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Handbook: Email Marketing - Second Edition

Summary of Contents:

  • Chapter 1: Email’s sphere of influence (pg. 11-18)
    • Permission-based
    • Engagement throughout the revenue pipeline
    • Meeting objectives
    • Email is budget-friendly
    • Email plays a vital role in integrated marketing communications
  • Chapter 2: Identify impact and purpose (pg. 19-58)
    • Setting objectives
    • Selecting placement of email in the Marketing-Sales funnel
    • Prospect
    • Nurture
    • Retain
    • Refer
    • Everyday email campaigns
  • Chapter 3: Measurement and results (pg. 59-70)
    • Measurement strategy
    • Plan with the end in mind
    • Strive for effectiveness and efficiency
    • Prioritize
    • Emphasize teamwork
    • Swap shopper stories
    • Metric selection
    • Standard metrics
    • Mature metrics
    • Results
    • Benchmarks
  • Chapter 4: Integrate email into the mix (pg. 71-94)
    • Social media
    • Social Media’s positive influence on email
    • Leveraging the power of social media
    • Mobile
    • New challenges, opportunites helpful hints
  • Chapter 5: Produce relevant content (pg. 95-127)
    • Effective engagement tactics
    • Creating contagious content
    • Segmenting
    • Shipping on time
    • Real-Time communications
    • Send times
    • Automated campaigns
  • Chapter 6: Developing and keeping quality lists (pg. 128-160)
    • Exclusivity is essential
    • Relationship management
    • New subscribers
    • Opt-in tactics
    • Motivation
    • Incentives
    • Explicit expectations
    • Registration page design
  • Chapter 7: Deliverability and legal compliance (pg. 161-182)
    • Developments in email delivery
    • Reliance on sender reputation
    • Additional best practices
    • Legal
    • CAN-SPAM compliance
    • Privacy policy
  • Chapter 8: Executing engaging email campaigns (pg. 183-202)
    • Essence of the exchange
    • Email Message
    • Creative
    • Email design choices
    • Email format for today and tomorrow
    • Elements of an email message
  • Chapter 9: Testing and optimization (pg. 203-216)
    • Take the time to test
    • Create your own "lab"
    • Methodology for email testing and optimization
    • Test Prep
    • A/B Testing
    • Elements for change
    • Target audiences
    • Landing pages
    • Subject lines
    • Layouts and images
    • Messages
    • Send dates and times
    • Autoresponders
  • Appendix: Email marketing glossary (pg. 217-252)