Rate
      5. Spam Complaints
      6. Multichannel Analytics
      7. Revenue and Return on Investment
    2. What Are Other Marketers Thinking?
      1. Beyond Opens and Clicks: Using Analytics to Drive Email Engagement and Sales
    3. Chapter 9 Review
  12. Testing Against Your Goals
    1. What Should You Test?
      1. Where Should Someone Who Is Just Beginning to Test Start?
      2. Do You Think Frequency Is Worth Testing?
      3. What Other Tests Should Both Testing Pros and Beginners Consider?
      4. What Is the Most Important Thing to Keep in Mind When Testing?
    2. Getting Started with Your Test
      1. Determine Which Elements You Want to Test
      2. Determine Which Segments You Will Test
      3. Sampling
    3. Multivariate Testing
    4. What Are Other Marketers Thinking?
      1. Testing Against Your Goals
    5. Chapter 10 Review
  13. Using Surveys, Forms, and Other Feedback Tools
    1. So What’s the Issue with Surveys?
      1. How Can You Develop an Effective Survey?
      2. Checklist for a Good Survey Question
      3. Don’t Forget the Heads Up and Thank You
    2. Privacy
    3. Chapter 11 Review
  14. Triggers, Transactions, and Integration
    1. The Experts Weigh In
      1. What’s a High-Level Way to Think about Integration?
      2. What Happens during Integration?
      3. Why Would an Organization Want to Integrate?
      4. Can You Get a Little More Technical with How Integration Works?
      5. What Are Some Examples of Emails that Utilize Integration Capabilities?
      6. How Can Integration Fully Leverage Confirmation Emails?
      7. What Should a Marketer Consider When Contemplating the Integration of Different Systems?
      8. What Else Should You Ask When Considering a Vendor for Integration?
    2. Chapter 12 Review
  15. Are You a Spammer?
    1. Email + Online Reputation = Maximized Deliverability: Deciphering the Reputation Equation
      1. Arithmetic: Let’s Start with the Basics
      2. The Unsolved Equation: The Authentication “Hole” in SMTP
      3. Incomplete Answers: How Current Email Filters Work (and Why They Don’t Solve the Problem)
      4. Deliverability Factor: Legal Compliance and Unsubscribe Request Management
      5. Deliverability Factor: ISP Whitelisting and Feedback Loops
      6. Deliverability Factor: Spam Complaints
      7. Deliverability Factor: Spamtraps
      8. Deliverability Factor: The Technical Side
      9. Deliverability Factor: Accreditation
      10. The Solution: How Do You Solve the Reputation Equation for Your Company?
    2. What Are Other Marketers Thinking?
    3. Can You See Yourself as Your Customers See You?
    4. I AM NOT A SPAMMER!!!!! And Other Myths Threatening the Efficacy of Your Email Communications
    5. Are You a Spammer?
    6. Chapter 13 Review

Product information

  • Title: Email Marketing by the Numbers: How to Use the World’s Greatest Marketing Tool to Take Any Organization to the Next Level
  • Author(s): Chris Baggott, Ali Sales
  • Release date: April 2007
  • Publisher(s): Wiley
  • ISBN: 9780470122457