Effective E-Mail Marketing: The Complete Guide to Creating Successful Campaigns
Herschell Gordon Lewis - Effective E-Mail Marketing: The Complete Guide to Creating Successful Campaigns
Published: 2002-06-17 | ISBN: 0814471471 | PDF | 304 pages | 0.86 MB
E-mail is today's most powerful marketing medium. It is also the most misunderstood. This dynamic book dispenses with incomprehensible theories and conflicting rules to explore real-life examples of e-mail campaign successes and failures – explaining exactly why each soared or sank. Over-mailing * Under-testing * Poorly constructed messages * Effective E-Mail Marketing shows marketers how to avoid these and hundreds of other problems, and how to craft messages that build rapport – and sales – to consumers worldwide. All marketers using the Web will want to look here first to learn the truth about: * Adapting mass-market messages to this one-to-one medium * Strategies for increasing mailing frequency without increasing ""opt-outs"" * Techniques that reach through the screen to grab the reader * Words and phrases that drive response – and those that guarantee rejection At last, a book full of hard-boiled e-marketing tips to replace unproven theories!