Launching & Building a Brand For Dummies

Chapter 14

Email Marketing

IN THIS CHAPTER

Keeping your email address off spam lists

Setting goals for your email marketing campaigns

Creating a well-populated mailing list

Crafting email messages that catch and hold your readers’ interests

Choosing and using a dedicated email marketing platform

Email marketing combines the power of direct-mail marketing and the Internet, enabling you to send an email blast to thousands of recipients with a click. If you’ve ever wondered why you receive so much spam, that’s because email marketing works. In one study conducted by the Direct Marketing Association in the United Kingdom, every dollar spent on email marketing generated an average return on investment of $38.

Every brand should include email marketing as one of its regular promotional activities. You can use it to lead people through the sales process, drive traffic to your blog or social media accounts, distribute an electronic newsletter, announce new products and services, offer customers ...