电子邮件营销指南E-Mail Marketing For Dummies fb2 免费 lrf 下载 kindle azw3 pdf 阿里云

E-mail seems like a terrific marketing tool — until you think about all that spam clogging up your own inbox. But of course YOUR message isn’t spam. So how do you use e-mail to market without becoming a spammer?

Done properly, e-mail marketing is highly effective. E-Mail Marketing For Dummies can help you send your message to the inboxes of the world while observing professional standards, improving your deliverability, and executing your e-mail marketing strategy in line with current laws. You'll discover the secrets to creating professional and inviting e-mail messages, locating receptive respondents, tracking the results, and finding out whether your program is working. You’ll be able to:

Combine e-mail with other marketing media

Develop a winning strategy, build a quality e-mail list, and find success

Comply with anti-spam laws

Set reasonable objectives

Decide whether to use an e-mail service provider

Brand your e-mails

Build relationships with your customers

Increase your “open” rate and find out who’s actually opening your e-mails

Use e-mail to improve search engine optimization

And if you’re not a bona fide, pocket-protector-carrying geek, this book is perfect. It’s written for business people who need to get return on their time as well as their marketing efforts. Whether you read it straight through or dive right into the part you need most, E-Mail Marketing For Dummies is all about using e-mail to help your business prosper.

Introduction

Part I: Getting Started with E-Mail Marketing

Chapter 1: Adding E-Mail to a Successful Marketing Mix

Chapter 2: Maximizing Revenue with E-Mail

Chapter 3: Becoming a Trusted Sender

Part II: Mapping Out an E-Mail Marketing Strategy

Chapter 4: Developing Objectives

Chapter 5: Building a Quality E-Mail List

Part III: Constructing an Effective Marketing E-Mail

Chapter 6: Designing Your E-Mails

Chapter 7: Creating From and Subject Lines That Get Noticed

Chapter 8: Including Text in Your E-Mails

Chapter 9: Including Images in Your E-Mails

Chapter 10: Making Your E-Mail Content Valuable

Part IV: Delivering and Tracking Your E-Mails

Chapter 11: Tracking Your E-Mail Campaign Results

Chapter 12: Maximizing E-Mail Deliverability

Chapter 13: Capitalizing on Clicks and Other Responses

Part V: The Part of Tens

Chapter 14: Top Ten Worst E-Mail Content Blunders

Chapter 15: Ten E-Mail Marketing Resources

Appendix A: HTML Primer

Appendix B: A Sample E-Mail Portfolio

Index

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作者简介：John Arnold is a renowned marketing trainer and speaker as well as an entrepreneur and small business advisor. He has consulted with almost every type of small business imaginable and has personally taken more than a dozen small businesses from conception to fruition in the retail, service, nonprofit, and consulting industries, including a nationally syndicated radio show. In 2006, John helped to pioneer a small business training program on behalf of the e-mail marketing company Constant Contact. Through the program, John personally taught e-mail marketing to thousands of small business owners, and his seminars and workshops have since become a trusted source for e-mail marketing strategies, tactics, and best practices. During John’s tenure, Constant Contact was named #166 on Inc. 500’s list of the fastest growing private companies, and in 2007, completed a successful Initial Public Offering. John continues to train and advise small business owners as a Constant Contact Regional Development Director. He is a sought-after speaker and consultant for franchises, Chambers of Commerce, Small Business Development Centers, Business Improvement Districts, Visitors and Conventions Bureaus, and nonprofit organizations. John can be reached through the publisher or on his Web site at www.emailtrainer.com.

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E-mail seems like a terrific marketing tool — until you think about all that spam clogging up your own inbox. But of course YOUR message isn’t spam. So how do you use e-mail to market without becoming a spammer? Done properly, e-mail marketing is highly effective. E-Mail Marketing For Dummies can help you send your message to the inboxes of the world while observing professional standards, improving your deliverability, and executing your e-mail marketing strategy in line with current laws. You'll discover the secrets to creating professional and inviting e-mail messages, locating receptive respondents, tracking the results, and finding out whether your program is working. You’ll be able to: Combine e-mail with other marketing media Develop a winning strategy, build a quality e-mail list, and find success Comply with anti-spam laws Set reasonable objectives Decide whether to use an e-mail service provider Brand your e-mails Build relationships with your customers Increase your “open” rate and find out who’s actually opening your e-mails Use e-mail to improve search engine optimization And if you’re not a bona fide, pocket-protector-carrying geek, this book is perfect. It’s written for business people who need to get return on their time as well as their marketing efforts. Whether you read it straight through or dive right into the part you need most, E-Mail Marketing For Dummies is all about using e-mail to help your business prosper.