Permission Based E-mail Marketing

✍ Scribed by Kim MacPherson

• Publisher: Kaplan Business
• Year: 2001
• Tongue: English
• Leaves: 279
• Edition: illustrated edition
• Category: Library

✦ Synopsis

To retain customers and solicit new clients, businesses need proven ways to make their products and services stand out.  From subject lines that grab attention to detailed ways of calculating return on investment, every aspect of e-mail advertising is detailed in  Permission Based E-Mail That Works .         In a clear, lively tone, author and e-mail marketing expert, Kim MacPherson covers the specifics of a new breed in advertising.  MacPherson draws from a large pool of material and sources to present a well rounded approach to advertising, including ways ''opt in'' (permission based e-mail) can be used to retain customers and acquire new clients. Creative copy, streaming media, and specialized offers can make your e-mail sing, but the ability to measure various approaches is crucial.  By understanding the basics of rented e-mail lists versus in house databases, embedded cookies, and return on investment charts, MacPherson has developed an invaluable guide through the ins and outs of the virtual marketplace.

✦ Table of Contents

Preliminaries......Page 1
Foreword......Page 10
Acknowledgments......Page 12
Introduction......Page 14
1. The Power of E-mail......Page 22
2. E-mail Terms You Should Know......Page 27
3. Opt-In versus Opt-Out—Permission and Privacy......Page 33
4. Creating Your Budget......Page 44
5. Brainstorming the Offer......Page 54
6. All about Lists......Page 68
7. Acquisitions Testing Strategies......Page 83
8. The Dialogue: How to Speak to Your Prospects and Customers......Page 96
9. Copywriting for E-mail: Best Practices......Page 101
10. The Power of Design......Page 124
11. Promoting to Your House List......Page 151
12. Communications to Retain......Page 160
13. Segmentation and Splits for Top Retention......Page 168
14. Viral Marketing......Page 180
15. Coming in for a Landing......Page 189
16. More on Testing, Cookies, and Other Bits and Bytes......Page 198
17. The Last Word:What It All Adds Up To—Tracking and Measuring Your Results......Page 207
Case Studies......Page 215
Resources......Page 255
Index......Page 275