Dave Chaffey

Total E-mail Marketing

• Broschiertes Buch

Produktbeschreibung

E-mail is a powerful marketing communications tool which excels at developing relationships with existing customers and acquiring new customers. This second edition builds on the author's successful formula, describing a practical approach to e-mail marketing for all marketers looking to exploit its potential or take their e-mail to the next level. Total e-Mail Marketing 2e draws on expertise and latest examples from leading European practitioners to detail practical tips to improve campaign results. Packed with brand new case studies and checklists to get you started or improve on past campaigns, the book covers all aspects of e-mail marketing, including:

Planning effective, integrated e-mail campaigns and e-newsletters
How to rapidly build a quality house list and select the best tools to manage it
Ethical and legal constraints in a fast-moving sector
Design and write HTML and text format e-mails for maximum response
Getting through the SPAM filtersto maximize deliverability
Targeting, personalizing, measuring and improving e-mail campaigns
Integrating emerging technologies like blogs, RSS and mobile messaging
Practical dos and don'ts

A vital supplement to the author's book e-Marketing eXcellence, also in its 2nd editon and co-written with PR Smith, this text is relevant to all marketers - specializing in e-marketing or not - as it offers an integrated campaign perspective and shows how to maximize integrated e-marketing results.

Produktdetails

• Verlag: Taylor & Francis
• Artikelnr. des Verlages: Y127849
• 2. Aufl.
• Seitenzahl: 296
• Erscheinungstermin: 15. August 2006
• Englisch
• Abmessung: 246mm x 189mm x 16mm
• Gewicht: 580g
• ISBN-13: 9780750680677
• ISBN-10: 0750680679
• Artikelnr.: 22010907

Autorenporträt

Dave Chaffey

Inhaltsangabe

Introduction; E-mail marketing fundamentals; E-mail campaign planning; E-mail for customer acquisition; Using e-mail for customer retention; Crafting e-mail creative; E-mail marketing management; E-mail marketing challenges and innovation; Web links