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Email Marketing in a Digital World by Jason Smith, Scott D. Swain, Richard C. Hanna

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CHAPTER 3

The Anatomy of an Email and Email Environments

Imagine you are attending a meeting with a group of email marketers, and the topic is how to improve your company’s use of email. To understand what everyone is talking about, you have to know the lingo or the vocabulary of email marketing. In this chapter, we will cover the basic design of an email, how an email works, and what technical considerations a sender needs to consider. We will also discuss how email marketers must manage the design of these elements to maintain compliance with the CAN-SPAM Act while also increasing the likelihood of emails being opened and driving clicks.

The Look and Feel of Email

You have probably already opened and written thousands of emails, so you already ...

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