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Email Marketing Handbook - Second Edition


MarketingSherpa's Email Marketing Handbook 2nd Edition

Research-based strategies for accelerating email marketing performance

The Email Marketing Handbook includes:

  • 252 pages focused on top email marketing strategies
  • 65 Real-life examples of what works
  • 13 Marketing Research charts with analytical commentary
  • 7 Worksheets and 4 exercises
  • 5 elements for effective Welcome emails
  • 10 mobile design tips
  • 3 phases and 3 ways to create content readers crave
  • Download 16 page FREE Excerpt

This publication is sponsored by Eloqua

Elevating the Effectiveness of Your Email Program

Today's marketers are tasked with trying to communicate effectively in a world of competing advertising messages to an audience experiencing email fatigue. Complicating matters further, marketing strategies have shifted from command and control methods to more open and inclusive tactics. Brand is no longer separated from the conversation; rather it is expected to participate.

For marketers to accelerate their email and overall marketing performance, they must overcome daily obstacles to work with a variety of communication channels (social and mobile) and data centers to assist the customer along the path to purchase.

Best practices and sales and marketing intuition are not enough to build strong relationships with customers. Rather, it takes a measurable and repeatable methodology by which people, process and technology are aligned to effectively engage customers from introduction to conversion.

MarketingSherpa’s new Email Marketing Handbook 2nd Edition helps guide marketers through a step-by-step process to elevate their email programs results. This handbook is broken down into actionable steps, allowing marketers to methodically improve the accuracy and effectiveness of their email communications. It begins with identifying ways to help the subscriber at each funnel stage, and finishes with the safe arrival messages in subscribers inbox.

Inside the 252-page handbook we have uncovered the best practices to give your organization the sustenance to increase the speed and accuracy of its email communications. It also includes worksheets and exercises designed to help you prioritize and fine tune your message when adding lifecycle communications or promoting the latest mobile app. Our goal is to have this handbook become your trusted resources for executing meaningful email communications.

6 Steps Actionable Steps for Success

According to the handbook there are six actionable steps you can follow that provide a methodical way to improve the accuracy and effectiveness of your email communications.

  1. Identify impact and purpose – Assess and prioritize placement in the path to purchase where email can have the most impact on your bottom line
  2. Email marketing integration – Learn the evolving best practices to leverage the power of social media for sharing content and generating list growth
  3. Content creation – Learn the three keys to relevancy; contagious content, segmentation and real-time communications
  4. Quality list growth – Develop a strategy to build a quality list of brand evangelists for your company based on your resources and target audience
  5. List hygiene and monitoring deliverability statistics – Know your relationship with ISPs and how your reputation affects your deliverability success
  6. Testing and optimization – Understand what works for your organization and your customers to continuously test and optimize your email messages

Overcome Your Top Email Challenges

The content of this handbook is based on eight years of research from surveying more than 10,000 marketers and numerous interviews with practitioners to document their successes (and at times failures) for our case studies and how-to articles. Recently marketers from Fortune 500 companies to small "mom-and-pop" stores told us the email marketing processes in most need of improvement were:

  1. Using email for funnel optimization
  2. Integrating email data with other data systems
  3. Achieving or increasing measurable ROI
  4. Integrating email with other marketing tactics
  5. Growing and retaining subscribers

Not only will the handbook help marketers with these challenges, it's filled with the latest research, charts and case studies for accelerating email marketing effectiveness, the handbook also serves as a quick reference for manic marketers whether they are new to email marketing or a seasoned veteran looking to improve their lifecycle campaigns.

If I Purchased Last Year's Copy – What MakesThis Year's Book Unique?

  1. The second edition will delve deeper into the analysis of the email marketing program maturity levels and examine six key email communication processes. The best practices uncovered will be shared with marketers creating a foundation to increase the speed and accuracy of their email communications.
  2. Rather than arranging the chapters in order of the strategic steps to launch an email program, we outline the iteration process for a mature marketing department when it seeks to add a lifecycle communication like a niche nurturing newsletter, order confirmation message or email survey
  3. Revised and updated with the latest marketing research and case studies
  4. 216 pages + Marketing Glossary of Terms – Powered by MECLABS total 252 pages

Who Will Benefit from the Email Marketing Handbook?

Anyone who is responsible for or whose job performance is measured by:

  • Improving any part of your email marketing program
  • Creating high-quality marketing content and messaging
  • Email integration and lead generation
  • Developing and keeping quality lists
  • Marketing segmentation, deliverability and measurement
  • Improving marketing and sales pipeline
  • Email testing, optimization and metrics

Case Studies & Insights Included in the Handbook:

  • How Microsoft used triggered email to increase or 800% and CTR 2,100%
  • iPhone-targeted landing pages boost conversion rate 40%
  • MarketingSherpa’s six steps to accelerating email marketing performance
  • How Kodak added 33% more email subscribers and 53% more YouTube fans
  • Sign-up ad campaign increases email database 300% among target audience
  • Anti-newsletter strategy nurtures $1.5 million in leads in 4 months at Citrix
  • How cutting a house list 95% helped double sales
  • 6 tactics to leverage social check-in to grow email lists and improve engagement
  • 3-part triggered series generates 53% click-to-conversion rate
  • Growing email lists with social media: KFC's Facebook tool adds subscribers
  • 5 tactics to engage and convert smartphone users
  • Reformat, reuse, recycle: 5 strategies to stretch your marketing content
  • Segmenting a database and delivering more targeted content
  • How JetBlue's automated triggers get 1,640% more revenue-per-email
  • How to use SMS and relevant content to add opt-ins