What is included with this book?
Jeanniey Mullen is the Executive Vice President and Chief Marketing Officer for Zinio and VIVmag and is also the founder and Chairperson of the Email Experience Council. She is an expert in the email and online marketing world and has more than two decades of experience helping B2B and B2C clients such as IBM, Yahoo!, and American Express harness the power of a digital dialog to drive revenue, improve brand impact, and enhance customer relationships. David L. Daniels is a multichannel marketing consultant who has been the leading analyst voice shaping the email marketing industry. David currently serves as Vice President and principal analyst with Forrester Research. Prior to his role as an industry analyst, David held senior level positions at Apple, Urban Outfitters/Anthropologie, MicroWarehouse, Genesis Direct/ProTeam, and CDA Computer Sales.
Foreword | p. xv |
Introduction | p. xvii |
Understanding Email Marketing Today | p. 1 |
How We Got Here | p. 2 |
What Email Means to Your Audience | p. 5 |
The Five Types of Email | p. 6 |
Awareness | p. 8 |
Consideration | p. 9 |
Conversion | p. 10 |
Product Usage | p. 10 |
Loyalty | p. 12 |
Understanding the Economic Impact of Email | p. 14 |
Test Your Knowledge | p. 15 |
The Five Critical Elements of Every Email You Create | p. 17 |
Creating Brand Impact | p. 18 |
Determining How Much Brand Equity Your Emails Carry | p. 19 |
Adding Intelligence to Your Design | p. 22 |
Basic Elements of Intelligent Email | p. 22 |
Using This Insight to Your Advantage | p. 24 |
Driving the Purchase | p. 26 |
Waging the War Against Email ADD | p. 28 |
Beyond the Email Content: What You Need to Know | p. 29 |
Creating Transactional/Service Messages | p. 30 |
Adding Viral Marketing Elements | p. 34 |
Two Ways to Define Success of Your Viral Marketing Efforts | p. 35 |
Best Practices for Creating a Buzz Using Viral Efforts or Word of Mouth | p. 36 |
Test Your Knowledge | p. 37 |
Getting Ready to Build Your Email Marketing Efforts | p. 39 |
Aligning Your Strategy with Your Tools | p. 40 |
Determining Your Tools: A Ten-Point Strategy | p. 40 |
Evaluating Vendors | p. 44 |
A Checklist to Maximize Your Vendor Selection Process | p. 45 |
Organizational Readiness: Resources Required for Success | p. 49 |
Budgeting for the Future | p. 52 |
Justification: Selling Your Boss on the Return on Investing in Email | p. 53 |
Test Your Knowledge | p. 55 |
What Happens Once You Send Your Email | p. 57 |
Defining the Analytics Framework | p. 58 |
Start with Your Email Marketing Plan, and Expand It to Include Your Company Growth Plan | p. 59 |
What to Do If Something Goes Wrong | p. 64 |
So, What Do You Do When It Happens to You? | p. 67 |
Revisiting Your Budget | p. 68 |
The Email Marketing Database and Future Multichannel Efforts | p. 70 |
Awareness | p. 71 |
Engagement | p. 71 |
Consideration | p. 71 |
The Buy | p. 72 |
Making the Most of Your Email in a Multichannel Environment | p. 72 |
What This Means When You Are Setting Up Your Initial Email Database | p. 72 |
The Top Five Ways You Can Mess Things Up If You Are Not Really Careful | p. 74 |
Test Your Knowledge | p. 75 |
Eight Key Drivers of Your Email Campaign | p. 77 |
Email Address Acquisition | p. 78 |
Your Website | p. 78 |
Other Channels | p. 82 |
Third-Party Sources | p. 84 |
Welcome to the Campaign! | p. 87 |
Creative/Copy | p. 88 |
The From Line | p. 89 |
Subject Lines | p. 89 |
The Spam Check | p. 90 |
The Width of Your Email Template | p. 91 |
The Length of Your Email Template: Work Above the Fold | p. 92 |
Email Creative Best Practices | p. 92 |
Making the Data Work | p. 93 |
Multichannel Integration | p. 95 |
Technology (Delivery, Deployment, and Design) | p. 96 |
Reporting/Analytics | p. 98 |
Privacy/Governmental Control | p. 100 |
State Registries | p. 101 |
Privacy Policy Best Practices | p. 101 |
Reactivation | p. 104 |
Test Your Knowledge | p. 105 |
Preparing Your Email Marketing Strategy | p. 107 |
Preparing Your Resource Arsenal | p. 108 |
Monday: Getting Smart (the Seven Essential Truths About Email Marketing) | p. 109 |
Tuesday: Evaluating Tools and Resources | p. 112 |
Wednesday: Budgeting | p. 116 |
Thursday: Related Marketing Initiatives | p. 119 |
Friday: Getting the Boss to Sign the Check | p. 123 |
Building the Blueprint for Success | p. 124 |
Monday: Evaluating Your Current House File and File Size Needs | p. 125 |
Tuesday: Creating the Acquisition Plans | p. 126 |
Wednesday: Focusing on the Opt-in Process and Customer Preference Centers | p. 128 |
Thursday: Reviewing the Opt-out Process | p. 132 |
Friday: Making Sure Your Landing Pages Are a Good Place to Land | p. 133 |
Counting Down to "Go Time" | p. 138 |
Monday: Mapping Out a Realistic Strategy | p. 139 |
Tuesday: Defining Your Data Transfer Process | p. 142 |
Wednesday: Making Sure Your Tracking Links Will Work | p. 144 |
Thursday: Checking for the Deliverability Basics | p. 147 |
Friday: Testing for Actionability | p. 151 |
Testing Your Way to the First Campaign | p. 152 |
Monday: Choosing the Subject Line Strategy | p. 152 |
Tuesday: Making Sure Your Content Can Be Seen | p. 153 |
Wednesday: Ensuring Personalization Is Accurate | p. 156 |
Thursday: Remembering That Emails Get Forwarded and Saved | p. 158 |
Friday: Going Through the Success Checklist One More Time | p. 159 |
Test Your Knowledge | p. 159 |
Month 2: Ensuring Success as You Launch Your Campaign | p. 161 |
Sending Your First Campaign | p. 162 |
Monday: What to Do Once You Hit Send | p. 162 |
Tuesday: Reading Reports | p. 163 |
Wednesday: Managing Customer Service Replies | p. 166 |
Thursday: Matching Your Response Rates to Your Forecast and Plan | p. 167 |
Friday: Keeping Your Database Clean and Your Reputation Strong | p. 169 |
Creating a Plan to Optimize Your Results | p. 171 |
Monday: What Your Reports Are Really Saying | p. 171 |
Tuesday: Analyzing the Effectiveness of Your Creative | p. 173 |
Wednesday: Pulling Together the Comprehensive Report | p. 178 |
Thursday: Optimizing the Opt-in Points on Your Website | p. 180 |
Friday: Creating Your Test | p. 184 |
Measuring Email's Impact on Other Channels | p. 187 |
Monday: Measuring the Role of Email in a Customer's Purchase | p. 188 |
Tuesday: Determining the Value of Your Email Addresses and Campaigns | p. 193 |
Wednesday: Increasing Email Sending Costs to Improve Top-Line Results | p. 196 |
Thursday: Exploring Web Analytics and Email Integration | p. 198 |
Friday: Finding and Targeting Your Advocates | p. 202 |
Promoting Your Email Results Within Your Organization | p. 206 |
Monday: Affecting Email Used in Other Parts of Your Organization | p. 206 |
Tuesday: Sharing Results with Your Online Peers | p. 209 |
Wednesday: Sharing Results with Your Offline Peers | p. 210 |
Thursday: Using Your Email Results for PR Purposes | p. 211 |
Friday: Looking Ahead to Dynamic Content | p. 213 |
Test Your Knowledge | p. 214 |
Month 3: Adding Bells and Whistles | p. 215 |
Using Email as a Feedback Tool | p. 216 |
Monday: Leveraging Email Surveys | p. 216 |
Tuesday: Designing an Email Survey | p. 217 |
Wednesday: Polls in Emails | p. 220 |
Thursday: Email Focus Groups | p. 221 |
Friday: Email-Driven Testimonials | p. 222 |
Creating Video- and Audio-Enabled Emails | p. 226 |
Monday: Deciding Whether Using Audio or Video Is Right for Your Emails | p. 227 |
Tuesday: Building the Five Layered Emails | p. 228 |
Wednesday: Making Your Video Email Viral | p. 230 |
Thursday: Making Your Video Email an Integrated Part of a Larger Campaign | p. 232 |
Friday: Allowing Your Reader to Create Their Own Video Email | p. 233 |
Creating Mobile Email | p. 234 |
Monday: Why Your Email Needs to be Mobile | p. 235 |
Tuesday: The Mobile Email Creative | p. 236 |
Wednesday: How Many Readers in Your Database Are Reading "on the Run"? | p. 239 |
Thursday: Defining Your Mobile Email Preference Center | p. 240 |
Friday: Making Your Current Email Strategy Work in a Mobile World | p. 241 |
Creating Social Email | p. 243 |
Monday: When Email Is Used on Social Networks | p. 244 |
Tuesday: Response Guidelines for Social Email | p. 245 |
Wednesday: Reviewing Results for Social Email | p. 247 |
Thursday: Social Messaging: Thinking Inside the Box | p. 249 |
Friday: Keeping the Use of Social Email in "Check" | p. 251 |
Test Your Knowledge | p. 252 |
Getting Ready for Year 2 and Beyond | p. 253 |
Iterative Financial Analysis: Analytics Over Time | p. 254 |
A Top-Down View of Annual Performance | p. 254 |
Analyzing Individual Subscriber Segment Performance | p. 255 |
List Health | p. 255 |
Financial Performance/Budget to Plan Performance | p. 255 |
The Necessity of Rebudgeting | p. 256 |
ESP Refresh: Evaluating Your ESP and Technology Partners | p. 257 |
Assessing Future Trends | p. 260 |
Journey On | p. 261 |
Vendor Resource List | p. 263 |
Associations, Events, and Publications | p. 264 |
Email Service Providers | p. 264 |
Delivery Service Providers and Reputation and Accreditation Management Services | p. 265 |
Market Research, Agencies, and Consultants | p. 265 |
Technology Vendors | p. 266 |
Web Analytics Vendors | p. 266 |
Email Checklists | p. 267 |
Email Design | p. 268 |
Content | p. 268 |
Subject Line | p. 268 |
Preheader/Header | p. 268 |
Preview Pane | p. 268 |
Message Construct | p. 269 |
Recovery Module | p. 269 |
Footer | p. 269 |
Code QA Testing | p. 269 |
Precheck HTML File | p. 269 |
Precheck Text File | p. 270 |
Conduct Rendering Testing | p. 271 |
Glossary | p. 273 |
Index | p. 284 |
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