December 2015
Beginner
150 pages
3h 23m
English
Content preview from Email Marketing in a Digital World
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Consumer Decision Making and the Role of Email
Up to this point, we have discussed the “how” of email marketing by reviewing the fundamentals of email design and common techniques for measuring performance. Let us now move to the questions of “when” and “what” to send. To answer these questions, we must possess a deeper understanding of consumer behavior. Accordingly, in this chapter, we first present a general model of the process consumers go through en route to making decisions about product purchases. Subsequently, we adopt the perspective of marketers who wish to influence or facilitate this process. From this perspective, rather than focusing on the steps consumers go through, we describe a “hierarchy of effects” model that focuses ...
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I'm always learning. So when I got on to O'Reilly, I was like a kid in a candy store. There are playlists. There are answers. There's on-demand training. It's worth its weight in gold, in terms of what it allows me to do.