Book description
Praise for EMAIL MARKETING by the NUM8ERS
"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
- Copyright
- Introduction By the Numbers: What’s It All About?
- What Is Marketing’s Goal?
- Is Email the Perfect Marketing Tool?
- What’s Wrong with Email?
- Subscriber Engagement: What Matters?
- Building a Killer Database
- Segmenting for Relevance
- Finding and Creating Relevant Content
- The Role of Email in Viral and Word-of-Mouth Marketing
- Analytics That Matter
- Testing Against Your Goals
- Using Surveys, Forms, and Other Feedback Tools
-
Triggers, Transactions, and Integration
-
The Experts Weigh In
- What’s a High-Level Way to Think about Integration?
- What Happens during Integration?
- Why Would an Organization Want to Integrate?
- Can You Get a Little More Technical with How Integration Works?
- What Are Some Examples of Emails that Utilize Integration Capabilities?
- How Can Integration Fully Leverage Confirmation Emails?
- What Should a Marketer Consider When Contemplating the Integration of Different Systems?
- What Else Should You Ask When Considering a Vendor for Integration?
- Chapter 12 Review
-
The Experts Weigh In
-
Are You a Spammer?
-
Email + Online Reputation = Maximized Deliverability: Deciphering the Reputation Equation
- Arithmetic: Let’s Start with the Basics
- The Unsolved Equation: The Authentication “Hole” in SMTP
- Incomplete Answers: How Current Email Filters Work (and Why They Don’t Solve the Problem)
- Deliverability Factor: Legal Compliance and Unsubscribe Request Management
- Deliverability Factor: ISP Whitelisting and Feedback Loops
- Deliverability Factor: Spam Complaints
- Deliverability Factor: Spamtraps
- Deliverability Factor: The Technical Side
- Deliverability Factor: Accreditation
- The Solution: How Do You Solve the Reputation Equation for Your Company?
- What Are Other Marketers Thinking?
- Can You See Yourself as Your Customers See You?
- I AM NOT A SPAMMER!!!!! And Other Myths Threatening the Efficacy of Your Email Communications
- Are You a Spammer?
- Chapter 13 Review
-
Email + Online Reputation = Maximized Deliverability: Deciphering the Reputation Equation
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):
- Release date: April 2007
- Publisher(s): Wiley
- ISBN: 9780470122457
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